An essential part of digital marketing is getting people to talk about you and be interested in your brand as well as the products and/or services that you offer. Generating content for your own website and social media platforms is a big part of how you generate a buzz about you. However, this isn’t enough. You have to get people – who represent well-known publications in your niche – to want to produce content about you so that you can show the audience that you are a thought leader in your particular area. How do you do this? Through public relations.
What does the term ‘public relations’ mean?
Very simply put, ‘public relations’ is all about developing a relationship with the public. You do this by developing a relationship with various media outlets – such as television and radio producers as well as editors of publications in your niche – so that you can connect with their audiences and – in so doing – broaden your audience.
Why is public relations important?
Besides broadening your audience, having a rock-solid public relations strategy helps to develop your reputation as an expert and specialist in a particular field. Think about it. If you are a medical doctor specialising in stress management, if you contributed regularly to a publication that deals with this topic, people reading the article would see you as an expert because you are speaking authoritatively on the subject. As such, they would be more inclined to choose you – when looking for stress management solutions – you have already displayed their expertise in the subject.
In digital marketing, one of the main ways that you can climb up the Google Search Engine Results Pages (SERPs) is by having a high page rank. One of the best ways of developing this is by getting credible sites linking back to you. As online publications have an exceptional reputation in the industry and online, their sites will have a good reputation so when they link back to you, this will improve your own site’s page ranking. This makes PR an essential cog in your digital marketing strategy.