When we first heard of the terms “Search Engine Optimization”, “Pay Per Click Advertising”, and “Content Marketing” they were alien to us. It’s not that long ago actually! Now every CEO, and Marketing Director is aware of not only what these are and how they work, but are monitoring the results of these Digital Marketing campaigns every month in meetings, and looking to see improvements all the time. Those improvements are now in single digit percentages and when you zoom out and consider it, basically the campaigns are as optimized as they will ever be, and it’s just the ebb and flow of the market, and search volumes which are shifting.
So How do you Take Your Digital Marketing to the Next Level?
SEO and PPC are being employed by everyone, all of your competitors, you and everyone else. There might be small wins through changing to another Digital Marketing company who has a fresh approach, or software which analyses your keywords to the tenth degree, propelling you to the top of the results page for another few search terms, but essentially there’s not much more ground to win there.
Therefore, it’s time to look outside the box, at adding in new elements to your Digital Marketing Strategy. The best Digital Marketing companies out there are delivering transformative results for their Clients by adding Online Public Relations and Reputation Management campaigns to their overall strategy.
What are Online Reputation Management and Public Relations?
Like their traditional counterparts both are often seen as remedial, something goes wrong, a hot to your reputation, some negative press, quick employ an agency to repair it. But actually, if done proactively Online Reputation Management and Digital Public Relations campaigns can greatly affect not only your Search Engine ranks, but your Conversion Rates.
Think about it this way, Kim searches for “Whattsit Product” and is served a page of results so she browses through a few websites before making her decision based on price and features. However, imagine on the Results Page is a Media site which she trusts which is raving about a company that produce the product she wants, or a Review site which rates a company who provides that product with five stars. Kim is no longer going to base her decision on price and features, and better still she probably won’t even browse through several websites to look at alternatives. She’s going to pick the product that comes so highly recommended.
Online Reputation Management uses keyword analysis to identify where your brand is mentioned online and then building a portfolio of highly positive brand mentions which will dominate the first pages of a search. Review sites, industry bloggers, forums, all saying how great you are.
Digital PR again analyzes keywords for your brand, and sends relevant campaigns to journalists interested in those topics, at the time that there are breaking stories on that topic, citing you or your company as a leading source for advice.