#tracking results

[reputationdefender]

Don’t miss out on these PR tools when coming up with your ORM strategy

Many things have been said about the myriad of ORM and SEO tools available nowadays. We at ReputationDefender have evaluated many out of such vast spectrum, mentioning the perks and the downsides of each of them; however, one key aspect of today’s Online Reputation Management strategies also has its own tools: although PR and ORM are basically two sides of the same coin, they can be used interchangeably. Thus, PR also plays a vital role in every well-balanced Online Reputation Management strategy.

PR executives are crucial for every ORM campaign. And, just like with every ORM strategy, there are a plethora of tools that might come in handy for coming up with a solid PR campaign, thusly building a media list much faster, connecting with journalists seamlessly and tracking results much more effectively. After going through several tools, here are some of the ones that have proven to be a good resource for PR executives:

PR Newswire

This tool has some outstanding features, the most eye-catching include best-in-class customer service, which allows every release to be carefully reviewed soon before it is distributed. Besides, PR Newswire is pretty much self-explanatory when it comes to setting it up, unlike similar tools and programs that require annoying programming links—which can be a real pain—. With PR Newswire, users and executives can simply upload their documents, decide where they want it to go and send it out to the PR team to start the process. 

Last but not least, the tool comes with a reports feature that tells users which reviews have been most viewed, which publications are yielding the most engagement and which ones are providing higher levels of traffic.

In this sense, and in light of the aforementioned features, an excellent way to get the most out of a press release distribution is to work alongside this tool’s search engine optimization team before publishing it, as they will, in turn, provide useful tips in regard to several aspects of the publication such as headlines, keywords, link placement, etc. And, as mentioned above, once the PR executive has published several releases, they can use the tool’s reporting feature to track them and assess different metrics.

Trendkite

Trendkite, as many other PR tools, has become a priceless resource because it helps PR executives keep up with their progress while validating their efforts by portraying the impact of each online mention they receive. Just like the previous tool, Trendkite possesses several important features as well: the ability to practically track anything in regard to a specific release by creating dashboards. Thus, PR executives can assess where they compare in PR coverage, monitor stories, and trends, and even come across which journalists are writing about their competitors.

Trendkite also comes with the possibility of downloading reports so that executives can show the results of every campaign they venture into, and last but not least, users can always resort the customer service chat just in case they need any kind of support with figuring out how to reach their PR goals.

This tool is useful for creating hyper-tailored dashboards to keep an eye on all the articles and releases that are being published. Users can also take a closer look at those top-performing publications within a specific category to collect more information about those trends, what kind of headlines are the ones proving to yield better results and which articles are getting more traction across the Internet. Of course, all these information is particularly useful when it is time to come up with a press release or a piece of content about that particular topic, as it provides guidance in the form of data to increase the likelihood of reaching out to interested individuals.

Featured Image courtesy of Kaboompics // Karolina at Pexels.com

Muck Rack

Muck Rack is a compilation of relevant information about a myriad of journalists. Basically, it is a journalist research tool that provides users with the necessary things to come up with a well-based and well-researched pitch. 

When venturing into PR campaigns, a lot of information can be gathered just by reviewing a journalist’s articles. Muck Rack, as the other two aforementioned tools, comes with several features: integration with social media—for those avid Facebook and Twitter users—; notations of pitch logs, which ultimately makes the follow-up action more effective and several other media outlet researches.

Social integration is perhaps the most eye-catching one, as it helps users to engage with journalists and build solid relationships with them. Since e-Mail is increasingly becoming more challenging to get past through, social media has become the perfect aid for those who really want to connect with other people, and within the PR realm this is not the exception: social media makes it much easier to draw attention and share pieces of content in front of the right individual.

[lawn-aeration-techniques-dr]

MLM Recruiting System

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[flatwebbingslingspv]

MLM Recruiting System

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[joefuller-blog]

Track Your Content - A Simple Way

When you've created your content, you have to publish it online. There might be a gap of time from when you publish and when it starts to generate some kind of response.

You work away at your content and have the worry about whether it's really worth it. That will continue as long as you don't know where any traffic and responses are originating. Therefore, tracking is needed.

You have to track somehow.

Have a different autoresponder for a group, or individual, places you publish to. If it's groups, then see which ones are not getting responses you want. Then test the other groups against each other so that you end up with those that are definitely responsive. You can then test individual places you publish to within a group. If you only publish to a few sites, test those against each other, and see which one or ones are clearly the best.

Creating a few bits of content will not help you to get continuous people to your opt in page, and people who subscribe. If you produce a few pieces of content, and get very few visitors, you'll conclude it's a waste of your time. Yet if you produce several pieces of content a day over several days and you begin to see a constant link between them and your subscribe rate, you'll probably think the opposite.

In other words work is required to create enough content over time that you're able to track for improved results.

Click the link to read: Why Track What You Do

[intelesure-blog]

Rule #9: There Will Be Tracking and Measurement

If you have come this far and are actually putting marketing plans in place you are well ahead of the pack.  Unfortunately, most business owners are far too erratic and random in their marketing and so they get erratic and random results.

They have no strategy in place, thus no real plan for their marketing.  They are at the mercy and whim of every media salesman that comes along.  That's why media companies have sales people.  To go out and push their product.

But, as I have stated elsewhere, you are going to have a far greater chance for success if you have a solid, workable plan in place.  Don't think that you can stop there though.  It's not enough to just work your plan.  You also have analyze your results.  And that brings us to Rule #9: There Will Be Tracking and Measurement.

As you begin to build your marketing campaigns and implement them (you are implementing them, right?) you will start to have lots of moving pieces that will separately affect your results in different ways.

It will be crucial for you to analyze each of these parts independently to see where your campaign is either working or not working.  So, let's say that you run a certain campaign and you end up slightly below break even.

Most people would shrug their shoulders and say, "Well that didn't work," throw it out, and move on to the next thing.  This is one of the key reasons marketing campaigns don't perform.  It's not because they couldn't perform, but simply because the marketer moves on to the next thing without actually trying to analyze where things are breaking down, fixing them, re-testing them, and then doing the whole process all over again until they get a profitable campaign out of it.  In short, they just don't have the staying power to stick it out through the thick and thin.

And it's not their fault necessarily.  For one thing, most people simply don't know how and what to measure.  For another thing, I have worked on campaigns that weren't producing and no matter what we did they never produced.  So we wasted a lot of time and resources chasing a dead end.  That's a risky proposition for most business owners and they'd rather just cut bait sooner rather than later and move on to something more promising.

But I would urge you to really track and measure your results fairly before cutting it off.  So what do you measure and track?  Here are a few key numbers I think you need:

- Total amount spent on the campaign

- Total amount of revenue brought in from the campaign

- Cost per lead (amount spent divided by number of leads generated)

- Cost per sale (amount spent divided by number of converted sales)

- Return-On-Investment (total revenue divided by total expenses)

- Average transaction size (how much do they spend on average?)

- Frequency of purchase (how often do they come in on average?)

- Customer duration (how long are they a customer on average?)

If you started with just these basic numbers I think you would go a long way in getting your arms around your campaigns' results.

But apart from the "numbers" you also need to measure and track specific points in your campaigns to make sure they are working the way you designed them to.  For example, let's say that you generate a lead and the next part of the campaign is to send them a series of emails over the next 12 months.

And let's further assume that during the first 6 months you continue to convert a satisfactory number of leads.  But after the 6th month your numbers decrease drastically.  There could be any number of reasons for this and your job now is to figure out what is happening to cause sales to dry up after the sixth month.

It could be the email copy, it could be that the offer is stale, it could be that you aren't very interesting or engaging anymore...or a million other reasons.  So what do you do?

Well, you start testing things.  You re-write the email, craft a new offer, maybe insert a mailer that gets sent to them via FedEx, or maybe you call them and find out what they're thinking at that point.

But you don't just give up.  You have to dig, analyze, test, and then do it all over again until you find out what can be done to improve your results.  And if it doesn't look like it's going to work out then you replace it with something else.

The main point to keep in mind is that marketing is a process, not an event.  It's not something you can just "set and forget."  The craftiest and smartest marketers understand this and are always looking for ways to improve their campaigns.  But in order to do that you have to measure EVERYTHING.