Digital PR is an inseparable part of communicating in the digital age. While conventional PR is still being used to generate coverage and create a strong brand presence, the shift to digital means companies need to invest more in digital PR.
Digital PR goes beyond newspaper and TV journalists. It focuses on connecting with bloggers, influencers, and other stakeholders for the purpose of gaining quality backlinks, ranking higher in search results, and boosting online brand exposure.
While the concept of digital PR is very straightforward, its implementation can still be challenging. To help you overcome those challenges, here are the top tips and tricks you should always remember when doing digital PR.
Similar to public relations, digital PR should focus on the relationship-building part of the equation rather than the expected end results. Connecting with industry players and experts, reaching out to bloggers and influencers, and building genuine relationships are the true digital PR activities.
Yes, you can use paid placements to gain traction, but it is not a sustainable approach to use in the long run. On top of that, paid placements are often detected by search engines—and the audience—as being less credible, making them less valuable overall.
By building genuine relationships, digital PR campaigns can produce better (and more) exposure and engagement. You will also have no trouble creating a series of activities in a coherent and interconnected way when you have good relationships with online journalists and bloggers.
Most successful digital PR campaigns rely on data for fine-tuning and planning. Data and digital PR cannot be separated. What you need to do early is establish a way to do effective marketing intelligence and define ways to leverage data and insights.
There are tools that can be used to collect important data and generate insights. You still have to do most of the data analysis yourself, but tasks such as web scraping and keyword tracking can be automated with the right tools.
The best way to really leverage data, however, is by finding the right data partner, like Smartboost. This company utilizes artificial intelligence to take marketing intelligence to a whole new level.
Don’t forget the audience
A common mistake that many companies make when doing digital PR is focusing too much on the bloggers and influencers. It is not wrong to invest heavily in building relationships, but you should never forget to focus on the audience too.
When choosing influencers to work with, for instance, you have to think about the audience segment you want to target. Backlinks and reshares are important, but the brand presence you are building will not affect conversion if you are targeting the wrong audience segments.
The same is true with the content you distribute. In order to build a solid brand presence, you have to make sure that the content is valuable not just for you or the media/websites you work with, but also for the audience.
Now that you have these three tips, you can easily run an effective digital PR campaign and get great results. As mentioned earlier, the challenges of digital PR can be solved when you remember the key points we discussed in this article.