How Analytics and Earned Media Drive Lasting Value
The Power of Analytics in PR: Leveraging Tools like TrendKite
Today, Analytics and Earned Media have become central to marketing and PR strategies. Understanding how to use analytics to track and report on how media mentions drive traffic is essential for PR professionals. To achieve this, it’s crucial to embrace digital tools that provide these insights effectively.
Why Earned Media is a Trusted Channel
A recent TrendKite webinar highlighted that 83% of consumers trust earned media more than paid channels. This statistic underscores the importance of PR in the marketing mix. By leveraging earned media, you can expand your reach and connect with audiences through channels they trust. With TrendKite, PR professionals have the ability to identify and validate results, turning PR into the “rock star” of the marketing mix.
Understanding Goal Completion with TrendKite
One of the key metrics that TrendKite focuses on is Goal Completion. This is the metric that matters most to the C-Suite. For example, it might take months for traffic from a Forbes article to convert, but because Forbes.com has strong SEO, that traffic eventually finds its way to your site. When visitors take high-value actions, such as downloading enrollment information or requesting a demo, these are considered Tier 1 goals that the C-Suite prioritizes.
The Annuity Value of PR Efforts
Another concept that TrendKite emphasizes is the annuity value of PR efforts. Think of it as a bank account that accrues interest over time. A well-placed article on a site like Forbes continues to deliver goal conversions long after its initial publication. Unlike ad spend, which stops producing results as soon as you turn it off, a great PR placement continues to generate value. PR gains are realized both at the beginning and long after the end of a campaign.
Conclusion: Making PR the Star of Your Marketing Mix
With tools like TrendKite, PR professionals can demonstrate the lasting value of earned media. By understanding and leveraging analytics, PR can take its rightful place as a crucial component of any successful marketing strategy.