This is an article ‘Why investing in digital PR is essential for your business’ by Marc Primo Warren
It’s always challenging for new companies to learn how to advertise online. From understanding what tools or tactics to use in developing long-term strategies that will increase traction, engagement, and traffic, there are multiple solutions you must consider to expand your reach and visibility on well-known social media platforms.
Digital public relations (PR) is one such tactic most marketers use to engage their desired audiences. Whether you plan to perform digital PR on the most popular and most used platforms around the world, such as Facebook and other Meta channels, or choose to focus on more format or interest-oriented sites like YouTube or Pinterest, you’ll most likely discover that the phrase ‘different folks for different strokes’ will always apply every time.
Defining Digital PR
Using digital PR to strategically spread your brand or product’s messages is as effective, if not even more, as traditional PR. Mainly, digital PR involves online personalities and authorities such as bloggers or social media influencers that can align with your brand and its messaging. Those who show interest in what you produce and offer in the market, and are willing to review or discuss it with their followers, help to create your brand’s story, personality, and market credibility. Right off the bat, it’s easy to point out how digital PR has more to do with content and source than anything else.
The most critical thing to identify is who can help bring out your message to various online channels via digital PR. Blogs, social media, and even journalism websites can all be potential outreach targets. In one survey, 54% of PR professionals find the need to follow journalists on leading social media sites before developing content they can pitch to them. The tactic is perfectly understandable since 73% of journalists usually scan the internet for press releases they can cover.
Once you identify the proper channels and individuals to help push your brand’s story to your desired audiences, developing a strategy that can deliver results is the next tricky part. Doing so entails developing the right content throughout the marketing funnel and addressing all identified buyer personas so your influencer or ambassador can offer pitches that engage audiences for the entire customer journey.
While both traditional and digital PR involves content and tapping a particular target market who wants to listen to your story, digital PR can be cost-efficient and deliver more workable results for a broader reach. One good example is how TV or radio ads only reach a certain number of audiences depending on how much you spend on airtime. For digital PR, you can resort to both organic and paid ads that will likewise give you online traction for lesser budgets.
The unique thing about digital PR is how it tends to be more intimate with the target audience as it addresses their needs via search engine optimization tactics. People who search on platforms like Google or Bing provide data and information on the products or services they need, which you can pick up on and use to develop unique content. Pushing your brand’s message and story online allows you to reach more people through various channels, including blogs, email marketing, or organic feeds via social media. It makes for a more innovative option for today’s marketers than conventional PR.
The role of SEO in digital PR
Businesses can establish a more aligned strategy to push traditional marketing online by optimizing on-site content, constructing quality backlinks, and other typical SEO strategies. Online strategies that involve influencers, ambassadors, bloggers, or thought leaders are more inclined to develop online outreach strategies that can establish two-way communication between your brand and your target audiences.
Of course, any data and factors gathered from your SEO strategies will fall into the digital category. However, proper digital PR seeks more channels where you can engage your audiences and therefore create new opportunities outside your on and off-page efforts. Guest blogs effectively bring awareness, interest, and consideration to your brand. If you successfully guide your customers through those three stages of their journey, it’s not far-fetched that they’ll eventually make a purchase.
In short, digital PR tactics such as backlinks or guest posts can boost your SEO efforts by serving as efficient walkthroughs for your target audiences to grow visitor traffic to your websites or social media pages.
Reaping the gains of digital PR
By aligning a brand’s physical marketing strategies with digital PR, it can easily pave the way for more meaningful connections with customers at every touchpoint, broaden your reach, boost conversions, and, soon enough, generate bigger profits.
Digital PR can also do more for your brand in terms of tapping more lookalike audiences that can add up to your loyal customers. The outreach opportunities that guest posting or community management strategies via social media channels will help you connect with more people who want to know more about your brand. As long as you can maintain engagement and effectively guide each of your followers on their respective customer journeys by means of quality content, you also achieve higher search rankings and better visibility.
These days, it’s not enough for companies to have a breakthrough product or service to offer the market. Effective online marketing, SEO, and digital PR are all essential in getting your word out to the right folks online. How you can build a buzz frequently takes a lot of help from individuals who already have a significant online following. Middle-class creators and micro-influencers are your best bet on modern digital PR, as they won’t require higher budgets while being more relatable and authentic to the consumer markets.
The most important things to remember all boil down to four things:
Who you choose to help you push your brand
How you can maintain your content’s relevance
What strategies you should perform on effective online channels
How you can avoid spamming tactics that may annoy your audiences
The step-by-step may seem simple enough, but the real trick is measuring each factor’s performance and improving your strategies according to how your audiences engage with your brand. Once you discover the real benefits that digital PR can offer your unique audiences, the more outreach ideas and opportunities you can come up with for better SEO and conversions.