How to Set Goals for Your Digital PR Campaign


Digital PR is a type of marketing, and all marketing activities must be evaluated primarily based on their potential to generate an investment return (ROI).

In general, if something is more expensive than the money it earns, it’s best to tweak or eliminate it. Yet, many companies do not know if their marketing activities are making their business ROI or not.

Why? They aren’t even following the statistics.

The blog in this article

What does success in digital PR be like? Examining the success metrics

Setting SMARTer goals

Example digital PR goal #1: direct sales

Example of digital PR goal number 2 To be a respected authority in your industry

Example digital PR goal #3: gain influence on social media

Digital PR example #4: increase blog readership and influence them

Digital PR example #5 Make an awesome email database

Certain activities are easier to track than others. If you spend $500 on promoting the product and earn an income of $1,000 because of it, that’s straightforward. However, determining the value the social media marketing campaign or digital PR campaign can bring to your company can be a bit more complicated.

Yet many business professionals put their hands up at the first hurdle, only to think: ” Well it looks kind of tricky so I won’t even try.” This is a stance that’s unacceptable in every other aspect of business management and shouldn’t be allowed to happen in this instance.

To accomplish this, we’ll be using this blog to discuss:

Monitoring the current performance of your business goals

Setting clear and realistic goals for your online PR campaign

Assessing the success of the digital campaign and making changes accordingly.

Like a traditional PR campaign, the goals of your digital PR are based on the needs of your company. Each business should have its purposes. Every business wants to earn money. However, the most effective method to achieve this is dependent on the conditions they are located in.

One company could earn the most profit by expanding its product or service to the market of a new one. In contrast, another company could benefit by expanding its selection of services or products.

Effective online PR program is only feasible when your goals are clearly defined and quantifiable.

An idea like “be the best accountancy firm in my city” earns points for ambition but ultimately falls in the middle because the most effective term is defined in many ways. What is the company that makes more money, is the best known, or provides the top service? They’re not necessarily mutually exclusive, but each needs a different approach to reach these goals.

A clear objective will make it easier to evaluate your performance and make adjustments as you progress.

It’s rare to get an online marketing task perfectly at the beginning. However, if you’re tracking your goals, you will be able to see the reason you’ve strayed off. Incorporating more of the things that work and reducing the ones that don’t is a great marketing approach, but for it to be effective, you have to establish “working” and “not working” clearly established for your company.

Reviewing the Metrics of Digital PR Success

Sales. Traffic on the web. Keyword rankings. Backlinks. Domain authority. Klout.

Let’s take a look at different methods of assessing the success of your company’s online PR plan. Although a traditional PR campaign could be evaluated based on the amount of attention that you receive in printed publications, a digital PR campaign is tied to the success of your company’s websites as well as social media outlets. If you haven’t completed this, now might be a great time to take advantage of a no-cost review of your website.

Increasing Sales

Monitoring the sales is essential. Sales are the fuel that keeps any business going and is an excellent way to measure the success of your digital PR. The results of sales are figures that are difficult to dispute or misinterpret. It is important to know which sales are the most profitable.

Be aware that tracking sales, or any other measurement, isn’t merely an issue of comparing your January figures to the numbers from February and appointing any rise (or or lack of) on the basis of the online PR effort that began on the 1st of February.

We’re huge fans of tracking conversions using analytics software, such as Google Analytics. When you can see the proportion of your customers are coming through PR hyperlinks (referral traffic) as well as the growth of the organic traffic to your site, you are able to identify the revenue to your digital PR activities significantly more accurately.

Do you have a business that takes calls for sales via telephone? In addition, if your salespeople inquire about leads’ experiences with you, think about employing a call-tracking program to create trackable numbers that provide accurate information down to the result of the phone call.

If you have a niche online store and your objective is more sales, for instance, using a blog outreach program with high-authority experts reviewing your site and running contests that give away your goods could bring in a significant amount of high-quality and convertible traffic to your website.

Generating Website Traffic

If your PR efforts aren’t focused on driving sales for one particular item or product but on increasing awareness of your company’s overall image, Then the amount of traffic on your website could be a great gauge of the efficiency.

The percentage at which people who visit your website will become clients (your site’s conversion rate), and some percentage of your users will leave your site without taking significant moves ( your website’s bounce rate).

The ability to attract a large number of visitors is crucial. However, it will not be helpful to your company if you have an unsatisfactory conversion rate or a large bounce rate. These typically indicate that your website isn’t quite up to the mark or the traffic you’re creating isn’t properly competent.

(Quick caution (Quick caveat: a higher bounce percentage is acceptable in some instances, depending on the goal of the site!)

As I mentioned, Google Analytics provides interesting information that you can use to gauge your progress.

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