It’s a super duper exciting time at Excite Media. We’re introducing a new service: digital PR.
For the unacquainted, digital PR —or digital public relations— is just like traditional public relations, but it takes place online.
It’s all about getting you noticed by publications online to create better brand authority, better domain authority, and reach new potential customers.
Digital PR is being introduced as part of our SEO campaigns.
We’re going to take you through exactly what it is, what it looks like, and why we’re introducing it.
- Digital PR replaces traditional link building by securing high-quality backlinks through media coverage.
- It builds domain authority and brand credibility, boosts brand awareness and website traffic, and encourages links come from reputable, relevant media outlets.
- Digital PR uses unique business insights or contributions to earn media mentions and backlinks. We do this by focusing on creating content that resonates with journalists and media outlets.
- We're opting for digital PR over link building to get higher quality, more relevant backlinks to improve your SEO and long-term brand reputation.
- For current Excite Media SEO clients, digital PR will be automatically added to your campaigns. Your account manager will keep you in the loop with what's happening.
What is digital PR?
Digital PR is the process of finding something newsworthy about your business, packaging it up, and sharing it with the world.
This generally involves creating an article to explain and summarise the idea, distributing a media release to journalists and the media, and pitching the idea to the media.
The idea is to get your business mentioned in an article, news clip, social post, or basically any other spot that the media is sharing news in.
It’s even better if the media outlet quotes you or uses you as a source for the key information they use in their story.
Why we're launching digital PR 🚀
The quality of traditional link building has been decreasing in quality and increasing in price. It means people are paying more than ever for links that are almost-relevant to their businesses — but even then, often not.
Now, this is a grey area. But Google had always said that link building is a big no-no. They wanted naturally sourced links from high-quality, high-relevancy websites.
The algorithm had always indicated differently, though. Websites that built links saw good results, and as SEO specialists, who are we to argue with the results?
Link building has become the wild west, though and it’s dire out there.
In the best interests of our clients, we’re taking a more thoughtful approach to how we build links to your website and create that domain authority.
The answer is digital PR ✨
Digital PR is beneficial not only to your domain authority, but your brand authority, brand awareness, and your reputation in general.
How digital PR works 🧪
Digital PR is all about finding something for your business to contribute to the media in return for mentioning your business and linking to your website.
This might be by finding some unique data through your CRM or a study you’ve completed. We can package this up and present it to journalists as something they can use to create a news story.
It might be by jumping on something relevant that’s already in the news and providing your own expert take that they can use to provide a conclusion or a different angle to their story.
Or, it could be a human interest story, something light and fun that your business has found itself at the centre of. You know the sort: a dog that delivers pizza or a fun lunchbox hack for parents.
It’s a unique angle on your business, that gets attention from the media and drives traffic and links back to your website as a result.
Why digital PR beats traditional link building 🏆
- Build brand credibility
- Build domain authority
- Create better brand awareness
- Get more traffic
- Reach new audiences
- Get better engagement with your own content
So, what does a digital PR campaign look like?
Our digital PR campaigns have been developed to incorporate all the right strategies and an approach that puts your business at the centre.
Here’s what they look like.
Media research 🤓
Your specialist will go away and research your industry and the current news cycle to discover any areas of opportunity.
Your account manager will present these ideas to you, taking you through what the best angle is and why we think it’ll work.
Media release 📄
Pitching ⚾️
Following up & coordination ✊
We’ll follow up with journalists and keep in touch with them. If they need any more details or a quote from you, we’ll facilitate this on your behalf.
Monitoring 📈
Are you a current SEO client with Excite Media? Here's what this all means for you 👇
If you’re a current SEO client —or are about to become one— then you don’t need to do a thing at this stage.
We’ll automatically be adding digital PR into your SEO campaign
to fit with your retainer.
You should expect to hear from your account manager once we’ve completed your media research and have ideas ready to present to you.
Now, at this stage, anything you can offer us will pay dividends in your campaign.
A unique take on an in-the-news topic, a quote to support your media release, or any specific data you can get your hands on.
As your digital marketing team, we’re always doing our best to stay on top of the latest in your industry. But we’ll never know your business or industry like you do.
If anything ever pops up that you think we should know about or might make for a great campaign, reach out to your account manager. We want to know about it.
You can pick up a digital PR booster package, too.
Whether you currently do your SEO with Excite Media or not, you can pick up a Digital PR booster package.
Digital PR is a really great channel for building brand authority and domain authority and boosting your brand’s visibility.
These come in a couple of different forms that you can run through with your account manager or someone from our New Business team.
The packages can be added to an SEO campaign or can come as a standalone package.
We may run surveys, source more in-depth data for your campaign, or conduct interviews with third parties to create a really well-informed campaign for you.
Need a hand with your SEO or digital PR? We'd love to help 👋
Book a chat with our team to find out how we can help you make the most of your digital PR opportunities.
