What is Digital PR?
The goal of a Digital PR campaign is to increase online mentions, backlinks, and the brand of a company.
In this post we’ll explore why Digital PR is important. We’ll also touch on what a SEO company does, and share some examples.
Why Digital PR is Important
Digital PR is important because it introduces a company to new target audiences. These introductions take place on search engine results pages and within editorial articles.
Here is how Digital PR benefits a small business:
- Improves SEO rankings. Google was founded as a hypertextual search engine. Backlinks are a key component to how websites appear in search engine results pages. Generally speaking, the more relevant the links, the better the website will rank. Digital PR helps secure backlinks at scale.
- Grows website traffic. The premise of public relations is to secure editorial coverage of a company. This editorial coverage increases referrals and helps grow website traffic.
- Builds brand. A reputable third-party platform can help introduce a company to a new audience. Digital PR builds brand by increasing the online mentions of an organization.
- Generate leads. When website traffic increases, new leads tend to increase as well. Digital PR increases organic search traffic and referral traffic through SEO.
- Increase sales. Digital PR helps build the trust of a brand. When a consumer trusts a brand, they are more likely to buy.
Types of Digital PR
There are many different techniques a Digital PR agency may use to drive results. In SEO terminology, these techniques are often categorized as “white hat” vs “black hat” vs “gray hat.”
Here are common types of Digital PR:
- Unlinked Mentions. Mentions of your company name that do not provide a link back to your website.
- Guest Posts. Writing and publishing an article on someone else’s website.
- Directory Inclusions. Adding your company website to a directory that lists other similar companies.
- Press Releases. Sharing newsworthy announcements to secure press features.
- Influencer Marketing. Gaining mentions on influential social media user accounts.
Digital PR Strategy
A digital strategy outlines how a company will improve SEO rankings. Typically, this outline includes ideas on increasing brand mentions and securing external links. In addition, a strategy may include an SEO audit, a backlink analysis, and the assignment of tasks.
Here are the cornerstones of a Digital PR strategy:
- Target anchor text. Anchor text is the clickable word or words that are linking from an external website to a page on your website. Target anchor text is how you would ideally like external websites to link to your pages. For example, linking “Technical SEO” would be more effective than “click here.”
- Target urls. Target urls are the web pages you will be promoting in a strategy. These are the web pages you would ideally like to drive more traffic to through organic search.
- Media list. The bloggers, journalists, and influencers you will be pitching to.
- Pitch. A templated script that teams can share with relevant bloggers, journalists, and influencers.
- Content ideas. Article topics that would be received favorably by external websites. These content ideas should also be able to be authored by a company.
Digital PR Examples
Markitors relies on three types of Digital PR. Our favorites include Community Panels, Thought Leadership articles, and Community Spotlights.
Community Panels are articles that feature answers from experts around a certain topic. Experts typically respond in 400 characters or less to predetermined question prompts. Editors then select the best answers from the community and create an article to be published on a blog.
Here is an example of a Community Panel:
Thought Leadership article
Thought Leadership articles are long-form pieces of content authored by an expert. These articles are mutually beneficial for both a publisher and an author.
Here is an example of a Thought Leadership article:
Community Spotlights feature a question and answer interview with an expert. These spotlights can include a biography, achievements, insights, and more.
Here is an example of a Community Spotlight:
Digital PR Campaigns
How does a company measure the return on investment (ROI) or success of a campaign? Since SEO can take four months to a year, it is important to measure key metrics along the way.
Here’s how to measure the success of a Digital PR campaign:
- Google Analytics. Google Analytics measures an increase in traffic. This includes increases to referral traffic and organic search traffic.
- Google Search Console. Google Search Console measures digital marketing KPIs. Clicks, impressions, and position rankings for specific keywords and urls are in Console. Search Console also monitors “brand name” searches. An increase in brand name searches is an indicator that a campaign is working.
- Domain Rating. Domain Rating is a metric that shows the strength of a website’s backlink profile. This metric measures whether secured backlinks have made a website stronger.
- Social Media Shares & Followers. Social media shares shows how many people found value in your initiatives. Followers show how many people engaged with your brand as a result.
- Leads & Sales. The ultimate measurement of a campaign is leads and sales. How many leads came through the website, and how many of these leads translated over to a sale?
Digital PR Tools
The Marketing Technology space has several thousand tools. We’ve narrowed the list of tools down to just a few to help with a campaign.
Here are common Digital PR tools:
- Google Analytics. Measures an increase in traffic, as well as conversions for leads and sales.
- Google Search Console. Measures an increase in clicks, impressions, and brand mentions.
- Ahrefs. SEO tool for measuring Domain Rating, conducting backlink analysis, and identifying unlinked mentions.
- Majestic. SEO tool that measures the trustworthiness of an external website.
- HARO. Help a Reporter Out (HARO) provides journalists with sources for upcoming stories. This vibrant community provides sources with daily opportunities to secure valuable media coverage.
- Tineye. A reverse image search tool that identifies where infographics and images appear online.
- BuzzSumo. Discover content ideas, influencers, and how often content is shared on social platforms.
- Gmail. Email platform to message bloggers, journalists, and influencers.
- LinkedIn. Social network to identify contacts.
Digital PR vs Traditional PR
What’s the difference between Traditional PR and Digital PR? One is online, and the other other is offline.
Examples of Traditional PR include:
- Print. Magazines, Newspapers, and Niche Publications.
- Media. Radio and Television appearances
- Event Coordination. Release parties, tradeshows, and VIP events.
- Relations. Investor, Government, and Community Relations.
Examples of Digital PR include:
- Blogs. Guest posts, quotes in articles, and online profiles.
- Influencers. Social media shares, giveaways, and resource pages.
- Audio & Video. Podcasts, online videos.
- Inclusions & Attributions. Unlinked mentions, image copyrights, and directories.
Digital PR Tactics & Ideas
Here are some Digital PR ideas and tactics employed by experts:
- Relationship Building: This is about networking with the right people. Who are the right people? Link Creators, Content Marketing Managers, Freelance Journalists, and Digital Influencers.
- Media List Building: The key to a good campaign lies in the list. Good media lists are created with Site Credibility, Overlap, and Authority in mind.
- Monitoring: Timing is everything. Monitoring unlinked mentions, HARO, and social mentions are beginner tactics. Competitor Mentions, Misspellings, Reverse Image Search, and Q&A Sites are advanced tactics.
- Promotion: There is a lot of promotion within PR. Likewise, Social Media Ads and Email Campaigns can play a role in a campaign. So can Internal Links and Retargeting Ads.
- Analysis: To sum up, there’s a lot of analysis in PR. Competitor Analysis, Backlinks, and Organic Search Trends are some of the analyses that are conducted.
- Links: To clarify, there’s a difference in what links “count.” DoFollow links count towards PageRank. On the other hand, NoFollow links do not. In addition, other link types include Internal, External, Broken, and Toxic.
- Submissions: Certainly profiles and directories are part of submissions. But, don’t forget Wikipedia.
- Social: Above all, LinkedIn, Twitter, and Instagram are primary social platforms. Similarly, Facebook and Pinterest are good for PR. But, don’t overlook Slideshare, Scoop.it, Quora, and Reddit.
Ready to start a campaign? In short, Markitors can help. We’re an SEO company for small businesses. We specialize in Digital PR, Technical SEO, and Content creation. Want to test our skills? Google “digital marketing company.” You’re likely to find Markitors on the first page of search results. In other words, we practice what we preach. Get started by conducting a free SEO audit or contacting us.