Today there are 4.88 billion global Internet users, and the number increases each year. According to Statistica, one in four users is an online shopper. Successful businesses must use digital public relations to capture their share of this vast market.
Digital PR is a promotional tactic that marketers use to increase brands’ online presence. It is a tangible and measurable strategy that increases brand awareness, drives traffic to sites, boosts organic search engine rankings, and increases social following and engagement. Effective digital marketing campaigns significantly increase sales and, ultimately, profits.
Innovative PR Can Build a Brand Image
The Internet provides a vast audience that is ideal for online businesses, but the Internet’s size also means that companies can easily get swallowed up in the competition without a public relations strategy. Professionals such as Merrit Group PR create campaigns that help companies build brand images and share them with target audiences.
A successful campaign makes it easier for the public to learn about new products and services. Per Entrepreneur experts, digital PR optimizes how a company’s message is delivered to end-users by determining the message and its tone. For example, businesses can respond to negative reviews and clarify online statements.
Digital PR Requires a Careful Strategy
For years traditional public relations used radio, television, and print media to build brand images. As new information sources and communication channels evolved, there was an inevitable shift to digital media. Audiences can now choose which media to consume, engage in direct two-way communication with companies, form online communities to connect with others who have similar interests, and access an almost unlimited supply of information.
Whether a business develops its own digital PR campaign or trusts it to experts, the essentials of an effective strategy include:
- Sharing newsworthy press releases
- Gaining quality backlinks from publications, websites, and reviews
- Adding the business to top directories
- Creating quality, relevant content that builds trust
- Networking with influencers, journalists, bloggers, and editors
- Sharing expert opinions
- Cross-promoting content across company media such as blogs, social media, and the website
- Publishing guest blogs
- Enabling referral and affiliate programs
Benefits of a Successful PR Campaign
As critical as building a brand is, Search Engine Journal professionals point out that digital PR also provides other valuable benefits. It drives targeted traffic, keeps companies in the public eye, and creates social buzz.
Campaigns that include coverage in topical publications can send traffic to the company website. Journalists link to campaigns and ensure links drive click-through traffic to the company’s website, and increased traffic is the key to sales.
A carefully planned digital PR campaign targets an audience where they hang out, so the company’s name is in front of end-users as they consume content. Placements and coverage are included in publications that are perfectly lined up with the audience’s interests. Even if a potential shopper doesn’t buy anything when they see the business or product name, they will connect with a brand that entertains and informs them.
Intelligent digital marketing also increases sales and profits by introducing products to new, relevant audiences. A campaign can use social media to create buzz about products and ideas and stimulate conversations.
Today a vibrant online presence is critical for business success, beginning with an effective digital marketing strategy. Digital PR professionals use various tools to help businesses build their brands, engage target audiences, and continuously drive traffic to company websites. Successful digital public relations keep company brands in the public eye, help launch new products and services, and boost sales.