digital PR

  • Influencer Marketing, Outreach, Digital PR: What’s the Difference?

    Digital marketing is a constantly evolving field. Years ago, all you needed was a website, and maybe a blog. Then along came social media. Today, there is such a proliferation of platforms and content online that it’s a challenge to get your marketing message to stand out amid all the noise. Of course, marketing strategies have evolved right along with all the changes, and today, the best way to get your message out to your target audience online is to harness the power of influential people and sites. Think about it. Let’s say you’re looking for some software to help your company grow. Which would you trust more – the software companies’ own promotional material, or an objective review written by an online business software expert? According to a recent study, an incredible 92% of consumers prefer to gather information for potential purchases from people they’re familiar with over any other source.  That means they’ll look for reviews on their favorite blogger’s site, or check to see what a major news outlet says about a product or company, before they go to the company’s own website. Several different marketing strategies have emerged in recent years in order to take advantage…

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  • 13 Tips For Writing an Effective Outreach Email

    We’ve talked before about the growing importance of outreach in the world of online marketing – promoting your own blog or business website by guest blogging on someone else’s site. It’s an extremely effective way to tap into new audiences and attract more people to your own site. But the hard truth is that you’ll never even get the chance to write a guest blog, if you don’t get the first step of the outreach process right. That first step is writing an email to the owner of the site. Think about it. If you’ve determined that a certain site would be the ideal place for a stint as a guest blogger, you can be sure that plenty of other people have, too. And all of those other people are also sending the site owner emails requesting to guest blog, as well. So if you want even the faintest hope of ever being given the chance to widen your audience via that site, you’ve got to make absolutely sure that your outreach email stands out from all the others. So how can you ensure that your message catches the site owner’s attention – and not only that, but also actually…

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  • How to Use Digital Public Relations to Win Friends and Influence People

    In case you hadn’t heard, the world of online marketing is changing. The tactics you used so successfully to drive traffic to your website just a few short years ago now produce only lackluster results. It’s challenging enough to keep up with the constant changes in Google’s search algorithm, or the updates to various social media platforms…but toss in the expansion of a whole new branch of online marketing, and the sheer amount of new information to digest can be overwhelming. That’s why Marketing Zen is here to help! Today we’re going to explain the brave new world of digital public relations: how to reach out beyond the limits of your own website and social media accounts to gain access to brand new audiences. Basically, the gist of digital PR is reaching out to online influencers, and building a relationship with them, so that they become willing to share information about you and your company with their own readers and followers.  There are many ways of going about this. The first step, however, is always the same: determine which influencers would be the appropriate ones for you to reach out to. And how do you decide this? By identifying the…

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  • Your Ultimate Guide to B2B Internet Marketing Part 4: Four Steps to Effective Digital Public Relations

    Today we move on to part 4 of our five-part series on business to business internet marketing. We’ve already covered B2B social media marketing, content marketing, and email marketing, so by now, you should have a good basic understanding of those aspects of B2B online marketing. And next week, in our last installment of this series, we’ll be talking about search engine optimization. But today, we’ll be discussing B2B digital public relations. So what exactly is digital PR, and how is it different from other online marketing? Well, it’s not so much that it’s different from other modes of internet marketing. It’s that it uses those modes in different ways than usual. For example, rather than simply contributing to industry conversations on LinkedIn to establish expertise, as you would in basic social media marketing, digital public relations requires you to jump into any online conversations about your company, taking hold of the reins to ensure that your online reputation remains strong. So digital PR is not a matter of learning a whole new skill set – it’s just a matter of applying your skills differently. To help you get started, here are four steps to effective B2B digital public relations:…

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  • Does your PR Agency Know How to Connect?

    “We need more people talking about us!” As a CMO, or PR director, how many times has someone at the top come to you and said those exact words? Did you immediately start to feel the heat? When an organization decides it needs PR representation or that their current PR strategy needs an overhaul, it usually starts with a desire to create more buzz. And many times, this desire is motivated by a positive article in the local news about a competitor, or a look at another company’s thousands of seemingly engaged Twitter followers eagerly and happily interacting with their brand online. THE GOAL Simply creating buzz should not be the end goal for ramping up PR efforts. In the past, the end goal of public relations for brands may have been limited to raising brand awareness, but as the digital age has caused a  major shift in how we satisfy consumer appetites, the goal of public relations, as with most all marketing disciplines, has evolved into a focus on building brand loyalty and fostering brand ambassadorship — and this can’t be accomplished by sending out a press release and landing a few stories. To connect, consumers want to “know”…

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