What is Digital PR and why does business need it?
Posted: Wed Dec 04, 2024 6:34 am
What is the difference between traditional Public Relations and digital? Let's figure out together what Digital PR is, what benefits it can bring in brand promotion. We talk about digital PR tools, methods of evaluating effectiveness, and stages of implementation.
What is Digital PR and why do brands need it?
What is Digital PR and why do brands need it?Digital PR is a special format of interaction with the target audience, aimed at improving the image and reputation of the company. Unlike a traditional PR campaign , this case involves active promotion in the online environment: interaction with social networks, influencers (opinion leaders), thematic forums, review sites. Digital PR involves obtaining backlinks, leaving brand mentions in comments, reviews. Digital PR helps to effectively solve the following business problems:
increase authority – increase influence in your niche;
increase the trust of customers and partners - the more often a brand is mentioned in serious online publications and on the pages of popular bloggers albania phone number resource the more loyal the attitude towards it is;
expand your reach by attracting new fans;
improve the company's website ranking in search engines by increasing its authority.
It is assumed that all areas will be covered comprehensively: cooperation with bloggers, motivating clients to leave reviews, reposts on social networks. Despite certain similarities, traditional PR and Digital are fundamentally different methods. The classic version is focused on offline publications, and Digital - on online resources.
Knowledge about marketing, analytics, digital, fast and free
New skill in just 1.5 hours
Practical knowledge
Interactive units
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How Guest Posting Differs from Digital PR
Digital PR Tools
Digital PR ToolsLet's highlight 6 means for brand promotion in the online environment. For greater effect, they are often combined with each other:
Influence marketing. Implementation options: Instagram stories* (a product of Meta, which is recognized as an extremist organization in Russia), native advertising, product reviews from famous people. Another method is participation in activities on the company's page on the social network. The key point is that an opinion leader, an authoritative person who is listened to, takes part in the promotion.
Partnership. Mutually beneficial collaboration with partner brands. The main thing is to choose the right partner, cooperation with whom will give a better result than independent PR.
Online media. These are mainly publications that were previously printed, as well as those that retain both channels.
Event marketing . Mainly used to notify about new products and announce events. For example, a blogger publishes a short review of an innovative anti-wrinkle product or a robot vacuum cleaner in stories. No event planned in the near future? Then it should be organized specifically to increase the popularity of the brand among subscribers.
Publication of articles in online media. It is not necessary to mention the brand, it is important to generate interest in it, the users will do the rest themselves: find information, take an interest in the company's products. The essence of the tool is that the content engages users, encourages them to search for additional information.
Interacting with journalists and editors. Selecting materials that are of interest to media representatives will be truly useful for them.
Which one to use? It depends on the capabilities and goals of Digital PR. We recommend combining several tools, such as online media publications and Influence Marketing.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
Read more
How to implement Digital PR
How to implement Digital PRLet's look at the process step by step, from analysis to evaluation of results. The main stages:
Information audit. Analysis of publications posted on popular platforms, social networks, blogs. In what context is the brand mentioned, how high-quality is the content used. Are the online media and influencers that publish materials mentioning the company authoritative?
Formation of an information wave. Select a space where the target audience predominates, fill it with content about the brand and its products. You can use reviews, training materials, including on behalf of employees or bloggers. Place the content on authoritative platforms - it should be expert, useful for the audience.
Feedback. Encouraging customers to communicate, including in comments, active discussions. Reviews from opinion leaders, including in the stories format.
Reputation audit. How the brand is perceived by users, what product characteristics need improvement. The ratio of negative to positive. Study the comments on thematic forums and in public social groups.
Reputation management. Process all reviews, and negative ones more thoroughly than positive ones. Refrain from meaningless answers, delve into customer requests, explain in a reasoned manner why the unpleasant situation arose, apologize, offer adequate compensation. If the review is positive, do not forget to thank for it.
Increase loyalty. Post expert content, publish event announcements. Make video presentations. Don’t forget to back up your facts with graphics, diagrams, and tables – this way they look even more convincing. Streams and online webinars work very well.
What is Digital PR and why do brands need it?
What is Digital PR and why do brands need it?Digital PR is a special format of interaction with the target audience, aimed at improving the image and reputation of the company. Unlike a traditional PR campaign , this case involves active promotion in the online environment: interaction with social networks, influencers (opinion leaders), thematic forums, review sites. Digital PR involves obtaining backlinks, leaving brand mentions in comments, reviews. Digital PR helps to effectively solve the following business problems:
increase authority – increase influence in your niche;
increase the trust of customers and partners - the more often a brand is mentioned in serious online publications and on the pages of popular bloggers albania phone number resource the more loyal the attitude towards it is;
expand your reach by attracting new fans;
improve the company's website ranking in search engines by increasing its authority.
It is assumed that all areas will be covered comprehensively: cooperation with bloggers, motivating clients to leave reviews, reposts on social networks. Despite certain similarities, traditional PR and Digital are fundamentally different methods. The classic version is focused on offline publications, and Digital - on online resources.
Knowledge about marketing, analytics, digital, fast and free
New skill in just 1.5 hours
Practical knowledge
Interactive units
No payments or in-app purchases
Pass the unit
How Guest Posting Differs from Digital PR
Digital PR Tools
Digital PR ToolsLet's highlight 6 means for brand promotion in the online environment. For greater effect, they are often combined with each other:
Influence marketing. Implementation options: Instagram stories* (a product of Meta, which is recognized as an extremist organization in Russia), native advertising, product reviews from famous people. Another method is participation in activities on the company's page on the social network. The key point is that an opinion leader, an authoritative person who is listened to, takes part in the promotion.
Partnership. Mutually beneficial collaboration with partner brands. The main thing is to choose the right partner, cooperation with whom will give a better result than independent PR.
Online media. These are mainly publications that were previously printed, as well as those that retain both channels.
Event marketing . Mainly used to notify about new products and announce events. For example, a blogger publishes a short review of an innovative anti-wrinkle product or a robot vacuum cleaner in stories. No event planned in the near future? Then it should be organized specifically to increase the popularity of the brand among subscribers.
Publication of articles in online media. It is not necessary to mention the brand, it is important to generate interest in it, the users will do the rest themselves: find information, take an interest in the company's products. The essence of the tool is that the content engages users, encourages them to search for additional information.
Interacting with journalists and editors. Selecting materials that are of interest to media representatives will be truly useful for them.
Which one to use? It depends on the capabilities and goals of Digital PR. We recommend combining several tools, such as online media publications and Influence Marketing.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
Read more
How to implement Digital PR
How to implement Digital PRLet's look at the process step by step, from analysis to evaluation of results. The main stages:
Information audit. Analysis of publications posted on popular platforms, social networks, blogs. In what context is the brand mentioned, how high-quality is the content used. Are the online media and influencers that publish materials mentioning the company authoritative?
Formation of an information wave. Select a space where the target audience predominates, fill it with content about the brand and its products. You can use reviews, training materials, including on behalf of employees or bloggers. Place the content on authoritative platforms - it should be expert, useful for the audience.
Feedback. Encouraging customers to communicate, including in comments, active discussions. Reviews from opinion leaders, including in the stories format.
Reputation audit. How the brand is perceived by users, what product characteristics need improvement. The ratio of negative to positive. Study the comments on thematic forums and in public social groups.
Reputation management. Process all reviews, and negative ones more thoroughly than positive ones. Refrain from meaningless answers, delve into customer requests, explain in a reasoned manner why the unpleasant situation arose, apologize, offer adequate compensation. If the review is positive, do not forget to thank for it.
Increase loyalty. Post expert content, publish event announcements. Make video presentations. Don’t forget to back up your facts with graphics, diagrams, and tables – this way they look even more convincing. Streams and online webinars work very well.