Digital PR
Building Online Brand Communities
A vital component of successful PR in the 21st Century, adding brand authority and credibility when customers are browsing and shopping in this crowded arena.
What Is Digital PR?
Digital PR is not a new concept, it’s one that’s evolved. Across all of our campaigns we work with the digital platforms of print media as well as stand-alone high-ranking websites and relevant influencers – something we’ve always done. There are lots of digital opportunities open to consumer and trade brands, and we know just where to find them.
For most of our clients, Digital PR is a vital component of their PR campaign. Digital PR can take the form of an online magazine, an influencer blog, or a lifestyle website attached to a magazine or newspaper.
Regular contact with contributors to key websites and digital platforms ensure that we maximise opportunities for our clients to be featured. This exposure may take the form of an interiors advice piece with valuable comment from our clients’ representatives, or it may be image or style led, focusing on up to the minute trends. There is often more space available to develop ideas and themes to really showcase the particular brand’s unique qualities and product range.
With the platform usually providing a current URL back to the brand’s site, or even specific product range it creates a virtuous circle of endorsement, exposure and interest. Good Digital PR can make an instant impact whilst over time can have a huge brand-building effect.
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How Does Digital PR Benefit Businesses?
The all-important back links help to raise clients’ domain authority rankings (DAR) which in turn leads to improved google rankings, traffic and brand exposure.
Digital PR provides organic reach, with any coverage being clearly “earned” by the brand which is very much a touch point for successful google rankings, SEO and driving traffic directly to the site. Google advertising and shopping can be expensive so working with experienced Digital PR professionals not only provides relevant and authoritative commendation for the brand, but can even be more cost effective.
The effects of organic brand placement in features on leading platforms are clear. As a specific client example would be exposure on two very high ranking sites; The IndyBest (10 best desks) or MailOnline (round up of best Black Friday Deals) offer huge long term SEO benefits, the effects of which may be enjoyed in years or even decades to come. These are not one offs either but appear regularly on our clients’ reports.
Why This is Particularly Crucial for Interiors Brands
The interior market is highly competitive, with new brands seemingly appearing on a weekly basis. This leads to confusion for consumers and those that are particularly style and commercially savvy will use online data to research their options.
For our existing clients, the interior brands, it is vital to maintain a competitive advantage; this can take the form of brand reputation, brand longevity and product expertise. The back drop of coverage and digital history demonstrates the authority of the brand and offers genuine assurance to customers shopping and browsing in this very crowded arena. This can be even more important for those brands with no high street presence.
How We Approach Digital PR
As part of our onboarding process we discuss which PR options are suitable, and if the client is keen on Digital PR we ensure it is very much part of our outreach mix.
Where a certain product or brand may work well in print it may be another will be more appropriate for digital. Within the Digital Interiors arena there are so many formats and styles. Our experience, gleaned over 21 years, gives us a unique insight into what individual digital platforms are looking for, some are very trend-led with a focus on images whilst another may offer more in-depth, thought led content. Thus, we approach one site with a very visual pitch and another will be more word-content rich.
It is never a one size fits all approach which is why we are able to be so successful and deliver against every client objective.
What Our Services Consist Of
Our Digital PR services for interior brands comprise a mix of pitching products, ideas or trends and creating content to outreach to key media titles.
We are regularly contacted by editors asking us to provide content contribution for specific themes or features, and we always ensure we deliver to their brief. Depending on what is decided and agreed during the onboarding process our services will be a mix of both reactive and proactive outreach; always underlaid by industry expertise and providing a turn-key solution for our clients, which conveniently requires very little, if any, input from themselves.
Speak to our team today for more information!
