Our SaaSy approach to PR & Marketing
By Kate Everett, Managing Partner at TWI
In the ten years since I founded TWI, it’s fair to say that technology has completely changed the landscape and how we do business as a PR & Marketing agency. One of the most profound changes is in how we use software, made accessible by the Software as a Service (SaaS) business model.
SaaS enables us to access cutting-edge technology without large capital investment, scale according to the needs of the business and our clients, and benefit from that latest technology updates to software as we use it. Here are a few of our favourites:
We’re running media campaigns in the UK, Europe, UAE, US and beyond, so we need a powerful media database to help us find the right media contacts. Agility PR Solutions gives us access to more than 820,000 media contacts, from the regional press to international news feeds. We can create and monitor live social streams, track campaigns and identify new influencers in real time and give long-term visibility to our stories through the platform’s digital newsroom. Agility also gives us essential reader demographics, direct to email, Twitter or LinkedIn contacts and advertising rates and specs.
Crucially, we have a team of researchers continually updating media contacts, and our own databases to ensure we always have the right contacts for our PR campaigns.
Creating client KPI reports from Google Analytics and social feeds can be incredibly time-consuming for any agency – up to a day a month per client. Reportz automates the whole process and enables us to instantly create and share real-time dashboards to monitor and measure results and get a bird’s eye view on month-on-month activity. We can feed in organic and sponsored KPIs from Google, Google My Business, Instagram, Facebook, Google Ads, SEMrush and many more. Again, the SaaS model ensures that new feeds and functions are delivered to us on a regular basis at no additional cost, With LinkedIn, Woo Commerce and Twitter coming soon.
Ask any PR, compiling comprehensive media reports can take days and it’s almost impossible to track engagement through traditional copy and paste reporting. We love Coverage Book! Now, we simply upload online links and physical cuttings, and in a few seconds, we have a beautiful report that includes reader engagement, links from coverage and social shares. The user-friendly format can be shared with stakeholders as a link or PDF. Happy customers, happy PR team.
Website visitor tracking software has been around for a while, but until recently it was a prohibitively expensive service. We really like Leadfeeder, which uses Google Analytics to track which companies have visited websites. It shows how many times they have visited the site, which pages they have visited, and for how long. Integration to LinkedIn, CRM and email marketing tools make this a useful tool to measure PR and marketing and deliver insight and leads to sales teams. The system can send email alerts for hot leads and automatically update a CRM when a customer visits.