In this ever changing world, the mediums and approaches to grab your target audience also need to change. When the marketing around us has evolved and has become more dynamic than what it was 30 years ago, sticking to the same age old practices doesn’t make any sense.
For businesses today, ’digital’ is the new medium to grab their audience. Unlike, mediums used for PR in the past, digital PR has a very unique way of getting to your audience i.e. you can target the niche of the audience as per your campaign. Digital PR is not just about deliberately mailing your audiences with your business products and offers. It helps to add value to your brand if done right!
For businesses today, ’digital’ is the new medium to grab their audience. Unlike, mediums used for PR in the past, digital PR has a very unique way of getting to your audience i.e. you can target the niche of the audience as per your campaign. Digital PR is not just about deliberately mailing your audiences with your business products and offers. It helps to add value to your brand if done right!
A feat that looks almost unbelievable was achieved by just making accurate PR strategies through email marketing. He did not get success with every mail he made but chose to mail the right ones on a 1-1 basis.
Digital PR vs Traditional PR
Talking of traditional PR, it includes multimedia networks like magazines, newspapers, TV, Print & Advertising which are quite a good way of promoting your business and gain a large group of audience quickly. Due to this widespread approach of going the traditional way, PR agencies in the past have to get over a business dinner or phone calls to get their clients featured in a magazine, show or on a poster which was a lot of effort to publicize a particular content.
On the other hand, digital PR which in a way is an evolved outcome of traditional PR is more focused over SEO rankings, backlinks, content creation, blog posts ,podcasts etc. which are quite expensive services but also are much hassle-free ways to put your content out in the public. Also, influencers are a good way of reaching out to your niche audience.
In today's world, a tweet or an article is the most feasible way of influencing millions of people rather than making a 2-3 minutes appearance or placing a product for just few seconds on a TV show. Be it traditional or digital PR, ultimate goal of both the methods is to get maximum reach of their client to the mass audience.
Benefits Of Digital PR
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Improve your SEO: SEO rankings are an integral part of digital PR. Backlinks are important to your rankings on SERP. Good amount of backlinks will help you to rank higher on Google. Digital PR will help you to get good backlinks from publishers, bloggers and news sites etc. which would help you to rank your content higher on Google.
Grow your website traffic: Getting referrals from editorials will help your traffic grow on your website. Digital PR helps you to grow your public relations and build good networking.
Helps in building your brand: Digital PR will help you to build a third-party reputable platform which will drive more traffic to your website. It increases your online presence.
Get those leads: Bring traffic to your website through organic SEO and gain those new leads.
Increase your sales: Digital PR helps to build trust and create a sense of belongingness among the audience which will eventually lead them to buy.
Build Link Worthy Content
Content creation is a tough task and getting creative every single time is mentally taxing! At such times you must try to create link baits - One easy way to do this is to repurpose content. For example, a single blog post can be expanded with new information added and repurposed into several other types of content such as:
An infographic
A guest blog post
An article in the local newspaper
An article in a trade publication
A LinkedIn news update
A short video
Also, content can be generated by arranging webinars, live sessions etc. through tie-ups with people of similar interests.
Starts-oriented articles and content is a much look out for piece of information for journalists and this will be a great opportunity to get notable mentions.
Steps you must take to build your digital PR campaigns
Do market research and fill in the gaps- Make sure you make a good keyword research when beginning planning your campaign. Remember organic SEO is a super power you possess and it reap results on when done right! Also, content creation is a task and you can do it by researching influencers in your niche category and get on board to talk about your product.
Build a strong backlink and do networking- Creating a network with publishers, editorials and bloggers will help you to gain a good amount of backlinks and mentions on their content. This is something that looks easy but is actually an effort to get it done. To know about strong backlinks and link worthy content, read the section above.
Start your ‘outreach’- By outreach we mean, get your content talking on various platforms like Quora, Reddit, Wikipedia, Youtube and Email. Reaching out to your audience with a curious question pertaining to your product will get them traffic to your website and eventually to sales.
Analyze your campaign and conclude- After all the outreach practices you’ve adopted, analyze your content and see what’s working for you and what has tanked.
Things to remember while doing Digital PR
Anchor text targeting: Anchor text is the text that is clickable word and is linked to an external site. It will link an external page to your content and drive traffic. Also, it easily gets fit into content instead of putting a separate CTA.
Target URL: These are the URLs of the web pages that you would be linking to your webpage for promotion. This strategy is helpful by an organic search.
Look for Media Lists: It includes the names of the influencers, journalists and media houses that you would be targeting in your strategy.
Pitch & Content Ideas: You must pitch your template scripts to the targeted journalists, influencers etc. and try to come up with creative ideas that would get your product reach your audience.
At Web-StepUp, we will help you to build effective digital PR strategies and build your strong presence online. We will give you expertise pertaining to your outreach mediums, social media and content marketing to boost your sales and start getting those high-quality leads!