Every business, small or big, is constantly seeking more effective means of getting seen, heard and loved by their potential customers. Today, that means catching up with the digital train, and bringing your business where everybody else is – the internet. How can you strengthen your online presence and be found by thousands of potential customers looking for your business online?
In this post we’ll share with you all you need to know about Digital PR (Public Relations).
What is Digital PR?
First, Let’s tell you a story titled the ‘Merlin of Marketing’. Over three decades ago, in the time of newspaper boys and noisy typewriters, the destiny of businesses relied heavily on newspaper, Tv and television houses to reach out to their publics and for general brand awareness.
However, in 1999, Web 2.0 was born and the internet became the culture. Then came along Search Engines and Google that provided a sort of publishing space where the best online content publishers were earned prominence and trustworthiness among web users.
It is now undeniable that being present online, where you can enjoy direct access to the major percentage of your customers, is the most effective way brands can stay relevant.
Digital PR is the reinvention of traditional PR, it describes the tactics and strategy business owners deploy to strengthen their visibility online. Traditionally, public relations is meant to create brand awareness, manage brand reputation and build a solid brand identity. However, digital media has completely transformed how this is done.
What Digital PR Tactics Can You Adopt For Your Business ?
As illustrated earlier, the internet is ruled by content, it is what determined whether you will be found online or not. Content is what Google uses to determine how important and loved you will be online. To stay visible online, start publishing relevant content that your target market will love and enjoy. Keep your blog consistent and ensure that it is very related to what your potential customer is seeking online.
You can also publish content on other online platforms with high online authority and link back to site from those posts. The more link backs you get from sites that are well recognized by Google, the better it is for your SEO. Your site begins to gain credibility this way.
Just like with traditional PR when you paid to placed sponsored programs, there are established online publishers with millions of daily subscribers. Sponsoring content about your brand on these platforms is a great way to ensure you are heard and seen.
Inflluencer marketing is one of the most effective ways to stir up awareness of your brand. Influencers possess some of the strongest audiences online, and their authority will help to build credibility as well as trust for your brand. You can sponsor content, mentions and credible product reviews are on Influencer social media platforms.
Social media is much more interactive than it used to be. It is now a powerful tool for convergence and live campaigns. Social media events like Twitter live chats, Instagram and Facebook live videos is now a great way to create a buzz around your brand. Social media also allows you to explore multimedia storytelling formats to tell exciting stories about your brand.
INDUSTRY LEADING PUBLICATIONS
People love access to free and valuable resources. To set you apart as an industry leader, publishing digital content in the form of infographics, data charts , ebooks, guides, is a great PR strategy.
FREE EXPERT RESOURCES:
Like free publications, you can host free webinars, offer free online courses, tools for your audience to enjoy. When people don’t have to pay to hear what you have to say they’ll listen. The underlying principle is that relevant accessible and enjoyable content is the greatest PR tool in today’s world.
How Will Digital Benefit Your Business?
Digital PR has many direct and indirect benefits for you business.
- High Search Engine Rankings: As you u build your link-backs through content published on other authoritative websites, your search engine ranking is sure to improve steadily.
- Increased Website Traffic: The valuable content users enjoy from your publications on social media will attract enthusiastic visitors to your site and go a long way in building your brand’s recognition.
- Strengthened Brand Credibility: Digital PR makes sure your brand is reckoned with positive outlook. Your useful content enjoyed by many, and the important brand mentions from credible sources, including testimonials and reviews will over time increase your market’s trust in you.
- Increase Sales: Driving conversions is always the ultimate goal of all marketing efforts. With Digital PR done rightly, your potential customers will not only be well acquainted with your brand, but can move quickly to becoming leads and bringing conversions.
It is important to set up your own goals and how to measure your performance when developing a PR strategy. Unlike traditional PR, Digital PR provides strong analytics tool for you to measure your performance. You can measure you website traffic through Google Analytics or your site’s authority on Alexa. There are also Social Media Analytics tools for you to gain insights into the level of engagement your social media activities is gaining with users.