How Digital PR Impacts Other Marketing Channels

SEO

Integrating Digital PR into a technical SEO strategy considers not only the audience but also a brand’s authority in the eyes of Google. It’s the perfect mix of boosting the overall health of a site and building trust with consumers and search engines in order to improve rankings, overall brand awareness and generate traffic.

Digital PR and SEO build links to increase search visibility for keywords organically. This combination of trustworthy link-building provides credibility to a business online. If google thinks your website says otherwise, it doesn’t reward, so it’s important to integrate context around your link that aligns with a brand’s identity through both marketing methods.

Keyword research is at the root of SEO as it ensures that there is a search demand for what you are writing about. Less demand means less traffic to your website – that’s why it’s important to include in all content and make sure that digital PR contributes to your off-site SEO efforts.

Keyword research is the process of discovering valuable search queries that your target customers type into search engines like Google to look for products, services, and information. Here at Embryo, our digital PR team works closely with SEO to include a keyword strategy in the content we write which is transported to the public through the media, to help a webpage rank highly for its target keyword, boosting relevant visitors to the site.

When it comes to gauging the success of a campaign, SEO can be used to measure success to keep track of how a PR campaign is performing. Part of our digital PR strategy at Embryo is to include relevant links to a webpage and target media publications with high domain authority that will not only add credibility to a brand but also generate relevant backlinks for our clients.

We can then see how well clients’ product or service pages are performing by referring to SEO indicators such as increased traffic to the site, referring pages and referring domains. There are multiple third-party tools that show this, such as Ahref and Moz.

You can find out more about how SEO can help your business growth here!

Content

As previously mentioned, digital PR combined with a strong tech SEO strategy helps to build links. However, these links won’t drive higher organic rankings if the relevancy in which they are communicated is weak, and the overall health of a website can suffer if the content isn’t strong enough.

Content marketing helps to communicate brand authority and boost engagement, and combining this with your PR strategy gives your content greater potential to reach a wider audience. Whereas digital PR creates stories to be circulated across the media, content writers deliver relevant information that is transported to the public directly through a brand’s website. Both marketing methods work intrinsically to help build a brand’s identity and establish them as industry leaders through insightful and relevant content.

Content marketing can lay the foundation for Digital PR stories by creating optimised pages that are both compelling and attention-grabbing, that can be repurposed as PR campaigns. Whether it be testimonials on the site, company leader’s profiles, data or insights on a trending topic or service page, PR can distribute relevant content about a brand to further establish credibility and give you more exposure across different channels. Including links directly to a blog post or webpage also allows both journalists and readers to find out more about the companies or their products and services in further detail, as well as boosting your backlinks.

In turn, PRs can assist with content creation by sharing market insights and knowledge – particularly around trending topics that consumers are interested in reading about. A strong content strategy will answer users’ search queries as well as generating contextual backlinks. An informative and optimised website will help journalists see that you are a credible source of information to reference and link to in the articles.

You can find out more about the content marketing team at Embryo here.

PPC

PPC, or pay-per-click, is a marketing strategy that gives businesses a competitive edge by bolstering visibility in a competitive ad space. Essentially, it aims to position a brand as the first point of call for internet users looking for products and services.

Advertisers pay for targeted visits to a site, or particular webpage, and bid for ad placement in a search engine’s sponsored links when someone performs a search related to their business offering.

However, as a search-based marketing strategy, it is difficult to get to the top of a search engine results page if a product or service is brand new, as their search demand is not necessarily there already.

Through targeted outreach, digital PR can create demand and publicity for a business by educating the consumer about their services, ultimately creating search volumes and overall market interest that PPC can capture and then bid on to maximise results.

Digital PR can especially assist with a PPC campaign targeted at boosting rankings and visibility of a niche brand with a limited understanding of a product that consumers may not be aware of and can aid with ranking positions when utilising keyword research in online campaigns,

By educating both business owners and consumers and showcasing a business’ expertise in the sector, digital PR outreach gives leverage in a competitive marketplace and creates a trusted brand profile in the media, leading to increased searches and driving more leads.

Social Media – Influencer Marketing

Influencers have such an online presence that more businesses are utilising influence marketing to endorse their brand. Online influencers have the power to create brand awareness by exposing their expansive audiences to new products and impacting their purchasing decisions. With carefully considered social media posts, they can create a positive brand image and boost conversion rates.

The roots of both digital PR and influencer marketing are both in telling a story and building trust. Collaborating with influential people with strong social media platforms and high engagement rates means that your brand can reach a potential audience of millions with influencers acting as honest and trusted brand ambassadors.

Integrating influencer marketing into your online PR strategy drives sentiment boosts sales and increases your own social media following. Influencers are an authoritative voice to tell a brand’s story and promote its products and services. It is essentially advertising, but with a greater potential ROI with the added bonus of leveraging the trusted relationships built with their followers.

PRs can work with relevant influencers to help create content that can be utilised across a range of online platforms. This collaboration essentially allows for multi-media campaigns to reach a targeted audience. From capturing images and video content with your products, or showcasing how your services and their benefits, this content can serve as assets that can also be outreached to the media through Digital PR.

As well as providing create social media and email marketing content, stories and images of popular influencers and celebrities engaging with your brand can create engaging news stories that generate a buzz around your brand in the press and also secure product placements in highly authoritative publications, establishing authority in your sector as the to ‘go to brand’.

Onboarding influencers for events is also a great way to further cultivate brand awareness and authority and creates an intersection between online and offline traditional PR methods. Influencers and celebrities attending the event promote the brand across their social platforms, while PR professionals can outreach content media outlets for further exposure.

When it comes to a product launch, promotion and collaboration, or simply wanting to position your brand in a certain way – influencers can create a narrative with positive messaging and content. The more exposure the better, and influencer marketing has a huge impact on the success of your marketing campaigns through ‘word-of mouth’ marketing, with the ability to reach a whole new audience quickly.

Boosting awareness of a brand will in turn increase search results and improve the overall site authority, as well as generate sales. As mentioned above, influencers contribute to a business’ PR by boosting a positive reputation and educating consumers about their services, which, in turn, drives traffic to their website through increased search volumes and directed links on their social platforms.