Digital PR is an online marketing strategy that companies use to increase their online presence. Digital PR agencies connect with journalists, bloggers, and influencers and send online press releases for high-quality backlinks, social media mentions, and search engine optimization
Digital PR, in the words of John Mueller of Google, is perhaps more important than technical SEO. Yes, he said it, and we know from experience that digital PR yields tremendous results, especially when combined with a solid SEO plan.
%20(1).jpg "What is digital public relations? (And how it can support your SEO strategy)")
?What is digital public relations
Digital Public Relations (DPR) is the use of digital and social technologies to manage the awareness, understanding, reputation and branding of a company or organization, through the meaningful impact of exposure via digital media.
Well, digital PR will use several typical digital marketing mediums in order to convincingly manage their reputation; Again, tools such as content marketing, permission marketing, and customer engagement, are fundamental to the purpose of public relations.
The tools will also be modular and will include social media platforms, blogs and websites as well as traditional media such as newspapers, television and magazines. So one of the main tools of digital PR is the media release or press release.
Using digital media, examples of digital PR techniques will include;
Sponsorship and charitable donations that again generate content on news sites or charitable donations via a number of donation sites, for example Cancer Research .
Public visits to the facilities can be virtual, or the visits of the general public may be recorded using Instagram or video, which may be uploaded to YouTube.
Sponsored events and exciting events will also generate user generated content that can be shared using social media, or again, media releases will also result in some coverage if captured by both online and offline sources
Putting the product in games or in movies, will also generate public relations materials
If you search on websites or YouTube, you will easily find examples of video ads promoting products using video, created by the provider of the good or service.
Websites and e-brochures are also straightforward but critical digital PR tools.
Lobbying is a controversial digital public relations technique. Essentially this means that members of parliament or politicians are pressured by individuals or companies to take note of the political perspective.
Electronic methods such as Facebook pages, polls, polls, websites and a plethora of other digital marketing approaches are used for the purpose of digital lobbying.
The digital strategy defines how the company will improve its SEO rankings. This outline usually includes ideas on increasing branding and securing external links. Additionally, the strategy may include SEO audits, backlink analysis, and assignments.
Let's stumble upon and break down how we can create an effective digital PR strategy to get your business more exposure, more recognition and ultimately more leads and sales.
Step 1: Define your goal
The goal is at the core of all digital PR strategies. What do you want to achieve through PR work? Although the overarching goal will always be to get more sales , I recommend resetting the goals your content needs to achieve to increase those sales.
Increase traffic to the home page or a specific product/service page
Directing traffic to a new offer or promotion
Increase your email marketing list to increase new and repeat sales
Increase trust in your brand by gaining influencer benefits
Increase domain authority to improve your site's ranking with backlinks on a specific topic.
Step 2: Review your target customers
Who are you trying to reach with your digital PR strategy and the content you create? Outline your target customers, and identify any weaknesses or needs that can help make the content relevant to them. Keep in mind your end goal and target customers through the content thought process.
Step 3: Think about the content and research
Don't underestimate the time you'll need to think of ideas and angles for your content. Ideas don't reach the blanks, so work on forming relationships with your colleagues or get a small group of people together to bounce ideas off. Create a list of any ideas, and prioritize them based on the ones you feel most attractive.
When you have some important ideas, research further. You may be able to find the data or search online, or you may want to consider doing your own data study. If your idea is a content asset like a calculator or an interactive page, research the time and cost to create it.
Step 4: Select Target Posts
Who would be interested in posting and reporting this type of content? Who has the right audience that will include the target customers among their readers and/or followers?
Will your idea provide something new and exciting that will attract journalists and influencers to want to repost and tell your story? If not, you may need to refer to the Content Ideas drawing board.
Step Five: Design the Strategy
Digital PR strategies mostly focus on publishing articles and securing backlinks from relevant websites and blogs around your content. It also involves nurturing relationships with journalists to be mentioned in the press.
However, there are many different ways this task can be carried out, different types of links that can be built and other important digital PR strategies that can be used as well. Here are some of the most popular types of digital PR strategies to consider:
Publish unique articles or data pieces online to get high quality backlinks
Connect with journalists and editors to get backlinks
Publishing press releases and promoting news content to gain journalistic advantages
Post a piece of content such as a calculator, online tool, or interactive web page
Post on Blogger to get backlinks and mentions to related blogs
Influencer marketing to get mentions on influencer social media accounts
Affiliate programs that pay commission to bloggers who refer clients to your business
Offline press events or blogger events aimed at getting coverage online
Sharing and promoting infographics
Restore links by requesting to add a link if your brand is mentioned, your work is on another website without a link.