How to create a digital marketing PR strategy?

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The first thing you should do when defining a digital public relations strategy is to clearly establish the objectives to be achieved, which may be to increase brand visibility, strengthen relationships with digital media, capture leads or generate engagement with your current audience.

Once you define this point, proceed with the following step by step:

1. Identify your target audience
By defining this point precisely, you can focus your digital PR strategy on the people or companies most likely to be interested in what you sell. It is important that you characterize it in the most detailed way possible to reach the right people and thus maximize the return on your investment.

2. Know the product or service and its attributes
By knowing your offering in detail, you'll know exactly how to effectively communicate its unique attributes to your audience. Focus your copywriting efforts on how your products and services uniquely meet your customers' needs.

3. Select distribution channels
Taking into account your digital PR marketing objectives, your audience and the added value of your products or services, analyse the available communication channels. Choose those where your buyer persona spends the most time browsing.

4. Build a relationship with journalists
PR strategy is based on working with professionals from different media outlets, who shar book your list e content about your company and the products or services you sell. Therefore, make sure they have good media coverage and, more importantly, have influence over your target audience.

5. Get links with the right anchor text
Proceed to build links that direct the published content to valuable pages of your company , such as a landing page with a description of the services you offer .

This strategy is known as Linkbuilding, and a crucial factor is that the links have quality anchor text , that is, they read naturally within the content , contain the target keyword and take the reader to a page with related content.

In this example, you can see how as.com sends a link with the anchor text “PS5 Digital Edition” to Amazon Mexico and the Ahrefs platform detects it:


On Ahrefs:


6. Evaluate the return on your campaign
Finally, measure the impact and results of the actions taken in your digital PR strategy. This way you will be able to determine whether the efforts and resources invested have met the objective set at the beginning.