We use a digital PR strategy to help raise awareness of your brand with the help of the Internet. The Internet offers a wide range of options on how to reach more individuals than you would with traditional PR methods. To take maximum advantage of the potential of the Internet, we use SEO, content marketing, influencers and social media.
Digital PR is an in-depth strategy used by companies to improve their online presence and brand awareness. Using the Internet, they can address their target audience on the desired day and time, and can spread a good word for the company using a dialogue. However, modern PR does not utilise only the Internet – it has become a mix of traditional and online channels.
PR and SEO
One of the better ways to keep your website in good condition (SEO) is to provide high-quality web links that you can get with online PR. By focusing on online placements, good PR can ensure links on high-quality websites that result in your website’s higher ranking on Internet search engines. In addition to taking maintaining your SEO with links on high-quality websites, your presence on trusted websites also ensures good PR and visibility.
Provision of good digital PR is reflected in various forms. “Paid social” refers to ads displayed regardless of format, text, photos, website… Here, you can also use paid articles, which you then share via your social networks. People are tired of normal ads, so paid articles on trustworthy sites can be a great springboard for building a good opinion of your company.
Influencers and PR
An increasingly popular form of company’s PR activities today is cooperation with influencers in relevant fields. Influencers have large bases of trusting followers – so you can raise awareness of your brand with the help of influencer’s posts on social media. The influencer will create their own content, which you can then use yourself to share on your social networks. High-quality internally produced content can also serve as good PR.
Content marketing and PR
Content marketing and PR go hand in hand and can achieve great success through SEO links and the wide audience that views your content. You have to provide high-quality content that you can then advertise. With high-quality content that entertains, informs and teaches your audience, you can achieve a high level of involvement of individuals. Through communication with the target audience, you can subtly influence the opinions of individuals and listen to their wishes and needs, which you can turn to your advantage.
Difference between marketing and PR
It is difficult to define a clear dividing line between the two terms. In general, we say that marketing focuses on sales, while PR takes care of building a positive image of the company. Digital PR strives to establish a positive opinion of the brand to a wider audience, and to present what you stand for as a company, what makes you unique, special, trustworthy. The goal of digital PR is to increase traffic and brand awareness, while marketing focuses more on conversions.
When we talk about marketing we mean direct marketing of a product or service, while digital PR promotes an entire brand or company. The basic principle of PR is therefore to increase brand awareness, which it does by building relationships and reputation to chart a path for marketing. Ideally, digital PR and marketing should work together to complement and enrich each other.
Tips for a better PR strategy
Find the niche where you can improve your presentation
Competing for links on the websites where your competition already has presence is not the most effective approach for successful digital PR. Instead, you should focus on building links with higher value added. In what areas can you improve your presence, where your competition has not yet taken advantage of the links or did not have sufficient know-how to do so? You can start by typing keywords for your brand into Google and find out what the people in your chosen field are interested in, what questions are they asking? If you have sufficient expertise to fill the gaps, just go for it!
Focus on the narrative and not only the format
Both traditional and digital PR professionals are, first and foremost, great storytellers. Their primary task is to tell the brands’ narratives in an exciting but appropriate way. People look for and crave narratives, no matter what format you pack your narrative into.
Put the original text into the “Subject” field of an e-mail message
Journalists and web administrator are faced with a countless number of e-mails every day, so make sure yours stands out, otherwise it could get lost in the multitude of messages. Be creative, add emoticons, personalise your text, test! The same goes for the content of your message, which should be written clearly with an appealing title, you can underline or colour interesting information, add high-quality graphics or photos… As a test, you can first send your composed message to yourself and check how it looks on your desktop or phone. It is catchy enough to convince you to click it?
Turn user-generated content to your advantage
As much as 90% of social network users agree that their purchasing behaviour is influenced by opinions and content created by users they trust, whether they are real friends on Facebook or influential people on Instagram, and they are also willing to pay more if they see or read opinions of satisfied users. In order to fully utilise the potential provided by user-created content, you must first know your audience and outline exactly who your ideal customer is.
User-created content is defined as content created by individuals and related to a brand they are not employed by and do not conduct business with. A good example are short restaurant reviews or photos. If an individual visits a restaurant, photographs the plate, and later posts the photo on social media, we are talking about user-generated content. As a business, you can share user-generated content on your social networks – using such content is free and more credible, as people trust the opinions of “ordinary” people, who express their views without being influenced by payment, more than paid posts and advertisements.
Focus on social networks of your target audience
Depending on your industry, you can find the social network that will suit you best. If you own a boutique clothing and jewellery store, you will find the vast majority of user-generated content related to your business on Instagram or Facebook. You can also share user-generated content on these social networks and expect a response. LinkedIn, for example, is not suitable in this case. If you are a small business then there is probably not a lot of user-generated content related to your business on social media. We recommend that in your posts you encourage your followers or users to post content related to your business. You can organise prize draws, collect photos and publish the best on your site…
“It is interesting to test oneself in different fields, as each new experience broadens the horizons. However, if you run a business and are tempted to use digital PR for marketing purposes, entrust this work to someone with the know-how and expertise. Call (070 773 850) or write (firstname.lastname@example.org) to us and see for yourself – we are the right developer for you.”