Public relations (PR) refer to the communication from a business to the public. It is controlled, strategic, and targeted in order to provide a positive public perception.
Unsurprisingly PR has had to develop to include the ever-growing online world business and individuals operate in. This has led to increased use of digital PR in modern times.
Digital PR is used in the same manner, for example, to build the online presence of a brand. Whereas, traditional forms of PR include; press releases, speeches, guest articles of columns through the medium of television, newspapers, and radio. Digital PR can utilize websites, blogs, and social media platforms to share information through online guest publications, influencer collaborations, photos, and videos.
Developing a marketing strategy and using digital PR will benefit your business greatly. Here are three reasons you should use it.
1. Increases brand awareness
There are endless ways in which to build brand awareness online. Creating unique and valuable content is key. Carry out market and audience research. Find out who the target customer is, where they are located, and their online behaviors. This way a strategic plan can be developed to reach them successfully. Blogs, forums, podcasts, social media platforms can all be utilized. It can be beneficial to collaborate with online influencers and content creators who reflect the ethos and vision of your brand or product. When using social media, use appropriate and relevant hashtags, interact with others through likes and shares. Provide usefully, but fun content, be creative rather than copying others. By standing out from the crowd there is a greater chance of a photo or video clip being shared, or even going viral. Implementing these tactics will help to increase brand awareness amongst the online public.
2. Improves a site’s backlink profile
There can often be confusion between Digital PR and link building, while they are not the same, both can be used in tandem to complement each other. Through introducing the above strategies there is a greater chance that others will see your content as valuable and they will choose to share it with others through a link. Each link is like a nod of approval from the public. The more links there are to your site from high authority sources the better in terms of the site’s search engine optimization (SEO). This can affect the ability of your site to rank well in a search engine, and ultimately the ease at which new customers can find you organically.
Waiting for naturally occurring links can be a slow process. Engage a link building service with knowledge and experience to assess your site and devise a bespoke strategy for your company. They can network directly with global and multilingual site creators. Additionally, they can identify specific niche sites and blogs or influencers suitable to your brand or product to collaborate with.
3. Drives traffic to your website
The result of building brand awareness and exposure through a strong backlink profile is that you are likely to drive increased traffic to your website. When it comes to e-commerce sites, this ultimately means that the more people who visit your page the more people that are likely to hit the buy button.
It is important to note, that just because a visitor lands on your site doesn’t mean that the work is done. You want these visits to convert into sales. Encourage sales by providing a good quality website that is easy to navigate, with high-quality imagery and all the necessary brand and product information.
With so many cost-effective options available, it is essential as a business to implement an array of digital PR strategies. It will build brand recognition and awareness. It is possible to reach and engage effectively with the target audience. It can also improve your website’s SEO and drive more traffic to your business.