As the world continues to move online, brands – including those of the legal variety – need to adapt to develop relationships with prominent publications, media outlets and other centers of influence with large online followings. This is where digital PR comes into play.
What is Digital PR?
Digital PR – short for “digital public relations” – is a marketing strategy that combines traditional PR and media relations with digital channels such as SEO, social media and influencer marketing. Digital PR allows brands to develop relationships with media outlets in order to earn editorial coverage, thus bolstering their backlinking efforts, brand exposure, SEO and more.
How To Improve Your Digital PR Presence
The first step in improving your digital PR presence may seem like a given – but it is arguably the most important step: identifying your target audience and tailoring your messaging to speak directly to them. A sometimes overlooked process, this will increase the chances of your message being read and shared. By understanding the demographics and behaviors of your target audience, you can create messaging and campaigns that resonate with them.
An example to help bring this home to the legal space: if your target audience consists of divorcing couples or families managing end-of-life planning, your messaging should drive empathy and compassion and your tactics might include being featured regularly on parenting podcasts and WealthManagement.com; however, as a high-stakes commercial litigator or white collar defense attorney, your messaging might be a little more aggressive and ambitious and tactics might involve being featured in legal outlets to gain notoriety among critical referral sources – your peers.
Additional tips follow:
Utilize social media platforms to your advantage. Platforms like Twitter, Facebook, and Instagram are great ways to reach a large audience and build a community. Social media platforms allow you to interact with your audience in real-time, and to share content that is relevant to them.
Create valuable content that addresses the needs and interests of your target audience. This can include blog posts, infographics, videos, and more. By providing valuable content, you can position yourself as a thought leader in your practice area. The more value you provide, the more likely it is that your audience will engage with your content, share it with others, and remember your firm.
Utilize SEO tactics to increase the visibility of your website and content. This can include keyword research, meta tags, and backlinks. By optimizing your website and content for search engines, you can increase the chances that your website will appear at the top of search engine results pages (SERPs) when people search for keywords related to your practice. This can lead to more traffic to your website, and more opportunities to convert visitors into clients.
Make use of paid advertising, such as Google AdWords or Facebook Ads, to increase the reach of your message. Paid advertising allows you to reach a large audience quickly and efficiently. You can target specific demographics, interests, and behaviors to ensure that your ads are seen by people who are most likely to be interested in your services. By using paid advertising, you can drive more traffic to your website and generate more leads and sales.
Monitor your online presence and engage with your audience. This can include responding to comments and messages, and addressing any negative feedback. By engaging with your audience, you can build trust and loyalty. You can also use this feedback to improve your product or service and make it more appealing to your target audience.
Finally, track your progress and adjust your strategy accordingly. Use analytics tools to track website traffic, social media engagement, and other metrics that are relevant to your goals. By monitoring these metrics, you can see which strategies are working and which ones are not. This will allow you to make data-driven decisions and optimize your efforts to achieve better results.
Digital PR is a powerful tool that allows businesses to reach a large audience, build trust and credibility, and drive more sales and revenue. By following the tips outlined above, you can create an effective digital PR strategy that will help you achieve your business goals. However, it is important to remember that digital PR is an ongoing process, and that you need to be flexible and adaptable to changing trends and technologies.
