First step: What’s unique about you?
Take the example of a Public Relations company. Lets call it PR Communications Ltd. This company comprises of a public relations specialists with journalistic backgrounds. In addition the company has strong Social Media expertise.
Business Objectives for PR Communications Ltd:
Objective 1: Help Start-up companies get their unique message across to their potential customers through bespoke of Public Relations campaigns.
Objective 2: Provide current topical information relevant to the needs of startup companies
Once you have defined you Business objectives you need to translate these into strategie(s). For example with our fictitious PR company, we could translate this into the strategy to achieve these objectives.
Second Step: How do you show it?
Strategy 1: Grow Awareness of PR Communication’s Journalistic and Social Media Expertise
Strategy 2: Inform new startups
Strategy 1
Tactic 1: Show case studies of successful PR campaigns i.e. Best example of past work (image slideshow with button to page of Best example of current work) Showing coverage.
Tactic 2: Item on Press releases – Link to page
Item on social media – Link to page
Strategy 2
Tactic 1: Blog with topical PR news + engagement with new startups
Third Step: Measuring your digital campaign
Once you have decided the What and How you need to determine the elements of you digital campaign that you want to Measure. These elements are often referred to as KPIs (Key Performance Indicators).
Strategy 1 (KIPs) How do you know that you are achieving you objectives
No of clicks to ‘Case studies’ button
No of clicks on ‘Press releases’ and ‘Social Media’ button
Avg length of stay
Strategy 2
Recency/Frequency
Social Shares
Fourth step: Segment you data
Data is just data until you use a little common sense on it. This is the point where you look at your data from a humans point of view. Data collection software online (Google Analytics) allows you to look at the data you are measuring in meaningful chunks. For example you can look at all the visitors that came from your most recent email marketing campaign.
