16/02/2023 • Andrew Lowdon
Promoting your brand, and developing brand awareness, at the right place is of the utmost importance. Now, individuals are more engaged in the digital world so brands have moved towards the Internet in order to advertise themselves.
Digital PR has arisen as one of the most appropriate strategies being promptly adopted by brands for awareness as well as engagement.
Not just brand engagement and brand perception, but the right Digital PR strategy produces more results than this for building out your brand. Digital PR can provide a shape to the depth as well as personality of your brand awareness.
As the internet is becoming the most important source of information for individuals across the world, Digital PR has surfaced as one of the most lucrative strategies in order to get authenticity and awareness. It is one of the most credible and genuine ways to convey your brand’s story to the target audience.
Content is nothing if no one sees it. That may sound like a stark statement, but it’s a reality which we need to come to terms with. Whilst the creation of written blog content will appeal to people already on your site, we need a mechanism to drive others towards it.
Seeing brands frequently mentioned talking about topics in the press plants the idea of authority into potential customer’s heads. Most importantly it puts you on their radar, meaning the next time they need a service that you provide, you’re in with a shout of being searched for.
Without a solid PR presence, be that digital or traditional, you allow your brand’s story to be in the hands of others. This is obviously a precarious position, especially in competitive markets.
Digital PR allows you to control narratives and get involved with industry conversations which you would otherwise be unable to participate in. The digital aspect also allows you to receive real-time coverage updates when your brand's name is mentioned, so you can put out an immediate response in an attempt to stem or enhance any positive or negative feedback.
Becoming a regular in relevant conversations will also increase your relationships with the media, and give you a bigger chance of journalists coming to you first when they either want a quote or have a difficult question about your brand.
One perk about creating digital PR campaigns is that they usually come with linkable assets that have a chance of being cited within media coverage.
Link building is an activity in which many participants rely on black-hat tactics for success, paying for links and directories etc. Digital PR allows you to avoid all these techniques and the risks associated with them and build some legitimate links from high authority publications.
How successful this method is is down entirely to the idea and the team carrying out the distribution, however as the slightly quaint saying goes, you don’t win the raffle if you don’t buy a ticket, and not getting involved in these campaigns gives you a 0% chance of building these links.
Whilst digital PR can work in silo to other activities, content distribution is always better when utilising a multichannel distribution campaign. These new people then find an attachment to your brand and messaging and then in turn, subscribe later after they’ve been nurtured into the funnel by your, no doubt, excellent content.
This multi-channel approach can be summarised through four areas, made up of earned, owned, paid and shared channels.
Digital PR can be one of the most valuable aspects of your content marketing strategy, unfortunately, it can also be one of the most frustrating. The lack of control over when and what coverage about your brand is published is something which a lot of other marketing activities avoid. However, as another old adage goes, “no pain no gain”. These difficulties should not sway your decision making away from an activity which is ideal for raising brand awareness.
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