Page 73 - PR Communication Age January-June2020

riment of other parts of the ad's de- Web pages according to their key- Thanks to social media research, you
sign. So, checking things in advance is words, it's critical you do some re- would be familiar with the latest
of utmost importance. This won't only search. trends, consumers opinions, get to
save you time, but it will also prevent know potential influencers and more.
unnecessary issues. Not surprisingly, not any keyword Believe it or not, social media channels
works well. If you choose highly com- are a powerful source to either boost
Competitor analysis petitive keywords, it will be compli- or ruin an advertising campaign.
Competitor analysis is a research you cated to rank high. But, if you use key- So, it's vital you pay attention to what
cannot miss out. Its goal is to collect words nobody is looking for, search people are saying about your brand
data from your competitors and use it engines won't help you to get traffic.
and products. You can also use social
to your benefit. In other words, know- media platforms to check what your
ing your competitors strengths and So, apart from choosing keywords re- competitors are doing, to interact with
weaknesses can help you to develop a lated to your website content, your your audience and so on and so forth.
better advertising strategy. products/services, and more, you
should pay attention to long-tail key-
But, most importantly, social media
First, you will need to identify your words. These ones might not be so platforms are an excellent resource to
major competitors. And then, you popular, but they are more specific. So, collect data. Users share many per-
should both analyze and compare their chances are they will help you to get sonal details, what they like or dislike,
content with yours. You might want to visitors.
where they live and more. Thus, you
check blog posts, press releases, vid- can use this data to create more spe-
eos, podcasts, FAQs and more. It is advisable to use tools such as cific and personalized advertising cam-
Google AdWords Keyword Planner or
paigns.
Moreover, you may well pay attention SEMrush to help you find relevant key-
to their SEO practices. That's to say, words. Think that users won't use the Effectiveness research
you can observe how often they post same vocabulary you use to define
content for instance. And, their what you sell, you will probably utilize Whatever strategies you decide to fol-
website and social media are worth complicated terminology. low, whatever campaigns you run, it's
vital to check their effectiveness once
monitoring too.
It's also relevant to mention that more they're over. How would you know if
and more people search for keywords the efforts you made were worthy if
Once you have collected all this infor-
using questions. So, you might benefit you don't measure them?
mation, you will probably have an idea
from including them among your key-
of what's what they are doing better
words. And finally, if you want to get You don't need to wait till an advertis-
than you. These are the areas you
prospects near where you live, you ing campaign is over to check if it's
need to keep an eye from now onwards
have to include your location into your working. Yet, it's crucial you do analyze
and make an effort to improve. You keywords.
could also take advantage of their its acceptance when the campaign has
finished. This will help you to discover
weaknesses if you find any. Social media research weaknesses, so you will be able to
Social media research refers to analyz- work on them.
Keyword research ing social media platforms to compile

Keyword research is the process by information and use it to improve your Likewise, understanding your
which you look for keywords related to digital advertising strategy. Since many strengths will help you to enhance
your website. It aims at selecting those Internet users spend lots of their time them. You will probably need to use
keywords which would give you the in social media channels, it's worth different strategies for different cam-
best ROI. Since search engines rank analyzing this data. paigns. But, if you know what works,

"The role of affection in marriage is "give and pull" which simply puts you in a position of a teacher who learns
good."

PR COMMUNICATION AGE January - June 2020 73