There's been a lot of discussion around Digital PR over the past couple of years. In this post I am going to look at some of the different ways it can help brands to improve their performance online.
Digital PR uses the same techniques as traditional PR but it has one important difference - the main goal of the activity is to earn backlinks from high authority websites. It is therefore a great strategy for businesses looking to increase their online presence and can lead to an increase in website traffic, improved brand image, boosted search rankings and much more.
It involves creating quality content that's sharable and relatable. This is then outreached and pitched to journalists with the goal of generating backlinks. It also allows brands to reach a whole new audience that may not be accessible through traditional PR methods.
Here's are some of the benefits of Digital PR:
This is really the biggie. It's the reason why big brands invest huge sums in Digital PR. Links from media websites are high authority and super powerful for SEO. When digital PR is done consistently over long periods of time the backlink profile of a website will grow and this in return will lead to Google and the other search engines placing it higher and higher in SERP rankings.
Increases website traffic
Getting quality backlinks from popular websites doesn’t just help with SEO ranking, it can also increase website traffic. The more people that click through to your website, the higher Google will rank you. This is known as a click through rate. Google sees that your site is attracting traffic and it rewards it with better rankings once again. Winner.
Reach out to new audiences
The internet allows you to reach new audiences who otherwise may not have come across your brand before which is a great way to widen your brands online presence and expand your audience. Coverage across a wide range of online media will put your brand in front of millions of eyeballs. If your brand is strong and your products or services are appealing then you should attract new customers.
Builds familiarity and strong reputation
Not only does Digital PR put you in front of new audiences, but it helps them to become familiar with your brand. If potential customers are constantly seeing your brand mentioned online, it builds a sense of familiarity, credibility and trust - strengthening your presence online and your brand overall.
React to trend and news
If there is breaking news or a new trend emerges, Digital PR allows you to instantly react to whatever it is that people are talking about - it puts you right in the middle of the conversation instantly which can allow you to influence it and convey your brand messages.
Once you’ve built a reputable brand online, journalists will start reaching out to you for content and comments on topics in your field. These leads are another opportunity to generate links and get your brand name out there.