What is Digital PR?
Digital PR is a tactic used by brands to increase their online presence through building relationships with key content writers and online journalists to gain ‘press hits’, or citations, and high quality backlinks. Digital PR, when done properly, increases a brand’s reach and visibility and in turn has a positive effect on search engine visibility through effective onsite SEO, driving increased referral traffic.
Digital PR increases trust and credibility, conversion rates and ROI and brand equity, a concept that’s explained nicely in this PR Metrics infographic.
Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing.
Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work – there are no short corners.
THE BENEFITS OF USING ONLINE PR
- It can help your SEO. If you submit a keyword optimized article or press release to blogs, article directories, and online PR sites, you should see an increase for your backlink profile. The object is that the press release gets in front of news reporters, bloggers, and other industry experts and that they find it interesting enough to link to you. Thus from a link building perspective press releases can have a benefit on your SEO.
- Online PR is great for reputation management. For example, let’s say you are selling a fantastic new toy. You submit the press release to blogs written by moms (Mommy Blogging is very popular) and offer to send a sample for a review. You get a great review and people are coming to your website to see learn more. Of course, it could also work in the opposite way. In that case, you need to counteract any negative reviews with press releases or articles. In some instances, you may find that a negative review brought a problem with your product or service to light and you make changes.
- Online PR doesn’t have to be expensive. Many bloggers will review your products or services for free (as long as you provide a sample) and there are many sites that you can submit press releases to at no costs. Some sites, like PRWeb or PR Newswire do charge a fee to publish and distribute your news release. However, you may find the price is worth it to get your company’s name in front of online and offline media.
You can manage your PR in-house or you can outsource it from us, we provide these services. If you are unsure about PR, start with one press release to test the waters.
Various Types of Online PR
Sharing a video interview that’s personal and inspirational can win over your audience and potentially earn Trust, People will always want to hear your side of the story.
Social media contests are a great way to engage consumers and gain shared online media. By offering your audience a gift, you can point their attention to other elements of your brand. Plus, social media contests aren’t expensive because word-of-mouth spreads so quickly (especially if you ask contestants to share with their friends).
Showing your audience what your company is like “behind-the-scenes” will build brand trust and spread a positive brand message across social platforms.