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Digital public relations (PR) serve as a steering wheel for businesses, maneuvering the public perception of their brands in the digital space. It is the art of sparking intrigue around your product or service through a captivating narrative that resonates with your audience.
But more than creating a buzz around your brand, digital PR also fosters a connection, turning passive observers into highly curious prospects you’ll likely win over and convert.
So, what is digital PR, and how exactly does it contribute to the success of your overarching content marketing strategy along with your brand? We answer all these questions and more in this blog:
• What Is Digital PR?
• The Benefits of Having a Digital PR Strategy
• Should You Partner With a Third-Party Digital PR Agency?
• 3 Key Metrics To Measure the Success of Digital PR Strategies
Digital public relations (PR) involves strategically utilizing online channels to enhance your brand’s image and cultivate a favorable public perception.
It encompasses managing communication and reputation, especially during crises, across diverse digital platforms. This approach ensures effective brand representation, fostering an environment of trust and credibility.
Before, traditional PR strategies primarily focused on print media, broadcasts and live events. But since everyone and everything have practically gone ‘digital,’ businesses have increasingly turned to digital PR to tap into online channels, including social media, search engines and digital publications. Traditional PR, though effective in reaching a broad spectrum audience, lacks the targeted reach and measurability that digital PR offers.
However, the effectiveness of either approach depends on the specific goals of the PR campaign, the target audience and the nature of the organization.
Combining both traditional and digital PR strategies often yields the most comprehensive and successful outcomes.
Up next: Why you need a digital PR plan in your overall content marketing strategy
I love some of the things I see from digital PR, it’s a shame it often gets bucketed with the spammy kind of link building. It’s just as critical as tech SEO, probably more so in many cases.”
– John Mueller, Senior Search Analyst at Google
There’s no better person to champion digital PR than Google’s John Mueller. In his statement, you not only get the importance of such a strategy but also two more insights, or perhaps warnings.
First, you should stick to whitehat link building tools and strategies and refrain from being spammy with your digital PR strategy.
Second, you should value digital PR strategies just as much as other aspects of search engine optimization (SEO).
A digital PR strategy empowers your brand to:
Since every transaction starts with a moment of curiosity — and digital PR is all about stimulating interest in your business — your digital PR plan eventually leads to profitability.
For help with their digital PR strategy, many companies, particularly small and medium-sized ones, collaborate with a full-service digital marketing firm or a professional content marketing strategist.
Next up: The benefits of collaborating with a digital PR company that offers content marketing services
By all means, if you are able to collaborate with a digital public relations agency, do so. More than having the expertise that can get you actual results, a digital PR agency also has relationships with journalists and influencers. These kinds of connections can shorten the wait until your digital press release content marketing campaign takes off.
However, it’s understandable if hiring a digital PR firm is not an option for you. You can ask your in-house content marketing strategist to learn about digital PR. Because of the trial-and-error phase, this strategy will need time and may prove to be more expensive in the long run in some situations.
Like any worthwhile endeavor, carrying out a digital PR campaign calls on perseverance and consistency. It expects your best, and in this situation, that means investing in high-quality content.
Digital PR focuses on assets like blogs and website traffic. Hence, take into account the following when gauging the effectiveness of your digital PR efforts:
There are differences in backlink quality, so quality counts. Consider your target clients and seek placements in newspapers they read. To count links, set thresholds for estimated traffic, page authority score, or website authority.
Digital PR doesn’t focus solely on traditional link building but also generates high-authority passive links that accumulate over time. Producing shareable content, like case studies and statistics, encourages high-domain authority websites to link to you and increases the value of your own content.
While your website can only secure a single spot in a search engine results page (SERP) for a non-branded search term, your brand can appear on multiple pages that rank for further relevant non-branded keywords through mentions. A comprehensive metric called share of search determines how visible your brand is online across all platforms, including external websites.
To comprehend this kind of data, imagine the following situation: following a fruitful digital public relations effort, your brand gains a 20% “share of search” by showing up in four of the top 20 search results for an unbranded term.
Now, let’s say you hired a content marketing services expert to push your brand to appear in eight out of the top 20 results. At that point, you have a commanding 40% share. Owning a higher percentage of share of search increases the likelihood of being considered by your prospects.
Conversions are a crucial performance indicator in digital marketing that can be tracked in a number of ways. However, you must first decide what, to you, is a conversion. This could be anything from a transaction successfully completed to a contact form submitted or a newsletter subscription made. Use tools like Google Analytics to measure conversions on your website after you’ve decided on your conversion criteria.
You should monitor conversions from your referral traffic when it comes to digital PR. Referral traffic is a subset of website traffic that, as opposed to coming from search engines or landing directly on your website, originates from direct links on other websites (where you have press releases).
Digging into your referral traffic and how it converts to conversions helps you to guide your future digital PR campaigns, understanding what works and what doesn’t.
As mentioned, a well-crafted digital PR plan allows your business to boost awareness and recognition, enhance search results, interact with your market and attract high-intent visitors to your website. Digital public relations eventually creates interest in your brand, which opens the door to revenue.
If you’re ready to explore what digital PR can accomplish for your business, Thrive can assist. We deploy whitehat link building technologies and have empowered our clients to obtain backlinks to credible websites.
Talk to a digital PR strategist – enhance brand recognition and drive more conversions.
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