At Motive we ensure that our activity has maximum impact for our clients. That's why every client is given their own MAP - their unique and tailored Motive Action Plan.
Within this we detail exactly what the PR campaign is going to look like for the next six or 12 months, or the duration of the project.
We outline the objectives of the campaign, the strategies we will implement to reach and engage the target audience, and (most importantly) the KPIs and how everything will be measured.
There are several ways in which PR activity can be measured, but ultimately it comes down to the type of campaign clients have briefed us on and what they want to gain from it.
For some, it may be important to achieve backlinks into the company website, whereas others might want to focus on targeting a certain publication, reaching a niche target audience or to be shortlisted for specific awards.
The MAP ensures all our activity is aligned to the client's wider business goals, maximising the effectiveness of the campaign.
These are just some of the KPIs that can be used to measure the effectiveness of a PR campaign:
High authority backlinks
If you need to improve your website’s Google ranking, achieving backlinks from websites with a high domain authority (DA) will rank higher than a page on a domain with less authority. A link from the Daily Mail, for example, is a link from a website with DA 92, which will generally be more valuable than achieving a link on a small blog with DA 30. For the record, the highest DA you can get is 100.
Whereas some clients may simply want coverage from lots of different publications, if you’re trying to reach a certain target audience, we may need to direct our activity at specific press that’s relevant to your business. We’ll therefore measure how many quality items of coverage we secure in these titles.
Volume of backlinks
Sometimes quantity is what’s most important, especially if it is a fairly new website or company. By setting a target for us to reach you know that each item of coverage and backlink will help contribute to domain rankings.
Volume of coverage
If you’re a relatively new brand and you want to increase your customer base and just get your name out there, this could be the best method to take. As people see your brand name more and more, they’re likely to search for your website to see exactly what you do.
Increase in organic search traffic
As readers and potential customers see your brand name in different publications, overall brand awareness is improving. The general aim is that they’ll then search the company and click through into the website organically. These individuals will actively search for the brand instead of clicking through a link they see.
More items sold
Ultimately, this is what consumer PR is all about – getting your company ahead of competitors and your brand and products in front of the right kind of people, who will then go and buy. We have had clients report their sales tripling in one day if we secure coverage in the right publications.
If your aim is to increase the authority of your domain, we can use a combination of the above strategies to achieve this. Although a DA does not improve overnight, increased activity on the website and lots of quality backlinks will have a positive impact.
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