We obviously live in a fast-paced business environment, and your marketing techniques should reflect this. A particular marketing or PR campaign may have been successful for you a year or two ago, but that doesn’t mean it will still benefit you today. The majority of marketing directors and business owners have already concluded that one successful digital PR or publicity campaign is no longer enough.

What is digital PR? How will it be relevant in marketing?

Given that the majority of people are now online, your company needs to have a strong online presence, which is where digital PR can help it grow.

Digital PR is all about getting your company’s identity and, more specifically, your website in front of high-trust websites like news sources, trade publications, and other reliable sources. Digital PR is showcasing your skills in another person’s blog or article, not guest posting or being a featured writer for a blog or article.

Digital PR is simply the use of digital strategies and techniques by a brand to increase its online visibility and establish relationships with journalists in order to secure the publication of news stories about the company and its thought leaders. Your SEO approach will benefit from investing in digital PR because it’s 2023; everyone needs to be Google-worthy.

The majority of people will use a Google business before choosing them, whether it’s a restaurant, hotel, or even a tradesperson. This is also true when choosing a product or service, particularly if you have a B2B offering.

Data can be used to gauge digital PR. Metrics like impressions, social shares, purchases, and the duration of audience engagement with your company are all concrete indicators. Through these methods, you can not only assess your effectiveness but also get feedback for further refining the image of your brand.

Social media makes this feasible because it allows millions of users to interact with businesses daily through simple acts like likes, shares, and comments. This enables businesses to evaluate how their brand is regarded and determine what they need to change in order to get better and keep growing their audience.

The Benefits of Digital PR

Your SEO is strengthened by digital PR since your links are inserted in articles on websites with high authority.

• The article isn’t sponsored; it looks natural and is part of the regular editorial format of the site.

• It illustrates your subject-matter knowledge or value.

• It is challenging for rivals to copy.

• It broadens your audience because your links are highlighted on websites with thousands to hundreds of thousands of visitors.

Successful Digital PR Techniques

Now that you are aware of what digital PR is and how it benefits your brand and SEO, let’s have a look at some of the tactics you can use to make the most of it.

Content niches in digital PR.

The specific audience of your business is referred to as a niche. Knowing your niche helps you to more precisely define what your brand does and who belongs to the group of customers who are interested in your goal, service, or item.

Content niches will become even more specialized in 2023 as algorithms are regularly improved to serve content to viewers who will be interested in it. This means that to attract journalists who are interested in your niche, you must choose your angle—what makes you newsworthy?—just as with traditional publicity.

Think about the investment.

What is the project’s overall budget? Investment and ROI must be taken into consideration. Additionally, consider how long you plan to use the company’s services. Some businesses might demand a one-year commitment.

It’s crucial to consider both the price and the caliber of the work they will deliver. Businesses may focus their decisions solely on price, giving little consideration to the services that are provided.

Utilize research for your digital PR tactics for marketing.

One of the most popular digital PR tactics is data-driven research projects. Numbers that can be featured and shared on social media are a favorite among journalists. If you have the resources, you can do these studies using your own data as well as data from other sources (the Census, unprocessed financial reports, social media, etc.).

Train your spokesman/woman frequently.

Finding one or two spokespersons for your business is a wonderful exercise to establish internal standards and inform top executives of the advantages of effective PR. Although sharing the most recent industry news and trends with them can help them stay on top of the narrative, regular media training sessions are also beneficial. This is a simple, inexpensive practice that can have a big impact. This will make them feel more at ease talking to the media while also letting them know that when used wisely, the media can be a reliable ally.

Explore the podcast scene.

Look for podcasts that complement your brand and are hosted by bigger media companies, then contact them. The goal of most podcast hosts is to provide their audience with something sincere and educational. Draw from your area of expertise and conduct research on topics you believe your target podcast listeners will find interesting.

You would potentially need to pitch for months to secure multiple brand appearances in digital newspapers, or you could engage a PR company with connections. However, booking an equal number of podcasts can take as little as two weeks and only involves some emailing.

Recognize the importance of timing.

Knowing whether to participate in a topic through a focused opinion post by the CEO or top executive or when to make a pitch is crucial for developing a strong digital PR footprint. It could be best to wait a few days to enhance the chance of exposure if something bigger than your article is attracting too much attention.

On the other hand, if a contentious issue is one that no one is willing to discuss openly, such as DEI in the workplace or how some celebrities’ 15-minute private jet flights are undermining global warming initiatives, it’s time to join the discussion with a compelling argument. Timing is important in life, especially with PR.

You have access to a powerful tool through digital PR to create the high-quality backlinks your SEO plan requires. Remember that this tactic is most effective when combined with an expertly optimized website and social media presence.

Featured Imge Credit; Pexels; Thank you!

Adam Torkildson

I'm a digital asset investor; founder of Tork Media; father, mentor, and husband. I love getting pitched about new tech startups, especially in the AI space.