Similar to conventional PR, online PR is all about influencing people and grabbing their attention rather than purchase placement for brand advertising. Generally speaking, whenever we hear about traditional PR for business we usually think of magazines, newspapers, radio and TV. Online PR on the other hand, targets the online environment as well as a wealth of other networks and platforms, social media included. The methodology has been greatly adapted in the last decade; marketing companies now use the influence of the internet to perform real-time analytics, influence people, stay updated with recent trends and break into the online social environment.
Greater influence online PR without spending a fortune on a marketing campaign
Why is online PR an affordable marketing strategy? First and foremost, because it can reach millions of people within seconds without spending a fortune on a campaign; bloggers may be compelled by a story, and if the impact is great they can share it on their site and pass it on to the masses (their readers). Twitter users, social media users (Google+, Facebook, Instagram, Pinterest and Reddit) are social platforms that welcome online PR. The greater and the most impactful the campaign, the better chances that advertised company has to thrive in the online environment.
Online PR has a direct and indirect outreach. From adding keywords and hashtags to the content to email marketing, the advertising techniques are various. Some are more efficient than others. However, it goes without saying that unlike traditional PR (door-to-door advertising, word-of-mouth, in-person advertising, billboards), online PR is a lot more efficient and economical. Every agency uses PR tactics differently. Some only adhere to online marketing whereas others make use of a hybrid approach (which includes both traditional and online PR).
Efficient but affordable online PR
One of the greatest benefits of online PR is that it is both efficient and affordable when done right. However, to succeed companies must assess their strategies prior to getting started in order to be able to make an informed decision and settle on a business approach that complements their goals. The best mix of strategies supports a smart execution. Blending blog marketing, press release and SEO optimization with offline PR tactics can prove to be extremely powerful too.
In your new online startup is centered on providing news to the people, the best tools in the online environment are wire services like PRWeb and PR Newswire; these two online platforms are excellent for boosting traffic and converting visitors into loyal customers. When a company receives enough online media coverage, the next step would be to make use of social bookmark services like del.icio.us and furl.net to archive the information. A blog section can also be a viable option because you can link to other sites and blogs in the online environment and encourage company news coverage.
Guidelines for a successful execution
For an online PR campaign to work, one must learn to listen. Businesses must be able to monitor what people say about their company, brand and product in the online environment. Who is in charge for driving conversions? As your business will advance on the web and your website will start increasing in rank, your company will become a solid foundation for proper online communication. However, for people to have an interest in whatever you’re marketing, they need to be chosen properly. This is where SEO comes in. When choosing online PR to market your business, proper optimization is a must.
An equally important tactic is to use social media tools. These can become a powerful broadcasting mechanism because they foster interaction in the online environment. Replying to comments, sharing articles on Facebook, answering to twitter followers and participating in forum discussions are additional techniques that must be included in your online PR strategy to make a company visible online.
Promoting a business is a lot easier than it used to be. Companies that want to make themselves known to the masses must be featured online as well. However, it’s not enough to have a website. One must be actively involved to generate leads, boost traffic and convert visitors into loyal customers. This is best achieved through online PR.
This is a guest article by Denny Averill & DataDial.net