A strong public relations campaign can tell a captivating story. To tell those stories, public relations professionals use a variety of tools, including traditional methods like earned media and marketing. Digital campaigns are a recent – and effective – tool that public relations firms like Hubbell Communications use tell their clients’ stories.
Benefits of Digital Campaigns
At Hubbell, we often recommending engaging in a digital campaign to connect with the public and to tell a story in a way that is inexpensive, effective and easy to measure. Digital campaigns can come in many forms that can be tailored to a client’s specific needs. They may include social media, e-newsletters or online advertising.
One unique benefit to digital campaigns – especially compared with traditional media campaigns – is that their success can be tracked and measured in real time. Depending on the success of the campaign, it can be changed, adapted or modified to improve SEO, reach a certain audience or compare the effectiveness of messages and visuals.
Search Engine Optimization
At first glance, SEO can be an intimidating concept for those who have little knowledge of how search engines operate. SEO, or search engine optimization, is the method used by all major search engines (Google, Bing, Yahoo) using algorithms to rank webpages, videos and other results, based on what the search engine considers most relevant to the user. A successful digital campaign must consider SEO and how to reach the maximum number of search engine users as possible.
Nearly three billion people are projected to have a social media presence in the coming year. Because of this, social media plays a unique role in digital media campaigns. Often in social media, friends and family serve as messengers and deliver information to your targeted audience. Information on Facebook, for example, is mostly shared and consumed by and for friends and family. This means that if you’ve chosen to include social media advertising in your digital campaign, users who share your post will likely be viewed as a more trusted messenger than the advertisement itself. This not only helps spread information, but also brings organic awareness to an issue.
Social media, SEO and other aspects of digital campaigns can play an integral role in determining effective messaging and telling a story. By integrating digital campaigns into traditional PR and media relations, clients will be able to reach intended audiences in an efficient and effective manner.