As a digital marketer I am fascinated by audience data. I love to understand and monitor how people behave online, what drives them to purchase a product or share an article, how news agendas can influence behaviours ,and ultimately the likes and dislikes of my target audience.
We have never had as much access to consumer data as we do today, and tools such as Google Analytics and social listening platforms have changed the way we work for the better. We now have a wealth of data we can analyse and learn from to better our marketing strategies.
It is this data that can be the difference between success and failure, and between growth and decline, both for your brand’s revenue and your digital performance.
I’ve launched hundreds of PR campaigns over the years I can easily say that the more data and insight you have on your client or brand’s customers, the better ideas you can produce and the better results you will achieve.
In this blog I want to detail the questions your digital PR team should be asking your paid media team.
Paid teams have a level of audience data that PRs traditionally did not have access to. By sharing this data, PR teams can better their ideas, target placements, and success rates.
So, what questions should your digital PR team ask your paid media team?
What domains are working well from display?
Armed with a list of sites that perform well from a paid perspective, you can approach the editorial team of these sites regarding content placement as you know your audience are already there.
Can we see your audience and segments data?
In-market audience data can help build a picture of the audience, who they are and what they are interested in, which can help you with the ideation of PR campaigns.
For example, the in-market audience for new cars, or the in-market data for trips to Sri Lanka.
Which publications convert the best?
A list of sites that have the highest conversion rate will help your digital team build effective PR media lists.
What are the key topics of publications?
If a paid campaign specifically targets multiple sections of a website it will deliver data on which section performs best. This data will allow PRs to find journalists who work within this section so they can sell in their campaigns.
Two heads are better than one, and when your teams collaborate and communicate you will undoubtedly see a positive impact on results.
PRs should strive to work closely with their paid teams, to improve their strategies and run campaigns that deliver a higher ROI.