I am happy to report that with many process improvements and various PR platform testing, the results for seoplus+ Digital PR clients nearly doubled in 2023. Here is how we achieved these results.
Goals:
- Increase contribution rates for relevant opportunities and increase in-progress coordination for opportunities and results.
- Create enhanced excitement around wins with clients and with the company.
- Incorporate a sustainable project management process to track opportunities seamlessly and coordinate among the team and various parties.
- Leverage existing contacts in our media network to build multiple stories and continue to showcase our clients as thought leaders in their industries.
Challenge:
- Invest a lot of team labour into building out a space, training, feedback and updating with new customizations and automation.
- Creating a scalable approach to submitting queries and determining when clients have hit their chief objective for the month with more success.
- Lacking excitement around results, we needed to redefine our terminology to continue to showcase ourselves as public relations industry professionals.
Approach:
- Invested over 60 hours in building a custom Digital PR Space
- Revamped our onboarding process with the addition of a discovery stage. Allowing the team and client to understand their objectives, goals, and tone at the beginning of the campaign. This allowed the team to understand their positioning better and ensure their Qwoted profile was as close to 100% completion as possible.
- The team spends over 10 hours/week scanning the Qwoted & ‘Help A Reporter’ HARO (now known as Connectively) to find the most relevant pitches that would lead to the most successful inclusion rate
- We incorporate a custom storytelling approach for each of our clients and approach the industry with domino-industry pitching efforts. We are making our clients stand out and leveraging competitors’ approaches, seeing how they stand out and how your angle and voice can stand out in the industry.
Qwoted Results
- 327 Total number of Pitches submitted on Qwoted and 72 Number of new Expert profiles created
- 28 New Coverage Alerts earned through Qwoted, including US News (2), CBS News, Time, Go Banking Rates (4), and Homes and Gardens (3).
Industry-Specific Results
- Our client in the healthcare industry received 7 placements from August 2023 to December 2023. Compared to 3 placements from August 2022 to December 2022.
- Our client in the fashion industry received 14 placements from August 2023 to December 2023. Compared to a previous client, this time last year, their placement rate was 5 years from August 2022 to December 2022.
- A property management client received 5 placements between August 2023 to December 2023, compared to no placements between August 2022 and December 2022.
Department-Specific Results
- Increased celebration around placements and thought leadership—showcasing placements on social media and website.
- More collaboration around opportunities helps foster trust retention and interest in Digital PR!
There were various factors that contributed to a higher quality and quantity of results for our clients. Revamping our onboarding process, creating a new Digital PR Space, utilizing Qwoted & HARO reactive tools, and having more excitement surrounding the results all contribute to why Digital PR should be part of your marketing strategy and will contribute to your increased brand visibility and awareness.
