Digital PR: Speaking the marketing language of the web

Working in Digital PR may be a term quite unknown to our grandparents, maybe even our parents who have yet to hop on the internet wave. It is, however, the wave of the future and the direction that marketing is heading in for many companies alike.

When we talk about Digital PR (DPR), we mean the job of the classic and traditional public relations job, just migrated to the web. It is essentially a way to get people talking about your business, services or products online. The work usually involves publishing content on the web, whether it be a press release related to business, a blog post, or an article, with a link to your site. You basically have the “buzz” that’s created around your company along with traffic from the article as it is usually written in a way to improve your CTR (click through rate).

The importance of Digital PR is twofold with one big objective: to increase your company visibility and therefore increase sales. By planting these little “seeds” of content all over the web on reputable sites and with truly good content, your business name is not only getting out to readers, but it’s making the rounds to Google as well. When Google sees that your company has more activity on the net, it gives it more importance, thus pushing you one step closer to the first pages of the search engine.

Some may think that the classic public relations firm is becoming obsolete. Not necessarily the case, I would argue. Hiring a Digital PR professional has a slightly different purpose, one geared solely towards the internet, and they can do things that a traditional PR office just simply isn’t trained to do. They can, however, work hand in hand with your PR people to share content and information, the execution of it is just different. One example of this is the way that they write. Digital PR officers are trained to write not only press releases but all types of creative pieces talking either directly or indirectly about your company.

Many Digital PR professional also work side by side with an SEO (search engine optimization) team. This is quite crucial in online marketing, and when paired together, helps your company get max exposure. Going back to the digital writing we previously spoke about, these content creators are trained to employ the necessary SEO keywords in their articles to make the topic more searchable on the web. It’s creative and strategic. Before engaging in a DPR campaign, it would be in your favor to make sure your website is how it needs to be from a technical standpoint, which is why employing an SEO professional is integral.

In order to bring together everything we’ve spoken about, the ideal situation for your website would be this: a well-structured optimized website that employs the most searched keywords in your sector, driving traffic to your site through the search engines coupled with a DPR campaign, where talk about your business signals to google your importance and click through rates increase from articles, boosting your site’s traffic. Little by little this moves you towards the first page of Google and therefore increases conversion rates and sales.