Digital PR Basics: A Guide for Beginners
There’s one secret weapon that every small business needs for long-term success–and you probably don’t even know what it is.
That secret is digital PR (or digital public relations).
Digital PR, a strategic approach to building brand visibility and reputation in the digital age, is becoming increasingly essential for businesses of all sizes.
It’s essential for you to have a basic understanding of it, especially if you’re just starting out with your coaching or spiritual business. So let’s get into the details!
What Is Digital PR?
Digital Public Relations (PR) is the art of getting eyeballs on your business.
Traditional PR typically involves building relationships with journalists and securing coverage in print publications. While this approach is still very effective, the digital landscape has introduced new opportunities for PR.
While traditional PR might involve reaching out to magazines or newspapers, digital PR is all about creating a digital footprint. That means using all the digital channels to maximize your reach.
At its core, digital PR success is all about finding more followers, readers, subscribers, clients and customers. To achieve this, it combines traditional PR tactics with digital marketing strategies, such as content marketing, SEO, and social media.
How To Do Digital PR For Your Small Business
Essentially, digital PR is about growing your reach and positioning your brand. Start thinking about who you want to work with or influencers that might be able to help. Even just a simple list can give you lots of ideas on where to go next.
But I won’t just leave it at that! Here are some of the pillars of a smart Digital PR plan:
➡️ Your Website
Your website is your home online. People still flock to Google to find answers to their questions or products to buy. And Google will show them websites.
Maybe right now you’re thinking: but I have a home online! It’s my Instagram! Or TikTok or whatever.) But I caution you against taking that approach. All social media platforms are ultimately owned by someone else. Your account could get hacked or flagged for removal at any time. And if it did, your business would be gone along with it.
While there is a place for social media (more on that next) it’s essential to have your own online real-estate. And that’s where your own website comes in.
Think of it as your digital portfolio. Does it show you off? Does it tell your story and make it clear what you do? Imagine if a news team was looking at your site. Would it do the job of telling them who you are?
It’s essential to get the basics right before you continue with the rest. (Bonus: make an actual media kit to go along with it.)
➡️ SEO
Don’t be scared! I know SEO (Search Engine Optimization) sounds like the very last thing you’d want to think about. But even though it’s very much the territory of Bro Marketers, it’s still a crucial factor for most online businesses.
Basically, you want to be top of the list (or as close to it as possible) when it comes to your area of expertise.
For most of us, that means writing engaging and informative blog posts. That way when someone googles “life coach in Omaha” or “how can I build my Instagram following?” you pop up in the Google results to help.
There’s a whole art to SEO and ensuring that you get found but I will save that for another post. For today, it’s enough to start thinking about what you want to be known for and what posts you should start working on. Does your website reflect that? If not, it’s time to take action.
➡️ Social Media
You already know I have a serious Love Hate relationship with social media. Love that it’s free. Love that you can connect with people from all over the world. Hate that it can become a black hole of creating content without many results.
However, social media works much the same way as having a website does. If they can’t find you on Instagram, do you even exist? These days I like to think of Instagram as a secondary home online. It’s still important to be visible even though it’s never been a huge driver of traffic or sales.
But I encourage you to think about your social media the same way. Are you find-able? Does your page communicate who you are and what you do? What is your current growth strategy? If you don’t have the answers to all these questions, time to make a pan.
While I’m using Instagram here as an example, you could apply that to any other platform of your choosing. Also, there’s no need to do this on every platform so pick the platform that feels right to you.
➡️ Podcasts/Guest Interviews/Blog Posts
Next up is podcasts! Podcasts are huge. They are the moment. They are That Girl. Getting featured on someone’s podcast is an excellent way to grow your reach and get exposure to a whole new group of people.
So get strategic! Who would you LOVE to be interviewed by? (Or interview yourself, if you want to start your own podcast.) Who do you admire? Who’s work do you love or who’s story do you resonate with?
Make a list of your ideal targets and then start pitching. Send them an email introducing yourself and tell them why YOU are unique and what value you can provide.
Note: making this as simple and clear as possible will get you the best results! So don’t send random pitches where it’s clear that you’ve never listened to the podcast and have no idea what’s going on. (I’ve gotten plenty of those over the years and they go straight to the garbage.)
Podcasts not your thing? This same advice also applies to interviews or guest blog posts. Basically, anywhere that you are getting exposure to a new crowd is worth exploring.
➡️ Collaborations (Sales, Email Series, Instagram Takeovers)
Finally, collaborations in general are another great way to expand your reach and find a new audience.
That could mean conducting a joint class or webinar, doing an email or Instagram takeover, or swapping offers to the email list of someone else in your field. Get creative!
However, these opportunities won’t just fall into your lap. It’s up to you to think of the possibilities and then get out there and pitch them.
Benefits of Digital PR
✅ It Increases Your Brand Visibility
The name of the PR game is visibility. It’s not enough to just start charging for your services. You need people to be able to find you, on your website or on social media (or both). Learning how to be strategic with your marketing will go a long way to increase your audience, establish you as a thought leader, and build your brand visibility.
✅ It Improves Search Engine Rankings
Getting found on Google is one of the biggest hurdles a small business can face. Whether you’re tackling your own SEO or getting coverage from another website (aka high-quality backlinks), digital PR will help feed Google the right signals and get you pushed to the top of the search results.
✅ It Builds Your Business Reputation
All of the collaborations, interviews, and features will make a big impact on your business for years to come. Even if you challenge yourself to put in a lot of effort for just one year, that can set up your business for success for the next decade.
✅ It Generates Traffic, Leads, & Sales
Let’s face it: the end game is all about sales right? Otherwise, this whole thing is a waste of your time and energy. However, digital PR is a very wise use of your time because it’s so effective. More eyeballs = more followers = more sales. ‘Nuff said.
✅ It Provides Measurable Results
The digital nature of digital PR allows you to track and measure your success using analytics. Tracking metrics like website traffic, social media engagement, and conversions will give you a clear picture of how your efforts are going. (Unlike more the traditional PR of TV ads or billboards!)
✅ It’s Cost-Effective
Traditionally, PR is very effective but has a high-price tag to match. However, digital PR is way more cost-effective–espically if you apply these tips yourself! If you’re starting out with your business, digital PR simply makes the most sense. (And if you want to hire it out later, you can always do that!)
Bonus Tips for Effective Digital PR
🔲 Position Your Brand First
So who exactly are you, baby? What exactly sets you apart? I highly recommend getting clear on this before you do anything else. You want to differentiate yourself as much as possible and make yourself a category of one. This step alone will make it much more likely that people will want to reach out to work or collaborate with you.
Think: Alo vs Old Navy, Walmart vs Chanel. Knowing what you sell and who you want to sell it to is essential.
(Need some clarity? I can help!)
🔲 Know Your Audience
Similarly, you shouldn’t bother with any of this stuff until you first decide on who you want to reach. That means knowing your target audience’s interests, needs, and preferences. Where are they hanging out or who are they already following? That will give you a road map on where you need to go or who you need to work with.
🔲 Create High-Quality Content
Scroll-stopping thought-provoking content should be your main goal. No, not every post will be drool-worthy (especially in the beginning). But the more you practice honing your craft, the easier it will be to create valuable and engaging content across multiple platforms.
🔲 Build Relationship
Digital PR involves nurturing relationships with journalists, bloggers, and influencers as well as potential clients and customers. When you invest in creating a community, you will be rewarded.
🔲 Track Your Progress
With any digital platform, tracking your results is essential. That might mean tracking your follows on Instagram, your subscribers on your email list, or on the number of sales you have. You can keep it simple in the beginning. But tracking is essential to know how successful you’ve been.
🔲 Be Patient
Rome wasn’t built in a day! And neither were any of the brands or coaches that you admire. Don’t expect overnight results. Instead, think of your digital PR strategy like a garden. You’re planting the seeds now that will grow over the months and years to come. But as long as you’re consistent with care and effort, all your hard work will pay off.
DIY Digital PR | Final Thoughts
By understanding the basics of digital PR and implementing effective strategies, you can enhance your brand’s visibility, reputation, and overall success in the digital age.
In conclusion, digital PR offers a powerful way to enhance your brand’s online presence and reputation. By understanding the key differences between traditional and digital PR, and by implementing effective strategies, you can achieve your PR goals and drive business success.
Want more? Check out this post about how to grow your business without social media or this one about 100 Instagram post ideas for entrepreneurs.