Digital PR fits into an online marketing campaign as a way to increase the online visibility and reputation of a brand by creating and distributing content, building relationships with online influencers and journalists, and earning high-quality backlinks from relevant websites.
How does digital PR benefit an online marketing campaign?
Some of the benefits of digital PR for an online marketing campaign are:
- It boosts SEO: Digital PR can improve a brand’s search engine ranking by earning backlinks from authoritative websites that link back to the brand’s website. Backlinks are one of the most important factors that search engines use to determine the relevance and quality of a website. The more backlinks a website has from reputable sources, the higher it will rank on search results pages.
- It drives traffic: Digital PR can drive more traffic to a brand’s website by creating and distributing engaging content that attracts and informs the target audience. Content can include blog posts, press releases, infographics, videos, podcasts, etc. that showcase the brand’s expertise, value proposition, and personality. Content can also include social media posts, mentions, and reviews that generate word-of-mouth and referrals.
- It builds trust: Digital PR can build trust and credibility for a brand by securing positive coverage and endorsements from online media outlets, blogs, podcasts, social media platforms, etc. that have a large and loyal following. These third-party sources can provide unbiased and honest opinions about the brand’s products or services, as well as testimonials and case studies that demonstrate the brand’s success and impact.
- It enhances awareness: Digital PR can enhance awareness and recognition for a brand by exposing it to new and relevant audiences that may not be aware of its existence or offerings. By creating and distributing content that is relevant to the audience’s needs, interests, and pain points, digital PR can capture their attention and curiosity, and encourage them to learn more about the brand.
How to integrate digital PR into an online marketing campaign?
To integrate digital PR into an online marketing campaign, a brand needs to:
- Define its goals: A brand needs to define its goals and objectives for its digital PR strategy, such as increasing website traffic, improving search ranking, generating leads, boosting sales, etc. The goals should be specific, measurable, achievable, relevant, and time-bound (SMART).
- Identify its audience: A brand needs to identify its target audience for its digital PR strategy, such as their demographics, psychographics, behaviors, preferences, challenges, etc. The audience should be segmented into different personas or groups based on their characteristics and needs.
- Research its opportunities: A brand needs to research its opportunities for its digital PR strategy, such as the online media outlets, blogs, podcasts, social media platforms, influencers, etc. that are relevant to its industry, niche, audience, and goals. The opportunities should be evaluated based on their reach, authority, engagement, tone, etc.
- Create its content: A brand needs to create its content for its digital PR strategy based on its goals, audience and opportunities. The content should be informative, entertaining and persuasive and tailored to each platform and audience segment. The content should also include clear calls-to-action (CTAs) that direct the audience to the next step in the buyer’s journey such as visiting the website, signing up for a newsletter requesting a demo etc.
- Distribute its content: A brand needs to distribute its content for its digital PR strategy using various channels and methods such as email pitches, press releases, social media posts, influencer collaborations etc. The distribution should be timed, targeted and tracked to ensure optimal reach, relevance and results.
- Measure its results: A brand needs to measure its results for its digital PR strategy using various tools and metrics such as Google Analytics, Moz, Coverage Book, Hootsuite etc. The results should be compared against the goals and analyzed for insights, challenges and opportunities for improvement.