The start of a new calendar year is a popular time for businesses to create or amend their PR and marketing strategy.
Firstly, review your current stats and analytics before making wholesale changes. A particular marketing channel may already be on the cusp of performing well and just needs a small tweak as opposed to stopping altogether.
For example, your LinkedIn stats may indicate that your posts do not get much engagement, except when you have sporadically used an image. Rather than cease your LinkedIn activity, use visuals more to increase engagement.
Set SMART objectives (specific, measurable, attainable, relevant, time-bound) to ensure your PR and marketing aims are clearly defined and have a purpose.
Be specific: ‘I want to increase the conversion rate on my website by 35 per cent compared to this time last year’ is better than ‘I want more people to buy from my website’.
Measurable: Including numbers allows you to understand if you have achieved your objective e.g. earn 1,000 links back to the website through digital PR activity.
Attainable: Do you have the necessary time, resources and expertise to hit your target? Spreading yourself too thinly across your marketing may negatively impact the results.
Relevant: Align your PR and marketing plan with your overall business objectives.
Time-bound: Set a deadline to provide focus and urgency.
Finally, interrogate your analytics to understand fully the impact of your PR and marketing. There are a plethora of analytical tools available including Google Analytics, Webmaster Tools, Hootsuite, and a social media platform’s own analytics.
Go deeper than simply looking at how many new followers you gained, or how many unique visits your website had.
Your LinkedIn posts may not generate many likes or comments, but what do people do when they land on your website via a link in the post? Your Google Analytics will show you whether these people do what you want them to do e.g. fill in a contact form, buy a product or download a brochure.
Feed the data back in to your strategy in real-time to increase the effectiveness of your PR and marketing campaigns.