By Ashlynn Lindsey, Account Associate at York Public Relations
Establishing measures of success is one of the most important components to a public relations campaign. Otherwise, how do you know if you’re successful?
In 2023, here are five metrics your fintech should consider.
1. Message Pull-Through
Instead of solely tracking the amount of coverage your fintech earns, track the quality of the coverage instead. This is where message pull-through comes in. When your fintech’s key messages are used in earned media, that means those key messages resonate with the journalist and their readers.
Measuring message-pull through indicates how effective the PR team is in communicating the messages the fintech wants to promote. It also boosts brand awareness because the organization’s messages are more likely to reach the target audience and make an impact.
2. Social Shares and Mentions
Evaluating the references to a brand on social media, whether through sharing a brand’s posts or directly tagging a brand in an original post, gives fintechs a direct line to know what people are saying about their brand. It is important to evaluate the target audience’s sentiment towards a brand, whether positive, negative or neutral.
3. Share of Voice
Share of Voice allows fintechs to see how they stack up against their competitors and what percentage of all content includes their brand. It allows deeper evaluation of media coverage so teams can see if how much their brand is mentioned in content focused on their industry. Ideally, your fintech’s Share of Voice should increase over time.
SEO is important to driving awareness, but the algorithm for SEO is constantly changing, which can create challenges for brands to optimize their content for the greatest visibility. Tracking SEO can help fintechs determine if their SEO strategy is effective for the algorithm, or if a strategy needs to be tweaked. Common metrics include web traffic, organic searches, page views per session, click-through rate, exit rate, and time spent on pages.
5. Audience Reach
The goal for most campaigns is to reach the fintech’s target audience; therefore, Audience Reach should be a metric your fintech tracks. Simply, reach is the number of people who see your content which is evaluated by a simple formula: impressions divided by frequency (reach = impressions/frequency).
Ashlynn Lindsey is an Account Associate at York Public Relations, a global fintech PR firm.