So, why is Digital PR so important? Issuing optimized press releases for the digital realm creates opportunity for a news story to be picked up in the blogosphere. The more compelling a story the more chance it has in achieving 'tipping point'.
How to Create a Digital PR Programme
Here I'll list 5 Steps that you should consider when designing your own online PR campaign.
1. Write With Your Audience in Mind
If you intend to get your news story picked up by the bloggers, then study some of the leading blogs in the particular market you wish to gain presence. Learn their language, read the user comments and style of presentation etc...
People online love to gossip so think about tailoring your releases around celebrity, controversy, quirkiness, real-life happenings and discovery. The goal is to create debate.
2. Know and Understand Your Competition
One of the best things about marketing online is the ability to track your competitors marketing strategy - of course they can track you too! Learn about and be aware of their online presence; observe the strategies they use and you'll soon see what works and what doesn't. Remember there is no one size fits all, so don't just copy them. Strive to be creative.
3. Encourage Interactivity
Within the blogosphere we all like to have our say, voice our opinion on something or other and Digital PR should not be any different. Encourage users to submit videos, links, photos, reviews etc... offer your audience the opportunity to get involved and ask for their views on your new products or services. Don't be afraid of negative reviews, as long as you respond with a positive comment you will earn respect within the digital world. Freedom of speech.
4. Optimize, Optimize, Optimize
This is a BIG part in developing your site's natural search rankings as it builds links into a site and places context around those links. Write your news story based on one keyword keyphrase you wish to target and incorporate that into your title, on page copy AND into your anchor text. Incorporating links into your website from the press release not only improves your natural search ranking with increased backlinks BUT will also help search engines decipher what your website is about through semantic indexing and contextual content.
5. Track, Measure %26 Learn
Rome wasn't built in a day; neither was hyper targeted Digital PR %26 marketing campaigns. The only way to really laser target your marketing efforts is by doing. Run a campaign, track it, find what worked (and what didn't), learn and repeat. Each campaign you run will tell you something about you, your business and your audience. Use defined parameters and analytics tools to track visitors to your site and more importantly track what they do when they get there.
By keeping the above in mind when planning and executing your Digital PR campaigns you will create rewards for your own business - by tracking the effectiveness of each campaign you will learn a great deal about your products and services and what makes your customers/prospects click.
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