Attributing Economic Results to Press Releases
Understanding how press releases contribute to a company's economic success is essential for PR professionals and marketers. In our webinar, Greg Jarboe from SEO-PR explored how press releases intersect with search engine optimization (SEO) and analytics to demonstrate their true value. If you missed this insightful session, here's a recap of the key takeaways.
Key Topics Covered
During the webinar, several critical questions were addressed to highlight the impact of press releases:
Can Press Releases Drive Website Traffic and Brand Awareness? The webinar kicked off by exploring how press releases can generate website traffic and increase brand visibility. By using optimized content and strategic distribution, press releases can effectively reach target audiences and boost online presence.
Lead Generation and Sales: One of the main focuses was on whether press releases can lead to tangible outcomes like leads and sales. Greg Jarboe discussed the tactical use of press releases for lead generation, showcasing real-world examples and emphasizing the importance of integrating them with other marketing efforts.
Short-Term Return on Marketing Investment (ROMI): To assess the economic impact of press releases, the webinar examined their short-term ROMI. By measuring key performance indicators (KPIs) such as traffic, conversions, and sales, PR professionals can determine the financial benefits derived from press release campaigns.
Creating a Trackable Measurement Program
A significant portion of the webinar was dedicated to outlining the steps for setting up a trackable measurement program. Key points included:
Identifying Measurement Channels: The session explored different platforms that contribute to press release success, including email pitches, owned media, earned media, and the press releases themselves.
Tracking and Analyzing Data: Attendees learned how to track press release performance using analytics tools to monitor traffic, engagement, and conversion rates. This approach allows PR teams to attribute economic results directly to their press release efforts.
Insights from Recent Testing: Greg shared insights from tests he conducted, highlighting the economic value of press releases and their role in a well-rounded PR strategy.
Missed the Webinar?
While the live session may be over, the insights on measuring the economic results of press releases remain highly relevant. Keep an eye out for future webinars and resources that delve deeper into how PR can drive business growth through data-driven strategies.
Featured Speaker
Greg Jarboe is president of SEO-PR, which he co-founded in 2003 with Jamie O'Donnell. Their digital marketing agency has generated award-winning results for Southwest Airlines, Parents.com, the SES Conference & Expo, Get City Dealz and Rutgers University. Jarboe is the author of YouTube and Video Marketing as well as co-author of Digital Marketing Fundamentals and The Communications Measurement Handbook for Higher Education. He's also one of the 25 successful gurus profiled in Online Marketing Heroes by Michael Miller.
Since 2003, Jarboe has written more than 1,600 articles for a number of online publications, including Search Engine Watch and Search Engine Journal. He's an instructor at Rutgers Business School Executive Education and the New Media Academy. Jarboe served as the keynote speaker at the International Search Summit in London, the ÜberTube Brand Summit in New York City, and the Be-Wizard conference in Rimini, Italy.
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