The primary focus of digital PR is how the brand can improve their SEO rankings, build authority, and reach out to their target audience. A digital PR strategy can help outline how to accomplish these goals. In most cases, the outline will contain ideas on securing links from reputed sources and increasing brand mentions.
An effective digital PR strategy will have the following cornerstones:
● Content Ideas — The content ideas should have articles or posts topics, especially ones that will be favorably received by reputable external websites such as news sites and online magazines.
● Pitch — A pitch is basically a script or template that the PR professional can send out to relevant journalists, bloggers, or websites.
● Media List — The media list is a list of all the relevant journalists, bloggers, and websites where the brand will be sending their pitches out to.
● Target URLs — Target URLs are URLs that will be a part of the brand’s PR strategies. The target URL will be promoted so that they can drive organic traffic to the brand’s website.
● Target Anchor Text — Anchor text is where the link from an external website connects back to the brand’s webpage. The anchor text is a group of clickable words, and target anchor words are the way the brand wants the external website to link to them.
Digital PR: Ideas and Tactics
Most digital PR professionals employ effective tactics to reach out to their target audience. Some of the tactics and ideas that are commonly used are:
● Building Relationships — It is important for PR professionals to build their network. By connecting with the relevant parties, the PR professional can create a better strategy. It is important for the PR team to have a good relationship with link creators, content managers, journalists, and influencers.
● Building Media List — While it is essential that the PR professional or team connects with the right person, there should be certain parameters in place that determine what makes a journalist, blogger, or website relevant. The metrics that can be used are the credibility of the website, overlap, and the authority of the website.
● Monitoring — For a PR campaign to be successful, the timing of the PR team should be right. To know when the correct time to take a certain action is — it is essential that mentions of the brand are monitored. The brand can track linked mentions, unlinked mentions, and social mentions. They can also keep the mentions of their competitor in sight to compare how they are performing.
● Promoting — Promoting the brand will involve ads on social media, email campaigns, using internal links, and retargeting ads.
● Analyzing — Analysis is an important function of PR. It is necessary to see if a strategy is working by analyzing how it is performing. Analysis can also be applied to the brand’s competitors, the use of backlinks, and SEO rankings.
● Using Social Media — Social media platforms are one of the most effective ways a brand can prompt themselves. Social media also allows the brand to engage with their target audience. Using platforms including Facebook, Twitter, LinkedIn, Instagram, and Pinterest can help raise brand awareness.