More and more digital marketing professionals care about a synergy of digital marketing and PR (public relations). There’s a reason why: classic SEO is all about getting links, while modern digital marketing is more about getting links through delivering useful and user friendly content. The editorial links generated by using PR techniques bring direct clicks and lead to higher rankings.
Here are 10 PR tips to achieve your digital marketing goals.
“Authentic and relevant link building, aimed at driving engagement, informing publics and building mutually beneficial relationships should be a part of every public relations and SEO effort” ~ Mike Cherenson, CEO at Public Relations Society of America
1. Set Up Google Plus Authorship
One of the first steps you should take on your way to PR & digital marketing success is to set up Google+ authorship. Create your Google+ page (or, more likely, take a deep look at the page that is automatically created by Google when you set up your Google Places account), put all the information you have there and link all your websites, blogs and social media. Add a Google Authorship tag and use it when blogging. Be sure that Google uses the information about you on Google+ and you will be rewarded with better rankings in SERPs (Search Engine Results Pages).
2. Get Credible PR Coverage
When targeting media to place strong and natural links, do not create content which is too salesy. Tell readers the truth, share your own honest opinion, ask clients about their personal experience with your company. Meaningful stories have a bigger value for media and for users; this strategy is more likely to bring you natural links.
3. Don’t Be Late
Timing and deadlines are always crucial for PR. When trying to get the media to write about your company or your client’s, provide them with on-going stories worth publishing. Also, be sure that the person media representatives will want to speak with is available for the interview or at least for a short phone call.
4. Contribute to Relevant Media
There is always a chance to put your content on relevant media by becoming a contributor. Research opportunities and choose them with a great care. Post interesting stories on chosen blogs and never forget to communicate with people who engage with your content by commenting. This way you can achieve more links and better relationships with the public – two in one!
5. Follow the Effect of Your Publications
As mentioned above, there’s often feedback from the readers of your posts, and posts about you. But even better there’s also a cascade effect provided by journalists and bloggers republishing or citing your story, often linking back to your website. It is therefore a good way to get links you haven’t even asked for.
6. Monitor Your Online Reputation
Once any article you feature on media has had an effect, you should take some time to monitor your online reputation. Check who is mentioning your brand with Google Alerts or web mentions software. Look for your brand advocates and reward them by offering to share their opinion on your website or blog. You are also likely to get some brand mentions while being republished by journalists and bloggers who do love saying “As featured on…”, so you might want to keep an eye on this as well.
7. Engage Your Audience
We have already mentioned that it is a good idea to let your brand’s advocates feature on your blog. You can also engage with your audience on social media; encourage your followers to comment, like and share your news.
8. Think About User Experience First
As PR is about building strong and friendly relationships with media and customers, think about user experience over everything else. Study your target audience deeply through analytics tools and adapt your online strategy to your clients’ needs. Use A/B testing, improve navigation and visibility of important elements, work on your website ergonomics and you’ll get happier customers which is always key.
9. Collaborate With Experts
People want to know the truth and don’t want to feel you are trying to sell something. Your customers are more likely to believe other customers and industry experts. Media coverage, contributing to different relevant blogs and social media is a great way to attract the experts’ attention and a chance to collaborate with them to create new and better content. So once you have this cycle launched it will bring you more customers’ trust and more natural links.
10. Use Transparency
Let people know why you want them to read the text, click the link or make a deal with you. While working with potential customers or people you want to become your PR partners, tell them clearly and honestly, why you want them on your side and what they will get from it. Never hide anything and never promise something that won’t happen.