Public relations (PR) is all about creating awareness and reinforcing a positive brand image and company reputation. While press releases and media advisories to announce company news are what typically come to mind, public relations is most effective when it’s part of an ongoing communications strategy. In this sense, digital PR is no different than traditional PR.
Traditional and digital public relations both aim to make a brand more visible, increase public awareness, and engage with targetted audiences. They do this through ongoing media and public outreach that gives a business a persistent presence. The primary difference between traditional PR and digital PR is the use of online methods.
An effective digital PR strategy leverages content marketing, social media, search engine optimization, and relationships with journalists, bloggers, and influencers to increase a company or brand’s online presence. The objective is to drive awareness, increase website traffic, reinforce brand loyalty, and ultimately create new customers and raving fans. Digital PR works to achieve this through a combination of the following:
- Mentions in online publications
- Backlinks from other websites, blogs, and online publications
- Influencer mentions and endorsements on social media
- Positive customer reviews
- Interview and/or editorial requests from journalists or prominent podcasters
- Guest blogs on other websites
- Guest editorials in online publications
- Online directory listings
There are a number of tactics and methods to be employed in a digital PR strategy including online press releases, influencer marketing, and guest blogs.
Online Press Releases
Digital press releases deliver information directly into the inboxes of journalists, editors, and bloggers. Unlike traditional press releases, digital press releases give recipients instant access to everything they need to publish a story–links to contacts, videos, images, bios, social media elements, and more.
Digital press releases can also be optimized with links to your website, giving readers instant access to current supporting information. As your digital press releases are picked up, and links are re-published on highly trafficked and reputable sites, your own search engine rankings will receive a boost.
Influencer Marketing
Celebrity endorsements or mentions by influencers on social media can help drive awareness of and interest in a company, brand, or product. Influencers with a dedicated social following are often viewed as experts and trusted sources of information. Influencer endorsements and mentions amount to social proof to potential customers.
Influencer marketing doesn’t happen by chance. Yes, a celebrity may spontaneously rave about a product or company every so often, but savvy digital marketers don’t leave this to chance. Influencer marketing requires research and due diligence to seek out and connect with the right influencers who are a good match with your brand and your audience. Working with a professional digital marketer experienced with influencer marketing strategies is your best bet.
Guest Blog Posts
Articles, blogs, and posts published on other websites increase your audience reach and positions you as an authority on your topic. Guest articles and blogs can also be optimized with keywords for better search engine ranking and visibility, as well as backlinks to your website, which helps your own site’s SEO.
Podcasts & Online Interviews
Forty-one percent of Americans listen to podcasts on a monthly basis, and there are more than 2 million podcasts. This represents a tremendous opportunity for exposure. It also means podcasters are always seeking fresh content to share with their audience and interesting guests who can share valuable insights, tips, stories, and anecdotes. Landing a podcast interview can increase your visibility online and even lead to more interviews on other outlets.
Webinars & Live Streams
Webinars and live streaming videos are not only effective tools to include in your online digital PR and marketing strategy, but they are also essential for reaching and capturing the attention of today’s consumers. Consider these stats:
- Four out of five people are more likely to watch a video than read a blog.
- 48% of consumers have shared a brand video on their social media profiles.
- 82% of people prefer live video from a brand to static social posts.
- Live videos are watched three times longer than pre-recorded videos.
Streaming live video on your social media invites real-time audience engagement and facilitates a more personal and authentic interaction. At the same time, your live streaming video creates content that can be viewed and shared later. All of these activities expand your audience reach and enhance your online presence.
Online Directory Listings
While not as important as they used to be in the early days of the internet–before the advent of search engines like Google, Bing, Facebook, and Amazon, to name a few–listing your company website in online directories can still give your site an SEO boost and help with your online visibility. Not all online directories are created equal or relevant–especially in the eyes of Google–so do your research and be careful where you decide to list. Search Engine Journal list of top directories is a place to start.
Digital Marketing, SEO & Digital PR
When done in concert with a comprehensive digital marketing and SEO strategy, your digital PR efforts can have a tremendous impact on your company’s online presence and public awareness. The key is a carefully planned strategy that integrates and amplifies your existing content and aligns with your overall marketing and customer acquisition goals.
While the proverb may say “any press is good press,” we know it’s not always true. You can waste a lot of time chasing down publicity without netting the results you are after. If digital public relations is new to you or your marketing team, seek out experts who can help you get started and who can maximize your ROI.
As a digital marketing agency, Fuze7 elevates companies and brands online through comprehensive digital marketing and PR strategies designed to improve SEO, increase visibility, increase site traffic and drive customer conversations. Contact us today to learn how we can help you improve your online presence.
