Public relations often takes a backseat to more measurable digital marketing agency. However, when executed strategically, digital PR offers immense value in boosting brand visibility and recognition by tapping into relevant online publications and influencers.

This guide covers steps for agencies to build an integrated digital PR plan that aligns with overarching business development goals.

What is Digital PR?

Digital PR involves leveraging online communication channels to shape public perceptions of a digital marketing agency by securing favorable coverage and endorsements from reputable publications and industry leaders.

For agencies, digital PR objectives typically focus on:

• Improving visibility among potential clients
• Establishing thought leadership in core service areas
• Promoting content, achievements, and announcements
• Managing crisis situations and reputational threats

Accomplishing these goals requires strategic coordination of various digital activities detailed in this playbook.

Set Measurable Goals and Target Audience

As with any marketing initiative, define specific metrics digital PR needs to influence aligned to business objectives like:

• __ # of placements in targeted trade publications over __ months
• __% increase in website visitors from earned media channels
• __ # of links secured from high domain authority websites
• __ # of impression on social channels

Also, determine who the campaign intends to reach and influence, including:

• Prospective clients
• Existing clients
• Industry analysts and advisors
• Complementary service providers

This guides decisions on appropriate messaging and channels.

Identify and Connect with Relevant Media Contacts

A successful digital PR strategy relies on relationships with authors, journalists, and publications catering to your target audience.

• Tap contacts in your network
• Use tools like BuzzSumo to identify authors covering topics relevant to your digital marketing agency.
• Follow industry analysts and reporters on social channels
• Interact with their content through comments and shares

The goal is to organically engage with these media gatekeepers before actively pitching your content. This enhances the likelihood of securing coverage when you have value to offer.

Build Relationships with Key Industry Influencers

Beyond journalists, for agencies, thought leadership matters. Fostering connections with recognized experts that prospects turn to for advice allows tapping into their networks and credibility.

• Identify relevant speakers, authors, and founders.
• Comment on and share their content
• Offer relevant insights when appropriate
• Seek opportunities for a guest contribution

Look beyond immediate business development goals by nurturing authentic relationships with trusted voices. This pays long-term dividends.

Create Compelling Content Aligned to Goals

Original content remains the fuel powering digital PR campaigns. To attract media coverage and influencer shares, you need high-quality assets like:

• Research reports delivering data-backed insights
• Expert articles showcasing thought leadership
• Infographics transform complex data into visual stories
• Videos bring concepts to life in captivating ways

Shape content around issues and topics your personas care about. Deliver tangible value aligned to goals beyond overt self-promotion.

Amplify Content Reach Through Strategic Social Posting

While earned media provides third-party credibility, social media expands content distribution through owned channels by:

• Repurposing assets across platform formats
• Identifying hashtags and topics to tap into
• Experimenting with posting times and cadence
• Promoting through ads to enter new communities

This expands organic reach to put your content in front of more of your target demographics.

Measure Digital PR Performance Success

Tracking key performance indicators allows continually optimizing efforts to enhance outcomes. Monitor metrics like:

• Website visitors from earned media channels
• Content backlinks and social shares
• Sentiment and prominence of brand mentions
• Changes in consideration among purchasers

Consider both vanity and business conversion metrics to quantify the impact.

Continuously Evolve Your Strategy

While this covers the core components of an integrated digital PR plan, maximizing its return requires Vigilance in tracking emerging platform features, keeping messaging fresh, and capitalizing on cultural moments affecting your brand. However, following an intentional approach gives agencies an advantage in securing visibility when it matters most to prospects.

Let us know if we can help bring this strategy to life or tackle any other marketing needs through our global talent network at Digital ByteTeck.