digital pr through covid 19

Understanding Digital PR and How-To Effectively Brand Build During COVID-19

What is Digital PR and How to Do It Correctly

Digital PR refers to an online marketing strategy that is typically adopted by brands to increase their online presence. To dig in a little bit more, Digital PR has to do with gaining traction through different outlets including online publications, editorials, blogs, websites, review platforms, etc.. This strategy ensures your brand is featured on the channels your prospects listen to and trust. This could also be the websites they visit frequently and the social media accounts they follow such as influencers.

Importance of Digital PR through COVID-19

Digital PR is an important facet of brand building and is becoming increasingly more important during COVID-19. As more brands move to digital, consumers are looking for guidance on their purchasing decisions. You must align yourself with partners who can help communicate your message to your ideal audience and build trust. 

Digital PR vs Traditional PR

Traditional PR involves the use of TV, print-based publications such as Magazines, and Radio.

Digital PR embraces digital channels such as social, press, editorials, influencers, and affiliates to target print publications, but goes further in embracing technological advancements by involving online publications that further increase brand awareness.

These days, you are a message away from building relationships with important thought-leaders and Digital PR exploits that.

Online publications involve the use of press releases, articles, the use of influencers, affiliate marketing, copywriting, and more. The goal is pretty clear; to expand the brand reach, gain engagement from your ideal customer base, and eventually, excite them with carefully planned product/service reveals. 

Types of Digital PR Strategy

There is a multitude of Digital PR strategies out there, though all seem to focus more on publishing articles, press releases, and gaining backlinks from relevant blogs and websites, there are other ways Digital PR can be implemented. Here are some of the Digital PR strategies that are currently available:

  • Building relationships and networking with thought leaders
  • Pitching to relevant editors/journalists at various publications
  • Distributing a Press Release regarding a new product/service
  • Publication of press release to earn press features
  • Managing an Affiliate-based marketing program to a network of Affiliates whether that is those who run ads, manage blogs, or have a community.
  • Reaching out to bloggers to generate backlinks to your website
  • Creating visual content and requesting influencers to share your content

The Roles of a Digital PR Agency 

The following includes the responsibilities of a Digital PR Agency:

  • Building a PR strategy based on your business goals: It would be a big mistake to seek out media coverage just for the sake of it, without any reasonable objective. An ideal Digital PR agency will be looking to use data to achieve its goals. Using data you can effectively understand the impact of each campaign which also allows the team to adjust.
  • Monitoring your organization: Digital PR Agencies should study your brand to notate important information that can be used to create exciting content that the audience will want to read. They shouldn’t be coming up with ideas out of a vacuum, it needs to stay true to your brand.
  • Creating Quality Content: An effective Digital PR Agency will have a team ready to create compelling content to promote or a strong creative partner who can handle this. If they do not, they are not embracing the future.
  • Providing Keyword Research and Strategy: Digital PR actually requires a ton of research into the mindset of your typical audience. Your agency should be using data analysis tools such SEMrush to run keyword analysis. Basically understanding what your customers are thinking and what they are searching for.
  • Providing High-Value Content: One of the core activities of any Digital PR Agency is that they create high-value content that is thoroughly researched, eloquently written, witty, and enjoyable for your customers to read. The new age of content creation now brands to produce videos. We recommend looking into our new video creation platform that instantly turns articles into videos called INITIATE.AI

Benefits of Digital PR

There are a variety of benefits associated with Digital PR that will, directly and indirectly, affect your brand. Before you jump into a contract with any agency, you should have an idea of what you hope to get out of the relationship and what you’re looking to improve on. Some of the benefits of Digital PR include: 

  • Boosting Website Traffic: When more and more people read about your business on social media or on press releases and blog posts, many of them try to reach the website by clicking on the links.
  • Building Trust In Your Brand: It’s a science. It’s important to tell an engaging messaging and if done right you can build a loyal audience to your cause. In return, you are able to sell stronger and promote your marketing campaigns more effectively.
  • Increasing Sales Conversions: Naturally, building Press will help you to increase your site’s overall sales conversions. As people trust your brand more, they are inclined to make quicker decisions and forego price comparisons ie. to competitors. 
  • Improving Your SEO and Rankings: The backlinks added to these high-authority websites will naturally increase your organic traffic. This is an important indicator for Google when determining rankings for sales-driven keywords.
  • Generating Leads: A great Digital PR campaign will naturally help you increase the number of leads you generate. You can easily generate well over +5000 monthly site visitors depending on the source of traffic or channel you use.

Digital PR is an important facet of brand building and is becoming increasingly more important during COVID-19. As more brands move to digital, consumers are looking for guidance on their purchasing decisions. You must align yourself with partners who can help communicate your message to your ideal audience and build trust

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