How Digital PR Strategies Drive New Business

April 3 2023

In today’s economic environment, every company is looking for ways to improve efficiency, cut costs and pack the new business pipeline. For savvy C-suite executives, public relations is a key component to building the right personality for their brand. As a result, it also sets the stage to build the new business pipeline. How does that happen? 

Remember, if public relations strategies are implemented correctly, the sales teams’ job will be easy. Here’s why. 

digital PR
Photo by Austin Distel on Unsplash

Today, an integrated digital communications approach is crucial to accomplishing core business objectives. For example, regularly posting on social media platforms can help businesses create a narrative around their brand that resonates with the target audiences. By incorporating basic digital marketing tactics into their website and online content, businesses can ensure that they appear at the top of search engine results pages to potential customers. And by producing high-quality written content that addresses the pain points and challenges to add value to their audience and as part of a larger content marketing strategy, businesses can establish themselves as experts in their field and position themselves as thought leaders. All of this contributes to creating the best personality for the brand, which will ultimately attract more customers.

Effective communication is a crucial component to maintaining connections to various stakeholders thus building a bridge of confidence for employees, customers, vendors, and everyone else that is part of the company’s audience.

By developing targeted strategies and tactics that align with the company’s goals, a PR team can help create a strong brand image, connect with target audiences, and drive revenue growth.

To be truly effective, the PR team needs the support of key decision-makers, as well as continued clear and transparent dialogues to fully understand the needs and goals of the company. This collaboration allows the team to develop and execute communication plans that are tailored to the company’s specific business objectives, thus building the bridge between communications and sales. 

Why is that important? Because your company will be the one that consumers gravitate toward when they seek to find that service or product. All these efforts, when combined, create a powerful synergy that can achieve both reputation-building goals as well as financial goals. 

What are some of the components that drive this? Here are some areas to consider:

Social Media 

Social media has become a ubiquitous part of our daily lives, and businesses can leverage these platforms to reach and engage their target audience. Posting at least once a week on key platforms such as Facebook and Instagram are a simple and cost-effective way to establish a social media presence and engage a target audience.  For businesses who are willing to invest sponsored dollars into their social media efforts, lead-generation campaigns can also be developed and executed.

Search Engine Optimization 

Search engine optimization (SEO) is a critical component of any digital PR strategy. It is, in short, the art and science of matching your information — webpages, products and services — with what people are searching for online. There are many strategies that can be implemented – everything from a key word campaign, a Google ad campaign, and more.  Once integrated into the firm’s overall communications strategy, this clearly boosts the company in each market.

Blog Writing

Blog articles have been a game-changer for businesses that publish them on their websites because they are simple, cost-effective and get important messages out to audiences quickly — in fact, this medium is where even an elementary understanding of how SEO works can help companies thrive online and stand out the most.

By embracing these kinds of digital opportunities and incorporating them into their PR strategy, businesses can build and enhance their sales funnels and reach their target audiences more effectively.

Remember, data is king in today’s digital era; it provides near-immediate metrics and feedback that help businesses identify whether their current strategies are effective. It’s also essential to establish a regular reporting cadence to track progress towards KPIs and evaluate the overall success of PR efforts. This could include regular weekly or monthly reports that highlight key metrics and insights, along with recommendations for future PR strategies based on the data.

When done well with an integrated and results-driven approach, public relations can generate interest from consumers and create demand for services or products that would not exist without these strategies in place. Companies that focus on adapting to the digital landscape – using these digital PR tactics to succeed in today’s competitive market – will no doubt continue to thrive.

Leeza L. Hoyt, APR
President, The Hoyt Organization, Inc.
Leeza L. Hoyt, APR, is the founder and CEO of The Hoyt Organization, Inc., a national integrated public relations & marketing agency that specializes in representing companies in the real estate, technology, finance, healthcare, luxury lifestyle and professional services industries. With more than 25 years of experience in the public relations industry, Leeza is known for her ability to provide practical solutions and tangible results. Her team at The Hoyt Organization has developed public relations and marketing programs and campaigns for residential and commercial developers, retail centers, data center developers, architects, financing companies, real estate law firms, medical institutions, health & wellness organizations, luxury lifestyle entities and others.

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