Digital PR is a great tactic for driving traffic and brand awareness, which can be matched across your offline and online marketing campaigns.
In this blog, we’re going to be looking at how to integrate digital PR campaigns into your wider digital marketing strategy such as influencer marketing, social media, website content, and content marketing to make your campaigns work harder.
Influencer marketing
Influencers can come in many forms including bloggers, social media influencers, or vloggers. They can have different size followings or celebrity statuses that they use to promote a specific piece of content such as a new product, a particular topic in the news agenda, or a company/service.
We know influencers bring an added level of trust, reach, and relevance – which is why they can be a great tool to utilise in your PR campaign to strengthen your brand message and build stronger relationships with target audiences. They can also be used to add expert commentary or positive reviews on your product or service, which gives an additional platform to showcase your brand.
By integrating your other marketing channels into your campaign, you’re able to position your brand as not only to your target audiences, but to search engines – as part of Google’s E.A.T ranking components. Online influencer and digital PR activity can send signals to search engines that your brand are experts and the ‘go-to’ operator in that industry – therefore building more authority online.
Social media marketing
Social media is incredibly important for brand image and awareness. Social media helps to shape the image of your brand online, so by combining digital PR campaigns you’re able to create a more dominating and cohesive online identity.
Social media content can be repurposed for other channels, especially video and user-generated content. So, for instance, live streams, podcasts, and interviews can be used to support press releases and brand messaging when it comes to outreach to strengthen brand reputation and the campaign message.
By combining your social media and digital PR strategies you’re able to provide greater exposure on reach, engagement, and shares. Not everyone reads news online publications, your target audience could consume the media through social media channels – so integrating your social media channels is another way to reach your audience.
Paid social media
Utilising paid social media campaigns will increase brand awareness further, by exposing high-quality content to the audiences you want to reach and engage.
Every digital PR campaign should be targeted to a specific audience, but sometimes not everyone is reached through organic content. Paid social media allows you to target individual audiences based on interests, demographics, and behaviours to cause more direct traffic to your site.
Website Content/Content Marketing
The main benefit of online public relations campaigns is that you can direct users to a landing page, converting and driving sales from your target audience.
By using digital PR techniques, you promote content on a landing page, news article, or new partnership – as part of outreach. Influencers can be used to draw attention to a piece of content to amplify the reach of the content further. This can then be promoted on digital channels to circulate more mentions of your brand online.
PR campaigns can be used in different ways to target media, whether that’s a blog, case study, or creative content. Also, hero campaigns such as bespoke leader boards campaigns re-imagined, or virtual games can be used to add an interactive element to your site. It then can be promoted through social media assets, PR activity, or influencer testimonials to reinforce awareness.
The beauty of online content is that it can be tracked through analytics tools such as Google Analytics to provide greater transparency on how many users are interacting with your site from the campaign. In addition to this, you can use Google Search Console to analyse the search queries around your brand and your campaigns – enabling you to create further online content that’s going to drive more success.
So, the more impactful and creative online campaigns you create will enable more searches around your brand, building your brand’s presence online.
At Prohibition, we work with a range of brands across all sectors, B2B and B2C, to create innovative digital PR campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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