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Digital Marketing

North West digital marketing agency expands services to attract new business – Prolific North

An independent North West-based digital marketing agency is expanding its portfolio to try and win new business in the wake of the Covid-19 pandemic.

OON Media, based in Wirral, has suffered during the last three months of zero income with all confirmed work cancelled due to lockdown and social distancing. 

Despite not qualifying for any Government grants, staff have remained employed and working throughout lockdown which has included supporting a new Community Interest Company (CIC) with its website and social media.

OON Media’s range of services previously included video production and distribution, viral marketing campaigns, corporate photography, showreels, and headshots.

It’s now expanding to include promotional videos, social media campaigns, viral campaigns, stills photography, aerial photography and video, event management, and equipment hire.

OON Media’s previous public and private sector clients have included theatre, television, charities, SMEs, corporate, and events companies.

Mike Sowden, CEO of OON Media, commented: “Like many of our creative industry peers, we had steady work confirmed throughout the Spring and Summer months. Covid-19 hit and everything changed. Our order book was absolutely decimated so we had to think out of the box and fast.

“During lockdown, we completed a full skills analysis which was crucial and will ultimately move us forward as an agency. It helped us to identify the areas we need to expand our client services and also our own team – so we’re now in the process of creating four new jobs.”

Previous clients embarking on a new campaign will benefit from discounted rates, while new clients can sample OON Media services at an introductory price.

OON Media has also partnered with Wirral Chamber Of Commerce to offer its member companies exclusive pricing.

Mike continued: “With the introduction of the Government’s Eat To Help Out campaign, we identified a need to restore consumer confidence and investigate how we could also benefit as a company so we’ve launched the new voucher system and payment programme.

“We’ve already worked on one new campaign for Woodside Ferry Village, a member of the Wirral Chamber. We developed a storyboard and short video highlighting the customer journey and safety measures taken to reduce customer risk. Woodside will use the video across all digital platforms, including website, social media, and on screens in its dining areas.

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Digital Marketing

Top Benefits Of Digital Marketing Techniques – The Union Journal

Learn About The Advantages Of Digital Marketing

Whether you agree with me or not, digital marketing is growing at a rapid rate. Companies all across the world, big or small, are leveraging digital marketing to the fullest extent. Also, online advertising spending is growing year after year.

So, if you are a business owner, then it is of the utmost importance for you to leverage digital marketing if you want to survive in the competitive business landscape. Also, looking at the benefits and advantages associated with digital marketing, it makes sense for every business to utilize digital marketing to the fullest. Hence, today in this article, I’ll make you realize why digital marketing is important for any business by highlighting the 5 advantages of digital marketing.

So without wasting any more time, let’s start.

1. Maximum Reach

In digital marketing, reach refers to the number of users or customers that you can target or try to acquire. If you look at the statistics, there are 3.8 billion social media users globally. Also, there are 5.19 billion mobile phone users and 4.57 billion internet users.

So, if you implement a digital marketing strategy for your business, then you can easily try to reach all these audiences. You can not…

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Digital Marketing

COMMENT: Turbocharge digital marketing with customer data – Automotive World

For automotive marketers, a move to digital means adjusting legacy marketing, sales and service models to a rapidly changing business environment. It comes as no surprise that more and more vehicle buyers are going online to research, review, and even make purchases. In fact, Google/comScore has found that 95% of US vehicle buyers use digital as a source of information, and twice as many start their research online versus at a dealer.

Of course, it’s not enough to just create digital campaigns and hope that they meet the needs of the online portion of the customer’s journey—and then drive them to the dealership for a test drive or purchase. Building a formal digital marketing team, with the right skills and processes, is essential, given that the lion’s share of the customer’s time will be spent online. This is not a place for half-measures.

Once the team is in place, the next step is identifying what information is actually needed, where to source it and how to drive actionable insights. There is a danger of going through the work and expense of casting too wide a net and ending up with extraneous data that won’t help turn tyre kickers into customers. A second risk is lining up the right info, but not doing enough with it. Lastly, data can often be trapped in disparate data silos, making it difficult to have a holistic view of where customers are in their buying journey.

Building a formal digital marketing team, with the right skills and processes, is essential, given that the lion’s share of the customer’s time will be spent online

Once digital marketing has identified the customer data sources—owned media sites, review sites, analyst firms, insurance systems, mobile apps, etc.—the gargantuan task of cleaning and merging the data begins, which is necessary to draw any sort of useful insights. A customer data platform (CDP) can help simplify the unification of all of this information (including online and offline customer records) in the background, enabling one view of every individual buyer and allowing marketing to pinpoint where they are in their customer journey. From there, marketers can start to derive real, business-shifting insights.

What sort of insights? Isuzu’s truck distribution arm in Thailand, Tri Petch Isuzu, dialled their digital programme from zero to 60 by following the path laid out above: building a team, processes and data collection from the ground up to develop digital campaigns that hit record conversion rates.

Analysis can yield valuable insights into what digital marketing tactics should be used, better audience segmentation, and, increasingly, a more personalised relationship with each individual customer

When the company’s research showed that 80% of the truck purchaser’s journey was taking place online, they pulled together data-driven marketing tactics such as digital ads, but realised they needed to learn a lot more about who they were marketing to. To this end, they used the Arm Treasure Data Customer Data Platform to securely collect and organise data, using pre-built connectors and data pipeline management capabilities to save time. In fact, they were up and running and able to start analysing data in less than four months.

The team implemented a business app on the LINE chat service, delivering a survey to prospective buyers. Using the CDP to segment customers by their purchase timeline and the vehicle model they were most interested in, Tri Petch Isuzu focused its digital marketing efforts, offering targeted ads for test drives resulting in a significant 20% conversion rate.

This is just one example of how innovative automotive companies are leveraging data to deliver a more tailored car buying experience. Analysis can yield valuable insights into what digital marketing tactics should be used, better audience segmentation, and, increasingly, a more personalised relationship with each individual customer from first touch, to sales, to service.


The opinions expressed here are those of the author and do not necessarily reflect the positions of Automotive World Ltd.

Tom Treanor is global head of marketing at Arm Treasure Data, a leading customer data platform (CDP) provider. He writes on topics related to marketing, Martech and customer data. Connect with Tom on Twitter

The Automotive World Comment column is open to automotive industry decision makers and influencers. If you would like to contribute a Comment article, please contact editorial@automotiveworld.com

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Digital Marketing

Feature: Zambia small-scale businesses turn to digital marketing to stay afloat – Xinhua | English.news.cn – Xinhua

LUSAKA, Aug. 13 (Xinhua) — The increasing barriers on face-to-face interactions and other unprecedented restrictions amid COVID-19 continue to pose an enormous challenge on the survival of businesses the world over.

As the COVID-19 pandemic continues to take a toll on global economies and businesses, small-scale businesses in Zambia are taking to online marketing and advertising to keep their businesses afloat during these challenging times.

For many, social media platforms have turned out to be very useful during this period in turning around the fortunes of their businesses, many of which were at the brink of closure.

Aside from using the social media platforms for marketing and advertising, small business owners are also taking advantage of the situation to offer home delivery services at a fee to persons that are unable to get to shops or outlets to purchase items advertised online.

“I was almost closing my shop when a business colleague advised me to invest in social media marketing. I reluctantly opened a page specifically for my business. To my surprise within a few days, I started receiving calls from all over town and beyond from people requesting to buy items I had advertised online,” said Anna Banda, based in Zambia’s capital Lusaka.

Banda, who specializes in men’s wear, explained that her business has grown exponentially during the past few months after she turned to online marketing.

Banda’s sentiments were echoed by other small business owners who said that inventing in digital marketing has not only enabled their businesses to survive but also register substantial growth.

They further noted that online marketing enables one to run their business efficiently in that one only needs to post photos of the merchandise including prices and contact details on social media platforms and customers simply need to indicate what they want.

“Using social media platforms has helped me to stay connected with my usual customers as well as new ones,” said Precious Mainza, who runs Precious Bow Deals, a virtual shop for children’s wear and toys.

Mainza further explained that the advent of COVID-19 and preventative measures thereof pushed her and others to be innovative and invest in digital marketing, which according to her has proved to be more cost-effective and efficient.

An advocate of online marketing and advertising Evangel Penda said digital marketing strategies are offering small businesses opportunities to be innovative as well as to enter spaces of tremendous scope and opportunities.

Penta notes that small business owners have huge growth opportunities with digital marketing as they can engage with the right audience and show their unique products and services to potential customers just at a click of a button.

“One of the advantages of digital marketing is that it opens doors to a large audience beyond the physical reach. There are no boundaries, no restrictions on how much you like to expand your business,” said Penta, a general dealer based in Lusaka.

She added that unlike traditional methods of reaching target audiences, digital marketing allows one to directly reach a large number of people at once and at a very minimal cost.

“Business owners are now seeing the benefits and opportunities that digital marketing can offer. This means that digital marketing will become part of a long-term marketing strategy for many,” she added. Enditem

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Digital Marketing

Weyland Tech Enters Agreement to Acquire Fixel AI, Leading Innovator in AI-Powered Digital Marketing Technology – GlobeNewswire

NEW YORK, Aug. 13, 2020 (GLOBE NEWSWIRE) — Weyland Tech, Inc. (OTCQX: WEYL), a leading global provider of eCommerce, mCommerce, and fintech business enablement solutions, has reached an agreement to acquire Fixel AI, an award-winning innovator of digital marketing technology.
Fixel’s audience engagement platform provides startups to Fortune 500 companies the ability to dramatically enhance their online marketing spend by segmenting and ranking website visitors based on their level of engagement.  Applying the power of A.I. machine learning, Fixel automatically analyzes in real-time dozens of user interactions on a company’s website to identify the most engaged visitors with the highest purchase intent, while eliminating low quality traffic that has nearly zero probability of making a purchase.As demonstrated by many real-world applications, Fixel’s audience segmentation technology creates high-intent audiences for retargeting and use their unique characteristics to target ‘lookalike audiences’ on advertising platforms, like Google, Facebook, Twitter and LinkedIn.Proprietary AI analytics provides granular insights into top-performing audiences which can be used to further optimize campaigns. The typical waste in spending on online campaigns can be eliminated by identifying and removing underperforming low volume keywords and channels.Delivered as a cloud-based software-as-a-service (SaaS), Fixel’s technology can be quickly and easily embedded into any website. It integrates seamlessly with all major ad platforms, CMS and DMP services, including Facebook, Google Ads, Shopify and WordPress. The CCPA and GDPR complaint, first-party data solution works regardless of third-party cookies or other data sources, so businesses can be confident their targeting is accurate.Weyland plans to operate Fixel as a new subsidiary, but expects Fixel’s technology to be immediately integrated by Logiq, Weyland’s end-to-end eCommerce marketing solution for enterprises and major U.S. brands. Logiq also publishes several branded websites which it uses to generate first-party data.“Fixel excels as a unique ‘plug-and-play’ method of building high-quality audiences who are ready to buy, while filtering out all the noise and waste,” said Haig Newton, CEO and president of the Logiq subsidiary. “They make audience creation easy while providing better control over remarketing campaigns, including making media optimization faster and more efficient. They also provide critical solutions for the vanishing ‘cookie’ and increasing requirements for privacy protection.”Many online companies still use third-party data collected from users on other websites to target consumers with ads. But changes to major web browsers are cracking down on third-party data collection and new internet privacy rules are making this practice less viable. In January, Google announced it plans to remove support for third-party cookies by 2022. Chrome, Safari, and Firefox and other browsers will also no longer support this type of data tracking by 2022, with the phase-out heralded as the death of the third-party cookie.”“As the ideal solution to the crumbling third-party cookie, Fixel’s proprietary technology provides a first-party digital tag owned by the brand or publisher which can be used to automatically identify the audiences who are relevant for a marketer’s business objectives,” noted Fixel CEO, Etgar Shpivak. “Our proven technology decreases cost per acquisition, increases return on ad spend, and scales lookalikes audiences. This is just one of the many areas where we see tremendous synergies with Weyland’s eCommerce platforms.”Logiq’s chief technology officer, Tom Furukawa, commented: “Fixel avoids problems with low quality traffic by intelligently scoring site visitors, including those responding to an online campaign, and thereby providing a real set of customers for retargeting. We see Fixel’s technology greatly complementing and enhancing our LogiqX AI-powered consumer intent engine, which captures and directs consumers from multiple sources who are in the market to purchase a particular product or service, and promotes their engagement and conversion for major enterprises and brands.”The power and unique capabilities of Fixel’s digital marketing technology has been recognized by both Techstars and Plug and Play, two of the leading startup programs in the U.S.The acquisition of Fixel is anticipated to close by early September upon satisfaction of due diligence and execution of a long-form agreement. Further details of the transaction will be made available in a Current Report on Form 8-K to be filed by Weyland Tech with the Securities and Exchange Commission, and available at sec.gov and from the investor section of the company’s website at  weyland-tech.com.For more information about Fixel, visit fixel.aiAbout Weyland Tech
Weyland Tech, Inc. (OTCQX: WEYL) is a U.S.-based leading global provider of eCommerce, mCommerce, and fintech business enablement solutions. Its CreateApp™ platform-as-a-service enables small-and-medium sized businesses worldwide to easily create and deploy a native mobile app for their business without technical knowledge or background. CreateApp empowers businesses to reach more customers, increase sales, manage logistics, and promote their products and services in an easy, affordable, and highly efficient way. CreateApp is offered in 14 languages across 10 countries and three continents, including some of the fastest-growing emerging markets in Southeast Asia.
Weyland’s subsidiary, Logiq Inc., provides a data-driven, end-to-end eCommerce marketing solution for enterprises and major U.S. brands, like Home Advisor, QuinStreet and Sunrun. Its LogiqX™ AI-powered consumer intent engine captures and directs consumers from multiple sources who are in the market to purchase a particular product or service, and promotes their engagement and conversion. Weyland’s AtozPay™ subsidiary offers mobile payments, e-wallet, and the AtozGo™ hyper-local food delivery services in Indonesia, which has the fastest-growing mobile economy in Southeast Asia. For more information about Weyland Tech, go to weyland-tech.com.Important Cautions Regarding Forward Looking StatementsThis press release contains certain “forward-looking statements” relating to the business of the Company. All statements, other than statements of historical fact included herein are “forward-looking statements” including statements regarding: the completion by the Company of due diligence and the consummation of the acquisition, the ability of the Company to successfully integrate Fixel, the continued growth of the eCommerce segment and the ability of the Company to continue its expansion into that segment; the ability of the Company to attract customers and partners and generate revenues; the ability of the Company to successfully execute its business plan; the business strategy, plans, and objectives of the Company; the continued use and success of AtozGo and AtozPay; and any other statements of non-historical information. These forward-looking statements are often identified by the use of forward-looking terminology such as “believes,” “expects” or similar expressions and involve known and unknown risks and uncertainties. Although the Company believes that the expectations reflected in these forward-looking statements are reasonable, they do involve assumptions, risks, and uncertainties, and these expectations may prove to be incorrect. Investors should not place undue reliance on these forward-looking statements, which speak only as of the date of this news release. The Company’s actual results could differ materially from those anticipated in these forward-looking statements as a result of a variety of factors, including those discussed in the Company’s periodic reports that are filed with the Securities and Exchange Commission and available on its website (www.sec.gov). All forward-looking statements attributable to the Company or persons acting on its behalf are expressly qualified in their entirety by these factors. Other than as required under the securities laws, the Company does not assume any duty to update these forward-looking statements.LogiqX is a trademark of Logiq, Inc. All rights reserved.                               
Company Contact
Brent Suen, CEO
Weyland Tech Inc.
Email contact
Media & Investor Contact
Ronald Both or Grant Stude
CMA Investor & Media Relations
Tel (949) 432-7566
WEYL@cma.team

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Digital Marketing

Westfield merges physical and digital marketing functions – Chain Store Age

URW’s digital wall at Westfield World Trade Center in New York.

Retailers and retail center owners alike have been expanding their omnichannel efforts since COVID-19 altered the way they do business. Now it’s caused Unibail-Rodamco-Westfield to re-calibrate its advertising and marketing programs under one umbrella.

URW has placed three departments—marketing, media & experiential, and digital & data—under the same leadership in an effort to provide a consistent marketing platform for tenants and brands that advertise in its shopping centers, digital media, and public events. Ghadi Hobeika has been named to oversee all functions.

“Modern shopping centers exist as marketplaces where people are looking to spend both online and in physical stores. Our intent is to create an ecosystem of marketing, advertising, and experiences that leverages data to drive purchase intent and brings omnichannel retail to life,” Hobeika said.

In 2017, URW launched digital out-of-home networks that use real-time analytics to optimize advertising content for customers in proximity to a screens at its malls. More than 400 brands in leading consumer retail, luxury, entertainment, and telecom have advertised on the network to date. 

At Westfield Century City in Los Angeles and Westfield World Trade Center in New York, the company offers advertisers events and brand activation programs—an offering it will soon extend to six other centers.

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Digital Marketing

Digital marketing, with a side of virtual event – Conference and Meetings World

Snöballer-in-chief at snöball event influencer marketing, Rachael Stephan, shares some advice on tailoring your message to the virtual event experience.

Different delivery, different expectations, different experiences. We’re all intimately familiar with the difference between virtual and in-person events. But, what about when it comes to marketing your virtual event – are the same tried and true strategies that event marketers use for in-person events effective for virtual events, too?

The answer may surprise you. Virtual event marketing operates with the same nuts and bolts as in-person. Adapting your event marketing to a virtual setting doesn’t require a major marketing overhaul. Your digital channels can be just as effective as ever, provided your message is tailored to a virtual event experience.

But, your message needs to adapt to your event delivery. Your marketing promotions will struggle if you don’t account for the specific pain points that your event both presents and eliminates. Let’s explore virtual events at a high level and identify the opportunities for event marketers.

Expand your segments 

Identify the ‘Why’ for your organisation – why is this event happening and what does it do for you? Before you can start marketing, you need to know what your organisation expects to get from the event. It might be lead volume, revenue generation, market education, or sales acceleration – whatever it may be, event marketers need to know.

To effectively promote an event, event marketers should identify the audience they need to target. If we’re looking to accelerate sales through an organisation’s funnel, we need to segment people that are already engaging with your company. If you want to educate your audience, you need people within your topic’s field. It’s all about getting your content in front of the right audience so that they take the right action.

But, for virtual events, event marketers should cast a wider net than usual. This is an excellent opportunity to both accelerate existing opportunities and acquire new prospects. Your virtual event is an easier conversion point than an in-person event and the post-show data allows for extremely targeted follow-up delivery. Segment according to industry and interest, but keep your content broad enough to capture different job duties and industry professionals. You can use the data from your virtual event to create more detailed segments during your follow-up activities.

Paid versus free virtual event marketing 

Depending on whether your virtual event is paid or free, there are different elements you should emphasise during promotion. Each presents a different value proposition and, for paid virtual events in particular, it’s critical to emphasise what attendees will take away from the event.

For free virtual events, promotion will typically focus around the event itself – the sessions, the speakers, and the overall experience. Marketing materials will reflect the participants who are joining and push the FOMO using the attendee networks.

However, for paid virtual events, promotion needs to focus on actionable takeaways. When we pay for something, we expect a certain level of tangible value. At in-person events, it’s easy to see that value in things like venue space, stage design, and dining options. But for virtual events, the value is isolated to the core purpose of the event. Emphasising this value is critical to convert paid attendees.

Things like certification credits, networking, and engagement opportunities or live-only education create exclusivity around a paid event, in addition to delivering real value for attendees after the stream closes. When promoting a paid virtual event, hammer down on the tangible value as much as possible.

Strengthen the core

Your virtual event does something exceptionally well. Maybe it’s your delivery, maybe it’s your content, maybe it’s the audience engagement – it could be any number of things. Find that thing.

Successful virtual event marketing comes from identifying the best parts of your event and promoting the heck out of them. Going back to promoting paid events, you want to promote the best pieces – the parts with the most value. Once you’ve found where your virtual event is awesome, build your marketing materials around that piece (or pieces)!

If your event has a great education track, your marketing materials should reflect the value of that education. Emphasise your speakers and experts to increase educational credibility or play up the exclusivity of the content.

If your event has a fantastic post-show experience, promote that. One of the biggest values for virtual events is the ability to access them over and over. Help registrants understand that all content will be available for them, even if they miss the live virtual sessions. It’s all about finding where your event can shine and polishing it until it sparkles.

Understand your value

Virtual events have an entirely different value proposition than their in-person counterparts. Understanding how that value proposition differs is another way to significantly improve your virtual event marketing strategies.

First, don’t oversell yourself. Your virtual event will be great, but it isn’t going to replicate a tradeshow floor. You don’t want attendees to show up just to be disappointed. If your marketing materials create expectations that your event doesn’t meet, you’re going to be in for a rude awakening during your next promotional cycle.

That being said, don’t undersell yourself either. Virtual events are great because they’re…wait for it… VIRTUAL! They empower previously untouched event audiences to experience something new. Introverts and travel-restricted individuals are the perfect addition to your audience. Your marketing should reflect that.

Accessibility is the single biggest pain point for in-person events. They require travel, commitment, and investment – all barriers to entry. Scratch all of that when we go virtual. Content is available from almost anywhere, at almost any time. Doesn’t that seem like a major sell point for the casual registrant? 

3 strategies to market your virtual event 

So, we’ve talked about the value opportunities for your virtual event, but how do you communicate that value effectively? Here are three strategies you can take to the virtual bank:

  • Create your event’s story: All good marketing tells a story. And not just any story, your The first thing your event marketing team should do when promoting a virtual event is to brainstorm the biggest values, most exciting elements, and most impactful messages. Once you’ve identified your biggest sell points, craft your story. This is what each and every message will tie back to – it acts as our marketing foundation. Examples include value: certifications, networking access, education, event replacement; exciting elements: interactivity, live to virtual audience communication, major speaker(s) and impactful messages: industry collaboration, grassroots missions, ties to a cause.
  • Optimise your conversion points: Anywhere you’re capturing new attendees should be conversion optimised. Start with your website – does it speak to your audience? Does the messaging reflect your event and its story? If the answer is Yes, then consider where your prospective attendees can register. There should be a conversion point visible on your site at all times, with sections designed to drive content to specific segments. Each person visiting your site isn’t the same – make sure there is conversion-optimised content for all of your identified segments.
    Repeat this process across all digital channels. Pin conversion-based social media posts, optimise any and all landing pages, review your email copy and design. Each and every point of communication can become a point of conversion if designed properly.
    .
  • Tap into your influencersThe easiest way to expand your audience is through your audience. Your speakers and sponsors are partners for your event. Make sure your marketing materials promote major speakers; use their industry credibility to improve your virtual event’s credibility. But don’t limit yourself to just the biggest names – each and every attendee can be an influencer for you. Your micro-influencers have their own networks, which are hyper-targeted to their specific interests. Create a digital marketing toolkit that is easily shared on social media and through email to give your attendees a quick, simple marketing opportunity on your behalf.

Bottom Line

Virtual event marketing is powered by the same tools as live event marketing. The channels and distribution points to spread a marketing message are the same as ever. But, the value and the story behind virtual events are brand new. To successfully market your virtual event, event marketers need to understand how their event presents value and emphasise those areas.

We can’t make virtual events perfect, but we can perfect their marketing. Stick to your strengths, attack the proper segments, and understand the value behind your event.

To unlock the full potential of your virtual event’s influencers, give snöball a try. Our event influencer marketing platform was purpose-built to empower your event’s participants at scale with the marketing tools they need to promote their participation at your event, complete with incentivisation capabilities and analytics.

Now, go forth, and market your virtual events!

Rachel Stephan is one part creative, one part entrepreneur, a 4-time mom (sensov/event marketing, Charlie, award-winning #eventtech snöball event influencer marketing, and Grayson) and an event industry speaker. Rachel helps meeting planners grow their event attendance with results-driven event marketing strategies. https://www.snoball.events/

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Digital Marketing

Myntelligence Optimizes Digital Marketing Campaigns and Unlocks Real-Time Business Insights with TigerGraph – AiThority

Myntelligence Optimizes Digital Marketing Campaigns

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Digital Marketing

Myntelligence Optimizes Digital Marketing Campaigns and Unlocks… – AiThority

Myntelligence Optimizes Digital Marketing Campaigns

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Digital Marketing

Boost Your Next PR Campaign With the Help of Digital Marketing – AllBusiness.com

Digital online marketing

Digital online marketing

By Holly Rollins

It’s a no-brainer that professionals in America spend an incredible amount of time online, an average of 22.5 hours per week, according to the USC Annenberg School Center for the Digital Future. The majority of our consumer base is online. The result? Digital marketing and PR has never been more important.

Digital vs. traditional PR

Traditional PR is all about working with journalists to have your business featured in newspapers and magazines. Before the dotcom boom, PR specialists and publicists’ goals focused on the number of times their clients were included in newspapers, magazines, radio and television.

And then came the internet. Many newspapers and magazines moved their stories to websites, and the role of traditional PR shifted. Just as publicists used to compete to get their clients in the most widely read newspapers, now they’re competing to get their clients in front of vast online audiences. That’s not to say that PR people aren’t still working to get their clients in the newspapers–far from it–but the focus has changed, and now PR companies and their clients are able to get more bang for their buck with publications that have both print and online versions.

In a way, digital PR allows businesses to access two audiences at once.

What is digital PR?

Digital PR is not dissimilar to traditional PR, but its focus is online visibility. You’ll still be doing things like:

  • Writing and sending press releases
  • Building relationships with journalists
  • Organizing events and reviews
  • Writing blogs and thought leadership pieces

Adding a digital twist adds a few extras like:

  • Writing press releases with relevant, high-value backlinks
  • Building relationships with online journalists
  • Organizing podcasts, events, and reviews
  • Using SEO to secure a high ranking on search engines
  • Writing thought leadership pieces for online publications with high-quality backlinks
  • Creating content for social media

The goals of digital PR are very similar to the goals of traditional PR, but the methods are different.

Other Articles From AllBusiness.com:

SEO and Google ranking

Digital PR’s first goal is online visibility. It’s important to show up on the first page of a Google search, and cleverly executed digital PR can achieve this and more. A well thought out digital strategy will include SEO; link profiles, anchor text distribution, link monitoring, and ranking all play a role in increasing online presence and measuring the efficacy of a marketing campaign.

The press release in the modern world

It’s the oft-debated question in the PR world: are press releases dead?

Press releases are polarizing. A good press release gets across the who, what, when, where, why, and how as quickly (and concisely) as possible. They’re also incredibly easy to write poorly—(many journalists keep “press release fail” compilations on their social media channels). Publicly owned companies must use them to communicate, however, and most niche market publications rely on press releases for their information.

But simply putting company news in a press release and popping that release on a distribution service is unlikely to help your digital strategy. You’ll need to carefully consider the best way to make your press release work hard for you. How? Stern Strategy Group offers some great insights:

  • Include backlinks. You MUST include backlinks in your press releases. The backlink is the key to digital PR value.
  • Create a timeline and build momentum. A press release, even if it’s just on your website, shows current and potential clients that your business is doing well.
  • Use them as part of a targeted media pitch. A press release is a great way to show credibility, especially when you’re pitching thought leadership pieces.

Thought leadership

Thought leadership establishes you as a leader in your field, but did you know that it can actually lead to new business? According to a survey by Edelman, 48% of execs and 45% of decision makers said a company’s thought leadership directly led to them doing business with the organization.

Digital PR is a bit tougher. Much of the value of thought leadership comes from those high-ranking backlinks. Use a tool like the Moz domain authority checker when checking backlink value, and make sure to do your research. Some journalists do not include backlinks in their articles and will be VERY frustrated if you email to ask for one. It’s always best to pitch to a journalist who has used backlinks before, to get the full digital value of the opportunity.

Pro tip: Online journalists aren’t bound by print deadlines and publication days, so pitching times can be a bit more flexible. Try pitching at 11 a.m., and remember to avoid early Mondays and late Fridays.

Social media

The rise of social media has dramatically affected the way most businesses think about PR. Where social media was once about content creation, digital PR optimizes social media channels and makes it all about delivery. Whilst content is key, social media for digital PR is all about measurement.

Social media offers a range of insights, ranging from likes and shares to reach and impressions. Use the data to zero in on sales. Are there any correlations between sales and impressions, likes, or shares? This data has the potential to revitalize your business.

Building relationships with online journalists

A PR pro is only as good as his or her little black book of contacts, and without face-to-face meetings, every interaction is critical. How can you build good relationships with online contacts?

  • Only pitch relevant ideas. In our digital world, it’s so easy to research what journalists have written about recently and what they’re interested in. Take your time, do the research, and in your pitch, mention a recent article. Everyone likes to be complimented. A journalist who knows you care is much more likely to throw a backlink in as a favor.
  • Respond quickly. If a journalist needs something, whether it’s a photo, a comment, or another story, get back to them as soon as you can. This may mean keeping an eye on your emails when a story is about to break, but it’s a small price to pay for the incredible exposure they’re offering.

Organizing podcasts

According to Edison Research, 144 million Americans listen to podcasts. Odds are, your customers are some of them. Podcasts are a fantastic way to tell your story, because they allow you to use your own words with your own voice. Podcasts are also a good way to engage your audience and have them keep coming back to you for industry intel.

When it comes to return on investment, the answer is clear: today’s most effective PR is digital.

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About the Author

Post by: Holly Rollins

Holly Rollins is the president of 10x digital, with more than 20 years experience in marketing, public relations, digital marketing and content marketing. She has created successful content marketing and digital marketing/PR for diverse sectors: from healthcare and wellness to global retail and commercial real estate. She is also a Huffington Post contributor and was named a Top Global Content Marketer by the Content Marketing Institute, 2013-2018. Holly earned a master’s in journalism/global PR from USC and a BS in graphic design/marketing from Appalachian State University.

Company: 10x digital
Website: www.10xdigitalinc.com
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