It goes without saying that every business needs to be present online in one form or another these days. With so many people looking for services and products online, both on their desktop computers and their mobile devices, a smart business owner or manager cannot afford not to be present online in some way.
Online marketing has become a huge thing over the last couple of years, with people using everything on their disposal to make internet users aware of their presence, their products and services and their brand in the more general sense of the term. However, this is no longer enough. In order to really benefit from being present online, the business will need to start employing an extensive and comprehensive online PR strategy.
The difference between online marketing and online PR
The main and the most noticeable difference between mere online marketing and an online PR strategy (or campaign) is in the extent to which a business (together with marketing professionals) unifies its online efforts and fuses them into a single vision that produces a smaller or larger awareness of the business and its brand.
You can easily compare this to regular advertising techniques vs a comprehensive PR strategy that is so much more than just telling people that you exist. It is all about the depth to which these options go.
What does online PR entail?
A comprehensive and professional online PR strategy will entail a lot. For one, it will entail a unified vision and philosophy of a business and its brand. This philosophy will then give form to all of the other efforts in building an online brand of a business and it will influence all of the future actions.
For instance, a small family-run restaurant may adopt or develop a philosophy of being a place for the entire family to eat where the food is home-cooked and where all of the ingredients are locally-grown. This will then influence the design of the website which will be in tune with this philosophy and image. Furthermore, this will have an effect on the interaction such a restaurant will have with its friends and followers on social media. This will also influence the videos that will be shared on the restaurant’s YouTube channel. In short, it will be a focused PR campaign that will build a stable and reliable brand.
Can you DIY an online PR strategy
If you have the time and the knowledge, you can do it yourself. This is one of the best things about online marketing and online PR – a lot of it can be done by the business owners themselves. Some things are more difficult to do on your own, such as web design for the website or guest blogging, especially if you do not have the time.
Even if you can spend a lot of time on this, there are some reasons why you would want to leave this to a reputable marketing agency. For one, they will have experience with this and they will know where to start and how to analyze the market. They will also be more effective in finding the right image for your business and its online presence. Furthermore, they will implement all of the online PR strategies more easily and efficiently.
If you are smart about this and if choose wisely, you will soon have an online PR strategy working for you and providing you with more online exposure than you could ever dream of. It can easily turn your small local business into a big player or even a franchise. Of course, provided that you do the rest of your job the right way.