Like it or not, B2B marketing pros are now having to contend with a growing number of KPIs and targets. With more channels, such as digital, providing more ways of communicating your brand, it’s no surprise that many struggle to measure the effect they’ve had. But it’s as important as ever, and only by identifying the results you’ve delivered can you prove the impact that PR or marketing has had.
Businesses should view the bigger picture instead of merely looking at channels in isolation. For example, if you know how different channels are working together you can better understand whether press coverage is supporting your SEO. Of all areas of a business, PR has traditionally been one of the most difficult to measure given that its impact isn’t always tangible. But that’s starting to change.
Here at Skout we know that understanding exactly what PR can do for your business and trying to make sense of it all can be a little mind boggling. So to keep things simple we divide it into three simple measurement mind sets: brand impact, demand and digital. Traditionally PR has focused on building branding awareness and rightly so, but knowing how PR can help generate direct demand and business leads can be very worthwhile. And let’s not forget that content and PR coverage now play a key role in your business’ SEO, social media engagement and interaction.
Still sounding a little alien? If so, have no fear because we’ve created an easy to follow guide, which you can find here on B2B Marketing, which shows how you can measure the true impact of PR, and how it can start you off resetting some goals and strategies to achieve broader and better marketing.
As a PR agency which specialises in B2B we understand how important it is that our clients know the true value of PR. If you need some more advice on what measurements you should be using or simply fancy a chat feel free to get in contact – we’re always happy to help!
Kat Wilding is a regular contributor to the Skout blog