Expert Tips for Measuring PR Campaigns and Tracking Press Release ROI
You know how to track the performance of your press releases, but can you tie economic return to PR campaigns?
You expect results when you share your news, and you're optimizing your releases by adding multimedia, writing compelling headlines, bolding copy, and adding lists. These strategies catch a reporter's eye and keep your readers engaged, but how do you track results like increased brand awareness, lead generation, and revenue?
Greg Jarboe, President of SEO-PR, has conducted several tests demonstrating the value of press releases and proving that economic results can be attributed to PR campaigns. In a webinar with Business Wire, Jarboe shared his expertise on this topic, covering topics such as search engine optimization and campaign measurement.
In this guide, you'll learn how to:
- Research keywords and add them to your announcements
- Create and utilize UTM links to track results
- Use these tools to associate incoming revenue with your press releases
Additionally, we share real-world examples from Jarboe's research showcasing keywords and tracking links in action.
Featured Expert
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.