Companies that aren’t using digital PR efforts as part of their link-building strategies are missing out on many opportunities that help them get a competitive market advantage.
Through digital PR, companies are able to earn relevant links, build brand awareness, and ultimately, generate more sales.
One of the goals of digital PR is for companies to share their stories and great ideas with journalists in a way that they’ll be able to receive more positive media coverage, and link the company in that coverage.
Furthermore, while many digital marketers have already become familiar with the benefits of SEO and content marketing, which helps improve search rankings, digital PR strategies have largely been ignored until recently.
One of the most effective ways for companies to build links also allows them to overcome some common SEO challenges.
Some of those challenges include earning editorial links, earning links in relevant and high-quality outlets, as well as scaling the link building without sacrificing the quality of the earned links.
Benefits of Link Building
One of the top benefits of link building is that companies are able to earn high-quality and authoritative links from top publications.
Although businesses get odd mentions organically from time to time in top publications, it’s important that companies consistently earn those links if they can get ahead of the market competitors.
Link building also allows companies to earn backlinks that will actually get clicked by readers and earn website traffic.
Many times, with various link-building strategies, companies aren’t able to get viewers to open the links in the first place, which means those links are going to rank lower in search engine results pages.
It also means that the company won’t generate a lot of website traffic, which can lead to sales.
Next, with link building, companies can put themselves and their products or services in front of their target audience, which generates brand awareness.
When companies utilize digital PR strategies to build links in top outlets and publications, this allows them to position the company in front of thousands of new potential buyers.
While those readers might not be immediately familiar with the business itself, the company is still getting coverage, which can position those readers at the top of the sales funnel.
Then, through link building, companies can also position themselves as leading industry experts on certain topics that readers or journalists find relevant or interesting.
Whenever a top publication or outlet links to the company or mentions it as an industry expert, that sends a very strong signal to the audience that the company is worth listening to.
Finally, through digital PR, companies are also able to drive social engagement, which can increase brand awareness, build links, and generate more sales.
When creating stories for campaigns, companies shouldn’t only be sending out those stories to relevant outlets, as it’s just as important to share them directly with target audiences, via social media.