Tori Attwood, Author at No Brainer Agency https://www.nobraineragency.com/author/tori-attwood/ Search-driven Content Agency Mon, 23 Jun 2025 15:25:26 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://www.nobraineragency.com/wp-content/uploads/2023/03/cropped-nobrainer-favicon.png Tori Attwood, Author at No Brainer Agency https://www.nobraineragency.com/author/tori-attwood/ 32 32 The best digital PR campaigns for ecommerce brands https://www.nobraineragency.com/digital-pr/the-best-digital-pr-campaigns/ Tue, 29 Apr 2025 09:06:35 +0000 https://www.nobraineragency.com/?p=24518 In such a competitive sector as ecommerce, standing out requires more than just quality products and a user-friendly website – brands need authority, trust and reputation, and Digital PR is a great way to get it.  Ecommerce brands need to be showing up where their customers are living online, which means breathing topics customers care […]

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In such a competitive sector as ecommerce, standing out requires more than just quality products and a user-friendly website – brands need authority, trust and reputation, and Digital PR is a great way to get it. 

Ecommerce brands need to be showing up where their customers are living online, which means breathing topics customers care about, creating content that resonates and being a part of trending conversations, all of which can be achieved through great campaign activity.

In this article, we explore some of the best digital PR campaigns of recent times and the ecommerce digital PR tactics that have propelled brands to new heights, by making them found, first and famous.

 

Why Digital PR Matters for Ecommerce

So why are we harping on about Digital PR strategies for ecommerce brands? Because it drives measurable ROI by driving SEO objectives.

Digital PR is not just about gaining media coverage; it’s a strategic approach that intertwines with SEO, driving more traffic and ultimately sales, for ecommerce brands. 

Here’s why it’s indispensable for ecommerce brands:

  • Enhances SEO Performance: By securing high-quality backlinks from reputable sources, digital PR boosts search engine rankings, leading to increased organic traffic.It also reinforces the Google E-E-A-T principles of building trust, topic expertise, authority and experience.
  • Drives Product Demand: Creative campaigns can spark interest in products, leading to heightened search demand and sales.
  • Increases Traffic to Commercial Pages: Effective DPR strategies direct potential customers to product pages, enhancing conversion opportunities.

     

Types of Digital PR Campaigns That Work

We love championing great creative work when it comes to Digital PR campaigns, and there’s tonnes of brands that are doing great things in this space. 

Here are some of our favourites: 

1. Data-Driven Campaigns

If you’ve been anywhere near a Digital PR strategist in the past five years, then we’re sure you’ve probably heard them talking about data campaigns. 

A data-driven digital PR campaign uses unique or exclusive data as the foundation for a story or piece of content that is designed to attract media attention and backlinks. These campaigns are especially effective for ecommerce brands because they provide journalists with credible, insight-rich content that is anchored in a product whilst also feeling newsworthy and shareable.

The data used can come from a variety of sources, including:

  • Internal sales or customer data (e.g. purchase trends, seasonal spikes, customer preferences)
  • Survey data gathered via polling platforms
  • Public datasets re-analysed or visualised in a new way

Because the content is rooted in real numbers or behavioural trends, it gives the campaign credibility and makes it more appealing to publishers. If the data reveals surprising insights or speaks to something culturally relevant, it’s even more likely to land top-tier media coverage and natural backlinks. 

Many successful campaigns also regionalise their data (e.g. breaking it down by city or region), which increases outreach potential across national, local and niche publications.

Digital PR data campaign examples:

Lovehoney’s Sex Map

By analysing internal sales data, Lovehoney created an interactive map showcasing sexual preferences across UK regions. It’s such a simple idea that not only makes use of their exclusive customer data, but also has a personal angle to pique the reader’s interest – as naturally, people want to find out what’s popular in their area. This campaign garnered extensive media coverage and backlinks, helping to enhance their organic visibility.

Preply’s Swearing Cities Study 

Preply swearing cities map graphic

Language learning platform Preply conducted a study to identify cities with the most profanity usage. Again, it has mapped content based on data, but the simple visuals give readers a way to compare their location to others across the US.

2. Social-First and TikTok Campaigns

TikTok has made it so much easier for PRs to ‘sell in’ campaign content, without hefty production costs. 

Social-first digital PR campaigns often centre on timely or trending topics, using short-form video to engage audiences organically.

For ecommerce brands, this can mean amplifying an in-house expert, showcasing how a product solves a problem, or responding to viral moments in your niche. The key is to create content that feels authentic to the platform while offering a valuable or expert-led perspective.

TikTok campaigns can also double as PR assets – journalists often pick up social-first content that ties into broader consumer trends or showcases real human stories.

Digital PR social first campaign example:

Levitex’s Sleep Expert Series: 

We worked with Levitex to amplify their in-house expert, Founder and CEO James Leinhardt, to create informative TikTok videos about sleep health. By tapping into viral TikTok trends, we were able to create newsworthy videos for next-to-nothing cost-wise, and then ‘sell in’ the videos to press to generate media citations and links. 

 

@levitex 3 signs you should stop sleeping on your stomach #sleep #sleepposture #sleeptips #stomachsleeper ♬ original sound – Levitex

3. Interactive Tools and Evergreen Assets

Interactive tools used to be the bread and butter of digital PR campaigns, and whilst they’re not as popular now due to long turnaround times and development/production costs, a well-thought out interactive tool can still reap wonders for DPR – and for customer engagement. 

Interactive assets are pieces of content hosted on your website that readers can interact with in some way, such as filling in some of their details to reveal personalised stats, filtering content by their location or calculating figures based on what readers input.

This type of campaign includes things like calculators, quizzes, or visual guides that solve a common problem or personalise a user’s experience. They’re ideal for ecommerce brands because they often sit close to conversion points – helping customers make better decisions while driving traffic to commercial pages.

The evergreen nature of these tools means they can continue to generate backlinks and SEO value long after launch.

Examples we love: 

Pinrose’s Scent Analyser

This quiz helps users discover fragrances tailored to their preferences, making the shopping experience personalized and engaging. There’s also some great newslines that could be taken from this, such as which is the best perfume for each star sign or age, based on the data readers input.

 

Secret Linen Store’s Clean Sheets Calculator

secretlinenstore clean sheets calculator screengrab

Everyone is probably guilty of letting their laundry routine slip every now and again, but Secret Linen Store’s clean sheets calculator assesses whether your laundry routine is really up to scratch based on your lifestyle and behaviours – and how you compare to other people. Not only is it a useful tool for readers, it also offers some great news hooks, such as people not washing their sheets enough. 

4. Community-Driven Campaigns

Community-driven campaigns tap into the shared experiences, struggles, or needs of a specific audience. By offering genuinely useful content or support that speaks to a defined group, such as small businesses, parents, or specific lifestyle segments, brands can build long-term loyalty and position themselves as a trusted voice.

Rather than going for mass appeal, these campaigns often aim for depth over breadth. They might include curated toolkits, expert-led advice hubs, or interactive content that solves specific pain points.

What makes these campaigns effective is their authenticity. When you build for a community, you invite engagement and word-of-mouth sharing – creating a feedback loop of content, PR coverage, and audience trust.

Examples of campaigns we love: 

TakingCare’s #HaveTheTalk campaign 

Okay, so this is one of ours, but we love it! We worked with a personal alarm retailer to tackle the stigma around aging and independence, helping Brits have the talk about elderly care through psychologist-led advice, data, influencer conversations and hosting conversations with real families. With 2 million older people having unmet care needs in the UK, our campaign aimed to break down barriers around conversations about care through emotive videos, social content and PR reports. 

Find out more about this healthcare marketing campaign.

MedExpress “Come On You Blues”

We love online pharmacy MedExpress’s campaign to tackle erectile dysfunction through the lens of football culture through the “Come On You Blues” campaign. By blending humour with real talk, the campaign reframed ED as something normal and treatable, using fan-favourite football references to speak directly to men who might otherwise avoid the topic. The creative was seeded across social and sports media, sparking conversation and driving coverage in both mainstream and niche press. It’s a brilliant example of a community-driven digital PR campaign that built awareness, encouraged action, and broke taboos, all while staying deeply relevant to its audience.

Conclusion

The best digital PR campaigns for ecommerce brands are those that combine creativity with strategic objectives. By employing diverse digital PR tactics, ranging from data-driven studies to interactive tools and community engagement, brands can achieve enhanced visibility, improved ecommerce SEO performance, and increased sales. 

If you’d like some support with your ecommerce PR strategy, we’d love to talk! Get in touch using the form below. 

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]]> Digital PR metrics to track in 2025 https://www.nobraineragency.com/seo/digital-pr-metrics/ Mon, 03 Feb 2025 15:24:48 +0000 https://www.nobraineragency.com/?p=23880 Digital PR faces increasing challenges when it comes to measurement. As a hybrid of PR, content, SEO, and social media, it can often be difficult for clients to determine where digital PR budgets should come from within in-house teams. This can often result in Digital PR teams having several different stakeholders engaged in activity, meaning […]

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Digital PR faces increasing challenges when it comes to measurement. As a hybrid of PR, content, SEO, and social media, it can often be difficult for clients to determine where digital PR budgets should come from within in-house teams. This can often result in Digital PR teams having several different stakeholders engaged in activity, meaning that the ‘success’ of work can mean very different things to each stakeholder. 

This makes it crucial for Digital PR professionals to demonstrate meaningful ROI that aligns with the goals of different stakeholders. 

Despite Google stating that the nofollow tag is a “hint, not a directive” (Search Engine Land) – and Rand Fishkin’s analysis of the 2024 Google leak revealing that Google assesses link value through numerous factors beyond the follow/nofollow attribute (read the write-up here) – many Digital PR professionals still battle outdated notions that only followed links matter.

In this blog, we explore the key metrics Digital PRs can report on to ensure they demonstrate value and ROI, no matter who the stakeholder is. 

Jump to:

Is there a one-size-fits-all approach to Digital PR metrics?

No, unfortunately, there isn’t a magic master template when it comes to Digital PR metrics that agencies should be reporting on in 2025. But don’t panic, this is a good thing. 

Because of the hybrid nature of Digital PR, agencies often work with different stakeholders within the same client organisation, each with unique goals and reporting requirements. This means that Digital PR metrics should be tailored to reflect what is most valuable to the client’s objectives.

Campaign activity can often intersect multiple divisions within client organisations, spanning SEO, brand, PR & Comms, social media and content, and so with many Digital PRs working across multichannel briefs, it’s natural that each brief will pose its own challenges and requirements when it comes to Digital PR metrics and reporting. 

To make Digital PR’s impact more visible and valuable, reporting should focus on the specific goals of the stakeholders involved. Whilst this needs to be tailored to the brief in question, we’ve shared some key metrics to consider when determining how to measure the success of your Digital PR activity. 

If your stakeholder is an SEO Lead Explore audiences for content marketing

Every time a client insists on only followed links, a Digital PR person somewhere dies inside. Okay, so this might be a bit dramatic, but the principle still stands; Digital PRs have been battling with the follow/nofollow conversation with clients for years. 

Even though in 2019, Google announced that the nofollow tag would be treated as a hint, not a directive, meaning that even nofollow links can pass authority.

And even though Google’s leaked API documentation in 2024 highlighted that there are lots of different metrics that impact PageRank (check out Rand Fishkin’s analysis of this here), we still battle with the follow/nofollow request.

Despite this, many SEOs are still fixated by follows.  

We’ve seen time and time again, client websites rank for competitive terms when the majority of the links built to client pages are no-follow. 

If your client is fixated by follows, then whilst you’re educating them on the other important metrics of followed links, consider reporting followed links but supplementing them with additional insights, such as:

  • Where your links point to: Links to category pages, product pages, or editorial pages help boost rankings.
  • Internal linking strategy: The leaked Google API documents suggest that Google understands relationships between indirect links. If a high-authority website links to your campaign page, and that page links to a product page, Google may pass authority through to the product page. So having an internal linking strategy, and aligning this to your reporting metrics, will help to demonstrate this value to the client. Whilst this won’t be new to lots of DPR’s who are used to internally linking campaign pages to transactional pages, it’s important information for reinforcing the importance of this with clients.
    • Relevancy and authority of links: Again, the leaked API documentation suggested that backlinks from relevant and high-quality sources carry more SEO weight, so reporting on domain authority is a great way to showcase this to clients.
    • Contextual anchor text: The leaked documentation also suggests Google considers the terms surrounding anchor text, meaning even if exact-match anchor text isn’t possible, relevant surrounding text can still influence rankings. Tools like Ahrefs already pull through the text surrounding the anchor text, so DPRs can analyse the key messaging that’s included here.

      Any Digital PR knows that it can be tricky to get an exact match anchor text and that it’s down to the journalist’s discretion which links they decide to include in the coverage – or in even trickier circumstances, the editorial guidelines of the website in question (meaning it’s even out of the journalist’s control).

      However, it’s good news for DPRs, as the leaked Google API documentation suggests that Google can understand “the hash of terms surrounding the anchor” and that these are factored into ranking decisions. So, whilst DPRs may struggle to get an exact match anchor text for clients, the surrounding terms of the anchor text will still be included in the ranking decision. The easiest way to influence this is by including brand references alongside anchor texts, for example for our electricals client AO.com, we use the phrase “the UK’s leading electricals retailer” alongside branded anchor text, or for our client TakingCare, we used the anchor text “TakingCare Personal Alarms” or “TakingCare, leading personal alarms retailer”.  
      • Page ranking improvements: Monitor keyword rankings for pages you’re building links to. If you’re working closely with the SEO team, you should have a clear objective of trying to improve the rankings of the page that you’re building links into, so monitor the page for keyword improvements.
      • Referral traffic: Track traffic coming from media placements.
      • Clicks and impressions from Google: Use Google Search Console to monitor search performance for targeted URLs.
      • Traffic to campaign pages: Measure overall visits and engagement on campaign content.

If your stakeholder is an Ecommerce Lead

For ecommerce brands that are building their SEO strategy, Digital PR can be a powerful tool for driving increases to organic revenue, product visibility and website traffic. 

Key ecommerce Digital PR metrics to consider in your reporting include:

      • Organic revenue from target URLs and product pages: If your campaign promotes specific products, check for revenue increases from organic and referral traffic.
      • SEO performance improvements: Track increases in organic traffic and conversions for category and product pages that your PR campaign supports.
      • Referral traffic spikes: Identify referral-driven traffic increases aligned with outreach activity.

If your stakeholder is in the Brand, PR, or Communications Team

For brand, PR, and comms teams, Digital PR success is often tied to reputation and visibility. These teams are likely more engaged in metrics that reflect an overall uplift in brand awareness and trust.

Key Digital PR metrics to consider including in your reporting include:

      • Increase in brand search volume: If your campaign improves brand awareness, you should see an uptick in search interest. Check the search volumes for brand terms that are relevant to your campaign. For example, if your campaign is focused on washing machines, then check for improvements to terms around “[client name] washing machine”, as well as general brand searches.
      • Increase in clicks for brand terms: Higher engagement with branded search queries can indicate growing consumer interest. Use Google Search Console (GSC) to monitor these.
      • Media profile alignment: Assess whether media coverage aligns with your target audience and customer demographics. For example, have you targeted your outreach to media placements in locations where your target customers live? Report on this.
      • Media reach: Track the total potential audience for your media placements. This one can be a bit hit-and-miss with clients, as some teams think reach figures, which essentially calculate how many readers may have seen your article, are inflated or simply vanity metrics. However, brand teams who engage in lots of advertising practices may value seeing the potential reach of coverage.
      • Sentiment analysis: Measure positive, neutral, or negative sentiment in media coverage to assess brand perception. 

If your stakeholder is in the Content Team

An agency team meeting

Content teams focus on maximising the impact of campaign assets across multiple channels, spanning website content, social media, influencers, email marketing and more.

Useful Digital PR metrics for content-focused stakeholders include:

      • Clicks to campaign pages from SERPs: Track search engine performance for campaign-related pages.
      • Website views and traffic: Measure traffic spikes on content assets created for the campaign.
      • Social media reach and engagement: Monitor interactions, shares, and engagement rates on social media posts featuring Digital PR content.
      • Influencer reach and engagement: If influencer collaborations are part of your strategy, track audience engagement with their content.
      • Maximised content use: influencer agreements are costly for brands, so DPRs can help teams to maximise these arrangements by working across departments to best use the content, for example: 
        • Working with SEO teams to leverage influencer bios on the website to improve E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals.
        • Ensuring influencer-generated content is repurposed into high-ranking how-to guides or tips pieces, and integrated into Digital PR campaign landing pages.
        • Using influencer insights to earn additional media links and citations through outreaching influencer content to target publications.

Final thoughts: Tailoring Digital PR metrics for maximum impact

Digital PR measurement is not one-size-fits-all. Digital PR activity often intersects with SEO, content marketing, brand teams and ecommerce leads, so the best way to demonstrate success is by aligning Digital PR reporting metrics with client goals.

While traditional PR metrics like media placements and reach remain important, modern Digital PR reporting should incorporate SEO impact, content performance, and revenue contribution to provide a holistic view of success. 

By using tailored metrics that resonate with different stakeholders, Digital PR professionals can prove their value across different departments and secure the budget and buy-in needed to continue delivering impactful campaigns in 2025 and beyond.

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]]> How to land Digital PR coverage for clients in any niche https://www.nobraineragency.com/digital-pr/how-to-land-digital-pr-coverage/ Sat, 14 Sep 2024 08:42:37 +0000 https://www.nobraineragency.com/seo/https-www-nobraineragency-co-uk-blog-blog-how-to-land-digital-pr-coverage/ If you’re anywhere near the SEO industry at the moment, then you’ll know that Digital PR is a hot topic. From landing high-quality links to key pages on your website to boosting brand reputation and visibility, Digital PR coverage can work wonders for your brand when it’s aligned to a well-thought-out SEO strategy – so, […]

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]]> If you’re anywhere near the SEO industry at the moment, then you’ll know that Digital PR is a hot topic. From landing high-quality links to key pages on your website to boosting brand reputation and visibility, Digital PR coverage can work wonders for your brand when it’s aligned to a well-thought-out SEO strategy – so, how do brands go about landing coverage?

We take a look at some tried and tested techniques, as well as digital PR examples that showcase these tips in action.

What are the best digital PR strategies to use for clients?

The media landscape is constantly evolving and a big news headline can throw your digital pr strategy off track (think of all the beautiful campaigns PRs had planned for March 2020 before Covid). So, in order to create a media-resilient digital PR strategy, it’s crucial to plan an approach that provides enough planned activity and reactive stories to keep the momentum of coverage.

The best digital PR strategies use a blend of:

  • Planned campaign activity
  • Reactive newsjacking
  • Proactive newsjacking
  • Thought leadership
  • Media monitoring
  • Expert-lead comments
  • ‘Business as usual’ updates

A strong digital PR strategy also places your target audience at the centre of your activity, ensuring that you are targeting the media outlets, communities and platforms that your customer reads, engages with and loves.

3 tips to land digital PR coverage – and real-life examples

How can you bring a digital PR strategy to life? Take a look at our three tips below.

1. Monitor the news for trending opportunities

Tapping into the news agenda is crucial for successful digital PR strategies; and you can’t do that if you’re not regularly consuming and monitoring the news.

It sounds so simple, but often brands can get consumed with a great idea first, without thinking about which publications will be interested in the piece. Regular news monitoring and trendwatching means your idea will be sparked by in-demand news topics, because after all, PR stories should be led by the news agenda.

Instead of trying to shoehorn a campaign or idea into the news, focus on what’s currently going on in the news agenda and what’s coming up.

To help with media monitoring, here’s some great trendwatching tools;

News monitoring

    1. Google News dashboards – monitor news from target publications in your own personalised dashboard
    2. Google alerts – set up alerts for key trends and stories you want to tap into
    3. Response Source – a live feed of journo requests that let you respond to journalist enquiries and monitor in-demand topics

Social listening

    1. Tiktok – with Google now indexing TikTok videos and big nationals covering its viral videos, staying on top of TikTok trends is crucial for landing top tier coverage
    2. Twitter – #journorequest, #prrequest are all great hashtags to follow, as well as checking out what others are doing in the digital PR community

Data & insights

    1. Google Trends – track breakout topics and trends for news stories as they happen (add the Glimpse Chrome extension to see more in-depth insights too!)
    2. Answer the public – research the questions and answers people are looking for on the web
    3. Buzzsumo – track content that has had the most shares to assess which is the best publication to outreach to and the best format for that content i.e., listicles, how-to etc.

2. Make the most of reactive and proactive newsjacking

Once you’ve gotten to grips with what the media is covering, you can make the most of newsjacking opportunities; where you tap into trending news with information from your client.

Newsjacking falls into two buckets:

Proactive newsjacking

Where you look at upcoming trends, forecasts and media opportunities to get your clients’ product, service or information in the press. Keeping an eye on the media horizon is key to identifying potential trends and opportunities.

Reactive newsjacking

When you respond to a breakout trend with information from your client. Monitoring breaking news is key.

Newsjacking is a vital part of digital PR strategies, because it allows you to position your client alongside popular news topics that are trending.

Proactive newsjacking Digital PR example

Experts reveals hacks for keeping cool in a heatwave

Extreme weather conditions are always covered by the news, whether it’s a hot spell or a snow on the horizon.

So, to make sure we were prepared to tap into this trend for our clients, we prepared a series of comments from our clients in May, ready for heatwave coverage in June and July.

By already having the comments lined up, we were best placed to react to breaking news around the heatwave. Meaning we secured a number of highly-authoritative links and coverage for different clients from this opportunity, including tips on how the elderly can stay cool in a heatwave which landed linked coverage on the Express and sleep tips from our sleep expert client which landed a gold-tier feature on LadBible and The Mirror.

Reactive newsjacking Digital PR example

Blackpool Pleasure Beach reveals the best staycation cities in the wake of airport chaos

In June 2022, the UK holiday season didn’t really get off to a flying start – media outlets were awash with news of flight cancellations, delays and airport chaos.

With the summer holiday challenges hot on the news agenda, we decided to research a piece on popular staycation getaways in UK, so Brits could avoid the costly queues and chaos.

Why this angle?

Blackpool is a go-to staycation destination, so we wanted to get the seaside resort back in our target reader’s minds as the airport chaos kicked off.

The data

Using an editorial seed list of the top 30 locations for a “staycation” in the UK, we used Google keyword data to identify which are the most Googled destinations to create a top ten list of the best staycation destinations.

With this simple reactive story, we landed 10 pieces of coverage including the Express, The Scottish Sun, The Northern Echo and In Your Area.

3. Consider Digital PR campaigns

Some people speculate whether Digital PR campaigns are still worth the time and investment. In my opinion, whilst the days of throwing together a popular campaign format and expecting it to land are long over – infographics, brain teasers and dream job adverts are popular formats that many the Digital PR has jumped on!

There’s still value in a well-planned Digital PR campaign that has been researched with the lens of keeping the target audience in mind, but also ensuring that there are enough ‘evergreen’ media hooks to make the campaign relevant.

Digital PR campaign example

TakingCare Personal Alarms reveals the best retirement cities for elderly care

Retirement destinations are always a hot topic with the press – a quick Google news search reveals over 2 million articles talking about the subject – so when TakingCare approached us with a brief of getting them in front of their target audience (65+ demographic) we knew retirement was going to be a hot topic.

With retirement destinations hot on the radars of our target media, we decided to create an in-depth index on the best retirement destinations in the UK, drawing upon a number of credible sources.

Why this angle?

TakingCare Personal Alarms wanted a way to introduce their products and services to their target customers before they had a fall; those considering their retirement options were the perfect match.

The data

We combined free data from a number of public sources, such as census data, Rightmove information, TripAdvisor activity data and NHS reports, to calculate which are the best retirement towns and cities for elderly people.

We also broke the data down into different focus areas, such as the best cities for care, the best for outdoor activities and cost.

The results

There were so many angles to use from the data, meaning we secured over 25+ pieces of coverage for the campaign including, what we call, “gold tier” hits on The Express, The Financial Times and regional coverage on The Daily Echo.

Wrapping things up

Digital PR is a crucial part of overall digital strategy, and when aligned to your SEO strategy goals, it can work wonders for your business. By keeping on top of trending news, making the most of reactive newsjacking opportunities and using data-lead campaigns to create content, brands can develop a digital PR strategy that lands top tier coverage.

If you’re interested in leveraging digital PR to boost your brand, increase organic search visibility, build quality links for your website – or all of the above, we can help. Get in touch with us using the form below (we’d love to chat!).

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]]> How digital PR can help you grow brand awareness and online visibility https://www.nobraineragency.com/digital-pr/how-digital-pr-can-help-you-grow-brand-awareness-and-online-visibility/ Mon, 19 Feb 2024 15:56:26 +0000 https://www.nobraineragency.com/?p=21924 Digital PR (DPR) is the lovechild of SEO and PR; it helps brands to build high-authority links to their websites, which improves SEO performance, using PR tactics. However, whilst Digital PR has its roots in SEO, it’s so much more than just a vehicle for generating links to your website.  From generating spikes in brand […]

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Digital PR (DPR) is the lovechild of SEO and PR; it helps brands to build high-authority links to their websites, which improves SEO performance, using PR tactics. However, whilst Digital PR has its roots in SEO, it’s so much more than just a vehicle for generating links to your website. 

From generating spikes in brand search behaviour to helping brands go viral on socials, our Digital PR Director Tori Attwood, shares how the revamped technique can not only work wonders for SEO, it can also grow brand awareness and online visibility and offer tangible and trackable ROI during the process.   

Coverage in online news publications offers exposure to huge readership numbers  

One of the biggest benefits of Digital PR is that it helps businesses generate media coverage online. This is often done with the intention of creating links from high authority websites to the business’ website, which is a gold-star tactic for improving SEO (Search Engine Optimisation). High-authority links are considered a vote of confidence by search engines.

As a result, your website’s rankings can improve, making it easier for potential customers to find your content or products.  

However, media coverage online offers so much more than just a link for SEO.

Online readership from news publications provides a huge platform to showcase your content to a vast and diverse audience. This exposure significantly contributes to brand awareness as your articles, features, or advertisements reach national, international or even global audiences, making your brand more recognisable and memorable. 

The coverage a business secures is often referred to as a ‘media profile’ and there are plenty of tools available that allow business leaders to track their own profile against direct competitors or other businesses of interest, which is incredibly valuable for benchmarking your brand awareness against competitors from a media perspective.  

Great content creates social media engagement, which amplifies your brand awareness 

Exceptional content is content that resonates with your audience, and there’s no better indicator of whether they enjoy your content than if they share and engage with it on social media.  

So, a great DPR strategy will integrate social media, as it serves as a powerful tool for expanding your brand’s organic reach, and massively increases brand awareness. This might be through activating stories through social media first, or using customer stories or influencers as part of the news story about your brand. 

News outlets also often have engaged audiences on social media, and great stories that land on news titles are often amplified across socials with users sharing them organically, so the opportunities to reach target customers can extend even further than the coverage itself.  

To leverage social media for Digital PR and brand awareness, it’s essential to first measure the effectiveness of different types of content on socials, so you know which is the best type of content to create. Tools like Brandwatch are great for this, as they provide valuable insights on metrics like shares and engagement to help you understand how your content performs on these channels.

Great Digital PR stories will drive an increase in website traffic

A great measure for increase in brand awareness is an increase in new users to your website – and DPR can do just that. 

New users to your website means new people have discovered your brand, so an increase in the number of people who are aware of your product or service. 

As campaigns are often activated online and are created with the purpose of driving people to your website, DPR can help to generate fresh traffic and potential customers in this way. 

Activation activity can include launching reports or interactive assets on your website that users are encouraged to interact with as part of the campaign. It could be a competition that customers can enter to share their experience of a topic that’s important to them and the brand, a report that offers important insights they need that they can download, or even a game that they can interact with. Ultimately, the campaigns do two things; reinforce the brand message and that the brand ‘gets’ the customer, all while driving traffic to the website. 

Brand-related traffic and ‘search’ is a great measure for brand awareness and trust

 PR’s always struggle to measure brand trust, as naturally it’s hard to pin a metric onto how a customer feels about a brand. 

However, it’s worth exploring any impacts to brand-related clicks and brand traffic during campaign periods, as this can be an indication of increases in brand trust and awareness.  

If your Digital PR campaign is resonating with customers and the media, then this should create an increase in brand traffic and brand search – i.e. people who are searching for your brand online. 

This is often overlooked by marketers but is worth monitoring during peak campaign periods. 

An effective DPR campaign sparks conversations and, most crucially, drives increased searches for your brand on Google. Great DPR campaigns prioritise themes that align with your audience’s interests and resonate with your ideal customers, fostering trust and validity with your target customers. 

Brand-related clicks are clicks from Google search results that mention your brand, so the customer has searched for your brand on Google and then visited your website. 

It’s important to factor in other marketing promotion alongside this analysis, as lots of offline activity can also impact brand search, such as TV advertising, print advertising etc. 

 Google Search Console offers valuable insights by allowing you to monitor and analyse spikes in brand-related searches, helping you measure the impact and effectiveness of your DPR campaigns and inform future strategies. 

For example, you can monitor spikes in brand-related searches and traffic around key campaign launch dates, such as when a campaign went live on socials or when you secured a piece of national coverage.  

To summarise

In summary, Digital PR is a great technique for enhancing SEO, and should absolutely form part of any robust SEO strategy. However, it’s also a crucial part of the wider marketing mix and important for overall brand awareness and customer engagement. Digital PR is so much more than building links for SEO, and it’s only when brands recognise this that they can truly reap the rewards of this type of activity.  

The post How digital PR can help you grow brand awareness and online visibility appeared first on No Brainer Agency.

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