Digital PR Agency:
Offering Transparency and High-end Content
As we move into 2018/19 it is more important than ever to have a solid representation of what your business does online.
At Bamboo Nine we specialise in representing clients across the world and advise on what type of content to write, how to target an audience, and how to pitch to other websites within the industry.
As a business owner you have unique skills and insights into your industry, and the Internet is always looking for good, actionable content that can be of great help to visitors. We work with you to ensure we get the most out of your knowledge and advise how you can pass that knowledge on via your blog and via outreaching to other blog owners.
Your knowledge is ALWAYS in demand, and it’s our job to help you get your knowledge out there to the right places.
Having been in the pest control business for almost 10 years and running the biggest pest control company in the Midlands, I feel I am well placed to pass on my knowledge to interested parties on the Internet. Bamboo Nine have been vital in helping guide my writing endeavours and helped me to understand the importance of audience and research. Alan Read, AMES
To help gain control of your digital presence contact Bamboo Nine and see how we can help.
What is digital PR?
Digital PR is essentially a tactic used by brands to increase its/their online presence through building relationships with key content writers and online journalists to gain ‘press hits’, or citations and high quality external backlinks.
When done properly and following the rudimental though essential aforementioned process, Digital PR can expand a brand’s reach and visibility and that means you’re more likely to rank higher and more frequently on search engines.
Digital PR increases trust and credibility whilst at the same time boosts conversion rates, ROI and brand equity. For a more in-depth look at how this process works, have a look at the PR Metrics infographic designed by the Digital Marketing Magazine.
Is Digital PR any form of PR that can be done online? Or a series of specific tasks?
This is a common question and one that doesn’t actually have a definite answer. I would argue that it’s a series of specific tasks or activires – though the question you should really be asking is, which ones?
If PR is the act of managing relations with a public audience, then there’s not much it doesn’t include. Agencies tend to base the answer to this question on what they’re good at and more importantly, what they can sell.
Hypothetically speaking, let’s say the desired result of traditional PR is increased brand awareness. So, if we look at digital PR in a similar light, i.e. as an online discipline designed to raise awareness of a brand, then it essentially includes:
Social media influencer relations
Social media advertising
In my eyes, the three most important ones from that list are SEO, social media influences and online article placement. These are the ones the audience are most interested in and from my experience, they’re the most successful concepts.
I think most marketers would agree that online article placement and social media influencers are the kings of the digital PR realm. However, you may then question: ‘But how can you include SEO if all PR, online and offline has to involve the use of a trusted independent and unbiased third party?’
Our answer to that as a leading UK B2B Digital Marketing company is – from the target audience’s viewpoint, organic search results and online media coverage share one essential thing in common…they’re both published on independent, unbiased portals.
No, Google isn’t independent and unbiased, but neither is a newspaper. It’s simply the way it works.
How do you find out how well your Digital PR is doing?
In short, a good DPR result is anything that positively influences a brand’s social media search profiles, or any positive online media coverage basically. Here are some key examples:
• Keywords – how are you ranking for them?
• Have you managed to increase or direct traffic to your client’s website?
• How many links have you built?
Online article placement
• Have you secured your client coverage in tier one online media targets?
• Good reviews – have you secured them on sites that rank highly for the keywords the target audience will be searching for?
• Has the traffic increased due to the placement of the online article?
Social media influencers
• Have you increased your client’s target audience size?
• Are your client’s posts being shared, retweeted or linked to/by relevant sources and communities?
How to measure the success of Digital PR?
Effective Digital PR can simply be measured by annotating the PR hits in Google Analytics and measuring how much traffic has resulted in using those Digital PR hits. Tracking the site’s landing page (ranked for targeted keywords) also highlights the success of a brands Digital PR strategy.
Here are 3 key tools to use:
1. Google URL Builder – to tag your campaign links. This will allow you to see bounce rate, conversion rates and the other data and metrics Google Analytics offers.
2. Shared Count – an essential tool to track URL shares which allows you to see who has shared what and when. You can also incorporate likes, tweets, Pinterest shares and more. This tool is very important as it’s a very easy way to track how well your posts are performing and then tailor your results based on how successful the previous uploads were.
3. Open Site Explorer – this is just an example, other SEO monitors will also work just fine (we use Majestic SEO). Using tools such as these helps monitor your website’s backlink profile and allows you to view what your most successful posts are and where they are appearing.
What Makes a Successful PR Hit or Post?
You can judge the success of a PR hit by including it in site that has a high domain authority that also includes a link to the brand’s site with relevant brand anchor text included. The basic rule to follow is to make sure that the person/reader is directed to something that they are expecting to see. Pitching is key here, how you present your idea or content is the first and most important step in directing the consumer to the place where they want to be.
The Difference Between Digital PR and Traditional PR
So, think of Traditional PR as a more basic approach. It uses high circulation, reading quality and viewer ratings, shares, likes etc to determine who to approach when selling the content to publishers and media hubs.
Digital PR however, doesn’t explicitly focus on the number of followers on social media sites and readers before approaching them. You could argue it’s more technical in a sense, as it focuses on domain authority and non-paid opportunities for link citations. So, in essence, Digital PR is better to cite and measure results more effectively than Traditional PR.
Digital PR Fitting into Marketing Strategies
Your SEO and DMS (digital marketing strategies) should reflect your DPR aims for maximum effect.
Sometimes however, Digital PR can strengthen weaker landing pages and increase site traffic of slower moving stock. In short, when used with SEO, DPR can bolster key search terms trends and maximise coverage on what your audience are already searching for on the internet.