Monitor your Digital PR campaigns with these 4 metrics
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Every business should consistently measure and analyse specific metrics to demonstrate the success of their Digital PR campaigns on brand awareness and refine their strategies for maximum impact.
Here, we provide four essential metrics to help track the effectiveness of your Digital PR efforts in enhancing brand awareness, engagement, and resonating with your target audience effectively.
For more information on how Embryo can help your digital PR strategy, contact our team by phone at 0161 327 2635 or email info@embryo.com.
1. Inbound links
Inbound links, also known as backlinks, are links from external websites that direct users to your website and can contribute to your website’s search engine rankings. These can be tracked using tools such as Ahrefs and BuzzSumo or found manually through Google searches.
While the traditional approach to digital PR focused on gaining links and visibility across as many websites as possible, KIPs have now shifted to prioritising high-quality backlinks from authoritative sites relevant to your industry.
Inbound links can be inspected to see whether they are follow or no-follow links. Follow links (also known as do-follow links) allow search engine crawlers to follow them and pass authority from one webpage to another, helping contribute to search engine rankings. No-follow links do not pass authority.
2. Referral traffic
Referral traffic is defined as the number of users who visit your website through external links.
Monitoring your website analytics can help identify the number of users clicking through to your website and provides a view of your reach across different online platforms. These analytics can then be used to identify which channels are driving the most visitors to your site, allowing you to tailor future strategies to capitalise on which platforms/websites resonate the most with your audience.
3. Brand search volume
If your brand hasn’t been linked by a publication and instead just gains a textual reference, it doesn’t mean it hasn’t been effective. The success of Digital PR coverage can be found by analysing the search volume for your brand along with the relevant keywords used in your content.
An increase in search volume during the time of your campaign suggests an increase in brand awareness, as users are actively searching for information about your products or services. Tools like Google Trends can be used to track fluctuations in brand interest over time.
4. Social media engagement
If users resonate with your content, they’re more likely to share it with their wider network on social media, further expanding the reach of your campaign.
Social media is a great way to analyse consumer sentiment about your brand and campaign. Evaluate the tone and context of reactions and comments to understand how well the audience has perceived your brand. Positive sentiment can suggest successful reputation management, while negative sentiment shows that your strategy needs tweaking and may need strategic interventions.
Want to learn more about the benefits of Digital PR?
As a full-service digital marketing agency with a dedicated Digital PR team, if you want to know more or work with us to help you create successful revenue-driving campaigns, get in touch by phone at 0161 327 2635 or email us at info@embryo.com.
