If you are working within the digital marketing world, you are probably already familiar with some of the main jobs of a Public Relations specialist. In case you don’t know, PR is all about managing the reputation of a brand. No matter what industry you are working in, all businesses can benefit from a progressive PR strategy.
Today, PR is one of the most influential components that are apart of most digital marketing strategies. In order for a PR team to improve or build a company’s reputation and image, they have to get your brand out to the public through different public platforms. And this is where PR placement comes into play.
PR placements are one of the many techniques a PR team will use to promote a company’s image to the public. These placements can be in the form of a magazine, online blog post, or any other media outlets that will be viewed by a wide audience.
When analyzing this concept, it seems as though the main purpose of this is to increase exposure of a brand. While this is absolutely true, it’s important to note that there are many other benefits to PR placements that often go unnoticed.
Although it may seem like the main objective with these PR placements is to promote brand awareness, there are many more benefits to this strategy as well.If you have always thought that PR placements are only meant for brand awareness than we are here to help you think otherwise.
In this blog post, we will be highlighting 4 benefits of PR placements, and how they can affect your business. Through this article, you will be able to see how valuable PR placements really can be for your company, and how they also support other channels of your marketing strategy as well.
Believe it or not, but SEO can be PR’s best friend and vice versa. In order for your company’s website to organically rank, you need to be getting reputable links from other authoritative sites. When we’re talking about digital PR, there’s a linking opportunity within every placement. The link should drive someone back to your brand’s website. Make sure when securing these backlinks that you choose a specific anchor text and URL destination that’s going to help your overall SEO efforts.
SEO also benefits when an authoritative site is referring or mentioning your brand. Google will then view you as a respectable company, therefore improve your domain authority. Think of backlinks as google’s designated stamp of approval by other websites.
No matter what outlets you are utilizing for your digital marketing strategy, you are going to want to work towards improving your domain authority. In case you don’t know, your domain authority is a search engine ranking score that predicts how well a website will rank on Google and other search engines. The higher the score, the higher the chances that your website will rank and be seen.
When it comes to getting PR links, this is one of the most impactful ways to improve your domain authority. Not only does this help you rank better with Google, but it will also expose your brand to a greater audience as well. The best way to increase your website’s domain authority and keyword rankings are by securing strong backlinks back to it.That’s where a digital PR placement comes into play.
In order to secure a strong backlink, the website has to have a high domain authority and stand as a reputable website within its industry. If the website has a higher domain authority than your own, you will get more qualified traffic and visitors, which of course is the ultimate goal for most companies.
Similarly to the way a link supports with SEO, it also supports driving traffic to your site. When the article is highly contextually relevant and has a link to your brand, which any PR placement should, you can look in Google Analytics to see data on the website traffic.
This shows up as referral traffic and you get insights in GA like behavioral metrics such as time on site, pages per visit, new versus returning visitors, number of sessions, and conversions. This information is extremely valuable and provides great insight into how your visitors are interacting with your site.
The more high-quality websites that are linking to your site, the more traffic you can expect. Utilize your Google Analytics to see which sites are referring the most traffic so you can use that information to continue growing your backlink profile.
At the end of the day, all brands want to improve their exposure to potential customers and the best way to do that is through link building. Link building through a PR placement can also establish credibility to your brand in the eyes of your consumers. If your brand is being referred to by an influential company’s blog, other readers will then view your brand in the same light.
Facebook advertising and PR go together like two peas in a pod. How? Snip.ly.
is a tool that lets you create a Facebook ad from an article on a third-party site. Just landed your brand or client on Forbes? Create a Snip.ly ad with the Forbes article where Facebook audiences are served the ad to the article and are then followed by a pixel for visiting that page. They can then be added to your Facebook retargeting pool where you can actually convert them with other ads.
A PR placement essentially serves as a way to move people further down the ad funnel from cold traffic, where they don’t know your brand and have not visited your site, to learning more in an article, and then being retargeted down the line and driven to the site where they then become warm traffic with a better level of awareness of the brand. Pushing someone further down the funnel is the best thing a PR placement can do for ads. Once you have done your PR job successfully, you will be able to convert your website visitors into real customers. Being able to educate your audience through PR placements is an excellent way to reach a wider audience.
A great way to leverage your PR placements is through a newsroom menu tab on your site, or for something as simple as saying “As Seen On…” followed by the publication name. Having this section on your website completely dedicated to your placements is a great way to highlight other brand’s that have mentioned or referred your product.
Not only does this instantly establish credibility to your brand, but it also establishes trust within the customer as well. Having an “As Seen On” tab will show your customer that you are a legitimate and reliable product or service.
As soon as your customer has trust in your brand, that is when they will buy your product. Your consumer wants to know that what you are saying about your product or service is true. If they were willing to spend money on your product, they want to know that what they are getting is what you are telling them. They don’t want to buy your product and get something else that they weren’t expecting. It goes without saying that establishing this trusting relationship with your customers is the most important thing you can do for your brand.
As you can see, PR placement goes a lot farther than just brand awareness, It is an essential component that supports many channels of your overall marketing strategy. Not only does it support your SEO strategy by improving your domain authority, but it can also bring in leads to your website and increase your traffic. Best of all, it establishes yourself as a credible brand in the eyes of your consumer, which is the most important aspect when it comes to building a relationship with your audience.
PR placements have many more benefits than you might initially assume. That’s why they should always be included in your digital marketing strategy. The more digital PR placements you are able to acquire for your website, the more traffic you can expect to gain. As long as you are link building with reputable companies and brands, you will be able to improve your overall marketing strategy as a whole.