The Benefits Of Online Exposure According To Our Digital PR Agency
Ok, so right off the bat, it isn’t about baring all in front of the camera; we’re referring to a different kind of exposure… By online exposure, we’re talking about building brand awareness in a digital setting. There’s a whole variety of ways in which you can do this; but garnering online press coverage is certainly up there with the best. But why is digital so much more beneficial than print media when it comes to building your brand? The team here at VerriBerri, a leading digital PR agency in Essex, wanted to explain why in a bit more detail.
What Exactly Is Digital PR?
It would perhaps be most pertinent to first explain what PR is, more generally. PR stands for public relations and, whilst many people associate it with celebrities and event campaigns, few people know what it actually entails. Put simply, PR professionals work to secure a brand coverage within a publication. Digital PR, then, is the same process but simply focusing on online coverage. Securing digital exposure helps to build a brand’s identity, direct a greater flow of website traffic and bolster a website’s overall SEO-value through the process of link-building. Let’s break those down for a second:
Brand-Building
As much as people think that building a strong brand is about big, showy advertising campaigns; it’s also about the lower-level more sustainable growthl. It’s about seeing the brand name in as many places as possible; getting that brand in the back of people’s minds, nestled in there – in an online article, for instance. Then, when you hit the customer with the more ostensibly ‘in-your-face’ advertising campaigns; they’re already aware of your brand, they’ve formed a (most likely positive) image in their minds. In this way, all the separate strands begin to tie in with one another.
Direct Website Traffic & SEO (Search Engine Optimisation)
The more quality backlinks you have feeding back into your website’s landing page, the better. It builds your website’s SEO-value and what that means is that your website is more likely to appear higher up on Google’s (or any other search engine) results pages. It obviously goes without saying that the more website traffic you have, the better. Better SEO-value? Better website traffic, it’s as simple as that. Many people don’t realise the link between SEO and PR, but it’s a fundamental one; it’s one of the reasons that our SEO and PR departments work so closely with one another, and under the same roof.
Where Do You Spend Your Time?
If you go onto your phone, and check your daily average screen time, you’d quite possibly be aghast at just how much of your waking hours is spent scrolling, tapping and snapping. Whether you’re waiting for public transport, curled up in bed having just woken up or in front of the TV; most people end up on their phone and on the internet, in some form or another. Now contrast that with whether you think you spend a similar time perusing a newspaper or magazine? Do you walk around with a rolled up daily in your jean back pocket? The chances are, probably not. You see where we’re going with this.
Digital Press Has A Wider Circulation
It’s not that traditional print media doesn’t still have its place, far from it, but if it was a choice between the two, digital exposure would be the savvier choice. In fact, according to a 2018 report by Ofcom, 64% of British adults primarily used the internet as their source of news; however only 40% of adults were using newspapers as their main source. This is by no means conclusive proof that print news has had it day, but there’s no getting away from the fact that if you feature in news, online, you and your brand is more likely to be seen.
‘Online’ Refers To More Than Just ‘Articles’
The range of media outlets now out there online is extensive, to say the least. Yes, you have your typical Buzzfeed style articles, and your online news publications. But there are also social media campaigns and collaborations, virtual events and conferences (which are especially relevant at the minute, what with the restrictions that the Coronavirus has levied businesses with) and the chance to utilise emerging technologies such as virtual and augmented realities.
What utilising a digital PR agency over a traditional print agency affords you, then, is a flexibility and creativity that’s free of inhibitions. With online opportunities, you can throw a veritable smorgasbord of ideas at the wall, and the chances are that many of them will actually end up sticking. Just don’t throw an actual smorgasbord at the wall, because that’ll just end up being one deli-meaty mess, and let’s face it. Nobody wants that.
The Best Approach Is A Mixed Approach
Although we’re a digital PR agency, we also regularly secure leads and articles in leading print publications, as well. The benefits of these kinds of publication shouldn’t be brushed aside. There’s still a lot to be said for the kind of industry clout that the leading broadsheets and fashion magazines hold, and whilst their circulation has become increasingly digital, key decision makers still often prefer to pick up hard, physical copies of the publication, meaning a feature within one can be very beneficial indeed. More than anything else, however, what it provides is a comprehensive brand image i.e. you’re being seen everywhere. You’re hitting – for want of a better word – your target audience from as many angles as possible.
There’s so much ‘white noise’ out there online, nowadays, arguably too much. More and more brands every day are vying for your attention, your money and your support. Getting your brand traction over somebody else’s, therefore, is harder than ever before. One of the easiest ways you So, if you’d like to find out more about our digital PR agency, then get in touch! Contact VerriBerri today on 01376 386 850 or just click here.