Digital
PR is quite a popular term that is thrown around during pitch presentations and
digital strategy planning, but the context behind it is a simple formula:
SEO
+ Content + Social Media = Digital PR
Learn
it. Analyze it. Execute it.
Digital PR by
definition is "a tactic 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 back-links."
Digital
PR campaigns are powerful digital marketing tools for brands but some do not
leverage it due to budget cuts, delayed responses or downright under
appreciation of the digital platform. In Pakistan, digital PR strategies are
considered the step child of the entire marketing plan. There is very little
value given to it and it fails to rake in 'hits' because the concept of the
campaign passed its relevancy.
SEO
For
optimized SEO, there are two key elements which need to be considered: good
quality back-links and optimized press releases. These elements enable an
extensive online placement of your brand. It produces higher traffic to your
site and builds high authority. In addition, credible online press releases or publications
add to your SEO optimization.
As
a result, Google improves your search ranking.
Content
One
major benefit of online content generation is the capability to reach a massive
target audience in much lesser time and money. Content is the biggest avenue
for digital PR to increase ROI if done creatively. This is where content and PR
and work closely together to build relevant publications for a brand's market
segment and release it at peak engagement time. Three ways to make your content
interactive and reachable is via blog post, e-mail newsletters or guest posting
by an influencer.
As
a result, your brand's content builds quality back-links which increase search
engine ranking and exposure. As other sources link to your content, there will
be a larger number of site visits through the page viewers who follow the link.
Consequently, this increases the number of conversions.
Social
Media
The
best way to use social media for your digital PR efforts is through
cross-channel promotion and real-time customer service. Cross-channel promotion
enables an increase in impressions, online traffic and engagement. Real-time
customer service is crucial for a brand's online identity. Not just some meaningless
"How can I help" and the disappearing for days on end type service,
but personal effort to help the customer during their hour of need. This is
called giving your brand a human touch which makes a user responds
automatically.
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