- What is Digital PR
- Is Digital PR a Link Building Tactic?
- Digital PR Tactics
- Digital PR Tools
- How can digital PR help your business?
What is Digital PRDigital Public Relations (PR for short) is a marketing practice with the main focus on increasing and spreading brand awareness, getting more social following and boosting organic traffic through new media. Its principal objective is to gain more backlinks and mentions on reputable blogs, social media and websites relevant to the niche.
Digital PR vs. Guest PostingAt first glance both strategies appear to be almost identical. After all, digital PR and guest posting depend on writing content revolving around your service/products for other websites, blogs, posts than your own. The big difference, however, is that guest posting is often limited in the number of features you are given. It also provides just one backlink to your website. You are often signed by your name or brand, which may influence the objectivity of the content. Digital PR, in turn, offers a broader exposure and at least a couple of backlinks. Additionally, the content created for you - or on your behalf - is already integrated with the best SEO practices. One last difference is that guest posting is often free, which can’t be said about running a digital PR campaign.
Digital PR vs. Traditional PRIts principles don’t differ much from the old school public relations as most of us perceive it. Just like traditional PR, digital PR aims at creating a bridge between businesses and the public, with just one obvious difference. As the name suggests, traditional PR is typical for old media that existed before the Internet got easily accessible to everyone, and that is the press, TV and radio, to name just three. Digital PR uses online media outlets.
Is Digital PR a Link Building Tactic?You bet, it is! Actually, digital PR link building is among the prime goals of a well-developed digital PR strategy. After all, this is how you gain high quality editorial backlinks that have a profound effect on your website ranking in Google.
How can digital PR be used as a link building tacticBeing featured on authoritative websites and showing your future clients where exactly they can find you in the depths of the Internet is one of SEO strategies. This also increases your website credibility in Google. To benefit from digital PR, the content you create must be found useful and valuable for the online community. It also needs to intrigue journalists so that they are more likely to get you covered on their channels. TIP: To attract top publicists’ attention, try creating some trend-driven content. Such ‘hot’ pieces of writing, videos and memes have a massive potential to spread like wildfire among the online media that matter and attract the widest audience.
Benefits of digital PR link building strategyWhen looked closer, it becomes clear that PR link building strategy has plenty of advantages, surprisingly more than it may seem at first glance. Here are six benefits that you may expect to achieve if big online magazines and dominant influencers talk about your brand. It:
- drives more organic traffic
- gives you more backlinks from reputable websites
- increases the domain authority
- offers a great way of getting introduced to the market
- generates honest customer reviews
- explodes sales
- positions you as an expert in the field
Digital PR TacticsThere are numerous digital PR tactics to pick and choose from. If we asked you to list the most common ones, you would probably have no problems giving at least three. However, the thing is that a great part of digital PR tactics are slowly sinking into oblivion mostly because they are simply outdated. To save you valuable time, we’re presenting five tactics proven to be the most effective nowadays. Surely, they will remain fruitful for the few years to come.
Creative CampaignsThis one will never get out of date, that is good news. The bad news, however, is that there is no one-size-fits-all piece of advice that will help you create amazing creative campaigns that grip your prospects' hearts. Just try making sure your campaign evokes strong emotions in your audience. This may be joy, awe, agitation, or even fear (don’t overdo with the latter, though). They must be memorable and sherable, but most of all, they have to attract the attention of journalists and inspire them to write an article about you. Examples: Red Bull Stratos Campaign
source: https://steemit.com/marketing/@remergo/how-red-bull-drives-extreme-branding-stratosSony Bravia The “Colour Like No Other”
Reactive Digital PRReactive digital PR requires a bit of wit, astuteness, and the ability to notice connections among often seemingly unrelated things. Keeping up with the latest affairs helps you seize an opportunity to create content commenting on or simply - as the name suggests - responding to a popular event or trending topic. When done cleverly, reactive digital PR will get you backlinks, mentions and coverage. Examples: Heineken Squid Game
source: https://latana.com/post/squid-game-effect/Ikea ‘Cristiano’ bottle
Research StudiesYou can use research studies to address some burning issues that shouldn’t be neglected. Making reference to reliable economic or health statistics and reports will get your brand featured on more reputable websites. Perhaps you will be the one who introduces into the public some game-changing idea inspired by hard data.
Expert-Insight PitchesBe available for those who seek an expert’s comment or detailed insight into an issue you know inside out. To help others find you, create an account on well-liked and popular platforms for connecting journalists, experts (you) and the public - like HARO. Once you are suited to share your expertise, the feedback of yours will appear on the interlocutor’s webpage/blog/profile, bearing your domain URL.
Product PREven though digital PR is fairly new, it doesn’t mean it shouldn’t take advantage of the old school marketing strategies. Especially those that work wonders like the evergreen product PR. Don’t hesitate to tell inspiring and amusing stories about how your product or service changes people’s lives. It’s also a good practice to inform journalists about special offers and limited price-cuts on your merchandise. Such news goes viral super fast.
Digital PR ToolsNow it’s time to look for some digital PR reference tools that can help you get the coverage and backlinks your brand deserves. Let’s start from something you’re already familiar with, which is HARO.
- HARO, also known as Help A Reporter Out, is a magnificent tool that brings content creators and experts to one place. Via HARO, publishers and companies from numerous brands ask specialists who meet specific requirements (eg. are from a certain country/industry) for an insight into a particular issue. Later, they use the obtained particulars in their articles, including info on the expert. What an easy way to get a valuable backlink, isn’t it?
- Another great tool that can help you promote your brand is PROWLY. This kind of all-in-one PR and Media Relations tool allows you to find the right media contacts, create press releases, and in general take care of your day-to-day digital PR-related issues.
- It’s also a good idea to simply LOOK FOR JOURNALISTS IN YOUR INDUSTRY and make business partners with them. This way you expand your list of valuable connections with people working in your niche to stay up-to-date with upcoming events from your business, and expose your brand exactly where it should be seen.
- You shouldn’t also neglect the power of contacts that are already existing in your hometown or state. Just LOOK FOR JOURNALISTS IN YOUR LOCAL AREA and keep in touch with them. It’s highly possible that they will call you when they happen to need an explanation on a topic related to your brand - in other words, use your feedback in their articles.