Historically PR agencies measured campaign performance based on the quantity, or quality, of appearances in the media. But it is no longer enough, in fact it is laughable, to present a set of metrics based on possible impressions or equivalent advertising spend.
Return on investment today must be based on factual and provable impact.
Inbound PR uses digital metrics like Google Analytics and goal setting, along with other digital tools, to measure exactly how any PR activity is impacting your business’ online visibility and overall business objectives.
Clear reporting should give you the ability to track website visitors (both new and returning), measure success of a particular article or asset, see how your social media accounts are growing, what level of activity and engagement your posts have generated, as well as to know which channels or outlets are driving traffic to your website.
Remember that your website meets your prospects before you do, so careful tracking and measurement of your website is the key to the success metrics of your business.
The Inbound PR methodology can help you understand how an individual campaign and your wider PR and marketing activity is performing against your business’ overall goals.