Public relations (PR) are often used to increase awareness of a particular brand. It is a service that can be offered by a marketing advertising agency. However, with the rapid evolution of the online sphere, more agencies and companies are turning to the internet as another channel of marketing and advertising. As such, instead of using traditional channels, most are now pivoting to using digital PR strategies instead. This is because digital PR offers brands a way to reach broader audiences anytime, anywhere. Some strategies include search engine optimisation (SEO), influencer marketing, content marketing, as well as social media.
Going online also allows brands to be more personable. Now, in real time, brands can respond to customer inquiries and transform them into engaging conversations. By connecting with your target audience, brands can therefore start a dialogue, and spread news and information faster than ever before.
Here, we go over and explain what digital PR is, its goals, and how it can benefit your brand.
What is digital PR
As its name suggests, digital PR tends to use more digital and online channels to spread the word about your brand. In the past, using traditional channels for PR meant that marketers had to network with journalists so that brands could get featured in print publications (such as newspapers, and magazines). Marketers and agencies would also try to get their clients included in media channels such as radio, film and tv.
Nowadays, the shift has focused on the digital side of things. This is because more and more people are being active online (especially the younger demographic). They can often be found scrolling on their smartphones or being part of online platforms and spaces (such as YouTube, Twitter, and Instagram). With smartphones being ubiquitous, audiences are now pivoting to google searching for things online. As such, it is vital for businesses to promote their brands in the online space to achieve more awareness and recognition.
Digital PR’s goal
Simply put, digital PR’s main goal is to help improve a brand’s reputation, alongside increasing its visibility and awareness. This is done to make the brand more recognisable to its target audience. To do so, digital PR tends to build brand value using digital platforms and tools. This can be challenging, especially since there is so much competition online. However, if done well, digital PR can help your brand stand out from the crowd, as well as indicate how it is unique from competitors. This is also a great method to boost your brand’s reputation so that audiences are more likely to trust what you are selling. In the long run, this could help increase leads as well as conversions, ultimately leading to more purchases and a better bottom line.
What digital PR involves
When it comes to doing things online, nearly anything is possible. While traditional PR forced marketers to either use print, radio, film or tv opportunities, there is a wider world out there on the internet. Using digital PR is also a great way to get in touch with upcoming trends that are popular with today’s youth. Here are a few tactics below that a marketer might use.
- Writing online press releases
- Building relationships with online bloggers, journalists, and influencers that will help to generate press coverage
- Organizing online interviews and reviews
- Ensure all press releases and content are SEO optimized – so that you can boost your search rankings, in addition to gaining high-quality backlinks so you are seen as an industry expert
- Reaching out to bloggers and influencers so they will shout out or mention your brands. Some marketers will also send free products for a free review or shout out (such as advanced reader copies of books, beauty products, etc).
Read More: Trends Of Digital Marketing In 2023
How digital PR can help you
While doing digital PR can be incredibly time-consuming and tedious, it is a vital part of getting your brand’s name out there. If you plan and strategize well, a high-quality campaign can sometimes make all the difference when it comes to establishing a great brand identity online.
Here are a few ways digital PR can benefit your brand, and why it is important to continue doing so.
Boost website traffic:
As your brand is repeatedly mentioned online, more and more people will become aware of it and what you do. This will likely interest and entice them to check out your website so they can learn more about what you are and what you offer. Other audiences can also help spread the word about your website, either through word of mouth or just reblogging, tagging or mentioning your brand online.
SEO is incredibly important to brands now and is a vital part of a digital marketing strategy. This is because data has shown that more people are researching and searching for things online before they commit to making a purchase. Therefore, it is extremely important that your brand shows up high in a search engine’s results – most people are not going to look at a search engine’s second or third page to find what they want. One way to boost your website search ranking is by gaining backlinks – when people find your content compelling and link to it from their website, social media, or blog post. As your SEO ranking improves, the more likely your website traffic will increase. This can then lead to more conversions and sales.
Generate more leads and sales:
Digital PR ensures that your brand is not only mentioned frequently but is also targeted towards the right channels and the right audience. Because the brand messaging is relevant, this means it is likely to be remembered by audiences who might then go and check out your website. As more people visit your website, a few of them might convert into paying customers, therefore boosting your bottom line in the long run. Being online also allows you to engage with customers directly, so you can have in-depth conversations with them that can help generate leads.
Establish brand authority:
A great way to make your brand stand out and be trustworthy is to give the impression that you are an authority on a particular subject or niche in your industry. This can be done by generating long-form and high-quality content such as videos, tutorials, blog posts, whitepapers, newsletters, and more. By doing so, your brand will be seen as a credible source of information, meaning that more people are likely to trust what you are going to say, and what you are selling.
Improve brand image:
If digital PR is done well, then it is a great way to improve your brand image. By doing so, you increase your audience’s trust in you. For instance, if a potential customer hears that your brand has donated to charity, supported environmental sustainability, or similar things like that, they are more likely to view your brand as reliable. Getting your brand featured in top-tier publications is also going to boost your brand image. On the flip side, if a mishap happens, having good PR can save your brand’s reputation from tanking and any further losses that might occur.