How digital PR can turn the tide for startups

How should a new business market itself to consumers? One PR exec says, by sharpening and deepening your organization’s digital presence. Here’s how to do that.

Startup culture is confounding.

The instant startup owners think they’re out of the woods, they realize there’s still a long way to go.

In such a scenario, anything that aids business success would be welcome. Digital PR can be such an aid.

Implementing digital PR may be difficult, but it isn’t impossible. And the results are well worth it. Further, it helps if you’re prepared for the challenges that lie ahead.

The top challenges that startups face:

1. Find your target audience

Start by asking yourself why you’re in business and whose lives you want to touch. The answers—and the mission and vision of your company—will help you figure out your target demographic. Cater to these people.

2. Sales

You’ve segmented your audience, but does that guarantee sales? Is your product just another offering in a market already inundated with similar products?

If you want to generate sales—and make money—you must differentiate yourself from your competitors and show your value.

3. Relationships

Your marketing and PR team should get in touch with customers to formulate case studies. That will highlight your merits.

Forging relationships with customers (even the happy ones) takes tremendous effort. Larger organizations designate full-time teams for that task. Obtaining valuable success stories and the permission to use them will boost your brand, but it’s a major task.

4. An evolving market

Brands nowadays depend heavily on technology for managing day-to-day business operations. Technology changes at an incredible speed and startups may find it difficult to keep up. However, all is not lost. JUST ANNOUNCED: The Employee Communications, PR and Social Media Summit at Microsoft HQ!

Harness the power of anticipation and determine which opportunities will create customers. Create new products and deliver accordingly. Innovate, but stay focused on your goals.

Digital PR agencies can be the most powerful allies for startups.

In traditional PR, practitioners use high circulation, readership and viewer ratings to decide which publications to pitch.

Digital PR focuses on the number of followers and readers on social media networks before approaching them. It also considers your domain influence and open opportunities for link citations. This gives digital PR a better shot at being effective than traditional PR.

Are you wondering if digital PR will fit into your marketing strategy? It will if you make sure that it is in line with your SEO and digital marketing strategies. It can strengthen weak landing pages and boost site traffic. When combined with SEO, digital PR can take advantage of key search terms and get the most coverage on the material people are consuming on the Internet.

This will humanize your brand and emotionally connect you with customers.

Taral Patel is a PR executive at PR Mention . A version of this article first appeared on PR Mention’s blog.

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