Speaker 1: Hi there. Today we're going to talk about digital PR or digital public relations. We're going to explain what it means and how you can use it as a small or a medium-sized business. Digital PR is a strategy used by brands to improve their online presence. They do that by building relationships with key content writers, influencers, and journalists to gain press hits or mentions and high-quality backlinks. Digital PR also includes online reputation management, which focuses on building and maintaining a positive image of a brand on the internet. Digital PR intersects with traditional PR and it also intersects with content marketing, social media, and SEO, but it has a very specific emphasis on online platforms. The similarity between all of these channels is that they all revolve around the generation and distribution of high-quality content. Content that is compelling and shareable. This content could be in the form of blog posts, infographics, videos, webinars, podcasts, or even newsworthy events or stories. The objectives of digital PR is multifold, so let's go through them one by one. The first objective is brand visibility and awareness. By garnering mentions in popular online platforms like blogs, news sites, and social media platforms, a brand can boost its visibility and awareness among potential customers. For instance, a startup company might use a press release about a new product launch to attract coverage from tech blogs and news websites. Objective number two is enhancing SEO and improving search rankings. Backlinks from high-quality credible sources are a key ranking factor in search engine algorithms. Through digital PR, brands can earn these backlinks which improve their domain authority and visibility in search results. For example, a travel company could create a comprehensive study about the safest places to travel, which is then picked up and linked to by a variety of travel and news websites, and that enhances their SEO. Objective number three is building trust and credibility. Positive mentions and reviews from credible sources can significantly enhance a brand's reputation and trustworthiness. If a reputable influencer or a popular blog recommends a brand or any of its products, it's likely to increase the brand's perceived credibility. Objective number four is boosting social media presence. By leveraging influencers and earning shares of their content, brands can expand their reach and following on social media platforms. For instance, a fashion brand might send free products to a fashion influencer who then posts about those products on Instagram, exposing the brand to his or her followers. There are many factors that contribute to the success of digital PR. First of all, digital PR requires a comprehensive understanding of digital marketing. You also need strong networking and relationship building skills, and on top of that, proficiency in content creation and an ability to analyze and measure your results are super important in digital PR too. So how can you, as a small or a medium-sized business, use digital PR? Number one, content creation. This is the heart of digital PR. The content can be in various forms, such as blog posts, infographics, videos, white papers, case studies, webinars, or even user-generated content. It should be valuable, informative, or entertaining for your target audience. The goal here is to create shareable content that can be distributed across different platforms to reach a larger audience and drive engagement. Number two, influencer marketing. And this involves working with influential people within your industry or niche who have a significant online following. By partnering with these influencers, you can tap into their audience to promote your brand or products. This might involve sending them your product for review, collaborating on content, or sponsoring a post on their platforms. Step number three is social media engagement. Social media is a powerful tool for increasing brand visibility and engagement, and that involves posting regularly, interacting with your followers, and responding to comments or queries promptly. This not only boosts your brand's online presence, but also helps you to build relationships with your audience. Step number four is online reputation management, and that involves monitoring and managing your brand's image online. This could mean responding to customer reviews, managing negative feedback, or handling any PR crisis. The goal here is to ensure that your brand maintains a positive image online. Step number five is search engine optimization. SEO and digital PR often go hand in hand. By creating high quality content and earning backlinks from reputable websites, you can improve your site's SEO, and this can increase your visibility on search engine results pages, driving more organic traffic to your site. Step number six is media relations, and this involves building relationships with journalists, bloggers, and other media personnel to gain press coverage. This might involve pitching stories, responding to press inquiries, or issuing press releases. Last but not least, events and webinars. Hosting events or webinars can be a great way to engage your audience, promote your brand, and generate content. These events can then be promoted on social media through influencer partnerships and via press releases to generate more visibility. Each of these components contributes to a successful digital PR strategy. However, the emphasis placed on each one can vary depending on your business's specific goals, audience, and resources too. Now thank you very much for watching this video. We hope that you found this information useful. ProfileTree has helped hundreds of businesses with their digital PR strategy, and we're happy to help you too. So if you have any questions, just drop them in the comments and we'll get back to you.