Our experts are letting you in on the tools they use to create killer PR strategies that drive impressive results.
The Holy Grail of public relations has always been how to quantify efforts and prove ROI to the C-suite. How do you know if the time and investment being put into a proactive PR strategy are actually converting into new business? The response from most PR departments has always been about “increasing awareness,” but that answer is nebulous at best. At BNO, we enhance PR strategy through data gathered from digital marketing. Take a look at how we do it:
Data-empowered PR
Digital marketing insights include a host of online marketing tactics such as SEO, SEM, content marketing, and social media optimization. These insights can be repurposed for optimal PR use, informing content developed by our PR team to enable improved search indexing for current, interesting, and trending keywords. By incorporating data gleaned from digital marketing efforts into an overall content strategy, we’re able to create content that is purposeful, compelling, and effective. And with the insights captured through our public relations outreach, we can identify and target keywords and hot topics that draw increased media attention, helping inform digital marketing efforts to complete the cycle.
—By incorporating data gleaned from digital marketing efforts into an overall content strategy, we’re able to create content that is purposeful, compelling, and effective.
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Identifying placement quantity and quality for enhanced PR results
We use Google Analytics and other SEO tools to further enhance our PR strategy, helping us to identify which placements generate the most value (via clicks and conversions) to better inform our efforts. Overlaying domain authority and outbound links are also useful practices to help identify which media outlets are most likely to promote content or provide backlinks to company websites.
Finally, using real-time data to inform our strategy, we’re able to provide our clients with media metrics and coverage results, identify what’s working, target opportunities that are worth pursuing, and make recommendations to align messaging to current conversations prioritized by the media.
Using numbers as a tool, not an ultimatum
Numbers inform our strategy, but they do not dictate it. Through a deep understanding of our clients’ businesses, objectives, and industry landscapes, we determine priorities with them because any strategy should be a conversation – and we look forward to hearing feedback.
Our approach is based on data, transparency, and most importantly, ongoing improvement. We look at organic traffic, referral traffic, organic searches, search rankings, and domain authorities, among many other data points, to drive our recommendations. Because those results can change at a moment’s notice, we are constantly evaluating our own results, learning from them, and optimizing our media outreach tactics because of them … and we keep our clients in the loop every step of the way.
