Many industry insiders say that search engine optimization is dying a slow and painful death. In its wake, they feel that public relations are the future of digital marketing.
Why is that?
Google, Yahoo, Bing, and other search engines do not like it when marketers game their system. They continuously update their search engine algorithms on a large and small scale regularly to prevent online marketers and SEO experts from taking advantage of flaws in their algorithms.
Now, anybody paying attention knows that online marketing isn’t going away anytime soon. But it is changing. Instead of focusing your efforts on search engine optimization, it’s time to start thinking about using digital marketing to enhance your company’s PR.
Don’t misunderstand this message. Search engine optimization is not going away anytime soon. It’s here to stay. And as long as you’re willing to keep on top of it, it’s definitely worth it to attain first page rankings on Google and the other search engines.
On the other hand, PR agencies are beginning to offer search engine optimization services to their customers. So the two methods of online advertising are beginning to emerge. And when they work together as a cohesive unit, companies can really take advantage of the full power of the Internet.
Cashing in on the Digital Marketing/PR/SEO Craze
Instead of adopting a “Woe is me” attitude about the changes in algorithm updates constantly taking place in the search engine optimization game, you need to focus on the positive aspects of the way that the game is now being played.
The opportunity has never been better to cash in on public relations in the digital marketing online arena. Marketers and business owners have a unique opportunity to take the PR methodology and flood the Internet with your company’s message.
Digital marketing, SEO and PR go hand-in-hand in the following ways:
· Online and offline PR strategies work together as a cohesive unit – you may not realize this but it’s true. Every piece of content that you create for your online strategy can be used in an offline capacity in one way or another. As an example, let’s say your company hosts a major networking event every year in your industry. This event is huge and all of the best and brightest talents in your field always attend. You can capture video of the event and do a number of different things with it. You can share snippets of video via Twitter, Facebook, or your other favorite social media site to draw more attention to the event while getting people excited. You can package the videos and market them online to other people in your industry that weren’t lucky enough to attend. Think of ways to use online content offline and vice versa.
· Making the most of your content – as you begin to establish an online presence, you’ll have to generate a great deal of content in order to get the attention of your target audience. It’s best to utilize this content and re-create it for multiple platforms. An audio/video interview is a good example. You can share the video with your market. Then create an audio version of the same content. You can then transcribe the video and share it in text form.
As you can see, public relations are clearly the future of digital marketing. Are you taking advantage of this powerful phenomenon?