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What Is Digital PR and How Can It Impact My Business?
Digital public relations (PR) are the guiding force for businesses, shaping public perception of their brands online. It’s about crafting a compelling story that captures the interest of your audience.
Beyond generating excitement, digital PR builds connections, transforming passive viewers into engaged prospects likely to become loyal customers.
So, what exactly is digital PR, and how does it bolster your overall content marketing strategy and brand success?
This blog answers these questions and more:
What Is Digital PR?
The Benefits of Having a Digital PR Strategy
Should You Partner With a Third-Party Digital PR Agency?
3 Key Metrics To Measure the Success of Digital PR Strategies
What Is Digital PR?
Digital PR involves leveraging online platforms strategically to boost your brand’s image and build a positive public perception. It includes managing communication and reputation, especially during crises, across various digital channels. This strategy ensures your brand is represented effectively, fostering trust and credibility.
Traditionally, PR focused on print media, broadcasts, and live events. However, in the digital age, businesses have increasingly turned to digital PR to engage audiences via social media, search engines, and online publications. While traditional PR reaches a broad audience, digital PR offers targeted reach and measurable results.
Combining traditional and digital PR often produces the most comprehensive and successful outcomes.
The Benefits of Having a Digital PR Strategy
John Mueller, Senior Search Analyst at Google, highlights the importance of digital PR and compares it to crucial aspects of SEO. His insights emphasize two key points:
Adhere to ethical (whitehat) link-building practices and avoid spammy tactics.
Value digital PR strategies as highly as other SEO components.
A digital PR strategy helps your brand by:
Increasing brand awareness and recognition: Digital PR boosts brand visibility. Features in reputable digital publications convey credibility to potential customers.
Improving search rankings: Digital PR is a top white-building tool. High-quality backlinks signal to search engines that your business is authoritative, enhancing search rankings and visibility.
Engaging and nurturing the market: Digital PR helps engage customers and build relationships by sharing interesting and informative content, attracting new prospects and nurturing existing customers.
Driving website traffic: Digital PR spreads favourable information about your brand and strategically places backlinks, increasing website traffic.
Every purchase begins with curiosity, and digital PR sparks interest in your brand, ultimately leading to profitability. Many businesses, especially small to medium-sized ones, partner with professional content marketing strategists or full-service digital marketing agencies for their digital PR plans.
Should You Partner With a Third-Party Digital PR Agency?
If you can, partnering with a digital PR agency is beneficial. Agencies have the expertise and relationships with journalists and influencers to bring your content marketing strategy to life quickly.
If hiring an agency is not feasible, your in-house content marketing strategist can learn about digital PR. This approach may take time and could be costlier in the long run due to the learning curve.
3 Key Metrics To Measure the Success of Digital PR Strategies
Successful digital PR requires patience, consistency, and high-quality content. To measure the success of your digital PR efforts, focus on these metrics:
Backlinks: Quality matters more than quantity. Seek placements in publications your target customers read. Set thresholds for website authority, page authority score, or estimated traffic to count links.
Share of Search or SERP Visibility: Your brand can appear through mentions on multiple pages for non-branded keywords. This metric calculates your brand’s online visibility, from your site to external ones. For example, if your brand appears in four of the top 20 search results for a keyword, you have a 20% search share.
Conversions: Identify what constitutes a conversion for your business (e.g., purchase, newsletter subscription, contact form submission). Use tools like Google Analytics to track conversions from referral traffic from direct links on other websites. Analyzing referral traffic and conversions informs future digital PR strategies.
Atalia Marketing Solutions: Your Partner in Digital PR
A well-crafted digital PR strategy enhances brand awareness, search rankings, market connection, and website traffic, leading to profitability. Atalia Marketing Solutions employs ethical link-building tools to help clients gain reputable backlinks.
Ready to explore what digital PR can do for your business? Atalia Marketing Solutions is here to help. Speak with a digital PR strategist to boost brand awareness and increase conversions.