What is Digital PR and how can it help your business?
If you are wondering how to grow your business online and drive conversions, raising your brand awareness in the right places will make a big difference. There are many different strategies and tactics to help attract people to your website, including SEO, PPC, Social Media and Content Marketing, but Digital PR is a perfect way to amplify your content in the places your audience is looking.
What is Digital PR?
Digital PR (short for public relations) is a marketing strategy used by brands to increase online visibility and become more trustworthy and authoritative to target audiences. There are different ways to roll out a Digital PR Strategy and it all depends on the business, its industry and its desired goals.
What are the best Digital PR tactics?
There are different ways to launch a Digital PR campaign and more often than not, you will need to use several tactics to support your efforts. These following methods can help form your Digital PR strategy:
Link building is a tactic designed to boost your website’s domain authority by getting links back to it from quality, relevant websites. A Digital PR agency can help you identify where your target audience is searching for your product or service online, and pitch to put your name on relevant websites by offering something new or relevant to that website.
Press release distribution
Getting your brand name and key messages in front of your target audience is down to good written content and building relationships with journalists. A Digital PR expert will be able to work with you to find the story in your brand, its activities and key messages. They can then craft a press release that will get the attention of contacts that have been identified as influential for your target audience.
It’s important to be on top of current affairs so your brand can be the first to have its say within your target sector. A media listening strategy involves identifying essential keywords in the news and pushing out agreed messages ahead of your competitors. A Digital PR service will be able to monitor the news on your behalf and react to current affairs with your agreed messaging – this is also known as newsjacking.
A good Digital PR strategist will work with key spokespeople at your company to gain their thoughts and share these with your target audience(s), either through proactive campaigns or for reactive breaking news stories. They will also spot opportunities for thought leaders to have their say, including in print, online, or via audio and visual platforms.
How is Digital PR different to Traditional PR?
Traditional PR is used to boost brand awareness by getting mentioned in familiar channels such as print, online, radio and TV. With digital PR, the same principles apply, but there is a focus on leveraging new and existing content to increase brand awareness and improve your website’s SEO ranking.
For a Digital PR Strategy, the focus is more on how to improve the online presence, so your website gets noticed in the places where your audiences are looking. This is more of a longer term online strategy to boost the authority of your website, which will help with visits and conversions.
What can Digital PR do for my business?
If you execute a Digital PR campaign successfully, you can bolster your market share, as well as improve your authority and trustworthiness within your industry. With greater exposure on relevant websites and media outlets, your brand and its search engine positioning will grow over time, leading to an increase in website visits and potential goal completions – including sales.
How do you measure the success of Digital PR?
Digital PR activities can be measured using in-house analytics tools, and some of the metrics used to measure success include:
- Number of visitors to the website or target landing page
- Number of goal completions on the website (e.g. a sale or an enquiry form fill)
- Volume and quality of backlinks to the website
- An improvement in website Domain Authority/SEO ranking
- Volume of coverage gained around a particular campaign
- The impact on the brand’s social media pages (e.g. impressions, engagement and followers)
Every business will have their own idea as to what they are looking to improve on, and Digital PR can be measured in a number of ways to ensure you are hitting your goals. Our team offers monthly reviews to keep you up to date and ensure you can track the outputs and its results.
Is Digital PR right for my business?
At Purpose Media, our Digital PR team will work with you to identify whether a Digital PR strategy is right for you, and what tactics will help drive results. We can review your business, your industry and your goals to put a plan in place that works for short-term wins or long-term results.
A Digital PR review starts with a quick chat and our team are here to help your business grow online. Purpose Media is a full-service marketing agency and your business may also benefit from our other Digital Marketing or creative offerings, so find out more about what we do.