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Digital PR: What is it and why do SMEs need it?
If you’re an SME owner looking to connect your business with its customers, then digital PR could be perfect for you. After all, digital PR can be great for sharing any important news from your company, raising brand awareness for your company or even getting your product in front of the eyes of your target audience.
However, before your business lunges into starting a digital PR campaign, you need to take a more considered approach. In this post, we take a look at what digital PR is, how it can be effective and why it’s so important to SMEs.
What is Digital PR?
You’re not alone in not knowing what digital PR is. It’s an industry buzzword used by many within digital marketing, but very few actually know what it means and can articulate exactly why it’s different to traditional PR.
Many ‘Digital PRs’ act almost like publicists, writing their own press releases, working the phones and continually pitching to their clients. Although many of them focus offline and on print coverage, they do also work with social influencers and websites.
Other ‘Digital PRs’ work within SEO, preaching the ‘content is king’ mantra while also assessing up to 200 ranking factors. From backlinks to brand reputations, ‘SEOers’ have a great number of ways of measuring content and its successes.
In digital PR, these two roles merge, providing optimised content strategies that work both offline and online. Traditional PR and SEO merge to create a well-rounded strategy that has the best chance of success. With that in mind, let’s take a look at how it can be so effective.
How is PR Effective?
High quality content is at the heart of effective PR strategies. Not only does each piece of content have to be unique, but so does the angle behind it. From here, good PRs can take a good piece of content and distribute it effectively, ensuring that the brand message is communicated both locally and nationally. Due to the fact that contacts can often be the key to success during distribution, it can be wise to use experts, such as WMG.
It’s also important to know that digital PR shouldn’t be seen as a standalone campaign. The best campaigns incorporate a number of other factors, such as branding, SEO, outreach and content marketing to ensure every angle is covered. Be sure to mix your platforms.
Why is Digital PR Important?
So, we know what digital PR is and how it can be effective, but why is it important for SMEs?
Well, one great way of getting more customers is reaching out to your target audience, letting them not only know who you are, but also what you have to offer. Digital PR can achieve this, targeting key influencers who can draw attention to your brand in the right target demographics.
But, that’s not all a digital PR campaign can do. It can also:
- Improve your search engine visibility, as well as leading to more clicks to your site, improved rankings and brand searches.
- Create some much deserved attention for your company, both in print and online. Sometimes, even in the UK’s biggest publications.
- Help make sure that your latest news ad releases reach the right people.
- Boost your online presence and improve your brand awareness in the streets.
- Help to improve the positive references for your company, potentially getting rid of any negative reviews.
- Improve your company’s SEO, providing powerful backlinks from authoritative sites and increasing brand citations.
- Help give you the edge over your rivals, establishing you as an industry leader in your market.
So, with this in mind, why not get your SME started with a digital PR campaign? Although they can be expensive, they’re a great way of reaching your target audience and could even help to take your SME to a global audience.
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