Crafting an effective PR strategy in the digital age: Harnessing data-driven insights
Alexis Rose Quintal, M.Ed
Personal Branding & Media Expert | Owner & CEO of Rosarium | Speaker | Former College Professor | Educator & Mentor for Higher-Education Student Entrepreneurs
In our first three articles in this Thought Garden series, we’ve shared how you can understand your target audience, leverage storytelling techniques and embrace social media platforms to drive meaningful results in the ever-changing digital landscape. But how do you measure what’s working and make informed improvements?
Let’s talk data.
Data is the number-one way Rosarium learns from and optimizes our clients’ marketing and public relations (PR) strategies. It tells us about our audience, measures the impact of a campaign, and points us to new tactics. When you’re doing it right, you can analyze everything — all the way down to the point of sale.
·?????? When someone makes a purchase, where did they come from?
·?????? What was their experience like on the path to purchasing?
·?????? Why did they ultimately decide to purchase?
·?????? How can we repeat that result on a 10x basis?
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Data answers all those questions. And when you combine that data with analysis on key performance indicators (KPIs) like click-through rates, social media engagement, share-of-voice, and media impressions, you can gain insights into purchasing behaviors, preferences, and interests. That reveals opportunities to improve messaging and create campaigns that are even more impactful.
For example, one of our startup clients recently launched a brand new product in a niche target market. We created a three-pronged approach to their marketing and public relations strategy so we could measure the data and optimize our efforts intentionally. The approach included social media, podcasting, and events and conferences. After three months, we measured the Google Analytics traffic data with the sales pathway results and determined that social media was the #1 sales-driving tactic. We did not stop doing everything else, but we now knew where to put the majority of our efforts in order to generate revenue for the business going forward.
That’s only half of what data can do. It can also identify emerging trends and enable you to stay ahead of the curve. Rosarium uses data to keep an eye on industry conversations, analyze market sentiment and monitor media content, so we can gauge public perception of brands and industries.
In our opinion, that’s the best way to anticipate potential challenges or opportunities, adapt strategies, and continue to set our clients apart as innovators.
Questions? Want to suggest a topic for our next series?
Please be in touch! You can visit rosarium.work or email us at [email protected].
Thank you so much for reading Thought Garden. It’s been our pleasure to grow with you!