But digital PR can be much more than just a brand awareness tool
In our experience, you’re more likely seeking a digital PR agency to help you achieve a broader goal(s).We do achieve it for our clients – but we also believe that digital PR (unlike its traditional counterpart) should be delivering tangible value.
For us, it’s about measurable gains as much as it is big placements and viral campaigns.
If you like the tone of exciting, creative digital PR campaigns that achieve results to be proud of on all levels, we could be the agency for you.
Your digital PR strategy is designed from the end goals you want to achieve. Depending on who you’re trying to target, what stories you want to tell and what types of websites you’d like to be featured on, we’ll set the strategy that’s right for you. Often, our clients have multiple goals in mind for brand building and so their strategies incorporate multiple goals, whether that be to achieve coverage in national news titles, as well as local news or maybe it’s to be featured in industry specific publications and local business news.
Being an user experience agency, our UX-led approach to design is based on longevity and getting results
Moving into the era of mobile browsing, websites must not only look acceptable on smaller screen sizes but offer a tailored approach.
Whether it’s an online shop or a bespoke booking solution, we pride ourselves on responsive e-commerce design and development.
For all of our web builds, we can prepare on the most suitable hosting package that meets your requirements and cover setting up and migrating to the new environment.
When putting in digital PR with Impression, a typical digital PR campaign will comprise:
We have a range of techniques that we use to get the creative campaign ideas flowing, after an hour or so, we can find ourselves inundated with ideas, having ensured that they all stem from the core messaging of the brand. From here it’s about assessing the viability - can we get the data? Is the idea newsworthy? Does it fit the brand voice? Once we have compared the ideas against all of our factors, we are left with a final few to go ahead with.
We believe that any successful digital campaign starts with a deep understanding of your brand, your audience and what you’re trying to communicate through your digital channels. Your digital PR campaign will begin with a campaign strategy and roadmap, which we’ll work on together to ensure the goals we set along the way are consistent with your own agenda. We will formulate a strategy that incorporates your goals, ensuring that they align with your digital needs, but that its contents also has the ability to generate mass appeal and coverage.
With our professional experience, we have contacts in high authority places, including national newspapers and industry/trade publications. We also have contacts in more niche websites and publications online, meaning we have a solid base of contacts to promote your brand to where relevant from the offset. We’ll work with you to create a list of target publications and to develop and maintain relationships with the media contacts that matter to your business.
The outreach phase is the point where we promote the story / content / asset to the target media. Often, we utilise press releases to do this but we have also proven a range of techniques successful in tapping into the appropriate audiences, depending on the intent and positioning of the campaign itself. While outreach often happens in one period, we have also had campaigns that have 'evergreen' appeal and will therefore be outreached multiple times.
Digital PR focuses on creating positive, tactical and influential messages and distributing them through the channels that are most successful to build brand awareness and authority. SEO focuses on developing quality content which ranks well in the search results and is shared and mentioned across the web.
Digital PR can therefore benefit your SEO strategy by building those mentions and links around the web. This improves your domain authority and as such improves your search rankings too. Similarly, SEO benefits digital PR by uncovering the topics and themes that people are searching for, and therefore feeding into the campaign strategy and the type of content you share through the PR activity.
Digital PR is one of the most valuable forms of online marketing you can do. This is because its benefit spans the more general goal of ‘brand awareness’ and also the more tangible goals relating to search rankings and domain authority.
We believe that effective digital PR is an integral part of the ‘bigger picture’. Our digital PR experts work closely with our SEO team to understand the goal, whether that’s to improve rankings for a particular page, drive more traffic to a particular product or simply help raise brand awareness online.
We do this by taking SEO one step further. Whilst traditional SEO link building might focus on getting links to a page, digital PR is all about understanding the product or service that’s being promoted, distilling the core messages surrounding it and communicating those messages in such a way that they are featured in the places your audience is already active online. As a result, you also get more links to your website, which supports your SEO success overall.
What’s the comparison between traditional PR and digital PR, then? For us, it’s measurability. We use a wide span of PR tactics to achieve our client’s goals, agreeing in advance the KPIs and ensuring measurable, visible, tangible benefits. We celebrate the outcomes as well as the outputs. It’s your investment; make it count.
Our team of digital PR specialists operates primarily from our Nottingham base and benefits from a huge office, plenty of breakout spaces and lots and lots of whiteboards! Together, we’re a close knit bunch and we’re all as outwardly nerdy about our industry and each other, sharing campaigns we’ve loved, campaigns we haven’t and openly critiquing the news and PR landscape on a regular basis.
Most of us come from more traditional PR backgrounds, having honed our expertise working with some of the UK’s biggest brands, in some exciting niches and in both domestic and international markets. Our time in traditional backgrounds has taught us the skills on which we build in being digital specialists, as well as underpinning our passion for tangible, measurable gains that garner more ‘bang for your buck’ than a typical traditional campaign.
Others in the team came from journalist backgrounds – in fact, one team member was so impressed by a PR pitch from Impression that she left the newspaper for which she worked to join us! This background gives us valuable insight into ‘what it’s like from the other side’ and has underpinned the development of our own outreach processes.
Then we’ve got SEOs – turned – PRs. A growing breed in their own right, these people have experienced the tangible gains of PR and have joined us to enjoy the creativity of a digital PR role, bringing with them the detailed knowledge of how links affect online visibility.
Together, we work with clients across a broad spectrum of industries, both B2B and B2C, in delivering impressive campaigns crafted around measurable gains. We’d love to add your brand to that list!