Online marketing has rapidly evolved throughout the years.
With over 4.9 billion internet users in 2021, many brands have benefited from shifting their attention to digital PR strategies. (Source – https://www.statista.com/topics/1145/internet-usage-worldwide/)
As a result, they hold immense power over your company’s visibility, awareness, and reputation.
In this post, I’ll dive into the best digital PR strategies you can try out this 2022. I’ll also outline how you’ll benefit from them compared to traditional PR tactics.
Digital PR stands for digital public relations which is a powerful sub-type of content marketing to increase a brand’s online awareness and visibility.
Known as digital PR, it usually involves careful and strategic planning of the proper ways of using online platforms, tools, and content.
This strategy uses high-quality backlinks, influencer and customer reviews, websites, podcasts, and social media to personalize their campaigns toward their target audience.
I’ll give a more in-depth discussion regarding the types of digital PR in the following section.
Other than using online platforms, tools, and content, digital public relations strategies also focus on networking.
They require connecting with diverse people, including journalists, bloggers, and influencers on Facebook, Instagram, and Twitter.
How Does Digital PR Differ from Traditional PR?
Traditional PR revolves around print-based publications like newspapers and magazines to promote a particular brand.
However, advancements in our society have changed the global PR industry. Many customers now relate to stories and content on online media.
In fact, a report by Forbes indicated that over 84% of millennials hate traditional advertisements. (Source – https://www.forbes.com/sites/andrewarnold/2018/01/21/millennials-hate-ads-but-58-of-them-wouldnt-mind-if-its-from-their-favorite-digital-stars/)
Although this publication dates back to 2018, it serves as a critical basis for how companies can up their playing field. It’s also more vital now, especially with the increased use of social media and the internet.
When your target audience ignores your brand’s campaign and messaging, you can lose visibility, organic traffic, and potential sales. That’s where digital public relations strategies come into the picture.
Unlike traditional PR, digital PR employs the primary aspects of search engine optimization (SEO) and Google rankings to improve your brand’s image.
Thus, digital public relations would need a clear understanding of Google’s SEO guidelines and rankings to elevate your website in the search results.
What are the Best Digital PR Strategies This 2022?
The best digital PR strategies incorporate primary elements of SEO, content marketing, social media, and influencer marketing.
When done correctly, they can be a powerful way to improve your brand’s awareness, authority, and reputation among more people.
Here’s a list of some of the most famous types of digital PR:
1. Data-Backed Research and Case Studies
Brands can benefit from data-backed research and case studies covering their clients and customers.
Although this strategy is quite challenging, it can give incredible results because you become more relatable, unique, and trustworthy.
2. Blog Posts
Having a blog on your website can give organic traffic to your brand.
If your blog posts and articles have the proper keyword optimization, they can drive organic traffic growth.
You’ll also attract more of your target audience using anchor texts, inbound links, and backlinks from other relevant websites.
This way, Google will view your website as a credible source of information and a leading thought leader for your niche. It can also help boost your brand on social media.
3. Social Media Posts
A study by Muck Rack in 2020 revealed that 74% of internet users prefer posts with photos while 62% enjoy visiting websites with relatable content. (Source – https://muckrack.com/blog/2020/03/12/state-of-journalism-2020)
With the help of social media influencers, your brand can utilize digestible infographics, quotes, and personal stories.
4. Podcasts and Videos
Besides readable content, podcasts and videos are an incredible and passive way of bringing organic growth and awareness to your brand.
They’re easily accessible and fun to listen to, especially when you’re answering their most asked questions.
5. Product Features and Reviews
Influencers and bloggers can help you get your brand name out to their audience. They can post online reviews and product features to build your customers’ trust.
This digital PR content also gives your potential clients a clearer picture of what you do and can do for them.
6. Press Releases
Maximizing press releases are an excellent way to gain backlinks from journalists and editors.
But take note that they only reply to about 3.27% of all the pitches they receive. (Source – https://www.propelmypr.com/blog/real-time-journalist-response-rates-contintinued-propel-prm-data-analysis-of-three-pr-agencies-that-are-scoring-impressive-media-coverage)
However, the best way to catch their attention and drive traffic to your brand is by banking on newsworthy announcements and content.
7. Directories and Listings
Adding your brand’s contact details, website link and social pages to a directory can improve its visibility flawlessly.
Alternatively, placing them on a top 10 list and the like can build authority in your niche.
8. Affiliate Marketing
Lastly, you can consider the wonders of affiliate marketing. In this strategy, you’ll be incorporating the concept behind networking.
You’ll be giving commissions to people who refer your brand to others in affiliate marketing. It’s a perfect strategy to spark conversations with your target audience.
How Can You Benefit from Digital PR Strategies?
There are tons of advantages to using digital public relations strategies. Overall, having a solid digital PR plan can boost your traffic, leads, and sales.
Let’s take a closer look at the top benefits of this type of PR below.
Better Online Exposure
Given the wide range of online platforms this 2022, your brand will have better online exposure through shareable posts and content.
The more people reading and sharing your features, the more you can easily reach your target audience.
It’ll give a domino effect and encourage more leads to check your services and products.
Improved Brand Reputation
The right digital PR strategy allows your target audience to view the good things about your brand.
Relatable content and positive online reviews by trusted influencers and bloggers will build your reputation and trustworthiness. (Source – https://99firms.com/blog/influencer-marketing-statistics/)
So make sure to focus on the best aspects of your brand.
Enhanced Authority in Niche
Posting positive reviews from popular influencers and bloggers isn’t the only way to build your brand’s reputation and authority.
You can also produce engaging and high-quality blog posts, articles, and case studies for your target audience.
However, make sure to maximize your content by making them SEO-friendly.
Boosted SEO, Rankings, and Traffic
One of the best benefits of digital PR strategies is that they can help in boosting your SEO and Google rankings.
When you focus on creating high-quality content and placing them on top websites, people will most likely click the links that drive them to your brand.
Over 61% of the leading marketers in the industry also consider SEO and online presence as critical tools for any company. (Source – https://www.hubspot.com/state-of-marketing)
Both your SEO and Google rankings have the power to boost your website traffic organically.
It also leads to more people reading your content and sharing them all over social media.
Increased Sales and Revenue
All the benefits of digital PR I discussed cause a domino effect on your brand. The better SEO you have and higher Google rankings, the more organic traffic you’ll get.
One of its outcomes is generating more potential customers and leads for your brand. Eventually, it can also result in better sales and revenue.
This is because more people will engage with your content and see your services and products.
Success Stories of Digital PR
There’s a wide selection of digital PR strategies you can try out. They all bring tons of benefits to your brand.
In fact, you’ll see many success stories of companies that used the same strategy online.
Below are some of the top brands and their success stories when it comes to digital PR:
One great example was Google’s campaign to help fight ebola.
Its marketers used touching and relevant stories as their primary digital PR strategy. They also set up a target URL that encourages people to read and donate to their cause.
At the end of their campaign, Google generated over 22 million SEO results and featured them in news articles, blog posts, and influencer mentions.
Airbnb is now one of the leading travel and accommodation portals worldwide. It has more than 100 million users up to date.
The main reason for such growth is their user-generated images and videos on online platforms like Facebook, Instagram, and Twitter.
They also create how-to-videos and short posts regarding travel locations and popular cities coupled with some sense of humor.
Another popular way to increase your SEO is by having a platform where people can get reliable and informative content on your website.
American Express perfected this job by creating an online forum where industry experts can post for free. They can share their knowledge, experience, and wisdom by creating content.
This way, they can strengthen their audience and, at the same time, boost American Express’ traffic.
Ready to Be a Game-Changer in Digital PR?
Creating an effective and strategic digital PR plan is critical in improving any brand’s online presence, awareness, and reputation.
It will help you dominate your niche and create a credible brand authority.
Overall, digital PR will do wonders for your brand if it includes aspects of SEO, content marketing, social media, and influencer marketing.
They work hand-in-hand to deliver you the best organic results, top rankings, and high traffic to your website.