For businesses to implement a promotional strategy that best caters to consumers in a digital space, Digital Public Relations holds the potential to bolster brand visibility and reputation. Combined with the practice of traditional PR, digital tactics and tools allow for a brand to reach a wider audience and promote intimate customer engagement through online content.
Digital PR has measurable success, which is dependent on the brand’s search engine visibility. This marketing strategy refers to multiple techniques used to strengthen SEO, and overall, improve sales. Working with online publications, journalists, influencers, and other industry specialists, brands must focus on getting their links on high-traffic websites. To begin creating your brand’s digital strategy, consider the following tactics:
1. Research & Understand Target Audience
To best tailor your brand’s online content to the needs of your target audience, your brand must initially research and analyze what this demographic finds most important. Digital PR allows a brand to not only grow their target audience, but do so in a cost-effective manner. Before this is possible, however, it is necessary to identify certain aspects of your target audience as to direct ads to proactive consumers. Analyzing your demographic’s online behavior, which includes an in-depth understanding of their interests and disinterests, will provide further insight on their purchase patterns. Once this has been taken into consideration, your brand will have a more clear goal for your digital campaign.
2. Research & Understand Target Publications
After figuring out the needs of your target audience, your brand can focus on targeted media. Create a list of contacts that best fit these needs, whether it be publications, journalists, influencers, or industry specialists. To do so, either purchase a media database (ex. Cision, MuckRack, Meltwater, Prowly) or simply use Google search. With each prospective contact, your brand should take a look at media metrics to determine whether a website is of high authority and engages with members of your target audience frequently. In terms of digital PR, aiming for high authority websites that are most relevant to your brand’s content could potentially improve your SEO.
3. Data-Driven Approach
Providing readers with concrete data should be considered when creating your digital PR strategy, as digital PR is mainly concerned with metrics. When using data within your campaign, it is important to pay attention to data visualization. Make sure your data is not only concerned with dense informational facts and figures, but is also visually appealing, condensed, and concise. By using a data-driven approach, either drawing from your brand’s own personal data study or third-party data, assures journalists that the content you are providing is credible.
4. Improving Web Presence + Links
Digital PR and marketing is largely dependent on receiving high quality backlinks from digital content published by your chosen media contacts. Building backlinks requires creative brainstorming to come up with relative, innovative angles to pitch to journalists. Including inbound links to your website in your targeted media improves search engine rankings, SEO, and subsequently, brand visibility. Link building is a key component to digital PR, and securing backlinks on high-traffic websites entails activities ranging from creating personal connections with journalists and influencers to using external tools such as affiliate marketing.
Other ways your brand can improve its web presence and amount of media mentions are through leveraging relevant social media accounts, being featured on podcasts, strong storytelling skills, and sharing detailed graphics or visuals.
5. Measurable Success
To measure the success of your digital PR campaign, you can analyze key metrics related to SEO and traffic by looking at Google Analytics, social media shares, media mentions, domain authority, and most notably, the number of earned backlinks. Traditional PR does not offer a simple way to measure the success of a campaign, but with the emergence of digital PR, a rise in website traffic and revenue are attainable metrics to obtain.
Digital PR allows your business to remain competitive in today’s digitally-driven social landscape. Implementing this strategy within PR campaigns will build your brand’s reputation and promote brand awareness, through an effective, innovative combination of PR and SEO.
Digital PR Doesn't Have to Be Difficult