Beyond the Hype: A Digital Media PR Model to Bring Companies Closer to their Customers
The Internet has profoundly changed the way people communicate and interact with each other. It is also changing the way businesses need to communicate with current and potential customers. In the traditional model, companies could only communicate through the filter of expensive advertising or media ink placed in targeted publications by public relations. Today, tools like Wordpress, iTunes and YouTube have given everyday people access to broadcast their messages around the world for essentially nothing.
The rules of communications have changed.
Harnessing the power of the Internet is at the core of digital media PR, identifying audience communities, creating compelling and fact-based content, positioning messages to the right people and leading customers into the buying process.
Maximizing digital media coverage begins with identifying your company’s customer personas and then building content especially for those customers – content that talks about the problems they face in the words and phases they use. Then you deliver the information in the online forums they prefer (podcasts, blogs, Web sites, and so on).
The content designed especially for your customer will all be indexed by the search engines.
Participating in the two-way communication channels available to today’s consumers requires research, strategy and a comprehensive plan that considers the best venues for the client’s goal and tangible means of measuring the plan’s success.
The best search engine marketing comes from paying attention to and understanding your customers, not from manipulating or tricking them. Still, once you execute a great content strategy, adding effective landing pages and focusing on the long tail of search terms will give your company an even more powerful marketing asset that will generate results for months and years to come.