TL;DR - We’re not talking about just making ‘noise’, we mean improving your digital brand visibility and strengthening your back-link profile.
PR is more than just catching up over a frothy coffee and repeating the word ‘darling’. Digital PR is about building relationships with the right influencers, bloggers and industry experts. It’s about ensuring your backlinks hold strong SEO value and your online visibility is improved through the right social shares and quality guest content.
On top of all that, there’s the additional challenge of staying ahead of Google’s algorithm updates and ensuring your website maintains consistent visibility in the SERPs (we’re talking Rich Snippets and People Also Ask concertinas, as well as those coveted second-fourth place ranking positions). Added to that, it’s important to gain links from authoritative sources, send all the right signals to Google and put a detailed strategy in place that can be easily measured against. There’s a lot to consider and everything works together to get the end result. But just how do we achieve everything on this list?
Running a successful PR campaign requires a deep-sea dive into your industry, weeding out thought-leaders willing to join forces. It requires swimming the murky waters of social media, identifying new trends – who’s hot and who’s not – and setting the right objectives. When researching new trends in the influencer market, it’s important to keep your finger on the pulse at all times.
It’s a fast-paced market, so it helps if you’re always switched on to the power of influencer marketing and social media. Finding the right people to work with can be tricky, but remember – it’s not always about big bucks and huge followers. A medium-sized but active community is much more powerful than a large one with no oomph.
Press Release Creation
A good press release is like an espresso shot – short, rich and to the point. It’s important to be concise with the detail, get the facts across and separate the story-telling from the nitty-gritty. Writing a press release means finding a rich and juicy angle that journalists will hook onto.
Launching a new website? Have a new product coming onto the market? Find that special USP that makes your website more intuitive than most – or makes your product more exciting and forward-thinking than everything else on the shelves. Take the time to interview experts in your field, include quotes, images and most importantly, all the facts. Digital hosting means strong link equity and a wider reach too. Winner, winner.
Researching the market before sending emails willy-nilly is key to strong outreach. Reaching out to influencers or thought-leaders is a delicate process. It’s important to give your target something back for their troubles, so lead with an incentive to work with you.
What can your partnership do for their business or their audience? Why should they work with you? What do you have to offer? Be sure to personalise your correspondence. People can smell a spam email a mile off, so don’t fall into that category. It’s important to find out all you can about your targets, like how you can benefit one another and how to ensure the approach is just right. That’s how Goldilocks liked it, and most YouTubers do too.
All the fluff with none of the substance is a sure-fire way to lose at digital PR. Once the strategy-setting and schmoozing is over, it’s important to evaluate the effectiveness of your campaigns. From revenue to share of voice, good reporting means consistent results.
The trouble with traditional PR is the lack of tangible results. Digital campaigns don’t suffer the same fate. Use trackable links to measure the volume of traffic coming through from your campaign, and assess how that traffic behaves on your website when it lands. Has your organic reach increased as a result of the campaign? Furthermore, take care to measure ROI, because you have to spend to accumulate but, ultimately, profit is the bottom line.