By Brett Farmiloe, Founder & CEO of Markitors, an SEO company that connects small businesses with customers and has a good time doing it
Digital media is dominating storytelling. In the wake of Covid-19, it’s more important than ever to tell your brand story for the digital age. Digital PR efforts can prove to be a cost-effective method to share your brand with a larger audience.
Here are seven digital PR techniques to help you tell your brand story.
Video is a great way to tell a story without forcing someone to read a wall of text. You combine visual appeal with a verbal message to gain a viewer’s attention.
Short-form and long-form videos are growing in popularity due to their attention-grabbing nature. Use videos for brand messaging through employee spotlights, office culture features and personal interviews. Video connects your audience to your brand by allowing them to experience behind-the-scenes content.
2. Social Media
While video engages viewers, social media allows prospects to interact with your brand. Social media is versatile in its storytelling capabilities. Likes, comments and stories — any and all social media features — make it simple for users to interact.
Are you fun? Serious? Snarky? The way your brand interacts with people reflects your story. Leverage the unique strengths of each platform to enhance your brand story. Instagram, for example, is great for sharing visual content, while Twitter is better for facilitating conversations. Even LinkedIn’s Slideshare has beautiful storytelling features.
Once you know your brand story, share it on the right social platforms, and leverage their native tool sets.
Influencers can be an extension of your brand. They can help you reach a target audience that may not have heard of your brand otherwise. Why are influencers necessary for digital PR? Because your brand shouldn’t be the only one doing the talking.
An influencer also gives a face to your brand story, so pick your influencers wisely. Find those people who support the same qualities, causes and values as your brand. Remember, you are telling a story. Much like selecting actors to fit a screenplay, brands need to find the right people to bring the story to life.
Tell your brand story on your blog. Enlist employees, customers and other stakeholders to contribute blog content that is relevant and timely to your industry.
Why invite external blog contributors? Because audiences are more likely to believe your brand story if you encourage real users to contribute authentic content. It also reinforces the idea that you value stakeholder opinions and that they are a part of your brand story.
Like social media, blogs are versatile, so don’t be afraid to experiment with your writing and topics. Just keep posts relevant, timely and aligned with your messaging.
5. Community Panels
Contribute expert insights to external websites by participating on community panels. A community panel rounds up insights from industry experts and combines their thoughts into a cohesive article. You can typically find opportunities to participate in community panels on sites like HARO.
These articles not only provide exposure, but also serve as a platform on which to build authority and awareness for your brand.
6. Thought Leadership Articles
A thoughtful article that dives deep into a particular industry topic can usually find a happy home on an external site. Editors typically welcome unique perspectives and expert insights to be posted on their site.
Everyone is an expert on something. Penning a thought leadership article provides an opportunity to not only establish expertise, but to introduce your brand to a new audience. Identify what you are an expert in, and then pitch an authentic story idea to a few industry sites. Chances are, if the idea hasn’t already been covered, then you’ll uncover an opportunity to publish an article.
7. Unlinked Mentions
An unlinked mention means your brand is referenced online, but the content is not tagged or linked back to a brand asset such as a website or social media account. Adding a link within this content adds to the story.
Reach out to the publisher to see if they will the content with a link back to your website. That way, their readers can learn more about your brand while filling in some of the gaps that may exist in the original content. These opportunities exist on social sites like Twitter, in blog posts and even on major news channels.
Brands want opportunities to share their stories. These digital PR techniques highlight some of the readily available ways for marketers to utilize the platforms and partners around them.
Consider creating assets such as video and social content. Enlist the help of external influencers and internal stakeholders. Then, get involved in the conversation with community panels, thought leadership articles and unlinked mentions.
The end result is a more authentic, sustainable way to build your brand online.