In order to gain publicity, public relations professionals can no longer rely solely on traditional media to effectively deliver their messages. Instead, they work to ensure that a brand is positively represented on the digital channels that its target audience uses.
Google searches, social media platforms, podcasts, forums, blogs, and website reviews are examples of digital channels.
To obtain the desired visibility, PR professionals look to four digital PR pillars:
- Search engine optimization (SEO)
- Content marketing
- Social media
- Influencer marketing.
Digital PR vs traditional PR
What is the difference between traditional and digital public relations? One is online, while the other is not.
Examples of Traditional PR include:
- Print. Magazines, Newspapers, and Niche Publications.
- Media. Appearances on radio and television
- Coordination of events. VIP events, release parties, and trade shows
- Relations between investors, governments, and communities
Examples of Digital PR include:
- Blogs. Guest posts, quotes in articles, and online profiles.
- Influential people. Shares on social media, giveaways, and resource pages
- Audio and Video. Podcasts and online videos.
- Inclusions and Attributions Unlinked mentions, copyrighted images, and directories
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Most Common Digital PR Strategies
The most important tactics that have the potential to drive defined business goals are included in a digital PR strategy. It may also include a backlink audit and SEO audit in some cases.
The following are the top ten digital public relations strategies:
- Sharing newsworthy press releases to ensure publicity and press features
- Gaining high-quality backlinks from websites, online publications, and reviews
- Finding unlinked mentions of your company
- Adding the company website to directories, top 10 lists, etc.
- Networking with journalists, editors, influencers, and bloggers
- Creating relevant content to build trust and authority
- Cross-promoting content across owned media (website, blog, social media, email campaigns, retargeting ads)
- Writing and publishing guest blogs for added exposure
- Securing opportunities for interviews and sharing expert opinion
- Enabling affiliate and referral programs.
How do I assess the success of digital public relations campaigns?
Success will be measured differently depending on the goals you set.
Links
Begin with the most obvious question: "How many quality links did the piece receive?" "How many links do smaller sites have?" Make sure you like how they look - where they are and what anchor text is used. Links in footers and on the side of content aren't nearly as valuable as those in the middle of the content.
Brand awareness
There are now numerous simple methods for monitoring brand awareness. Launching a brand awareness survey, for example: Explore your social media followers. Examine your earned media performance. Keep an eye on content performance, make use of Google Trends data, and so on.
Social shares
Tracking social shares is a simple task. There are numerous tools available online that can tell you how many times a piece of content has been shared, such as Google Trends and Monday.com.
Traffic
Visit Google Analytics to see if the publication of your content has resulted in an increase in traffic.
ROI
The method you use to calculate ROI is entirely dependent on your company's and campaign's goals. Goals might include:
- Visibility
- Engagement
- Content
- Brand awareness
- Website traffic
- Revenue
Revenue
We're all curious about how much money we've made as a direct result of this campaign, and how that compares to how much money we've spent on content.
Sales
Digital PR will not always result in immediate sales, but when done correctly, it is expected to result in significant sales over time. Keep an eye on sales data related to locations and demographics, which may help you better target future campaigns.
Google Analytics
Analysis is one of the most powerful ways we can measure return on investment ROI .
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What is the value of digital PR for a small business?
Digital public relations is essential because it introduces a company to new target audiences. Digital PR can also help increase a company's website traffic. Digital press releases are frequently picked up by media outlets and used to generate new inbound links to a company's website. These links aid in search engine optimization, making it easier for potential customers to find the company online.
Here are some of the ways that digital PR can help a small business:
- Increase website traffic - As your brand is mentioned online more frequently and in more places, more people will begin to visit your website.
- Increases SEO rankings. Google began as a hypertext search engine. Backlinks play an important role in how websites appear in search engine results pages. In general, the more relevant the links, the higher the website will rank. Digital PR aids in the acquisition of backlinks at a large scale.
- Generates leads. When website traffic increases, so does the number of new leads. Through SEO, digital PR increases organic search traffic and referral traffic.
- Increases sales. Digital PR leads to the growth of brand trust. When a consumer believes in a brand, they are more likely to buy it.
- Establish yourself as an expert in your field - Publishing high-quality articles on authority sites will strengthen your reputation as a trustworthy source of information and increase trust in your brand.
- Build a brand. Your target audience will start hearing more positive things about your brand and seeing an increase in the number of positive reviews.
Repurpose / Reuse Your Content
A digital PR campaign must include content marketing. The more people who share and discover your content, the greater your reputation and authority.
By reassigning existing content, you can transform it into a different type of content that can be shared or published on a different platform. One blog post, for example, can be enhanced by including additional information and transforming it into a variety of other types of content, such as:
- An infographic
- A guest blog post
- An article in the local newspaper or trade publication
- A LinkedIn news update
- A short video or Reel
In this way, it's not just about rewriting the content, but also about adding value and strengthening your authority voice.
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Get Started with a Digital PR Campaign
Ready to start a campaign? Simply stated, DINNOV LAB can help. We are a Digital company for small businesses, we specialize in Digital PR, Media relations, and Content creation.
Start by doing a free digital audit or getting in touch with us
The important thing is to get started, whether you do your own digital PR or recruit a digital PR agency. Once you've begun to leverage the power of the internet to build your brand, you can assess what's working and what isn't and make necessary changes.
One of the most major considerations you need to do is to have a clear picture of your target group. If you don't know who your audience is, now is the best time to find out. Surveys and social media interaction can help you learn more about the people who are interested in your brand and its message.
Please let us know if you enjoyed this article and learned something new today. Feel free to forward it to your friends and colleagues as well - sharing is caring!
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