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PR is traditionally involved with reputation management and promoting brand awareness. You can use digital PR methods to achieve these same objectives.
But digital PR differs from traditional PR in that it offers you the opportunity to reach a much broader audience than can’t be reached with only offline methods.
This is particularly important for e-commerce businesses whose storefront is their website and their online presence is dependent on where they appear in search rankings and the media their customers consume.
Digital PR is a powerful strategy which can improve your brand’s online presence and is quite honestly vital to any e-commerce business invested in winning the battle for online visibility.
To make the most impact digital PR consists of online strategies such as search engine optimisation (SEO), content marketing, social media and influencer marketing.
The key to effective digital PR is the quality of the content you create and the effective distribution of that content - whether that be a press release, a profile piece or an influencer campaign on social media.
While there are many digital PR specialists out there who understand the online landscape and have the tools to access it, there are few that combine these digital specialisms with the traditional journalistic PR skills of quality written content creation and effective relationship building with journalists.
This ‘secret sauce’ is combining digital PR specialisms with traditional PR expertise to help you realise the following benefits for your brand:
Earn links from credible sources and sites
When your quality content appears on respected sites with links, in effect that site is referencing you as a source. Not only will your potential customers come to see you as a credible source of valuable information but so will the search engines.
Improve search ranking score
Google rewards sites that win backlinks naturally through the sharing of great content. With Google’s search algorithms always subject to change to reflect the changing online landscape, the surest way to win Google's heart is to give it the gift of high quality content that is relevant and valuable to readers.
Raise brand awareness and build reputation
If your content is engaging and informative then audiences will come to recognise and appreciate your brand as one they trust and respect. A customer that respects and trusts your brand is one that is much more likely to engage with you commercially.
Drive traffic to your website
Not only will your rise up the search rankings result in more potential customers landing at your virtual door, but clickable links within content on high traffic websites such as the Sun or MSN will help drive traffic to your website directly from the content you have helped to create.
Help you go viral
Great content is shareable content. People are more inclined to share your story on social media if it is one that engages them resulting in more eyeballs on your content, greater brand awareness and an increase in traffic to your website.
Make a customer more likely to buy from you
This isn’t the aim of a digital PR campaign, but it can be a welcome side-effect. Good content that is well aligned with your brand can also convey product benefits that might make customers more inclined to buy from you when they do end up on your site.
Provide measurable, tangible results that you can build upon
Digital marketing allows you to track almost every aspect of interaction success. This can help you identify what works, helping you craft better campaigns in the future. Tools like Google Analytics help you keep track of how your campaign is performing.
Deliver a cost-effective return on your investment
If done correctly, effective ongoing digital PR will provide consistently measurable results in terms of improved search ranking, website visitors and sales.
If you’d like Motive to help you get the best possible results you can for your brand please contact us here.
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