In reality, through a good Online PR Management plan, marketing can become very impersonal. Especially, due to the virtual nature of the message and content delivery to the desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences.
Techniques like surveys, user testing, and in-person conversations can be used for this purpose. Online digital marketing is undergoing crowd siege and is highly competitive. Although the opportunities to provide goods and services in both local and far-reaching markets are empowering, the competition can be significant.
Companies investing in online marketing may find visitors’ attention is difficult to capture. Due to, either the number of businesses also marketing their products or services online.
Related Topic: Email Marketing Masters Guide In Publishing
Marketers must, therefore, develop a balance of building a unique value proposition. And also, a profound brand voice as they test and build marketing campaigns on various channels.
When it comes to Online PR Management, consultants work with businesses to improve their performance by providing expert advice to solve problems and encourage growth. They work with businesses across a wide range of sectors, including business strategy, finance, HR, and marketing.
What Is Online PR Management?
Online PR Management or Digital PR is an online marketing strategy used by businesses to increase their online presence. Digital PR agencies network with journalists, bloggers, and influencers and send online press releases to gain high-quality backlinks, social media mentions and improve their Search Engine Optimization (SEO).
Digital PR is, in the words of Google’s Search Advocate John Mueller, probably more critical than technical SEO. Yes, he said it — and at jmexclusives, we know from experience that digital PR gets massive results. Especially, when it’s paired with a strong SEO game plan.
Just to be clear, the “spammy link building” John Mueller referenced isn’t something you would ever see on a digital PR campaign. More so, from a trustworthy agency good at what it does. If you see spammy link-building activity, you’re likely working with a shady agency.
Of course, with some of them mislabelling their work as “Digital PR.” If you’re worried that you might be — or might have in the past — give us a shout and we can take a look at the links pointing to your website. That said, digital online PR is a sub-service of Content Marketing that involves quite a number of elements as listed below.
Online PR Management Involves:
- Gaining high-quality backlinks from websites and online publications
- Gaining publicity online
- Earning honest (hopefully good) customer reviews
- Responding with comments to requests from journalists.
Content Marketing, in comparison, refers to all of the digital PR techniques — and content creation such as blog posts, webpage copy, and knowledge bases. Digital PR helps you reach your target customers by featuring your business on lead users’ websites.
It also involves the podcasts they listen to and the social media accounts they love. It can even get you five-star reviews on Google and Amazon. Ultimately, digital PR positively impacts a website’s search engine visibility and ranking.
Online PR Management vs Traditional PR Management
Traditional PR refers to those publicists who busted their balls networking with journalists over the phone and schmoozing them at dinner to get their clients into newspapers and print publications (Ab-Fab‘s Eddy and Sex in the City‘s Samantha Jones come to mind). PR traditionally focused on print-based publications, TV, and radio.
But, print media isn’t what it used to be and online media is rapidly overtaking traditional print publications and even TV. With the growth of online marketing, the savviest of these PRs have shifted their focus online to Digital PR. In 2016, the Independent was the first UK newspaper to abandon print and embrace a digital-only future.
With this change, we’re increasingly seeing online publications becoming more influential. Remarkably, digital online PR is an evolved form of overall web-based business PR. Such that, instead of targeting only print publications, digital online PR focuses on online publications and increasing brand awareness. But, it also includes other notable features as well.
Consider the following:
- Publishing articles and press releases
- Working with bloggers and influencers on product features and reviews
- Affiliate marketing
- Nurturing journalist and content writing contacts to secure press hits
- Using social media to gain exposure
- Building brand trust through online reviews.
These digital PR strategies have a positive impact on a website’s Search Engine Optimisation (SEO) when done well. Digital PR requires an understanding of Google’s guidelines and ranking signals to improve a website’s visibility in the search results. This is why many digital PR campaigns are run by SEOs and content marketers familiar with the industry.
You can read and learn more about “How Google Thinks” in one of the most recent podcasts. In most cases, Public Relations is a business tool that often gets confused with marketing or advertising. Though the two are related they are very distinct activities. There are four key differences between PR and marketing. These are appeal, control, credibility, and repetition.
Your publicity effort should have an angle. The messaging should appeal to the media, the intended public, and customers at large. Ads appeal to only one audience which is sales prospects and does not reach a broader audience.
When you advertise, you have almost total control over the content, format, timing, and size of your message. You specify how big your ad is and when it runs. With public relations however you have almost no control over the content, format, timing, and size of your message as it appears in the media. Though you can write anything you want in a press release, you can’t dictate to the newspaper how it is printed or used.
People are ever more skeptical of advertising. They tend to take advertisements with a grain of salt when it comes to believing the claims. However, people might be inclined to believe what they hear on the radio, see on TV, or read in the paper. They come with the belief that if it runs in the news it must be true. This is because publicity is promotion masquerading as editorial, feature, or news.
Advertising is repeatable while PR is not. The same advertisement can run repeatedly as many times as you want it. Conversely, with PR, a media source will run a given press release or cover a publicity event only once.
Without digital PR, any SEO campaign you’ve been throwing money into isn’t going to get you to position one in Google. Part of what good digital PR agencies and online marketing experts like us refer to as “off-site SEO” includes digital PR. If you’re working with an online marketing or SEO agency, make sure high-quality digital PR is part of its off-site SEO efforts.
Benefits of Online PR Management to Businesses
Public Relations (PR) has evolved over the past decade and now extends far beyond printed newspapers and magazines. And, although traditional printed media does, of course, it still has an important role to play. Our work as a specialist PR and marketing agency has encompassed online publications, blogs, and social media for many years now.
Online media delivers many benefits to our clients, playing a key role in raising their profiles, building brand awareness, and generating more leads and sales for the companies that we work with. As a matter of fact, Digital Online PR has many direct and indirect benefits to businesses. Set goals for your digital PR campaign before you start so that you can track how well it performs.
Online PR Management can be a great, low-cost technique for making more people aware of your brand or website. But, it requires a lot of hard work — and there are no short corners. Below are the main benefits you’ll want to look out for and set goals around when running a digital PR campaign.
#1: Brand Exposure:—
Decision-makers are, increasingly, turning to the internet to research service providers. Being well-positioned in online media will help to increase brand awareness amongst your target market, enabling you to reach more potential customers.
In addition, online PR will expand your company’s reach by making it easier for other people, including media, customers, and influencers, to share your news and content with their own audiences. Online media coverage is highly shareable on social media and provides the opportunity to tap into and leverage the following of other influential social media accounts.
#2: SEO Rankings:—
Publishing on high-authority websites and getting links to your website will push you up the rankings for your target keywords. The higher up you rank on Google, the more traffic will come to your website. As John Mueller said, Digital PR is in many cases even more critical than tech SEO for gaining good rankings.
Again, spammy link building also doesn’t count here and won’t help in the long run — we’re really talking about getting good, relevant links here.
#3: Website Traffic:—
The more people read about your business and share your content on social media, the more people there will be visiting your website. It’s like wildfire, but you need to light it. Meaning, Online PR is a fantastic way to enhance the Search Engine Optimisation (SEO) of your website.
Whereby, search engines place a great deal of value on high-quality external links back to your website. Online PR coverage, such as in online trade magazines, will often include a link back to your website which, in turn, helps to improve your standing in search results.
#4: Brand Trust:—
A digital PR team makes sure your customers only see good things when they type your company’s name into a search engine. Creating engaging content and securing positive, impartial reviews will nurture your brand image over time. Useful, high-quality articles that are SEO-friendly will signal to search engines that you’re a credible source of information.
While having your products or services reviewed by bloggers will increase trust in your brand. Not only do decision-makers search for service providers online, but they also use internet research to learn more about the companies they are considering working with.
Thus, securing positive media coverage in online publications and having a strong presence on social media enhances your credibility. It also improves both the quantity and quality of leads generated for your business.
#5: Conversions & Sales:—
A good digital PR strategy should put your products in front of a relevant and interested audience. The more people reading about your products and clicking through to your website, the more leads you will generate.
In addition to the SEO benefits of online PR, your company will also benefit from increased traffic to your website via online media coverage. Links in articles and shares on social media make it easier for people to travel directly to your website. From there, you have the ability to track activity and re-target visitors with future campaigns.
Talking about Product Sales, any digital PR agency worth its salt knows businesses have to make sales and see an ROI from their digital marketing investment. A digital PR campaign should generate leads, and quality content on your website will channel those leads through a conversion funnel and turn them into paying customers.
In nutshell, the main benefit of an Online PR management activity is that it’s closely associated with improving results from many other digital marketing communications techniques. In particular, social media, SEO (link-building), partnership marketing, and viral marketing/word-of-mouth marketing.
Which Are Online PR Management Success Factors?
I think Online PR management is one of the most cost-effective marketing approaches for all types of business. However, it’s difficult to get right since it is often managed by different people. And also, there’s an overlap with SEO and social media marketing. But, to be successful with online PR management I suggest you review a range of options.
Options that are available for getting your name out on other websites. Together with our partner, we have developed a Digital Marketing Radar to help you think about all the options available. Meaning, as a web beginner, you can consider the following key elements:
The Radar works by reviewing your main potential influencers within each spoke of the wheel. Whereby, you can place the most important ones close to the center. Another way of reviewing your Online PR options is through these 4 types of strategy:
E-PR Content Activities:
- Inbound link-building
- Content creation
- Blogs and RSS Feeds
- Press releases
- Influencing media owners
E-PR Web Activities:
- Propagating ‘big idea’
- Web editorial contacts
- Viral agents and seeding viral
E-PR Online Activities:
- Surveys and polls
- Audience based content research
- Social media incorporation
- User-generate lead content
- Relevant own blog content creation
E-PR Business Activities:
- Overall brand protection
- Monitoring feedback and response
For local businesses, a well-planned local SEO digital PR strategy will focus on getting your business featured in online publications that write about your local area. These could be local newspaper websites or local blogs written by area-based bloggers.
Likewise, it also involves reviews from local people who have purchased from you, and local events or charities you sponsor.
How to Create an Online PR Management Strategy
As I mentioned, good Public Relations (PR) helps you build and maintain a positive public image of your business to the target audience. Not forgetting, at the heart of this form of communication lies effective dialogue. It includes gaining exposure to audiences using topics of public interest and news items that do not require direct payments.
Thousands of small- and medium-sized businesses conduct PR campaigns every day with little investment. Whether you’re a small-business owner or an entrepreneur, PR can help level the playing field between you and your bigger competition. For you to excel in PR you will need to sharpen a set of practical skills and strategies designed to enhance your company’s reputation.
If done right PR can help you achieve your marketing objectives at a fraction of the cost of paid advertising. The key to success in PR is to be creative in your messaging. In a nutshell, your PR tasks should be newsworthy and communicate the marketing message. All this is achieved through a planned and sustained set of activities.
With that in mind, let’s now get stuck in and break down how we can create an effective digital online PR management strategy. More so, in order to get your business more exposure, more recognition, and ultimately more leads and sales.
Step #1: Set your goal
Online PR Management success is achieved through a planned, sustained set of activities. You’ll need a calendar to organize your outreach activities. You must also start generating a contact list of media, opinion leaders, personalities, customers, and like-minded companies to engage and collaborate with.
The key to any successive business is to strengthen your comparative competitiveness. Your business, and every team within it, must have a source of competitive advantage. Understanding, identifying, creating, and sustaining a competitive advantage is at the heart of a good strategy.
At the core of all digital PR, your acting strategies are the key business goals. What do you want to achieve through the PR work? While the overarching objective will always be getting more sales, I’d recommend mapping back to the goals your content needs to achieve to drive those sales.
These could include:
- Increasing traffic to the homepage or a specific product/service page
- Driving traffic to a new offer or promotion
- Growing your email marketing list to increase new and repeat sales
- Increasing trust in your brand through gaining X influencer features
- Increase domain authority to improve your website’s ranking through X links on a specific topic.
For more detail, dive into our blog post on setting goals for your Digital PR Campaign.
Step #2: Review your target customers (cover all angles)
Who are you trying to reach with your digital PR strategy and the content you create? Outline your target customers, and identify any pain points or needs that could help make the content relevant for them. Keep in mind your ultimate goal and target customers through the content ideation process.
For your message to reach the impact that you want, you’ll need to first understand and segment your audiences. Remember that not all audiences are the same. You can reach some through events, others through social media, and yet others through networking events. Whatever content you generate should have your audiences in mind.
By the same token, you should try as much as possible to cover all your angles. Being truly newsworthy is a golden opportunity to leverage your brand and it can be a good publicity opportunity. Furthermore, being consistently relevant to the news is even far much greater.
Think through all the angles when you decide to engage with the media. Know what the media likes, and give it to them. However, make sure that you never send out a blanket release to everybody — it just creates work as journalists try to figure out the relevance of the story.
Step #3: Content ideation and research
Don’t underestimate the time you’ll need for thinking up ideas and angles for your content. Ideas don’t arrive in vacuums, so pair up with colleagues or get a small group of people together to bounce ideas off. Create a list of any ideas, and prioritize them based on which ones feel they have the most hook.
When you’ve got a few top ideas, research further. You may be able to find data or research online, or you may need to consider running your own data study. If your idea is a content asset such as a calculator or interactive page, look into the time and cost required to create it.
In terms of research, there are no substitutes for research and careful planning in your PR work. Research is an essential part of public relations management as it allows you to be strategic. This ensures the communication is specifically targeted to audiences who want, need, or care about the information.
For this reason, you should make sure that you study PR campaigns that you would like to take inspiration from. And then, make sure that you’re able to see what the competition is up to. Forthwith, make sure that you also think about outmaneuvering them.
Step #4: Identify target publications (be your own brand)
Who will be interested in publishing and reporting on this type of content? Who has the right audience that would include your target customers within their readers and/or followers? Is your idea going to provide something fresh and exciting that would hook in journalists and influencers to want to re-publish and talk about your story?
If not, you may need to go back to the content ideation drawing board. You’ll need to think like a reporter Your press release should be interesting and to the point with a sprinkle of insightful quotes in it. A brief company history at the end can help too and don’t forget to include your contact details.
The goal here is to ensnare the right editor on the right title with an interesting media release that grabs their attention. The more you can think like a reporter, the better it gets. To be safe, you should try as much as you can to be your own brand.
Bearing in mind, most people love a business that has a story they can relate to. Be prepared to promote your brand at any and every opportunity. As such, be consistent in your message and positive at all times. You’ll need to be enthusiastic about your brand and business for people to take notice of you.
Step #5: Design the strategy (but be passionate)
Notwithstanding, passion is the driving force of many successful businesses you see around like jmexclusives, for example. As a local business, you should be actively engaged in what happens in your community. Be it the new zoning laws, climate change, supporting the local hospital, or even helping renovate the local church.
By being a business that is passionate about your community you are not only drawing attention to your business but also positively impacting your community at large. Think beyond just fundraising, perhaps you could donate your time or the time of your team to a good cause. These are often easy to report on and show that yours is a company with a heart.
Knowing what you want to achieve and how you want to get there can help bring clarity to your approach. This will help in determining which audiences you need to reach. As well as which messages and tactics are most likely to help you achieve your goals.
Digital PR strategies predominantly focus on publishing articles and securing backlinks from relevant websites and blogs around your piece of content. It also involves nurturing relationships with journalists to get mentioned in the press.
However, there are several different ways this task can be implemented, different types of links that can be built, and other important digital PR strategies that may also be utilized. Below are some of the most common types of digital Online PR Management Strategies to look at.
Consider the following:
- Publishing articles or unique data pieces online to gain high-quality backlinks
- Networking with journalists and editors to gain backlinks
- Publishing press releases and syndicating newsworthy content to earn press features
- Publishing a content piece such as a calculator, online tool, or interactive webpage
- Blogger outreach to gain backlinks and mentions on relevant blogs
- Influencer marketing to gain mentions on influential social media accounts
- Affiliate programs that pay a commission to bloggers who refer customers to your business
- Offline press events or blogger events that aim to gain online coverage
- Sharing and syndicating infographics
- Reclaiming links by asking for a link to be added if your brand/business is mentioned on another website without a link.
Choose the right Online PR Management Strategy to suit your business needs. You’ll need to distinguish between public relations strategies and PR tactics. Strategies fall under the realm of general approaches to achieving objectives. While tactics are the day-to-day activities a business implements to carry out each strategy.
Step #6: Lucrative Content creation
The internet is a valuable tool for businesses to get their word out. People seek out information online, and in fact, control the flow of information. What they are looking for is something agreeable. Either from the viewpoint of being familiar and easy to use. Or from the viewpoint of having content that matches the individual’s own views.
Public Relations is about sharing the right information to the right places and people. This helps build your brand and brand reputation. You need to learn your target language, desires, things that resonate with them, and the things they don’t like. Choose the right topic for your content. Compelling content should include elements of curiosity, urgency, relevancy, value, and emotion.
The reason we’ve left the content creation itself so late in the process is to ensure that your ideas definitely feel like goers. And you know exactly what you want to do with your content asset when it’s created. After all, it’s no good having a piece of content sitting on Google Drive with no plan of what to do with it.
Once you’re confident with your idea and the digital PR plan, it’s time to get into the nitty-gritty of creating the content. This is where you flesh out the detail, draft, and redraft to get the tone and headlines on point and make sure the quality of the content and the look and feel of your final piece are perfect.
Step #7: Outreach and dominate
Getting coverage is the cornerstone of an effective digital PR strategy. You’ll need to be persistent and continue to reach out to website owners, publishers, journalists, bloggers, and influencers to get the coverage you want. The right piece of content and an arsenal of good pitches will get you to your goals.
Not every digital PR campaign will hit gold — many won’t — but don’t be deterred. Go again and keep ongoing. My bonus tip is for you to use a brand mentioning tool like SEMrush and set up email notifications for when your business’ name gets mentioned online.
Check out those mentions to see if they include links to your website. If you’ll miss the content piece you’re promoting, get in touch to see if the editor would be open to updating a link to your website. Remember to design your campaign from the public’s point of view, not your own. Subtlety is key here!
As a business you’ll need to use wording that conveys a solidly positive image, forcing opponents to take up the negative stance. Also, think local! Major media such as national newspapers and TV news can be difficult to attract. Your press release might be too small to make it in their media.
In addition, the competition to get your business on their radar might be too intense. Rather target your local media such as local radio news, local TV news, and local newspapers because they are much easier to approach. As a local business, they are most probably looking for you in terms of familiarity and newsworthiness.
Step #8: Enhance Your Online Presence
First off you’ll need to set up a dedicated team for your PR efforts. If you have a staffer who is great in graphics, writes witty copy, or simply takes good pictures then get them to your team. Your team will help you add value to your messaging, provide feedback and help you distribute your messages.
A team can help ensure that any messages you convey are by design rather than an accident. Likewise, in this world where everyone is digitally connected you need an online presence to reach your customers. Your social media presence Facebook, Instagram, Twitter are great mediums to reach your public.
You can use them to make announcements, make connections and publish content. But, make sure that you run by your message with the help of your friends and family. More so, in order to see what they think of the messaging before sending it out. You should also try and hold a media event.
The media is your go-to medium to disseminate your message. Hold a press conference or a media junket whenever you have something important to announce. Don’t do it only when there is a crisis. Remember what you announce needs to be real news — otherwise, the media will not run it and see the event as a waste of time.
These events will give the media a chance to ask questions in a way that a press release does not. Thus, help build a more robust story on your business. Use the opportunity to further build in some time for journalists to talk one-on-one with your partners, customers, and staff. Schedule the event to suit the media’s deadlines and always consult with them beforehand.
Step #9: Get various media networks attention
On one side, the key to getting media coverage is to offer them a story that they can’t resist. You will need to understand your marketing message and creatively craft them to get maximum impact. Understand that the media is looking for news – anything that is new, different, and creative. You’ll need to build a good relationship with your local paper or TV station.
Try to have consistent engagement with them so that the press doesn’t omit you because they don’t know about you. On the other side, humor has always been a good way to get people to feel positive about an organization. Many businesses produce humorous advertisements, but there is no reason why PR should not also operate with a sense of fun.
Look for something that your target audience would like. Use this to tap into their sense of humor; remember this may or may not be the same as your own. You’ll also need to have them all compete. Competitions, raffles, lotteries, contests of any sort always attract attention, but some are more newsworthy than others.
Those who compete will remember the firm and often talk about the competition. Think of an issue, event, or topic relevant to your business. And then, launch a competition along that theme. For a great outcome, the competition should make the news in some way. And, above all, make sure that the competition is strongly branded.
Step #10:Write your own story (involve others)
What do I mean by writing your own story? Well, if possible, publish your own newsletter. You can piggyback media to send out your message. But, having your own outlet can help you churn out great content more frequently. Decide to publish regularly either once a week or at least once a month.
Don’t let the newsletter become a propaganda device, encourage your staff to also contribute. The key is to have your own medium and platform altogether. Where you can engage with your audiences on your terms. However, it’s also good to involve others too.
Nothing says a community business is one that forges ties within the community. Participate in events in your local church, support the local football team, and network in your local chamber of commerce. Your stakeholders need not just be passive recipients of your PR efforts but also partners. They can join in and be part of what’s happening.
In fact, the greater the involvement of stakeholders, the greater their feelings of ownership and loyalty toward you and the project. Consider carefully the agendas of the stakeholders you want to involve. Also, find common ground and work with them- don’t try to dictate.
Step #11: Create memorable opportunities (photos & stories)
On one hand, you should try and create long-lasting photo opportunities. While keeping in mind, pictures are worth a thousand words. Always incorporate your copy with a stunning picture. A striking picture not only takes less space but offers a great deal less effort to produce. Getting the photographers along to your events will make the story publishable.
It’ll also create a great deal more interest. On the other hand, don’t forget to invite television news crews as well. Good photo opportunities are also good video opportunities! The next thing to ask yourself is this; are you ready to tell stories? Well, an array of media platforms are always on the lookout for good, interesting ideas for documentaries.
Not forgetting, they want shows with strong human interest, and preferably ideas that are unusual taking on topical subjects. Humble beginnings, a sense of community, humor, human interest, tragedy all sell. Think from the perspective of the media and the public. Ask what will they gain from it? What spin-offs might there be?
Don’t forget the holidays! Holidays like Christmas can be a great time for PR work. This is because people are generally full of goodwill, and appreciate goodwill gestures by companies. Support charities, endorse campaigns, and give to charity during these periods. They help create warm, fuzzy feelings towards your business.
They help highlight the company has a human face. Also, involve your employees as it will help them get into the holiday spirit too.
Step #12: Tease them, make them anticipate even more!
Most companies like to blow the fanfare when they have something new to promote. After all, it is a great opportunity to show what can be done with an effective PR campaign. This will allow them to give the media something really meaty for a change. Hereby, success lies in doing something different from what everyone else is doing.
Make sure to offer something that people will find exciting. This often works best for new products in a series, such as a new model car, book and movie sequels, and new menu items in restaurants. To do this first set a date for the release of the product and publicize it. Release the product in a limited way to enhance anticipation.
Additionally, you can also use the reverse pyramid format in your press release. The mainstay of any public relations endeavor is the press release. The ideal press release is simply, thinly disguised advertisements masquerading as news. If you write it in a manner that is too promotional the media might not run it. First, write it in a style that is familiar to the publication you have in mind.
Secondly, make things easy for journalists by writing in a reverse pyramid style. The whole story is contained in the headline, then each paragraph should offer a little more detail. This will prevent your press release from being cut out too much in the editing room. Avoid using more than 1,000 words.
How to Measure an Online PR Management Success
In the first place, do you think the young audience is worthwhile? Most PR efforts are aimed at adult audiences. You should know that people start forming their opinions of companies long before they are in a position to do business with them. Children, for example, form clear brand associations at a very early age, so why not try to reach them before your competition does?
If you customize your Search Engine Optimization (SEO) and feature prominent on search engines, chances are you are reaching more people. Choose your keywords carefully, based on what your audiences are likely to enter into their search engines. And ensure that your content will not disappoint. For better results, you can join various notable associations.
For instance, by being a member of the Rotary Club, chambers of commerce, and local associations you get access. Besides providing networking opportunities for business people, and can also use them to distribute your messages. Establish your credentials as an industry spokesperson and if possible, involve your trade association.
Related Topic: How Website Links Management Is Done | 10 Key Methods
Volunteer and support to get more recognition and partnership. Image is everything, be proactive in asking for roles, producing articles, and dealing with the press. Always remember, unlike traditional PR, which has limited metrics to work with (usually readership figures and distribution areas), Online PR Management is a much more data-driven marketing strategy.
Thanks to Google Analytics and other tools, you can track data that shows you how successful your digital PR work has been.
Here are some useful tools for measuring the success of digital PR:
- Google Analytics can be used to measure referral traffic from articles published about your business online or social media links from influencers. You may need to add UTM tracking codes to links with Google’s URL Builder as such. In order to get a clear picture of which organic search traffic has come from your PR content. You can also use Google Analytics to see spikes in referral traffic from press hits and influencer links.
- Moz’s Link Explorer or similar tools (such as Majestic and SEMrush, etc.) can be used to check your website’s backlinks. A good digital PR campaign will mean an increase in the number of backlinks to your website. And you’ll want to keep track of how many you’re earning. You can use MozBar to check the domain authority of your website and the websites linking to you.
- SEMrush (get 30 days free to try it out here) and similar tools can be used to see improvements in your keyword visibility. Digital PR articles should contain backlinks pointing to important and relevant pages on your website. These links will support improvements in the ranking and visibility of your pages for key phrases.
- Buzzsumo is our preferred tool for tracking social media shares on articles published about your business as well as social shares of content on your website.
The core goal of any online marketing campaign should be to generate leads and make money. At jmexclusives, we design all of our digital PR and online marketing campaigns. Based around generating more leads and making sales for our clients.
No matter whether you employ a digital PR agency, a freelance digital PR consultant, or run your digital PR in-house, lead generation and sales should be key metrics for measuring the success of your digital Online PR Management campaign.
And now, as can be seen, online PR management is a very critical component of online digital marketing for any business that truly wants to dominate its web market. But, in order to get the best results from your digital PR campaign, it should be run alongside an SEO Campaign too.
For one thing, it works hand-in-glove to secure better organic rankings and improve traffic. Many successful digital PR campaigns also involve elements of influencer marketing. They come in handy mostly for beginners.
Consider the following:
- Want to get your teeth into the basics? Here’s an Ultimate Guide to Digital PR.
- Set your campaign goals with Setting Goals for Your Digital PR Campaign.
- Want to DIY your Digital PR? Our How to Plan a Digital PR Campaign Guide should be next on your reading list.
- Want to learn before you invest in Digital PR? We’ve written an Ultimate Guide to Content Marketing and Digital PR book with everything you need to know, detailed in easy-to-read, plain-English guides.
- Ready to find a trustworthy marketing partner to clean up for you with a creative, SEO-focused digital PR campaign? Request your free website review and we’ll let you know if your business is a good match for our services.
Finally, at jmexclusives, we have an outstanding track record for delivering online PR campaigns. As well as traditional PR and marketing for businesses in the Facilities Management, Property and Construction, Food and Drink, and Health and Fitness industries. So, are you ready to let the world know about your business?
Well, we can help you! For we’re a digital PR agency that specializes in combining SEO and digital PR — to get awesome results for our clients. Our Digital PR Masters are itching to get your brand featured all over the internet. Feel free to Consult Us today in order to find out how we can help elevate your brand.
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