► The Power of Digital PR: How to Build and Strengthen Your Online Reputation

Digital communication or digital PR is a fundamental strategy in today's age, where it is increasingly important to have a strong and positive presence online. According to a study conducted by digital marketing company Hootsuite, 90% of online consumers trust recommendations from friends and family, while 70% trust online reviews. This shows the importance of having a good reputation online and using digital public relations to build, project, and position the brand through digital channels.

But what exactly is digital PR? It is a multidimensional communication strategy that focuses on building, projecting, and positioning the brand through digital channels. Renewed and adapted forms are used that are suited to the new dynamics of interaction and digital media to communicate with customers. This includes audience segmentation, content creation, SEO optimization, social media management, and collaboration with influencers and media.

A digital PR strategy should include careful planning, effective execution, and constant evaluation to ensure optimal and beneficial results for the company's online reputation. It is important to consider all internal and external factors that can influence the corporate image and use them to your advantage to strengthen it.

Although it has traditionally been difficult to measure the profitability of public relations, thanks to digitalization, there are some PR KPI's or indicators that can be used to measure its impact on lead conversion or sales. For example, the percentage of organic and referral traffic to the corporate website or e-commerce site can be a useful indicator of the effectiveness of the digital PR strategy.

Integrating PR actions with the digital marketing or content strategy can be beneficial for the company. For example, audience segmentation, content creation, and SEO optimization are actions that can benefit both PR and content marketing. Therefore, orienting them towards the same goal can enhance and make the benefits seen more quickly.

Now let's look at some specific benefits of digital PR for your business:

Contributes to web positioning: Positioning in search engines (SEO) is crucial for gaining visibility and exposing the brand. According to the same Hootsuite study mentioned above, 75% of online consumers do not go beyond the first page of search results. Therefore, it is important to make your website appear in the top places of search results to increase the chances that consumers will see it. A digital PR strategy can include link building, especially from relevant or sector media, as this can improve the domain authority and make your website more likely to rank higher in search results.

Generates quality web traffic: Another benefit of PR is that it provides organic and referred traffic to your corporate website or e-commerce site, increasing the opportunity to conquer new customers. According to the same study by Hootsuite, the average conversion rate for organic traffic is 14.6%, while the average conversion rate for referred traffic is 10.3%. This shows the importance of generating quality traffic through PR efforts.

Improves online reputation: Online reputation is crucial for businesses, as it can impact customer trust and buying decisions. A digital PR strategy can include social media management and responding to reviews and comments to improve the online reputation of the company. This can help to improve the company's reputation and foster consumer trust.

Creates relationships with influencers and media: Influencers and media can be a great source of visibility and trust for your company. According to a study by influencer marketing company Influencer Marketing Hub, 89% of companies consider influencer marketing to be effective. In addition, a mention in a major media outlet can have a great impact on the company's reputation. A digital PR strategy can include collaborating with influencers and generating coverage in major media to increase visibility and trust for the company.

To illustrate the benefits of digital PR, consider the following example: Imagine that your company is a sustainable clothing brand and you have implemented a digital PR strategy to improve web positioning, generate quality web traffic, improve reputation, and create relationships with influencers and media. As a result, your website appears in the top places of search results for relevant keywords, you receive a 20% increase in organic and referred traffic to your website, you improve the online reputation of your company through social media management and responding to reviews and comments, and you collaborate with influencers and generate coverage in major media. All of these results can have a positive impact on sales and growth for your company.

In conclusion, digital PR is a fundamental strategy in today's age and can provide many benefits for your company, including better positioning in search engines, quality web traffic, improved reputation, and creation of relationships with influencers and media. If you are interested in implementing a digital PR strategy for your company, consider hiring an expert or a digital PR agency to achieve optimal and beneficial results.