Digital PR Agency

What Does Digital PR Involve?

Communication, communication, communication.

Digital PR is a marketing strategy that uses a range of tactics to shout about your brand and why it’s loved. The most common digital PR tactics include:

• Online press releases
• Influencer marketing
• Blogger events
• Published articles
• Guest posting
• And so on

Fundamentally, digital PR strategists will network – either remotely or through in-person events. They’ll use their connections and contacts, made up of journalists, bloggers, media outlets, and social media influencers, to get your brand the attention it deserves.

A digital PR strategist’s network can be leveraged to secure editorial coverage of newsworthy and quality content. With that being said, ensuring your brand’s content is both reflective of your desired image and topical enough to achieve a ‘newsworthy’ status in the fast-paced online arena can be challenging.

From internet-breaking selfies and quirky memes to collection launches and impactful stories, the type of content involved in a PR campaign can take many forms. Surveys and statistics are another great way to bring your brand’s story to life and establish authority.

It’s all about starting an online conversation about your brand and reaching your target audience through the websites they engage with, social media accounts they follow, and podcasts they listen to on their way to work.

The Goal of Digital PR

There are many benefits to digital PR, from growth in organic traffic and an improvement in search rankings to an increased conversion rate. However, the ultimate goal is to increase the visibility of your brand, widen your target audience, and build trust.

Improving your brand’s reputation, building a positive image, and establishing yourself as the expert within a specific sector will help to solidify a foundation in the constantly evolving world of the internet.

1. Set Your Goal

Of course, setting your goal(s) is an important first step as it provides a clear way for us to measure performance.

There are several goals that you can look to achieve through the implementation of digital PR campaigns, and these will ultimately depend on the scale of your business, along with your objectives and requirements.

Are you a bigger business looking to improve your credibility with noticeable and news-baiting coverage in authoritative sources? Maybe you’re hoping to increase website visits or create a network of backlinks to boost your website’s SEO and performance.

Or, perhaps you already have a strong brand presence within a particular market and are wanting to increase your sales, while continuing to build brand awareness and trust?

If you are unsure about which goal is relevant to you, we have a wealth of experience and expertise to help you make the best decision for your business.

2. Review Your Target Customers

Reaching the correct audience is key to ensuring a successful digital PR campaign. It is therefore essential to have a good understanding of your current and potential target customers, allowing us to tailor your digital PR strategy and style of messaging to their wants, needs and impulses.

We gather valuable, data-driven insights from tools such as Google Analytics to gain a detailed view and start to build specific audience personas.

3. Content Ideation and Research

Once we have an understanding of your goals and target customers, it’s time to get creative and start planning out your specific campaign. Here at Embryo, we love a good brainstorming session. During the ideation and research stage, the nature of your business, the topic(s) you want to address, and your target audience will all play a significant role in determining which type of content is the best to tick all your boxes.

Before settling on a particular topic, there are certain rules you should follow. Although your topic should be relevant to your business and the products or service you are offering, it needs to be broad enough to offer a range of content opportunities and increase chances of coverage. It should also be newsworthy and topical enough to gain traction.

Market awareness is another factor that we take into consideration when planning your digital PR strategy. Having a view of how much interest there is in a particular topic will help to inform the content. It’s also handy to keep an eye on your competitors to understand and build on what’s working well, but don’t worry, we’ve got you covered.

4. Identify Target Publications

Our next step is to create a list of digital media outlets to publish your content, focusing on which are likely to make a difference to your campaign. We work closely with you to understand which publications are important to you.

It is critical to align your target publications, platforms, bloggers or influencers with your target customers, as this will determine the level of engagement achieved. For instance, does your audience relate to influencers and have a presence on social media platforms, or are they more likely to interact with online news outlets?

5. Design the Strategy

It’s time to talk tactics.

There are numerous digital PR routes to go down and it’s important to centre your strategy around the current stage of your business, your branding, your messaging and the goals of your campaign.

For example, reactive PR is a popular tactic and involves creating relevant content that responds to a specific trend or news item of the moment. On the flip side, proactive PR is all about looking towards future events or seasonal holidays and planning your campaign accordingly.

Our job is to put together a water-tight strategy and roadmap that consistently meets all your criteria for success. This will consist of the type of outreach required, how we can best perform this outreach, the target audience, and the channels we will need to utilise.

6. Content Creation

Content is the bread and butter of digital PR and the key to a successful campaign – get the tone, format, and messaging right, and you’re onto a winner!

The aim is to create engaging, quality content that stands out. It should appeal to your customers and stop them from their daily scrolling, triggering a reaction such as a website visit or a sale.

Content for digital PR comes in all different forms, including articles, interviews, case studies, press mentions, social media posts, infographics, etc.

Our team of innovative and forward-thinking creatives will work with you to create world-class content that packs a punch.

7. Outreach and Dominate

Once we’ve created a tailored digital PR strategy and the content is good to go, our team will begin to outreach! We’ve built an extensive list of contacts, covering everything from local and regional publications to national newspapers, online news sites to influencers and bloggers.

And it doesn’t stop there.

With every results-driven story we take to the media (be it local or large), our network is constantly expanding as we establish new relationships and look for more outreach opportunities.

This outreach process is generally a single identifiable period to gain the coverage that our show-stopping content deserves. However, evergreen content is a powerful tool in the digital PR kit and can be outreached over and over again to continuously gain momentum and deliver results.

Communication is our number-one priority and we pride ourselves on exceptional customer service. We will keep you in the loop at every step of your digital PR journey so you are the first to know about any developments and are never kept in the dark.