digital pr

Successful digital PR is one part time-tested strategy borrowed from traditional PR and one part targeted SEO involving quality backlinks, social media mentions, and shared content. One of the primary focuses of digital PR is finding and attracting customers by connecting with them where they are online and using terms and ideas that will appeal to them. The goal, then, is to promote the brand’s websites, pages, and forums, increasing their visibility, ranking, and reach.

Fortunately, digital media and social media both offer tremendous tools that help marketers learn more about prospects, collate them into proper cohorts, and give them only the messages that will appeal more to them. When successful, digital PR not only results in a sale, it encourages the buyer to leave positive reviews and to share their happiness with friends and family online. In this way, one successful add can generate exponential positive results for a brand.

Before launching any kind of digital PR campaign, be sure to set goals, identify benchmarks, and make a list of metrics to track the success of the campaign. Here are a few ideas to consider:

SEO and Rankings

one of the best ways to quickly improve SEO is to earn publication and mentions on high-authority websites that include backlinks to the main site, which should result in moving higher up in the rankings.

Views and Visitors

when more people are interacting with a brand’s content, more people are going to be encouraged to check it out. It can be a slow cycle to get started, and it might take some time, but patience and consistency, along with crisp, targeted content, almost always pays off.

Brand Reputation

This is one of the most important digital PR metrics to consider. Brand reputation is a combination of what people are saying about a brand, who is interacting with it, and what sort of reviews are being posted on third-party review sites and digital marketplaces. This is vital, because many times these review sites rank very high in search results, which means they may be the first – or the only – thing a prospect sees when making a buying decision.

Lead Generation

A well-developed, successful digital PR campaign will bring new people into the prospect pool. These people might come across the brand’s online resources organically, or they might be recommended by a friend online or on social media. The working question is: How many more people know about a brand after the campaign who were unaware or uninterested before?

Sales – if sales are up, something is working. If sales, engagement, and new visitors are all up, something is working in digital PR.

In addition to these metrics all brands should consider, businesses operating locally should also work on earning media in local online publications or in videos or webinars featuring local celebrities or social media personalities. Being connected to their online presence will also positively impact SEO and a brand’s overall digital PR results.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.