What Are Press Release Analytics?

This is because PRWeb does more than provide you with analytics. It is also a distribution service offering reasonable pricing for small business users and the ability to target specific industries or search terms in addition to offering information about how your press release is performing, including read-rate reports as part of its reporting dashboard. Visit their website to learn more.

Visit PRWeb[15]

6. Social Media Mentions

Social media mentions tell you how many people are talking about your news on digital platforms like Facebook, Twitter, LinkedIn, and Instagram. But not all mentions are created equal. Some mentions may be by individual consumers with less than 100 friends, connections, or followers. Other mentions may be made by influencers with hundreds of thousands of followers.

Why it’s valuable: Social media mentions help you gauge awareness around your announcement; this awareness can then be nurtured into sales. The more people talk about your news, the more likely you are to reach additional members of your target audience. In addition, more buzz can mean more influencer awareness; the more influencers who learn about your news, the more likely they are to link to your website so their readers can learn more. High-quality links help your brand rank better in search engines, creating even more brand awareness.

For example, if you issued a release to invite readers to a business or book launch, more mentions can turn into shares and buzz. These shares and buzz can turn into more foot traffic—and sales—at your grand opening or book launch.

How to measure it: Free or budget-friendly tools that allow you to track keyword or brand name mentions on social media channels include Mention, Followerwonk, and Hootsuite. While some simply tell you how many people mentioned your brand or specified keywords associated with your business news, others help you evaluate the value of those mentions.

  • Mention[16]: With plans starting at $29 per month, Mention allows you to track both who mentions your brand and who mentions any keywords you set it to track. For example, if you issue a press release that announces a new product launch[17], you can ask Mention to track the name of your new product and alert you when people talk about it on social media channels.
  • Hootsuite[18]: With plans starting at $29 per month (and a 30-day free trial), Hootsuite allows you to monitor specified mentions of keywords, brands, and even hashtags. You can then assign conversations to the team members who are best able to respond to them. So, if your company issued a crisis release, you can track brand mentions, then allow key executives to respond to misinformation and audience concerns.
  • Followerwonk[19]: A free tool, you can use Followerwonk to search influencers who mentioned your brand and then learn their Social Authority score. The score is based on influencers’ engagement levels for their tweets, including shares and continued conversation around what they share. A high score (closer to 100) means the influencer is not only likely to earn shares, but also influence additional shares and mentions. As such, it tells you which influencers you should build relationships with.

7. Multimedia Interactions

Multimedia interactions are actions people take to engage with elements like video and images within your press release. These actions could be clicks, plays, or downloads, for example.

Why it’s valuable: Tracking the interactions people have with your multimedia can help you learn the types of content and messages that most appeal to your audiences. Each multimedia element (like a video or infographic) should have unique information that does not repeat but instead complements the rest of your press release. As such, tracking their interactions tells you which are most popular and so which most interest your readers.

As you learn more about your audience’s preferred multimedia content types and which of their messages most engage them, you can use that insight to run more successful promotional campaigns. For example, if your audience downloads your press release video more than any other element (including an infographic and an image), you could assume they find it to be the most engaging asset. As such, it may be a good idea to test its engagement on social media platforms or in ads promoting your company news.

How to measure it: Many press release distribution services offer analytics reports that show you the multimedia elements with which your readers most interacted. For example, PR Newswire shows you click-throughs, shares, and downloads for multimedia assets embedded within your press release.

8. Headline Impressions

The headline impressions metric tells you how many people see your press release headline. This could be via search, on social media, on newswires, or on news websites.

Why it’s valuable: Headline impressions tell you how many people were exposed to your brand via your press release. This is a more accurate reading than, say, press release clicks because many people will see your brand mentioned in your headline without ever clicking to read the article.

Headline impressions can also tell you if the keywords used in your headline and elsewhere in your press release helped it to be more visible before more people. If people searched for your topic and your press release showed up as a result, more people will view your press release, telling you their search was effective in helping them find your press release.

In both of these revealed insights, you can learn whether the press release service you chose helped you get more exposure for your press release. If they also offer search engine optimization (SEO) services for your release, you can also gauge the effectiveness of those services. In doing so, you can learn whether or not you are meeting your goals through the press release distribution you chose and, therefore, if it is the right choice for your business in the future.

How to measure it: Many press release distribution services like PRWeb offer analytics reports that show you clearly how many headline impressions your press release earned via their news wire and via news aggregators. Remember, as you analyze these reports, that total headline impressions is a limited metric; it does not tell you how many people clicked on and read your release, nor does it tell you if your release was exposed to even more people via journalist coverage of your story under another headline.

Why Press Release Analytics Are Important

Like any marketing campaign, funding and running a press release campaign without measuring its success translates into wasted funds and opportunities. Knowing how your campaign performs can help you justify the resources spent on the campaign, increase your return on investment, successfully meet business goals and nurture sales, inform the success of future campaigns, and learn about your audience.

Here are six reasons press release analytics are important:

  • Justify funding: The typical minimum cost of writing and distributing a small business press release is $400. Small businesses that spend that kind of money without justification are likely losing money. But, setting clear business goals for your press release—then monitoring it to prove and increase progress—can help brands justify their investments and not waste funds.
  • Boost returns: Analytics often give brands the information they need to further their press release campaigns and boost overall returns. For example, analytics can tell you the product pages your audience is most interested in on your website, helping you to know which to promote while interest is high.
  • Meet business goals: You can meet many business goals by issuing a press release, including spreading awareness, attracting leads, boosting sales, and improving public sentiment. If you don’t track metrics to help measure success, you won’t know if you need to take more steps to meet your goals. This can mean money spent with no business gains.
  • Nurture sales: Press release analytics can inform how to successfully nurture sales. For example, through your analytics, you may find that readers engage with videos more than with links. So, promoting the product at the center of your release via video tours in email and social media campaigns could help people learn more about the benefits of your product, thereby boosting interest and sales.
  • Inform future campaigns: Information derived from your analytics reports can help you know what content, content types, and platforms are best for producing high-performing future campaigns. For example, you may learn that your target audience belongs to Gen Y or Z. For this reason, you may do well to test some follow-up mobile-first strategies, like mobile messenger campaigns.
  • Learn about your audience: Press release analytics often show the demographics of your readers, like their location, gender, age, income bracket, and marital status. Not only can this information help inform future press releases and marketing campaigns, but it can help you understand what products and services would be most useful to your target audiences.

Like any marketing campaign, analytics tell you where to go from here and can answer questions like: “Should I issue another press release in the future?”; “What changes should I make to future campaigns to help them perform better”; “Will my audience appreciate what I have to offer and, if not, how can I tweak my offerings to create better performance or more sales?”; “How can I nurture leads?”; and “How can I best reach my target audience?”

Top 5 Press Release Analytics Software Companies

While it is always a good strategy to develop your own list of media contacts, press release distribution services give businesses access to large databases of journalists and influencers. In addition, many also provide built-in press release analytics reporting that can further help save time.

Here are some the best press release analytics software companies for small businesses:

PRWeb[20]: Best for In-depth Reporting on a Small Business Budget

PRWebPRWeb
PRWeb[21] offers analytics across a wide spectrum of reporting areas with plans starting at $99 per release. This reporting includes online pickup data like your potential audience, media types that publish your release, where your release gets published or covered, traffic data like how much website traffic your release generates and where traffic comes from globally, and engagement metrics like multimedia engagement, search visibility, click-through rates, and social media shares. Click here[22] to get started with PRWeb.

Newswire[23]: Best for Real-time, Downloadable Analytics

NewswireNewswire
Newswire[24] plans start at $149 and allow you to locate where your readers are, analyze your press release return on investment (ROI), track social media engagement and shares, learn email pitch open and click-through rates, know where your release was published, and even integrate Google Analytics to reveal your release’s impact across your website. All metrics are tracked in real-time so you can immediately promote big wins. Download reports to PDF to share with colleagues and company stakeholders. Click here[25] to get started with Newswire.

Prowly[26]: Best for Tracking an Individual Journalist’s Impact

ProwlyProwly
With plans starting at $115 per month, Prowly[27] tracks the performance of multiple press releases over time, then helps you cultivate relationships with the journalists who make the biggest impact for your business. Charts reveal your top releases’ visits and clicks and shows which journalists earned the most clicks and opens for your news. You can then add those contacts to a database to track the click and bounce rates of the email pitches you send them, then respond accordingly. Click here[28] to try it for free.

Cision[29]: Best for Analytics Across Traditional & Digital Outlets

CisionCision
Cision[30] offers in-depth analytics reports to evaluate the impact of your press release across your web properties as well as print, television, and radio outlets. Ultimately, these data can illustrate how a press release impacts your sales. Helpful metrics include where your press release was published, written, or spoken of, and other metrics like the quality of outlets that covered your news, social media engagement, and website traffic. You must request a quote to learn pricing for your company. Click here[31] for a free demo.

BusinessWire[32]: Best for Multimedia Interactions Reporting

BusinessWireBusinessWire
Starting at $760 per release, BusinessWire[33] is a press release distribution service specializing in multimedia press releases, including those that use infographics, videos, interactive images, tweet-this boxes, slides, audio files, and PDFs to convey information. You also enjoy in-depth reports about how your multimedia press releases perform, including multimedia views, sentiments around your release, clicks on your release and links within, and press release shares. Click here[34] to learn more about BusinessWire.

Bottom Line

Many press release analytics, website analytics, social media analytics, and even email analytics software can help you easily produce telling press release analytics reports with metrics like press release reads, social media mentions, conversions, and inbound traffic levels and behavior. You should choose these tools based on your business goals and their ability to track associated metrics.

One such tool offers you a wide range of metrics to align with chosen business goals: PRWeb[35]. Starting at $99 per month, you can first distribute your release to targeted outlets, then track key metrics like where your release is published, what traffic it generated, audience demographics, and how your audience engaged with your release. Click here[36] to learn more about PRWeb.

Visit PRWeb[37]

References

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  12. ^ Cision (go.performi.com)
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  14. ^ PRWeb (go.performi.com)
  15. ^ Visit PRWeb (go.performi.com)
  16. ^ Mention (go.performi.com)
  17. ^ announces a new product launch (www.fitsmallbusiness.com)
  18. ^ Hootsuite (go.performi.com)
  19. ^ Followerwonk (go.performi.com)
  20. ^ PRWeb (go.performi.com)
  21. ^ PRWeb (go.performi.com)
  22. ^ Click here (go.performi.com)
  23. ^ Newswire (go.performi.com)
  24. ^ Newswire (go.performi.com)
  25. ^ Click here (go.performi.com)
  26. ^ Prowly (go.performi.com)
  27. ^ Prowly (go.performi.com)
  28. ^ Click here (go.performi.com)
  29. ^ Cision (go.performi.com)
  30. ^ Cision (go.performi.com)
  31. ^ Click here (go.performi.com)
  32. ^ BusinessWire (go.performi.com)
  33. ^ BusinessWire (go.performi.com)
  34. ^ Click here (go.performi.com)
  35. ^ PRWeb (go.performi.com)
  36. ^ Click here (go.performi.com)
  37. ^ Visit PRWeb (go.performi.com)

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