What Is Digital PR And How It Can Affect Your Business Growth?
Last year, the global PR market crossed over 100 billion USD as per the latest reports. By the year 2027, this figure is further expected to reach approximately 133 billion USD. Half of the public relationship experts worldwide believe that digital PR will play a major role in shaping today's industry.
This is because of the expected 5.7% growth rate of the market in the upcoming years. Where at the one hand, e-commerce entrepreneurs are looking for different ways to grow their ventures. Alternatively, on the other hand, marketers are working on evolving technology to find new strategies for advertisement and promotion.
Interestingly, social media plays a major role in business marketing nowadays. Moreover, its influence and impact on the industry is beneficial in plenty of ways. It is we are digital PR holds the authority and helps professionals. Let us go through a detailed explanation of the term digital PR and its role in business growth.
How Do You Define Digital PR?
The term digital PR or most probably digital public relations is a growing strategy that revolves around enhancing brand identity through different online methods. It involves the utilization of social media and multiple other channels that help to boost a brand’s image and identity.
Professionals use this strategy to promote the main message of their brands accurately. It also helps to create brand awareness in a way that your business stands out throughout the target market. This approach holds a few major components like,
- Guest blogging and articles
- Social media follows and online profiles
- Online videos and podcast
- Content marketing and SEO
The marketing principles of digital PR are very similar to those of traditional PR. The latter one has its benefits but since the digital market is evolving rapidly, digital PR is being prioritized everywhere. For a better understanding, let us compare the two types of public relations.
Comparison Between Digital PR and Traditional PR
On a basic note, the primary goal behind both types of PR is to raise brand awareness. Whether traditional or digital, public relations is all about connecting with the target audience to grow business extensively. However, one cannot compare both approaches under one scale.
Traditional PR, as the name implies, has a set of traditional and simplistic ways of reaching the world. It is based on the utilization of physical mediums like billboards, radio, newspapers, magazines, and TV. It does not involve any kind of online medium like digital PR. For instance, the use of strategies like SEO, and lead generation.
Because it is the era of e-commerce, working on the search engine rankings of a business is mandatory. Moreover, digital PR gives attention to methods like lead generation and inbound marketing. While the messages promoted by traditional methods may be considered a direct speech with the customers yet they cannot be shared across the web like web content and social media posts.
As a result, traditional PR cannot cover as much of target audiences as digital PR. Nevertheless, it does not make the prior one of any less importance. While 65% of the world’s population has access to the Internet, traditional PR may help you connect with the rest of 35%. There are plenty of people who still prefer using traditional methods like newspapers, magazines, and radio.
Besides, billboards can still be considered as a better way to communicate with the public. In a nutshell, it is a company’s choice to choose between traditional PR and digital PR. The selection also depends on the type of audience you are going to target. Most people combine both methods to reach wider audiences across the world.
What Are The Benefits Of Digital PR?
Investing in digital PR can bring a lot of benefits to your business. However, before considering it as a tool to grow your brand, make sure to come up with a proper strategy. Using digital PR appropriately can help you come across the following benefits easily.
1. It Helps To Build Brand Awareness
Nowadays, the best place to grow your business is online. Fortunately, applying digital PR helps entrepreneurs to highlight their brands. This approach makes it easier for businesses to connect with audiences globally. It makes you feel noticed across the web through different mediums.
2. It Can Boost Your Brand Reach
The difficult most part for a struggling business is to find customers. Digital PR makes you available all over the Internet. It provides an opportunity for products and services to reach customers through social channels, promotional videos, podcasts, and web content. Once people are aware of you, they will start to visit you directly.
3. It Increases Search Engine Popularity
Digital PR is a great way to build strong relationships across the industry. Once you can build a positive brand image in your target market, you get a chance of being recognized by authoritative websites. It helps to earn high-quality backlinks easily, which results in increasing search engine popularity.
4. It Helps To Save the Marketing Budget
Digital PR is a budget-friendly approach. It helps you to make the most of social media channels and other online mediums free of cost. Businesses may invest in paid advertisements and online campaigns, yet it is less expensive than the methods of traditional PR. Also, traditional methods are more time-consuming, which provides less value for money.
5. It Helps To Earn Customer Trust
The most important thing for a brand is to earn a loyal customer base. Digital PR helps to highlight the positive aspects of your brand. It supports the utilization of SEO-friendly and user-generated content. Showcasing your customer reviews and testimonials helps people to trust you easily. Also, it will result in increasing your website visits.
6. It Can Easily Generate Leads
Digital PR is a perfect approach to make sales and generate leads. When you start to reach your target audiences, there are higher chances to connect with interested customers. It helps to increase the number of sales for your brand. Further, more people exploring your website will generate higher leads quickly.
What Are The Goals Of Digital PR?
According to reports, 90% of all social media users follow at least one brand on their favorite platforms. This figure is enough to give an idea about the goals and objectives of digital PR. On a basic note, the primary goal of traditional PR and digital PR is one – to boost brand growth.
Both approaches involve several techniques that help to grow your brand across the industry. In today’s competitive market, starting your website or building a store has no value. You must make it successful with a higher ROI and a promising future. The right digital PR strategy can help you stay ahead of your competitors.
It makes you visible in your target market and adds a voice to your brand. All this is possible by working on the right strategy for digital PR.
How to Create a Digital PR Strategy?
To create a successful digital PR strategy, give attention to the following steps.
1. Be Sure About Your Goals
Goal identification is the first step to creating any kind of strategy. It is because when you know what you want to achieve, making a plan gets easier. Therefore, start by identifying the goals of your digital PR strategy. Make a list of your goals and write down the necessary steps that may help you meet each of your goals.
2. Specify Your Target Audience
While digital PR gives you access all over the Internet, it covers an extensive range of customers. For this matter, you must try to be specific about your target market and audiences. Knowing who you want to reach gives a clearer image of meeting your goals. Also, it helps to know where you can better promote your brand.
3. Perform Detailed Research
Research is key to the success of any strategy. Perform detailed research about your target market, competitors, and audiences. It will help you understand the market needs and demands. Also, look around what your competitors are doing. Give attention to their strategies and brand mentions.
Try to think of a better world or at least a similar approach to top brands in the Once you are sure about your content market. Performing data-driven research about your audiences will help you understand their shopping behavior and how to attract them.
4. Brainstorm Attractive Content Ideas
Content is the key element of a digital PR strategy. It is the main factor that will bring your audiences together. Think of topics that are trendy and may encourage your customers to engage with you. Try to list down platforms where you can request user feedback.
Make sure to use all forms of content including blog posts, articles, videos, audio, infographics, podcasts, and more.
5. Design Your Digital PR Strategy
In this step bring together all your research data and ideas to shape your strategy. Here, you may decide which step to conduct first and the next that may follow. Primarily, focus on your content and the areas where it has to be targeted. Once you are sure about your content, it's time to create some.
6. Create Your Website Content
At this point, make sure you have a content creation team. In case you do not have professional content creators, try to look for a content writing service. Add high-quality SEO-friendly content on your website and on multiple social media platforms in the form of brand mentions, promotional posts, videos, etc. To boost the quality of your content, try to add the statistics and survey results
7. Give Attention to Out-Reaching
This step adds value to your digital PR strategy. It is where you boost your outreach efforts by connecting with multiple third parties. Try to connect with recognized journalists, bloggers, influencers, and public icons who may promote your brand.
But before you proceed, make sure to do your research about the third parties. Do not try to collaborate with unrecognized individuals as it may risk your brand image. Most professionals give attention to influencers to create their digital PR relations.
8. Keep Track Of Your Progress
Consider this final step as an important practice for your business growth. Always try to keep track of your strategy to understand its impact on your business. Try to utilize different PR analysis tools to calculate your popularity across the web.
Besides looking out for your brand mentions, analyze your SEO campaigns. Another easier way to check your business growth through digital PR is to look for your organic visibility.
Are You Ready To Get Started With Digital PR?
While digital PR is a growing practice among businesses, it is time to get started with your campaign. There are two ways through which you apply digital PR to your brand. Either start it yourself where you outsource all the necessary requirements or look forward to a PR agency.
The easiest platform to grow your business through digital PR is social media. A few of these statistics explain why our social channels are the best support for digital PR.
- For businesses in the USA, more than half of these professionals are interested in using TikTok.
- According to 90% of PR professionals, Twitter is considered the best platform to follow journalists.
- Because Facebook is one of the most popular social media channels of all, utilizing it for digital PR can connect you with more than 2.9 billion people globally.
- Finally, LinkedIn is considered one of the most trustworthy social channels to use for digital PR.
Besides social media, use different digital marketing strategies to enhance your business credibility. Those who have already been practicing traditional PR can switch to this type or continue to use both types of PR.
The prime goal is to make sure your business earns a positive image and gets recognized in your target market. If you have already been practicing digital PR, share your reviews about this approach. Also, feel free to share a few tips that may boost our digital PR strategy.