This post first appeared in Anthony Bullick’s Daily Post column.
Brands are blessed with invaluable data points across the entire organisation, and used correctly, the insights can boost their PR efforts to hit key business objectives.
From supporting recruitment efforts and community engagement to breaking into new markets and increasing sales, analytics help hit targets quicker and more effectively.
For example, social media measurement tools showcase what types of content your audience is interested in the most. This can highlight which products or services are on their wish lists and therefore feed other tactics including email marketing and paid social to push your most popular offering.
In addition, spotting trending topics can aid your strategy. If you’re a fashion company, has there been a spike in people searching on TikTok for a particular outfit or item of clothing you can provide?
Interrogating Google Analytics informs user behaviour on your website, such as pages visited the most, key actions taken such as downloading a publication, and negative activity including exiting before completing a purchase.
If you’re a travel organisation and there is an increase in accessing your Italy brochure, sharing stories and testimonials about your expertise will help position you as the leader in your industry.
Similarly, Search Console, which is a free Google tool that reveals search phrases that individuals are using online to find your website, can boost your communication efforts.
For example, if you identify that “<your brand name> reviews” is a common term, it indicates that your stakeholders are eager to find out what others think about you.
Complete an audit to ensure average review ratings across third parties including Google, Trust Pilot, and Glassdoor are in line with the image you wish to portray.
The reviews themselves may reveal what key messages are important to share in order to correct inaccurate perceptions.
Speak with all departments to understand the true picture of your stakeholders’ thoughts, opinions, and habits.
One such example is liaising with your HR team. What feedback are existing members of the workforce providing? If there is a specific concern, focused internal communications will address the issue.
Similarly, what comments are potential recruits making during the interview process? This will confirm what topics they value in an employer, with environmental, social, and governance (ESG) efforts likely high on the list.
Tailored content on your journey to net zero and activity to support the wider community will help position you as an employer of choice.