Tracking PR EffectivenessPosted by Chris Pollinger
|Tracking PR Effectiveness|
There’s an old sales adage that says “People buy from people they know, like and trust,” and public relations (PR) is one of the most cost-effective ways to build the awareness, goodwill and credibility that help influence buying decisions. Not that we would suggest that REALTORS® use PR to the exclusion of all other marketing tactics, but a healthy dose of PR, combined with a little advertising, direct mail, or other tactics, can provide a big sales boost for many small businesses.
But how can you determine if the campaign is worth the investment? You might think that gauging a campaign’s impact on immediate sales makes the most sense, but bear in mind that only a direct sales campaign can be measured that way.
Most marketing programs for small businesses, especially retail, professional services (REALTORS®, CPA’S, etc.) serve to generate a pool of potential clients. The onus for converting prospects into customers rests with the client, not the campaign.
Here are a few ways to measure the results of your campaign without relying on raw sales data. As with many marketing tactics, tracking the results of your PR campaign can be difficult if you don’t know what you’re looking for, so consider using some of these techniques:
While your story in the newspaper or on TV may motivate someone to get off the couch and take action, an actual buying decision may be based on price, location or convenience. That’s why developing clear goals and measurement metrics for your PR campaign are so important, so that you can get the maximum return on a minimum investment.
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