Learning how to get your business online can seem overwhelming, but with the right tools and strategies, you can improve your reach and visibility on popular social media sites like Facebook, Twitter, LinkedIn, Instagram, YouTube, and Pinterest.
Vertical Leap explains what digital PR is and how it can help your business grow by expanding your network of contact opportunities.
What does digital PR mean?
Digital PR is a strategic way to spread your message. It’s about reaching influencers online or on other websites who are interested in what you have to say (and may be willing to share your story with their audience or quote you in their content).
Your contact opportunities may include bloggers, social media influencers or journalists. The key is to identify who these people are and create a plan of action. Once you do, you can start creating custom offers that stand out from everyone else’s emails in their inboxes.
What is the difference between digital PR and traditional PR?
Although both involve communicating your message to your target audience, traditional and digital public relations differ in several ways. The first and most obvious difference is that digital PR takes place primarily online.
It’s also often more personal than traditional PR, which tends to be a one-size-fits-all message. While you may have one spokesperson for a brand on TV or radio, for example, with online PR you can reach your target market through multiple channels – blogs, social networks, email newsletters – each with its own approach.
How does digital PR relate to SEO?
SEO is an online extension of traditional marketing where businesses use various methods to increase traffic to their website on-site content optimizationbuilding quality backlinks, etc. Digital PR goes above and beyond SEO by serving as an online campaign.
This means that instead of just looking at SEO factors (although these are included in a digital PR strategy), you also look for opportunities outside of your website that will draw attention to your brand; for example, if you sell organic food, writing a guest post for a healthy living site could be seen as outreach.
Digital PR takes your SEO efforts a step further by helping drive traffic from other websites (which you could hopefully get backlinks from), including social media channels.
What are the advantages?
Digital public relations is a great way to connect with customers, increase brand reach, increase sales and increase revenue. It allows you to integrate your physical marketing efforts with other online efforts to offer even more of what you do best.
Digital PR also opens up outreach opportunities. You can use social media platforms like Twitter or Facebook to reach existing fans while reaching new ones by guest posting on blogs relevant to your industry.
When done right, digital PR will improve your search engine rankings which will drive traffic to your website.
Tips for successful digital PR
It’s no secret that if you have a great product or service to offer, the word will get out and start something for you.
That’s one of the reasons why social media is such an important part of your marketing efforts today. However, just creating buzz won’t do much for you in terms of growth if no one notices your product – that’s where digital PR comes in.
The thing about digital PR (and all other forms) is that once you reach out to a potential partner, blogger or other influencer who might mention your product online, there has to be something enticing to get them to take action on your behalf – to write review or discuss your business with their audience in any way. Here are 3 tips to help you increase your chances of finding partners willing to work with you:
- Be relevant: Look out for people talking about similar businesses and reach out after researching how those brands differ from yours. This will help ensure that they don’t already have someone working with them on similar goals, and also shows that you know more than what they post publicly online (you’ve done your homework).
- Look at expansion opportunities rather than goals: People always want to know how to best use digital PR, but it’s not an exact science; you must view every interaction as an opportunity, not a set of actions designed solely to achieve coverage.
- Please do not spam: When contacting bloggers or other journalists with pitches, include details about why you think they should cover your story, but don’t spam them. If you don’t get any response, try emailing press releases instead and sending samples instead of follow-up calls/emails asking if they’ve received anything else.
How do I get started?
First of all, you need to identify your target audience; who exactly do you want to hear from? Make a list of blogs, newspapers or any other media that might be interested in your story.
Then look at each media outlet individually and see if they have an online press room. Identify key staff members at each company (and their email addresses) so you can contact them directly when needed.
If you need help getting in front of influencers or boosting your content efforts, contact Vertical Leap today on 02392 830281 or [email protected]