Back in the day, when you needed to spread the word about your business, you sent out a good ol’ fashioned Press Release. It was the media that had the power to “reach” the masses, and you needed them to make sure your message was heard.
Well in 2014 you still need the media, and any good campaign will have a Press Release announcing the key components. However, it is no longer THE key component because its success is not traditionally trackable.
The main problem with traditional forms of media for me is that there is very little about them that can be tracked. Sure, a person that sells you a billboard will give you an average number of cars that will drive past your sign each day, but those impressions are nothing more than estimates. You REALLY don’t know who is looking at your ad and who isn’t.
At Speak Social we certainly use the traditional Press Release, but then we take that content and house it on a blog that we utilize Social Media to blast it out to the people who need to see it. We also create a set of Facebook, Twitter and Google ads targeting people that are relevant for your brand. This insures that not only are people seeing our message, but that the RIGHT people are seeing our message. The more relevant a piece of content is to a person, the more likely they are to read, watch and share it.
After the campaign has ended we are able to take the analytics provided by our ads management platform and really dig into the numbers. We can see what worked and what didn’t. We can take that data, wrap it up into a report, and hand it over to the client, proving our success. For me, this is where marketing (on Facebook for example) sets itself apart from the traditional forms of advertising.
When a newspaper writes an article about a restaurant and the seats start filling up, can the owner REALY prove that it was the article driving the success of their restaurant? Well, you can certainly find where the data correlates, but in the end, there could have been other factors at play. You would never really know for sure.
I am in no way knocking the traditional advertising route. As I said before, it is an important piece to the branding puzzle. However, if you are launching a campaign and ignoring digital media promotions, you are doing yourself a disservice.
With your next Press Release, be sure to tie in some digital advertising. It can be highly targeted, completely trackable, and help you reach the relevant mass.