In a digital world that is becoming ever more flooded with content, it is important for businesses to stand out from the crowd and be recognised. Digital PR has become an essential marketing tool to build and develop connections with new and existing customers.
In the past, readers would rely upon news publications and journalists to give an unbiased opinion of facts and news. Businesses and marketers would need to reach out to editors of newspapers or journals and write a press release or pitch their story in the hope it would favour with the editors.
With Digital PR, the coverage generated helps to increase the amount of inbound links to the target website and increase search engine rankings. Combined with SEO, marketers have found this a valuable way to get a message across to their target audience.
With the shift towards digital publications, news outlets, media powerhouses, and news aggregator applications have been fighting for more readers and to try and maximise profits within the advertising arena.
Within publication houses, there has been a huge shift towards creating content that keeps readers within websites or applications. In recent months, there has been a huge amount of ‘fake news’ that has focused on driving clicks for website traffic such as link-bait, influencing opinions of readers and blurring the lines between what is the truth and what is not. This has affected governments, public figures, those within journalism and news outlets, often damaging the reputation of those affected.
Ways to target audiences
Marketers have used the influence of publication houses to directly target audiences through digital platforms to reach, engage, and convert readers through sales funnels. These could include:
- News Stories
- Featured Placements
- Thought Leadership
- News Placements
- Press Releases
- Blog Writing
Digital PR enables marketers to directly target specific user personas and measure accurate data on on marketing campaigns such as views, clicks, engagement, comments, and website traffic. The activities help with improving other marketing results, A/B testing, social media, SEO (Link-Building), and partnership marketing.
Online PR can be a great, low-cost method for improving awareness of your brand or website, but first, involves understanding what your customer wants and is looking for. To get real lasting value from your efforts there needs to be a continuous strategy that develops over time and educates your reader to the benefits of what you have to offer them, whilst gaining and building their trust.
There are no quick wins or short cuts. By getting your website or brand in front of your customers, you would also need to be able to handle the additional enquiries, sales, customer returns, and website traffic. Marketers would also need to maximise efforts on the distribution to get a buzz going and the most amount of benefit from the PR campaign.
Want to learn how to improve your Digital PR?
Book a 45-minute session with one of our Digital PR strategists to see how your online marketing benchmarks. Email or call 0208 123 7172.