Cost-effective digital PR and marketing services are key to helping businesses attract the right prospects and transform them into loyal and referring customers. We do that by applying smart strategies — increasing web traffic and generating leads. This can be done through thought leadership, blog creation, social media marketing, content marketing, email marketing, market research, conducting perception studies, or other lead generation services such as webinars/podcasts, channel marketing programs, strategic alliance services, or tradeshow and event planning.
Social media strategies and digital PR services are designed to increase company exposure and visibility — and ultimately increase market share.
The first stage of inquiry in setting up a digital PR strategy is to determine what the goals of the organization or entity are, as well as how they will best help reach these goals.
Defining your Target Audience
Define who your ultimate customer is and apply analytics tools. Reach the ideal customer for your service/product effectively and affordably.
Digital PR Goals
What are the goals for your company or entity? Are you looking to acquire new customers?
If so, how many and in what timeframe? What is your ideal client base and how quickly (or
slowly) would you like to grow?
These may seem like obvious questions and the assumption may be that everyone wants to grow, but clarifying the answers to these questions may help in determining what kind of effort is required to make your search engine marketing strategy and planning successful.
Importance of Digital PR and the Role of Influencers
While cold calling and direct sales may serve to bring in some additional clients, digital PR can be particularly effective because when a customer finds you, they have a better sense of trust in doing business with you. Influencers also play a major role in maintaining a thought leadership position. Know how to keep your key influencers invested since they are your customers’ ear. This allows potential customers to match what they need with what you have, before even speaking with you.
When building a digital PR strategy, it is critical to understand your ideal client’s persona and what you are selling. By identifying this clearly, your web content, blog entries, social media posts, email newsletters, and press releases will all reflect this and be aligned with your company’s vision. Without a clear vision of where you are going and what you are marketing, digital marketing will not serve as a useful tool in acquiring new customers.
The first step in building a clear digital PR campaign can be as simple as spending the time to create concise messaging, which could include a list of general keywords that define who you are, what you do and what you sell.
Analytics are important to making sure which keywords are driving potential customers to your website. Search engine and social media advancements mean sophisticated marketing tools are required to get visibility.
So now that you know what you are doing and selling and can reflect it clearly in a keyword and branding list, it is time to make sure that those words are used consistently throughout your website content. Metadata alone will not give you the positioning, you want to get the search engines to find you based on the words your clients will be using to search for you.
It is the quality and consistency of your site content in the end that will be the most important component to helping the search engines find you, and your potential customers as well.
It’s important to know which social media platform your audience is listening to. Our experience falls in developing valuable content to get the right attention.
Blogging is one of the most visible contributions you can make to your SEO and overall digital PR strategy.
Blogging simply means you are creating your own articles (or sometimes even including those of industry colleagues as guest bloggers) and that you are featuring these articles on your site or a sister blog site as regular news and insights about the space in which your business exists. Blog entries can include educational pieces, industry updates, success stories, and accounts and examples of how customers are using your products and services.
Search engines love blogs because they verify that your website has real people creating real content legitimizing what you sell and do.
Like blogs, press releases are also very well received by search engines. The bigger advantage with press releases is that in addition to being shared on your website, they can also be shared by news outlets, greatly increasing the traffic back to the content the press release and ultimately your website.
The reach of a press release is usually in direct proportion to the number of places and channels through which the press release is shared – the broader the release, the wider the reach.
In addition to blogs and press releases, another way to gain SEO visibility is by creating your own content that appears on other source websites. An example of this would be the many non-paid writers who contribute articles to the Huffington Post. While they receive no direct compensation for sharing these articles, they may include topics and issues that directly relate to their own products and services as well as acknowledgments and links back to their own sites
Cross-linking refers to how many other sites relevant to your space you are including on your website as well as how many other sites in your space are linking back to yours.
Search engines love cross-linking because it means that when someone is searching for you or what you do, it turns up not just on your website, but other websites too, helping to legitimize you as a real business with a track record and web relationships