Let’s Get Digital, Digital — PREver heard of digital PR? Yes? No? Maybe? It’s not just traditional PR on a website. It’s a strategy that incorporates earned media tactics into a brand’s SEO strategy (think: backlinks and link quality). Digital PR revolves around creating linkable assets and pitching them to journalists with the end goal of having them included (and linked to) in a story — resulting in referral traffic to your site.
The pros list is endless, from thought leadership and site authority to brand awareness, social engagement, and … you get the point. It’s an emerging trend in the SEO world, and it’s really tough for competitors to copy because it's storytelling (not just another resource link). And its most significant perk: potential new customers.
As the world goes online, the line between traditional PR and digital marketing is blurring. But at the end of the day, almost all PR goals are based on increasing brand awareness (SEO can help ya there, too). So, if you’re itching to learn more, here’s a guide from a Tier One trusted tool, SEMRush, that takes a deeper dive into this tactic. And if digital PR sounds a lot like a blend between Tier One’s two primary services (content marketing and PR), well, you might be onto something …
TL;DR: Include digital PR in your 2021 SEO strategy by developing linkable assets and pitching the story to journalists for increased referral traffic to your site.
In the Pursuit of TikTokJust like our anticipation for the holiday season, the video app market is growing by the minute. The latest boost? Reddit’s acquisition of Dubsmash and Facebook’s public launch of Collab. When two major social platforms make decisive moves in the video app space in a week … Well, it’s yet another signal to digital marketers that short-form, user-generated video is here to stay, and it’s a not-so-subtle hint at it being a major 2021 trend. (We promise we wouldn’t lead you astray.)
With Dubsmash, brands can utilize the video app in combo with Reddit’s advertising capabilities to deliver more engaging content to its user base. And with Facebook’s Collab app, marketers looking to add an artsy spin to their short-form vids can partner with artists and the musically-inclined for content more niche than TikTok’s standard For You Page.
While we can’t say the same for Facebook, this is Reddit’s first move to directly compete with other social platforms in the crowded space of videos. In a charge led by TikTok, the rise of short video consumption took off faster than you can say charcuterie boards and quarantine — and it’s not slowing down any time soon.
TL;DR: With Reddit’s acquisition of Dubsmash and Facebook’s launch of Collab, digital marketers should prepare their short-form videos for another year of social media platforms aiming to compete with TikTok.
LinkedIn "Ads" to StoriesLinkedIn is one of *the* best places for B2B brands to advertise, and marketers will soon add another tool to their campaign arsenal: LinkedIn Stories ads. Because these Stories aren’t precisely the place for pictures of avocado toast (for the most part, anyway), this new feature will allow brands to reach their ideal audience in a new way to get the most bang for their marketing buck.
The new campaign option enables marketers to utilize LinkedIn's range of ad targeting tools to hone in on specific audiences, reaching them with full-screen video and single-image ads. Marketers can target users based on job title, company, industry, and interests.
With over 720 million users and the targeting capabilities mentioned above, LinkedIn is a dream come true for B2B marketers. This new ad option could prove to be another useful way for brands to reach executives and other decision-makers, in addition to finding new customers, generating leads, and promoting upcoming webinars and conferences. It’s safe to say we’re not sick of Stories yet.
TL;DR: The upcoming addition of ads to LinkedIn’s ‘Stories’ gives brands a chance to showcase products and services in a more personable and engaging way.
What Lit Us Up
The GIF That Keeps on GivingWe all know a picture is worth a thousand words — so that must mean GIFs are worth at least a million, right? Beyond their ability to spice up any social media feed, GIFs are a gift to marketers in more ways than one. Just ask social investment network eToro. The company has cracked the code on GIF engine optimization and makes a case for an intentional GEO strategy that brands shouldn’t ignore.
eToro launched its account on Giphy this February, purposefully studying and optimizing keywords (much like you would for any SEO strategy) to ensure its GIFs climbed to the top of Giphy’s search results ranks. And in less than a year, eToro has racked up more than 65 million organic views on its 133 branded GIFs.
Giphy is the world’s second-largest search engine by volume, following only Google. It’s an untapped resource of organic engagement for most brands — an opportunity for thousands or millions of virtually free views from interested and engaged audiences. When marketing dollars are stretched thin, GEO is a low-cost and effective tool any brand can add to their digital repertoire.
TL;DR: A GIF engine optimization (GEO) can help brands increase organic awareness and engagement on the world’s second-largest search engine by volume.
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