The internet is a busy place. There’s so much content out there, and it can be tough to get noticed. So how do you maximise your brand’s visibility?
It’s called digital PR (and you don’t need to be a PR pro to do it!).
Digital PR is a form of public relations that uses online tools to promote your brand. It helps you create content that attracts potential customers and boosts your search engine rankings. You can do this by creating blog posts, videos, infographics, podcasts and other types of content which will drive traffic to your site and boost engagement with your target audience.
The goal of digital PR is to get people talking about you, so they’ll come back again and again – even if they don’t buy anything right away. Digital PR helps you build a devoted following who will share your brand with others once they’re sold on it themselves. It works best when you provide value in exchange for their attention (think engaging, entertaining content), rather than just trying to sell something right away (no ads).
Whether you’re the founder of a brand (wearing all the hats), an in-house marketer or work with a PR agency, you can have success with digital PR.
Here are a few tips to make sure your brand is seen:
Make sure your content is high quality.
This might sound like common sense, but it’s important to remember that people will be more likely to share and engage with content if they think it is valuable and worth their time. We’re talking about your photo and video content, blog posts, emails, website etc. If your content isn’t engaging or useful, no one will read it. That means it won’t be shared, which means it won’t get any traffic from search engines or social media platforms. Try a digital asset management tool like this.
Create a content calendar.
This will save you time, avoid any gaps in your social media presence and ensure you’re consistently producing new and engaging content for your audience. Make sure to include topics that are relevant to your niche, as well as a mix of posts about products or services and more general lifestyle-related topics. If you’re running a fashion brand, post photos of models wearing your products. If you have a beauty brand, post before-and-after shots of people who’ve tried your products. If you have an accessories line for men, show off how well the items go with different styles of clothing or shoes in each post.
Start a blog.
Blogs are one of the best ways to build an audience. So don’t just write content; make sure that it’s interesting and valuable to people who read it. Be sure to use the right keywords in your posts so that when people search for those things online, they’ll find yours. This will help increase visibility and drive more traffic to your website. Blogs also help you get backlinks, which are important for SEO. The more quality backlinks you have, the higher your website will rank on search engines like Google.
Have a social media presence.
Don’t just use social media as a place to share your own content. Engage with customers, answer questions and provide value by being a source of information on the topics that matter most to your audience. Use social media scheduling tools that will help you schedule posts at optimal times when your audience is most likely to see them, so that you don’t have to manually post every day or even every week (though it’s still good practice).
Focus on building relationships with media and influencers.
This can be a time-consuming process, but it’s worth it. When you’re building relationships with influencers, focus on quality over quantity. They’ll help spread word about your brand and help build credibility for you as well. This will also help drive traffic back to your website or landing page where new audiences can sign up for more information or buy something from you directly. Developing strong relationships can also help you land interviews with top publications or get coverage when launching new products or services. Share your products via a totally trackable digital showroom.
Send emails, regularly.
Email marketing is still one of the most effective ways to reach out directly to customers who have expressed interest in your brand or products. Send out regular newsletters with information about the latest additions to your product line or upcoming events that might interest them – and don’t forget about special offers! If someone has signed up for your email list, they’re already interested in hearing from you; don’t let them down.
Be unique in your approach.
If everyone else is doing it one way, there’s no reason for them not to expect you to do it that way too. So instead of following the crowd, be bold and take a new angle on things!
Work smarter not harder.
Keep track of what’s working and what isn’t so that when something isn’t working anymore (like a certain type of post), you can stop doing it and try something else instead. Digital tools like Flaunter can help you access smarter insights and know how your brand & content is performing – allowing your team to reach your marketing & PR goals faster and easier.
It’s important to have a strong digital PR and marketing strategy if you want your business to thrive in today’s digital world. There are lots of fantastic marketing tools out there that can help you succeed – from automated social media and marketing campaigns to brand discovery and digital press centers – here’s a list of the best tools for PRs and marketers.