Digital PR is becoming increasingly important in the world of SEO. In order to build your backlink profile, increase your website’s domain authority, and build brand awareness, it’s essential Digital PR is being considered in your marketing plan.
Digital PR is an inbound marketing strategy that can often be misunderstood or underestimated. In order to build high quality backlinks, practitioners reach out to journalists, bloggers, and influencers to generate coverage and increase their online presence. In doing so, Digital PR positively impacts a website’s search engine visibility and ranking.
The major challenge in Digital PR: Generating backlinks in an age where the internet is saturated with stories and bombarded with content.
So, how do you create a Digital PR campaign that actually generates links?
The first step in any campaign is simple: set your goals. Ask yourself what you want to achieve, not in a broad sense, but in a measurable, deliverable way. Set realistic SMART goals with your client ahead of your campaign.
For instance, what are the KPIs that have been set, and how can you align your goals with them?
Building links for brands can be challenging for a number of reasons. Namely, most brands, particularly clients with business to business models, don’t have an obviously ‘exciting’ story all the time. Therefore, it’s up to Digital PR experts to use their creativity to think outside the box, and challenge this notion.
Here are our top tips:
To give an example, we were tasked with putting together a digital PR campaign for our golf travel client, Golf Travel Centre. In order to generate coverage we looked into creating data stories that would be topical and relevant, as well as buzzworthy.
We needed to find a way of linking to a golf travel site, while putting out a story that would be interesting to individuals and publications beyond the golf community. Therefore, we asked ourselves; what research could we do that would be of interest to a varied audience?
From there, we decided to compile research across a variety of sports from football to basketball and golf, to see which type of athlete receives the most sponsorship deals. This type of content was an effective way of receiving links from publications that weren’t solely focused on golf, because it covered a topical subject, allowing relatively niche content to be put out to a mass market. Even though golf was not the main point of discussion, the publications linked back to our client’s website as a source of the research – thus gaining valuable links!
When it comes to outreaching a story, the prospect list will make or break your story. Firstly, it’s essential to identify the relevant stakeholders, who you’re trying to target. And from there, create a list that is highly relevant.
Tips on prospecting:
Press releases are something that have evolved as PR has transitioned more and more toward digital. Essentially, the press release should contain all the key points of information a journalist needs to put together a story.
Things to keep in mind:
Once you’ve finalised the prospect list and written the press release, it’s time to craft the perfect outreach email. Journalists receive hundreds of emails a day so it’s incredibly important you create an email and subject line that will capture their attention.
If you want to go one step further, incorporating videos, blog posts, pictures, and infographics into your outreach email can be another way of standing out from the crowd, and making journalists story writing quick and efficient.
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