Guest Post by Gini Dietrich, author of Marketing in the Round and host of this week’s Metrics That Matter! webinar.
On Wednesday, December 5 at 12:30 ET, we are going to get down to measuring your efforts through a communications program.
When I speak to PR pros, I love to ask the question, “How many of you went into PR because you hate math?” Typically three-quarters of the room raises their hands.
But this isn’t calculus, geometry, or even algebra.
Metrics, data, and measuring your efforts to real business results is not math. I want you to ban that from your mind.
What I want you to consider, instead, is the amazing opportunity to tell your story to the executive team in a way that they understand. In a way that will get you that seat at the leadership table. In a way that will make you an investment instead of an expense.
I’m not so naive to think the soft metrics – the ones that lend to brand awareness and credibility and thought leadership – aren’t important. I just want you to integrate those with the data-driven metrics.
So come to the webinar prepared to discuss both. I will give you the tools, the analytics, and the metrics to track in order to truly measure your efforts in 2013.
- Media relations: From my perspective, media relations also includes blogger and influencer relations. We’ll talk about how media impressions (while some execs may still ask for them) are a thing of the past and how to measure your efforts here.
- Customer relations: I won’t call this customer service because I don’t want those professionals to think we’re encroaching on their territory. Rather, we have a huge opportunity to build one-on-one relationships with our customers via the web. We’ll talk about the types of things that matter here.
- Scaleability: In the past, one of the big issues facing PR and publicity was scaleability. We’ll talk about how amplifying your messages creates real business results.
- Increased revenue: If you don’t work for a public company, having access to the revenue goals may prove a little difficult. But, if your organization is run like mine, the revenue goals are very visible. I’ll show you how to figure out how you can affect this very real number.
- Shortened sales cycle: If you’re in a consumer business, this is less important to you. But in a B2B organization, a sales cycle could be anywhere from two days to two years. We’ll talk about how to work with your sales team to make this part of your goals for next year.
- Improved margins: The easiest way to determine your effect on margins is to track how much revenue you generated, subtract your budget, your salary, and your benefits (if you work for an agency, subtract your budget), and the number you end up with is the real revenue you’ll use for reporting. We’ll talk about how to make friends with someone on the finance side to make this work.
- Big data: If you have strong command of all of the data at your fingertips, you will be able to influence high level decisions on product, market positioning, and more.
I hope to see you at Wednesday’s webinar!