Now, more than ever, digital evolution is inevitable. According to statista.com, there are 4.66 billion active internet users worldwide, 59.5% of the global population, as of January 2021.
Digital marketing agencies, like Markentum, understand the importance of transforming with technology and applying digital marketing, including digital PR, to their overall strategies.
We want to define digital PR, detail the types of digital PR, and discuss the benefits of digital PR for businesses like your senior living community.
What is Digital PR?
Digital public relations, or digital PR, is a marketing strategy that uses online platforms to create brand awareness and manage brand reputation. Like traditional public relations, building and nurturing relationships are key to digital PR. Traditionally, publicists network with journalists, reporters, and producers to secure client placement in traditional marketing channels such as print, radio, and television.
Digital PR specialists engage with bloggers, influencers, and other content writers and creators to gain client mentions in digital markets such as online publications, podcasts, and social media.
Types of Digital PR
Digital marketing agencies use different digital PR tactics depending on their clients’ campaign objectives and target audiences. Types of digital PR include:
- Publishing online press releases
- Optimizing online articles to obtain backlinks
- Blogger and Influencer outreach
- Organizing events such as press events to yield online coverage
- Affiliate programs
Benefits of Digital PR
Digital PR campaigns can boost brands both by themselves and as a part of a comprehensive marketing plan.
Let’s discuss how the types of digital PR examples above can benefit a brand:
Publishing online press releases can target media across a broad range of online media outlets with the goal of increasing brand exposure. Reaching out to bloggers and influencers and organizing press events can yield online coverage and get branded content published on leading websites. This can also establish brand authority and loyalty.
Affiliate programs are a great way to partner with exclusive writers who specialize in a specific industry and have followers that can convert to qualified leads. Perhaps one of the best benefits of digital PR is the opportunity to obtain backlinks to branded websites by optimizing online articles.
What are backlinks? A backlink is just how it is named - a link that links websites together. High-quality backlinks can improve a website’s search engine optimization and search rankings, leading to increased website traffic.
Even though Google has made thousands of changes to its algorithm, backlinks remain a key ranking signal. (Source: Backlinko)
As part of the digital evolution, digital PR and SEO have become more fundamentally dependent on each other. Digital marketing agencies that pair a winning digital PR campaign with successful SEO can maximize a client’s position in their market.
In certain situations, digital PR can even be “just as critical as” SEO. Google Senior Webmaster Trends Analyst John Mueller’s comment recently went viral after responding to a colleague’s tweet about the rise of digital PR.
While digital PR is not new, digital marketing agencies, including Markentum, agree that it is a “buzz” and on the rise. Google Trends shows that the topic “Digital PR” has risen in the last year and predicts that it will continue to do so. Digital PR is not only a breakthrough from traditional public relations but a breakthrough from the whole marketing umbrella. This digital marketing strategy has changed how digital communication and digital connection are measured.
With the ever-evolving digital world, marketers must strive to stay relevant. At Markentum, we are committed to growing within our industries as well as with our partners. Our digital marketing agency incorporates strategic planning and various purposeful strategies, including digital PR, to exceed client expectations and ROI goals.
Let’s grow together - reach out to a member of our team to learn more about our digital marketing services!