Digital publicity is the arena of marketing that involves the planning and execution of publicity strategies across digital channels – particularly online media outlets.
Such online media outlets may include journalists, website publishers and editors, influential bloggers and digital content producers.
The tactics employed in digital publicity
Many tactics and methods fall under the description of digital publicity. Your choice of digital publicity strategies depends largely upon the nature of your business and your budget for digital marketing expenditures. Some of the tactics employed by digital publicity specialists include the following 6 methods.
Content Creation and Syndication
Content takes on a greater power when it is published and syndicated online. When proper search engine optimization (SEO) principles are employed to your online content publishing, you get to harness the power of search engine referrals to build your traffic and get your marketing message to a wider audience.
Most effective digital publicity campaigns utilize written, audio, graphic and video content to great effect. Video in particular has been shown to deepen engagement with a targeted audience online like no other content marketing format.
Media Write ups and Articles
Getting a write up about your business in an influential trade publication or local newspaper can be very valuable for getting new leads, generating new referrals and converting more prospects. Using such methods as online press releases and media relations, you can land the big interviews that will help your business.
Link Exchange Programs
Gaining “backlinks” from a closely related website that ranks highly at the search engines can result in a tremendous bump in traffic to your website. Taking part in a series of carefully selected link exchange arrangements can confer search engine respect to your website.
Social Media Publicity
Social media channels are particularly powerful when used in a strategic and integrated outreach campaign. In my consulting practice, we recommend that our clients who own or manage local retail establishments actively connect on websites like Meetup.com where they can connect with targeted groups of prospects.
Other social media strategies you can easily implement include a targeted “virtual blog tour” and “tele-seminar tour” in which you reach out to important influencers and offer to share some of your expertise with their audiences.
Strategic Online Marketing Alliances
Strategic alliances online include formal referral relationships in which your promotional messages become a fixed part of a partner’s marketing funnel or sales funnel. Alliances can take many forms such as outright co-endorsements, ezine ad swaps or auto-responder email placements.
Online Brand Monitoring
With the increased power of the individual customer, it is as important as ever for businesses and brands to maintain a continuous monitoring of product, brand and industry keyword mentions.
In the words of Pizza restaurateur turned social media guru, Ramon DeLeon, you have to “put out social media fires with social media water”. By constantly monitoring online media channels, you can quickly exploit fast-moving opportunities and prevent publicity nightmares from gaining traction.
Gogo Erekosima, The Small Business Digital Coach is the CEO and Lead strategist at Denver Digital Marketing Firm, Idea Age Consulting.
He recommends the resources at for small businesses (and professionals) seeking to leverage the internet to attract clients, build profitable email lists, generate internet traffic, win influential partners and grow sales in record time.