Digital PR is a term that’s getting a lot of airtime in conversations in the digital marketing community.
If you’ve heard people chatting about Digital PR, but aren’t sure what it means, or have heard that you need to be doing Digital PR as an eCom brand, but don’t know what it means for you, you’ve come to the right place.
John Meuller took to Twitter to express his view that Digital PR is just as critical as tech SEO. In fact, he went further than that, and said that it may be more critical in many cases. We believe that this is often the case for eCom businesses.
For any eCommerce brand our recommendation is always to fix any technical issues with the site. It’s the fundamentals of eCommerce SEO and can cause a drag factor on any additional marketing activity that can benefit SEO naturally. Then once technical is in a good place the way you scale is through content and PR with quarterly technical check-ins (depending on the size of the site, marketplaces and large eCom sites would need monthly work).
Digital PR has gotten a bad name because it often gets lumped in with spammy black-hat link-buying tactics that fell by the wayside with the 2011 Penguin update. But, at NOVOS, we believe that Digital PR is a powerful and often overlooked tool in the world of eCom SEO.
If you’re looking to supercharge your eCommerce brand’s online performance, Digital PR might be just what you’re looking for.
The Bottom Line: Digital PR Defined
Digital PR aims to increase brand awareness, brand reputation, and market penetration.
The goal here is to gain coverage, links and increase domain authority for your site, while also helping your target audience understand your brand and the kinds of products you offer.
Debunking Some Digital PR Myths
❌ Myth: Digital PR is just Traditional PR but with online publications.
✔️ Truth: Digital PR uses very different methods to achieve different KPIs to your Traditional PR strategy.
❌ Myth: If I’m doing Traditional PR I don’t need Digital PR
Digital PR and Traditional PR have different goals and KPIs but both teams can work together to achieve your business goals.
❌ Myth: My brand doesn’t need Digital PR
✔️ Truth: Digital PR has benefits for every brand and should be a cornerstone of your SEO and brand awareness strategies.
❌ Myth: Digital PR is spammy link building
✔️ Truth: Link building has come a long way since 2011. Our approach to Digital PR will help you earn links in a natural and sustainable way.
❌ Myth: Digital PR is too expensive for my brand
✔️ Truth: With the right content idea and outreach strategy, Digital PR needn’t be prohibitively expensive.
❌ Myth: Journalists don’t want to hear from brands or cover branded content
✔️ Truth: When you give journalists great stories, and excellent content they’ll often cover your brand.
❌ Myth: Digital PR means gifting tonnes of product to influencers
✔️ Truth: Working with influencers is subject to the same strategic approach.
❌ Myth: It’s hard to measure Digital PR success
✔️ Truth: With clear benchmarking and KPIs you will see and be able to measure the success of your Digital PR campaigns with ease.