As a Solo PR Pro it is not enough to do a great job for clients, you must be able to show them results in a way that is meaningful to them. Measuring results begins with the discovery process where you identify the problems they are trying to solve and agree on how you will track the solutions you propose. Still, even with clear expectations, once you are faced with actually pulling together a report, it can be daunting. What metrics do you include? Without a big budget for fancy tools, where do you get data?
What you measure and report on will vary depending on the client, but there are guidelines that will apply to all. For each client, measure what matters to them and the goals that they are trying to achieve. The good news is that even without robust software, there is a data accessible to the solo professional. Google Analytics offers a treasure trove of information and can be the basis of kinder, gentler measuring and reports for solo pros and their clients.
On July 20, at 1pm ET, Solo PR Pro will host a free webinar with Lisa Gerber, owner of Big Leap Creative and hostess of The Gear Show podcast. Lisa has developed an accessible approach to measurement and will share her expert insights. Solo PR Pros generate results for their clients – large and small – that rival their much larger counterparts but like all PR pros we need to be able to translate strategies and wins into meaningful data for clients. Scoring a media placement in a top tier publication is a reason for a happy dance, but your client may not truly understand the value of the placement.
PR's biggest problem is our own PR and that requires tracking and analytics. You want to show the impact you’re having on your clients and earn the respect you deserve? Get to know how to measure the right things and report back to the client.
Highly effective marketing plans are built with the metrics in mind from the beginning.
Defining success from the start helps everyone understand how they are progressing toward the end goal. In this presentation, Lisa is going to discuss how to:
- Choose the right metrics
- Create a measurement plan and track your success
- Use Google Analytics and other free and inexpensive tools without sacrificing quality measurement and analytics
- With real-world examples, this session will show how a plan built on strategy, with clearly defined metrics and goals, makes reporting easy and helps you speak the language of the executive team.
Please join us Thursday, July 20, 2017 at 1pm ET and learn how to translate effort into value for your clients.