Maintaining a strong brand presence is crucial for any business looking to get noticed, and whether you are a small business fighting for clicks or a well-established brand going for world domination, utilising digital PR tactics is the single best way to get your brand’s voice heard.
However, there still remains the question of whether you should hire a digital PR agency to handle this, or if you would prefer to take care of it in-house.
This guide will explore the top reasons to consider hiring a Digital PR agency, answer why you may choose an agency over hiring in-house, address common questions about agencies, and ultimately help you make the best decision for your business.
The Top 5 Benefits of Hiring a Digital PR Agency
1. Access to Expertise and Industry Knowledge
Keeping up to date with the latest tools, technologies, strategies, and emerging trends that you need to know to be successful in the world of digital PR is a challenging task, yet with this knowledge base, your campaigns are highly likely to be successful.
Hiring a digital PR agency means you gain immediate access to an entire team of seasoned professionals with a wealth of experience in the industry. They will know what strategies and tactics will work for your needs, saving you time and money.
They also have the added bonus of being experienced in creative thinking which is often the single hardest point of any digital PR campaign to nail down. An agency will know what angles to look at, and what kinds of stories capture the imagination of the public, meaning you can be sure that your campaigns have the best chance of succeeding.
2. Stronger Media Relations and Brand Exposure
One of the pain points of starting a digital PR campaign for any brand is the lack of media connections. Journalists and media outlets are much more likely to publish stories brought to them by people they know, and as such, getting heard can be almost impossible.
Digital PR agencies pride themselves on the media relationships they have already established. By leveraging these relationships, they find it much easier to secure media coverage, backlinks and mentions for your brand online.
There is also the added benefit of a digital PR agency knowing what individual journalists’ preferences are, what stories they like to publish, and how they like to be sent them, which leads to a much higher success rate when pitching stories.
3. Comprehensive and Targeted Campaigns
Digital PR agencies don’t just get you any publicity, they are able to develop and carry out tailored PR strategies aligned with your particular business goals, targeting the specific audience you want to reach. Whether you need to launch your sensational new product or completely rebrand your business, they will have done it before and can create a bespoke campaign just for you.
They have a multitude of tools and insights that help them be targeted with their outreach, going after only the specific audience your campaign requires. This stops any budget from being wasted on the wrong type of customer.
4. Cost-Efficiency and ROI
Who doesn’t love getting the most out of their money?
Whilst the costs of hiring a digital PR agency can vary, the return on your investment is significant. Agencies are typically a more cost-effective option than building an in-house team. This is because you are gaining a team of experts without the added stress of the overheads such as salaries, benefits and training.
It’s also worth noting that some of the tools required for effective digital PR campaigns are not cheap (or easy to learn) and so using agencies that have them and know how to use them can be a great time and cost saver in and of itself.
Further, because of their expertise and experience, they can guarantee results far beyond what you would have achieved in-house, meaning the increased media coverage and publicity your brand gets often justifies the expense.
A well-executed PR campaign can lead to increased traffic to your site, improved rankings, and an improved reputation, all of which are highly beneficial to long-term business success.
5. High-Quality Backlinks That Build Authority
It’s somewhat of a summary of the previous points as they all help lead to successful campaigns, but ultimately, one of the top benefits of hiring a digital PR agency is that they will earn the types of backlinks that will grow your brand in the most authentic and natural way possible.
Backlinks are an incredibly important part of any business’s website as they are one of the biggest ranking factors for Google, meaning you likely won’t see much improvement in your keyword positions without them.
Previously, it has been possible to buy or swap backlinks and for this to have a meaningful impact on your site’s authority, but nowadays Google is very good at recognising unnatural and spammy links and won’t reward you for them (and may even issue a penalty to your site).
A good digital PR campaign will gain you mentions on a number of high-quality, reputable sites, and often they will link to your website (and if they don’t, any good digital PR agency will be following them up asking them to). These links are naturally gained and are almost always from relevant websites due to targeted outreach, meaning Google will look very favourably at them.
The ROI of the links you gain from a professional digital PR campaign is huge and should be seen as one of the driving reasons behind hiring an agency over going in-house. Further, some agencies such as ours are so confident in their abilities that they offer a guaranteed number of backlinks in their digital PR packages – something well worth considering if you need assured results.
In-House Digital PR vs. Hiring an Agency
Deciding between in-house digital PR and hiring an agency is not an easy decision. An in-house team can often seem appealing as they already understand the brand well, but there are three immediate benefits to hiring a digital PR agency:
- Wider Skill Set – In-house teams may lack the diverse expertise and experience that you will find in a digital PR agency. An in-house team may know your brand, but an agency will have experts in all areas, from media relations to content marketing, SEO campaign integration and more.
- Scalability – In-house teams are often limited in terms of size and scale which, depending on the amount of coverage you are receiving (or if you are managing a crisis), can be a limiting factor in your digital PR efforts. An agency will be able to scale projects up or down at will, allowing you increased flexibility with your campaigns.
- Objectivity – Whilst an in-house team knowing your brand inside out could be seen as an advantage, it can also sometimes cloud judgement. The honest external perspective that a digital PR agency can bring often results in fresh ideas and unbiased strategies, ensuring you are getting the most for your money with your campaigns.
What Are the Costs of Hiring a Digital PR Agency?
So clearly there are some big benefits to hiring a digital PR agency over going in-house, and it is likely to be more expensive, but just how much should you be paying an agency to get your brand noticed?
Unfortunately, there is no one answer here. How much you pay will depend on a few factors, such as the scope of your campaigns, the length of them, and the expected results. Being transparent, discussing your budget upfront, and picking an agency that can tailor their services to your needs will ensure you get the best return on your investment, whilst also securing the media coverage your business deserves.
How to Screen a Digital PR Agency
If you have decided that a digital PR agency is the best option for your business, both cost and strategy-wise, then the next step is deciding which agency to choose. Unfortunately, not all digital PR agencies are created equal, and screening your choices is crucial to ensuring a good, fruitful working relationship.
We always recommend these four steps:
- Evaluate Their Track Record – You should make sure to review the agency’s portfolio, looking at their previous campaigns, case studies, coverage achieved, and client testimonials. You want to ensure that they have had measurable success with campaigns similar to yours.
- Check Their Digital Presence – Their job is to make sure you are as visible as possible online, so you should definitely check if the same is true of the agency! Any reputable digital PR service will have a strong online presence of its own, including social media channels, blogs, and press mentions. The quality of their own branding should give you an idea of what to expect for your brand.
- Ask About Their Approach – You should have some initial consultation calls with any agency to discuss your campaign, and this is your opportunity to scope out their approach. Make sure to ask about specific strategies – you want to know whether you are getting a bespoke service or a one-size-fits-all.
- Understand Their Pricing Structure – As we mentioned earlier, a crucial element of selecting a digital PR agency is the pricing. Make sure you understand exactly what you are paying for in terms of scope of service, and that you ask about any additional costs or ad-hoc flexibility if this is something you think you may need. This is also where you can see whether the agency guarantees backlinks as Bubblegum does – a lifesaver if you are on a tight budget and need results.
Invest in Growth with a Digital PR Agency
Deciding to hire a digital PR agency is a move that can propel your brand to new heights. If you have not previously had much news coverage on your brand, the difference some relevant media placements can make is huge. Digital PR is only going to become more and more crucial in getting your brand heard, and making the decision to work with an agency now will leave you well-equipped to navigate the complexities of marketing online and secure long-term growth for your business.
Whether you’re just starting your digital PR journey or looking to take your existing efforts to the next level, partnering with an agency can provide the expertise, resources, and results you need to thrive in today’s competitive digital landscape. And remember, if you want creative, results-driven digital PR campaigns, we can help!