A while ago, my colleague Charise wrote in her blog that traditional PR was no more, and that the profession was not adapting quickly enough to the data revolution. Data is now central to much of what we do. Many PR activities take place online and through digital channels, making it easier to measure our efforts. Google Analytics is one of the tools that can offer insight. How can we benefit from it as PR consultants?
First, it is important to understand exactly what the client wants to achieve through a particular activity. Do they want to increase brand awareness, improve engagement with their target audience or generate more leads? Google Analytics can show how the client’s website is performing, helping us determine the best approach to support them.
Who is the target audience?
The client probably already has a target audience in mind. Google Analytics can provide some insight into who visits the website. Perhaps it is already reaching the right people. Alternatively, it may be attracting an audience the client has not yet considered but would find valuable to reach.
Look at returning and new visitors too. A high number of returning visitors may indicate that the content resonates with readers and brings them back for new blogs. As they are already familiar with the content, the client could occasionally publish articles that explore a subject in greater depth. If most visitors are new, more introductory blogs may help them become familiar with the product or brand.
What kind of content?
Google Analytics also shows which blogs attract visitors, providing clues about the information people are looking for and the topics that interest them. Those insights can inspire further articles on the same subject and encourage readers to return. Search data can also help identify the terms people use to find a website. Using relevant terms naturally in blogs and website content can help make that information easier to discover.
Another useful tool for exploring the subjects people search for is answerthepublic.com. Enter a keyword to see an overview of questions associated with it. This can be a good starting point for a blog: answer a question or set out the client’s perspective on the topic. It is a straightforward way to find inspiration for new articles.
Reaching the right audience through content and PR campaigns can bring the client more relevant leads and prospects. With suitable measurement in place, Google Analytics can help track how visitors progress towards becoming customers.
Engaged visitors
Of course, the client wants people to visit the website, but the engagement of those visitors matters even more. If someone spends only a few seconds on a page, they may have little interest in what the client offers. Looking at the time visitors spend on the site and the pages they view can help assess engagement. A genuinely interested visitor can be more valuable than a fleeting visit, because someone who is interested and engaged is more likely to consider buying the client’s product or service.
Would you like to understand whether you are reaching the right audience, how to engage them with your business or how to generate leads? We would be happy to help at Benelux PR agency Progress Communications. Please contact us to discuss the possibilities.
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