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Digital PR

Build connections that matter.

The power of digital PR

Many companies have incorporated digital marketing initiatives into their overall marketing strategy in this digital era. It’s essential for your business to be present online if your target group is on digital platforms. Still, many business owners are unaware of digital PR's advantages and huge potential.

We work to help with three things: a client's reputation, brand recognition, and exposure to your target audience. We take the time to get to know your audience, so we can produce engaging content that connects back to your website.

Here's a selection of services we can help you with.

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    Write press releases for websites

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    Create company profiles

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    PR for link building and SEO

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    Ensure that press mentions of your website are properly attributed

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    Produce material for the web to attract high-quality backlinks

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    Performance evaluation

Organic Digital PR 

When doing organic digital PR, you need to understand who you are writing for and who you are writing to. Usually, you have something you want to communicate to your existing or potential customers, so digital PR is the discipline of writing appealing content that publishers can use to easily create an article on their website while still catering to your business’ target audience. 

In this sense, you are writing for the publisher (e.g., a news site or relevant industry stakeholder). This means that your content cannot be too “salesy” but should focus more on the wider issues your products or services happen to solve. A key element is to try and put yourself in the shoes of the journalist/author of the website you want to share your articles. Ask questions like “how can I make it easier for the journalist to publish this article without having to edit too much?”, and “How can I frame this issue, so it is easily understandable to the publisher’s audience?”. It is easier to convince a publisher to share your article if you’re an established brand within your industry and can get away with more just because the publisher’s readers know your brand. That doesn’t mean that small brands shouldn’t focus on digital PR, as this can be a cheap and very effective way of building authority – it usually just takes a little more convincing to succeed. 

When you choose who you are writing for, it’s important to remember who you are writing to, as this is the whole point of doing it in the first place. Usually, you want to find one or more publishers who has the same (or similar) audience as you, as this makes it more relevant to everyone as well as makes it easier to write the article, because you don’t have to familiarise yourself with a new audience. Think about the message you want to convey to your audience. 

5 recommendations for organic digital PR

  • 1

    Make a plan for which messages you want to convey when, where and to whom. It takes a little effort initially, but it pays off in the long run

  • 2

    Make sure to research the publishers you are writing for; what’s their style/tone of voice? Is there an audience match? Can you easily find the relevant contact info?

  • 3

    Ensure that the publisher has an appropriate authority within your industry or audience. The context of which your article appears has an impact on your brand, so go for trusted publishers.

  • 4

    Every serious publisher link to their sources. Provide a link to the relevant page on you own website – don't just link to your home page. It is notoriously difficult to get the press to change the link once it’s published and this affects which page will rank on Google.

  • 5

    Speak about a topic that impacts the reader instead of being salesy.

Paid Digital PR 

Relying solely on organic digital PR in your strategy may not be enough if you want to maximise your brand’s visibility. This is where paid digital PR enters the picture. By leveraging paid digital PR tactics, you can strategically place your message in front of your wished target group and expand your reach. How? There are several different ways of using paid advertising involving different channels and platforms, including: Paid Media, Paid Social, Paid Search and Display & Programmatic

Investing in these paid digital techniques can have some very beneficial results, where you extend your brand’s reach beyond your organic efforts.

Paid digital PR furthermore boosts brand awareness when strategically placing ads on websites or social media platforms. This will increase audience engagement with your brand. Make sure your brand reaches the right people at the right time to maximise the impact of your paid efforts.  

5 recommendations for paid digital PR

  • 1

    Clearly define your goals before getting started. Do you want to drive website traffic, increase brand awareness, or generate leads? This will make it easier to create powerful campaigns and measure your success.

  • 2

    Make sure to continuously optimise your campaigns by monitoring CTR, conversions and engagement rates. Use the information to adjust your strategy and budget to achieve better results.

  • 3

    Collect data to get to know your target audience. This may require some research work, but it’s essential to know their interests, demographics, and where they are located online.

  • 4

    Social media platforms are excellent for online advertising due to their advanced audience targeting options.

  • 5

    Implement retargeting campaigns to reconnect with users who have previously interacted with your brand but have not yet converted.

Why Novicell

We are experts in the field of digital PR and have a solid understanding of the latest trends, best practices, and strategies We can help you develop your brand voice, tell your stories on digital platforms, and market your service and products, among other things. Our specialisation allows us to deliver more targeted and effective campaigns that result in improved ROI for our clients.

Do you need digital PR? 

Let's see - if any of the following apply to your business goals, we recommend you consider contacting a digital PR expert. 

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    Increase website traffic

    Run paid campaigns and engage on social media to be seen and talked about online.

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    Boost SEO outcomes

    Have a link-worthy website. Your ranking rises when a website with high domain authority links to your site.

  • Create leads and sales

    Be authentic and a trusted source of information. 

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    Gain a competitive edge

    What differentiates you from the rest that others can’t copy?