What is the process for developing a digital PR strategy which will be a winning strategy for any startup? You can’t build a brand in 2022 without investing in a rock-solid digital PR strategy. Whether you’re looking to attract high-quality backlinks to your website or increase brand awareness, digital PR is the way to go. When implemented correctly, a digital PR campaign even drives referrals to your website and helps boost sales.
But if you’re running a startup, you likely don’t have a high marketing budget. Nor do you have established connections with renowned journalists and influencers in your industry. That doesn’t mean you can’t harness the power of digital PR.
In this blog, we’ll outline a few useful techniques for developing a digital PR strategy for your startup. Let’s get started.
Techniques for Developing a Digital PR Strategy
Digital PR isn’t as simple as drafting a catchy press release and distributing it through wire services. It’s essential to identify a newsworthy story first.
For instance, if you’re launching a new product, your press release could focus on how it addresses and resolves key pain points for customers. Similarly, if you’re using publishing a whitepaper or industry report, highlight the value it’ll deliver to readers. Use relevant brand story elements to make the press release more compelling.
Once you’ve identified a newsworthy story, the next step is to write an irresistible press release. Use a top-notch press release example or template to get started. Make sure you write an eye-catching title and subheadline to grab the reader’s attention.
While you’re at it, you should also identify the best channels to distribute your press release. Besides PR services, you can convert your press release into a pitch and send it to relevant journalists. Make sure you build a rapport with these journalists on social media before sending your pitch.
First things first – journalists aren’t interested in writing about what a great product or brand you’ve built. Instead, they’re on the lookout for interesting narratives that deliver value to their audience.
You can use it to your advantage by creating a moving brand story. In other words, you need to highlight how you started your company and what you’re doing to take it to greater heights. Also, you have to showcase how you’re solving a pain point or problem for your target customers.
Focus on your purpose and product while crafting the brand story. Identify the reasons and motivations that led you to build the product. Also, outline the challenges you faced and how you overcame them. Don’t forget to showcase the passion that drives you to work harder and improve your product.
Make sure the brand story invokes your audience’s emotions, such as humor, happiness, and admiration.
Once you’ve outlined your brand story, the next step is to get an overview of your brand’s current online presence. Start by running a Google search with your company name. Check whether your website and social media profiles appear in the search results.
Also, check whether any brand-related search results include LinkedIn profiles of senior-level executives.
If your website or social media profiles don’t show up in branded search results, you need to start working on an SEO strategy. Also, optimize the social media profiles of senior executives to ensure that they align with your brand story.
While you’re at it, don’t forget to define the goals for your digital PR strategy. Make sure you have a clear idea of whether you want to use the campaign to grow traffic, backlinks, or sales. Also, set relevant key performance indicators (KPIs) to track each goal.
If you want to harness long-term dividends from your digital PR strategy, it’s crucial to publish relevant, engaging, and valuable content on your company blog and social media profiles. Besides blog posts, you could also create whitepapers, case studies, infographics, podcasts, and other types of content that deliver value to your audience.
It’ll help sustain the conversation you initiate through various digital PR campaigns. Also, it’ll help strengthen brand authority and credibility, thus optimizing the performance of your PR strategy.
Digital PR campaigns are essential for building brand awareness and authority and driving product sales and website traffic. Use your brand story to capture the attention of relevant journalists in your niche. Also, create a newsworthy press release that’ll compel journalists to write about your brand and products. Hope these techniques will help for developing a digital PR strategy for your startup.