Brands need to sharpen their digital PR strategies

Digital PR has too often been defined as simply links, SEO and conversion, but it is time to put that thinking to bed for good. As consumers become savvier about the digital world and more cynical about marketing tools and tactics, brands must understand that digital PR should now sit at the core of their marketing and communications strategy.

 In the past, digital PR has been an afterthought, an add-on when brands eventually realise that a piece is missing in their overall strategy. But a shift in thinking is beginning to emerge as it becomes increasingly clear that you can no longer throw money at PPC [pay-per-click] and expect real results. Now, we are seeing an influx in the volume and variety of digital PR requirements as brands divert spend from acquisition to investing in reputation and building trust. 

It is no longer enough for a brand to be at the top of Google's search rankings; those days are numbered. Customers – and I am talking about B2B as much as B2C here, as the differences have diminished – understand that the top three are paid for and not strictly the most relevant. Instead, brands should build a digital PR strategy rooted in their business objectives, as it can and should play a role in every part of the customer journey.

Strategic steps that create impact

To build trust with customers, getting personal is vital. For years, brand accounts have sat on social media channels basically dormant, dealing with complaints and posting generic graphics. Tesco Mobile is not a brand you would have thought to have changed the game when it comes to social interaction but, through Twitter, has led the way in bringing the personal element into business, and now followed by brands including Ryanair, M&S and Aldi. I think businesses need to be more than their corporate logos, and to do that they need to drive authentic engagement with their customers. People increasingly want to know who they are buying from, what type of organisation it is, and what it stands for.

Break out of the brand bubble 

Consumers value a two-way dialogue, where they can give honest feedback, ask questions and know that the brand is listening, reacting and taking real action. Reviews through sites such as Trustpilot are excellent tools for building brand reputation and establishing trust and credibility. As pointed out at a recent session we held on digital PR with leading experts in the field, it is essential that you break out of your brand bubble, pay close attention to what people are saying about your business, and address any complaints.

Identify micro-influencers

Sticking with that personal approach, the rise of micro-influencers has changed the game when it comes to talking to engaged and loyal audiences. Research who the thought leaders are in your market and work with them to develop valuable brand partnerships. Ask them to test your products and give honest reviews to their followers. It will help your brand connect with them on a personal level while enhancing the authenticity of your brand’s message. By successfully building relationships in this way, you will create brand advocates that will develop a community around your brand. 

Unlock the power of community 

The power of community cannot be underestimated. A strong, engaged community will foster trust, advocacy, and longevity. It goes beyond selling. It is a vital part of that two-way dialogue because communication is at the core of a community. It is a space where people feel heard, valued and connected to your brand’s purpose. It will not deliver an instant return on investment, however. It is here that you can see the difference between brands that just want an instant ROI and brands that value their customers and have a marketing and communications strategy with long-term success in mind. The easiest customer to acquire is the one you already have. If they feel valued and rewarded for staying with you, they become loyal, tell others and help you develop your community.

Digital PR will be integrated in 2024

A digital PR strategy cannot exist in isolation because your reputation does not exist in isolation. It transcends the labels of digital and traditional, as well as borders. And this is where digital PR is revealed as simply being PR. 

Consumers seek brands that align with their values

Your strategy must encompass your brand’s wider business footprint, including social responsibility, sustainability and ethical practices. Today’s consumers are discerning and actively seek brands that align with their values. So, whatever you stand for or commit to as a brand, you must ensure you are actually doing it, or you are putting your authenticity and reputation on the line.

Invest in earning consumer trust 

There are so many channels to deal with in today’s marketing and communications landscape, and it can feel like threats to brand reputations loom around every corner. However, brands can mitigate these challenges. Keep your customers in mind and, using the strategies outlined here, invest in earning their trust by creating a digital PR plan that drives authentic engagement. 

It will not only extend your reach into new markets and connect your brand with fresh audiences, but it will also help the business become resilient in the face of any challenges that appear on the horizon. This way, your brand will build a reputation that stands the test of time and resonates with the ever-evolving digital landscape.

Adam Walker is head of brand partnerships at The GO! Network, specialising in work with IT, tech, and utilities brands. Adam works with in-house marketing leaders to develop their requirements across various marketing specialisms including PR and communications, and support their agency search and appointment process.