| As competition increases for online market space B2B | | | | voice our opinion on something or other and Digital PR |
| marketers need to ensure they attract as much | | | | should not be any different. Encourage users to submit |
| qualified traffic to their websites as possible. One of | | | | videos, links, photos, reviews etc... offer your audience |
| the most cost effective strategies for search | | | | the opportunity to get involved and ask for their views |
| marketing is positioning your products and services | | | | on your new products or services. Don't be afraid of |
| within the search engine results pages through | | | | negative reviews, as long as you respond with a |
| optimizing web pages for the best (most profitable) | | | | positive comment you will earn respect within the digital |
| search terms - otherwise known as Search Engine | | | | world. Freedom of speech. |
| Optimization. | | | | 4. Optimize, Optimize, Optimize |
| So, why is Digital PR so important? | | | | This is a BIG part in developing your site's natural |
| Issuing optimized press releases for the digital realm | | | | search rankings as it builds links into a site and places |
| creates opportunity for a news story to be picked up | | | | context around those links. Write your news story |
| in the blogosphere. The more compelling a story the | | | | based on one keyword keyphrase you wish to target |
| more chance it has in achieving 'tipping point'. | | | | and incorporate that into your title, on page copy AND |
| How to Create a Digital PR Programme | | | | into your anchor text. Incorporating links into your |
| Here I'll list 5 Steps that you should consider when | | | | website from the press release not only improves |
| designing your own online PR campaign. | | | | your natural search ranking with increased backlinks |
| 1. Write With Your Audience in Mind | | | | BUT will also help search engines decipher what your |
| If you intend to get your news story picked up by the | | | | website is about through semantic indexing and |
| bloggers, then study some of the leading blogs in the | | | | contextual content. |
| particular market you wish to gain presence. Learn | | | | 5. Track, Measure & Learn |
| their language, read the user comments and style of | | | | Rome wasn't built in a day; neither was hyper targeted |
| presentation etc... | | | | Digital PR & marketing campaigns. The only way |
| People online love to gossip so think about tailoring | | | | to really laser target your marketing efforts is by doing. |
| your releases around celebrity, controversy, quirkiness, | | | | Run a campaign, track it, find what worked (and what |
| real-life happenings and discovery. The goal is to | | | | didn't), learn and repeat. Each campaign you run will tell |
| create debate. | | | | you something about you, your business and your |
| 2. Know and Understand Your Competition | | | | audience. Use defined parameters and analytics tools |
| One of the best things about marketing online is the | | | | to track visitors to your site and more importantly track |
| ability to track your competitors marketing strategy - | | | | what they do when they get there. |
| of course they can track you too! Learn about and be | | | | By keeping the above in mind when planning and |
| aware of their online presence; observe the strategies | | | | executing your Digital PR campaigns you will create |
| they use and you'll soon see what works and what | | | | rewards for your own business - by tracking the |
| doesn't. Remember there is no one size fits all, so don't | | | | effectiveness of each campaign you will learn a great |
| just copy them. Strive to be creative. | | | | deal about your products and services and what |
| 3. Encourage Interactivity | | | | makes your customers/prospects click. |
| Within the blogosphere we all like to have our say, | | | | |