Digital Public relations

Digital PR is a public relations strategy used to receive quality backlinks, gain brand exposure, and increase organic traffic to your website. It PR experts to pitch creative ideas that journalists would love to write about.

Here’s a more formal definition of what digital PR is:

“Digital PR is the process of presenting content or ideas to top-tier publications in the hopes of gaining backlinks to your client’s (or own) website.”

The possibilities of online promotion are endless when you use digital PR strategies. It is a combination of traditional PR, as we are still using the same tactics; however, reaching a new target audience or current target audience through new means of channels and keeping up with the trends.

Digital PR aims to help you improve your brand image. Digital PR allows you to engage your target customers by promoting your company.

Benefits of Digital PR

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Unlimited prospects to do business with – The internet is a large place with multiple publications. In this day and age, anyone can simply make a website. Therefore pitching to multiple journalists online and receiving more backlinks every day can be endless.

Improved SEO ranking – The more links you receive through digital marketing drives relevance and traffic to your own website and increases the domain rating and search engine rankings.

More website traffic – Once you’ve created a do-follow link on an authority site, you should get consistent traffic from that link. Compared to traditional PR, once published in a magazine, no trackable, consistent traffic is produced.

Improved brand reputation – Backlinks and references from top-tier publications are obtained through Digital PR. The more references you have, the more search engines will regard you as a trustworthy source of information in your sector.

Increased social engagement – It improves social engagement because the link will always be available on their website. As a result, you will receive multiple people engaging with your website on a regular basis, increasing social engagement.

Types of Digital PR Strategies

Unlinked mentions – they mention the company without providing a link.
Press releases – Sharing newsworthy announcements to secure features in publications.
Influencer marketing – social media shares, giveaways, incentives, resource pages, affiliate links, etc.
Directory inclusion – Adding your company website to a directory list with companies similar to your niche.
Blogs – Guest posts, expert quotes, online profiles, etc.
Audio and video – Being on podcasts, Online Videos, Youtube shorts, etc.

Digital PR Tools

Dotstarmedia – a roundup of all the Twitter media requests with the specific topic of your choice to pitch to.
HARO – a roundup of journalists looking for pitches or quotes to be included in an article.
Sourcebottle – same as HARO
Response source – Looking for articles to publish on their website.

What is Link Building?

Link Building is mainly used in the SEO sector. Link building drives organic traffic to your website and boosts your online position. Link building also provides links from other websites to assist users in navigating between different pages and websites online, as well as helping search engines rank websites based on relevancy.

Although link building is not always done on purpose, a journalist might use it as a source to back up their news narrative. This allows more people to interact with your link, which improves your ranking.

Link building allows online users to discover your website within another site. It also determines your rank in search results. The more high-quality links you generate, the higher your ranking will be.

Link builders collaborate with keyword researchers to identify areas of a website that are underperforming in performance, conversions, and engagement. This is an approach to keep the brand ahead in all its ideas.

Benefits of Link Building

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Establish Credibility -Link building establishes credibility by allowing viewers to understand that a company is an expert in certain fields, such as SEO.
Have a higher search engine ranking – Link building allows the search engine to connect relevance to the keywords, and our company which produces a higher ranking and overall, keeps increasing with more backlinks.
More organic traffic – The more backlinks you get, the more traffic you’ll receive because the publication will keep the backlink on the article after it’s been published, allowing people to keep clicking.
More sales and leads – Having a steady stream of backlinks identify you as an authority in a particular sector, such as SEO. As a result, customers will naturally think about your company’s brand image and seek employment with you.
Increased visibility and exposure – Having several backlinks on related topics gives you established visibility because customers will perceive you as an expert in the field.

Increased website authority – Acquiring an authority link allows you to catch up with and overtake your competitors, as well as maintain a competitive advantage.

Types of Link Building

Internal links – These are links that connect to the same domain and make it easier for users to navigate the website.
External links – are links from another website that like your page and link to it in order to lend credibility to the information they supply.
Link swapping – When two domains/websites exchange links in order to be featured in an article, this is known as reciprocal linking.
Social Profiles link – Links to company employees or the founder can be used to connect them to the brand they work for and create additional link-building opportunities.

Link Building Tools

Ahrefs – Link building, keyword research, competitor analysis, rank tracking, and site audits are all included in this SEO software bundle.
Linkody – a link-building and tracking SEO service.
GroupHigh – is a crucial content marketing tool that allows you to easily locate the contact details of any influencer or blogger.
BuzzStream – to make email outreach more simple and effective

Digital PR Strategies VS. Link Building Strategies

The key stages and important approaches for driving business digital PR to be effective and meet the company’s goals are outlined in the digital PR strategy.

Digital PR strategies:

Pitch – Pitching allows you to reach out to a large number of publication journalists and request to be featured on their website. You want to excite them with new ideas or provide them with exactly what they’re seeking for. Many tools, such as HARO, sourcebottle, dot star media, and others, can help you pitch.
Content ideas – generating original content ideas for articles, features, or expertise.
Target websites – Find websites you’d like to be featured on and contact them with your pitch, or keep looking for enquiries.
Media listings – is a list of journalists, reporters, media influencers, bloggers, and other people’s media contacts or relationships.
High-quality backlinks – Having high-quality backlinks will improve your ranking as well as your credibility.
Affiliate and referral programs – Affiliate marketing and referral programs enable you to reach out to a wider range of customers.

Link-building techniques allow you to conduct in-depth research on your competitors and your website’s link strategies to stay ahead of the competition and boost your website’s rating.

Link building strategies:

Leverage broken link strategies – This is where you locate broken links and contact the publication, suggesting that the broken link be replaced with equivalent material on your own website.
Grow personal brand –People will identify you, want to collaborate with you, and utilise your link if you have your own brand. By establishing this brand, you can allow the link-building process to take care of itself.
Check competitor’s backlinks – Examining your competitors’ backlinks can help you figure out what you can improve on and how you can get to this level.
Link Building roundup – This is where you produce a blog post with several roundups to make networking easier, and your website will be automatically displayed when they search for the roundup’s keyword, driving traffic to it.
Use resource links from trusted sites -Your site gains credibility because you’re employing resources to back up your article.
Outreach – Make contact with people in your niche and tell them about your material. You should utilise the outreach technique to contact people that employ target keywords in their articles and write about themes that are comparable to yours.

Link building can support Digital PR Campaigns

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Digital PR is frequently employed in link-building campaigns. It is, however, much more than that because digital PR combines content marketing, link building, social media, and traditional public relations.

You may have heard that digital PR is primarily utilised for ‘fun’ or ‘exciting’ brands or B2C. That is simply not true; any business or brand can successfully employ Digital PR if they understand what their target audience wants and how they receive information online.

Link building, on the other hand, is just targeting journalists or newspapers from a list of them after conducting considerable research. It is mostly used to improve your search engine optimisation as a targeting tool to improve your ranking.

What makes Digital PR different from Link Building?

Link building focuses on getting backlinks that can increase the ranking of their website through SEO, whereas digital PR focuses on creating your brand reputation and gaining the audience’s confidence. They are mostly concerned with publishing articles and increasing brand awareness rather than using SEO as a tool. The goal of digital public relations is to improve your online image and assist clients in finding your website via reputation rather than SEO.

Measuring the Success of Digital PR

Quantity of Links Earned – The links you have earned signify if your strategies or tactics are working. Evaluate and quantify them each month the so you can alter them if they’re not effective.
Volume of Traffic On Site – The number of people who visit your site also shows how effective an approach is so you better monitor this value as much as you can.
Tracking Email Receipts – You can utilize email tracking to determine whether or not your offers have been seen by your target market. This can be accomplished across multiple domains and can help you determine whether or not the mainstream press is engaged in your company’s story.
Authority on Backlink Quality – Backlink performance must be used to gauge the strength of your online media campaign. The domain authority (DA) statistic is a measure for digital media affairs.
Engagements on Social Media – You can assess this with a number of social media comments, such as how long the interest will last, whether it will be positive or negative, whether you will be referenced, and how the writers will relate to your company.

Measuring the success of Link building

Organic traffic growth – there is natural traffic being generated for your website. You can track this through google analytics or a Google search console accounts.
Positive change in position on a Google search – their ranking of search engines had increased.
Domain strength – measure your value of authority, such as how old it is, how much content, how many are similar, etc.
Anchor Text – refers to the text that is linked back to your site. It helps indicate a page’s topic to the search engine and serves a purpose for keywords in SEO.

Now I leave you with this question: What do you think is the difference, and how will you implement this in your future Public Relation Campaigns?