If you are a small business owner, you’re likely juggling a lot of different responsibilities, including marketing, sales, operations and more.
While considering digital PR may seem overwhelming or unnecessary, it could be exactly what your company needs to take the next step. Here’s our guide to Digital PR for small business owners.
What Exactly Is Digital PR?
Let’s take a look at what digital PR is: Digital PR, or public relations, is all about strategically getting your company featured in digital media outlets, blogs, podcasts or even on social media channels that your ideal customers are already using.
According to HubSpot, 63% of businesses say generating leads and increasing brand awareness are the top marketing challenges they’re facing. (HubSpot Marketing Statistics, 2023) Digital PR directly addresses these challenges by placing your brand in publications your audience trusts and reads regularly.
How Is Digital PR Different from Traditional PR?
Unlike traditional PR, digital PR focuses specifically on online channels, allowing you to quickly grow your brand awareness directly in front of your target audience.
Targeting a wider and usually less specialised audience, traditional PR frequently uses radio, television, magazines, and print newspapers. On the other hand, digital PR makes advantage of internet media platforms, which enables more precise, quantifiable and quicker outcomes. It enables you to monitor exactly where and how your audience interacts with your content.
What Are the Components of Digital PR?
Digital PR can comprise a range of strategies, such as:
Online News Features
Getting your brand mentioned or featured in credible online news outlets to build authority and visibility.
Guest Posts & Blogs
Contribute your knowledge by writing for reputable online periodicals and trade blogs.
Press releases
Sending noteworthy articles about your company to prominent internet publications.
Podcasts and Interviews
Participating in interviews or podcasts that your target audience enjoys.
Influencer partnerships
Joining forces with bloggers or social media influencers who have a following that appeals to your target demographic.
Each of these strategies can improve your credibility, making your business stand out as an authoritative voice in your industry.
Why Is Digital PR Important for Brand Awareness?
Building trust, credibility and a reputation that attracts and retains customers is the goal of brand awareness, which goes beyond just having your name known. Digital public relations strategically positions your company where prospective clients are already searching for information.
Forbes claims that by displaying your experience in reputable publications, digital PR can greatly improve your reputation and, eventually, foster greater trust among your target audience. Forbes, 2023
Using Digital PR Strategically
Strategic placements are where digital PR’s true power rests. Making an appearance in the appropriate locations is more important than making an appearance everywhere. It’s crucial to select journals or platforms where your audience actively participates and that closely match your business objectives.
Ready to start with Digital PR?
To begin, it’s always important to understand
Who Your Audience Is
Clearly identify the media that your ideal clients consume and who they are.
The Appropriate Platforms
Choose the news outlets, podcasts or social influencers that best suit your target market.
Your Narrative
Emphasise distinctive features of your company that are interesting, useful, or noteworthy.
Are you not sure where to begin? To discuss how digital PR could benefit your company specifically, get in contact here.
