Maximizing Digital PR on a Low Budget: Insights from Amelia Selby
Digital public relations (PR) has evolved into a crucial component of marketing for businesses, regardless of their size. However, for small to medium-sized enterprises (SMEs), engaging in effective digital PR can often feel like a daunting task due to limited budgets and resources. Amelia Selby, head of PR at SEO Travel, a unique digital marketing agency based in the UK, shares her insights into how SMEs can achieve impressive PR results without breaking the bank.
The Mission of SEO Travel
SEO Travel was founded with a distinct vision to support small to medium-sized travel companies, aiming to provide them with high-quality digital marketing services that are usually only accessible to larger entities. Their operation is remarkable not only for its commercial goals but also for its philanthropic approach: all profits are directed towards two educational charities, Zarach and Moving Mountains, successfully raising over £100,000 over three years.
Challenges in Digital PR
Operating within tight budget constraints, the SEO Travel team is continuously challenged to deliver impactful results in digital PR. Yet, with creativity, resourcefulness, and a strategic approach, they have developed effective methods that can serve as a model for other SMEs. Here are some of the practical tips shared by Amelia for running digital PR campaigns on a shoestring budget.
Harnessing Free Data and Tools
One of the first strategies discussed is leveraging free data sources. Tools such as Google Keyword Planner and Numbeo can help marketers identify trends and create informative campaigns. By combining various data points, businesses can craft unique narratives. For instance, indices ranking countries or cities based on metrics like internet speed, safety, or cost of living can be compelling content that attracts attention.
Utilizing Data Scraping Tools
Additionally, using free extensions like Instant Data Scraper can aid in collecting web data without needing an in-house data analysis team. This capability allows small businesses to extract valuable information quickly, assisting in shaping campaigns and strategies.
Exploring Social Media Trends
Social media channels like Pinterest and TikTok also serve as goldmines for free data trends. By observing popular topics and emerging trends, brands can develop fresh ideas for PR campaigns that resonate with current discussions.
Being Agile with Breaking News
In the fast-paced world of news, smaller brands can significantly benefit by being principled and responsive to breaking stories. Journalists often feature the first quality pitches they receive, making it essential for small brands to be nimble and ready to engage with emerging news. Monitoring social media platforms, specifically looking for hashtags like #journorequest on Twitter, can help capture journalist requests early, providing opportunities for collaboration.
Creating Unique, Emotionally Resonant Pitches
To stand out amongst the noise created by larger corporations, smaller brands should prioritize offering distinct insights rather than generic pitches. Insights that provoke strong emotions—whether excitement, jealousy, or surprise—offer a compelling angle that captures the attention of journalists and their audiences.
Utilizing Anecdotes for Engagement
Incorporating anecdotal evidence into pitches can also significantly enhance relatability. By sharing real stories, brands can forge deeper connections with both journalists and readers, making their campaigns more appealing.
Strategy for SEO with PR Coverage
When planning PR campaigns, it is essential to direct link coverage to specific landing pages or content hubs rather than the homepage. This helps not only with traffic but ensures that link equity flows to the pages that truly matter for search engine optimization (SEO) and website rankings. Building content hubs that compile valuable resources—including guides and data—can also bolster SEO potential and provide lasting value.
The Value of Evergreen Content
Amelia highlights the importance of creating evergreen content to maximize outreach efforts over time. Campaigns that address seasonal happenings or recurring events, like tips for dealing with heatwaves, can be repitched each year with minimal updates, ensuring relevance and continued engagement. Regularly updating data and refreshing subject lines also assists in maintaining interest.
Building Relationships with Journalists
While media databases can streamline outreach, they aren’t always necessary. Forming relationships with freelance journalists can be more advantageous since freelancers often write for multiple publications and can provide valuable new referring domains. If resources are limited, finding journalists through social media platforms like Twitter or through thorough research can yield results. Typically, their email structures follow predictable patterns, making outreach more feasible.
Setting Realistic Expectations
Finally, Amelia emphasizes the importance of transparency when setting outreach goals and understanding results. For companies with limited budgets, it is critical to set realistic expectations and focus on maximizing the value of each campaign. Keeping communication open with clients about what is achievable within their budget can foster trust and ensure long-term collaborations.
Conclusion
Engaging in effective digital PR on a budget may be challenging, but with the right strategies and a creative mindset, SMEs can significantly enhance their visibility and impact. By harnessing free tools, crafting unique pitches, developing relationships with journalists, and focusing on evergreen content, brands like those supported by SEO Travel can thrive even within financial constraints. As evidenced by the thoughtful practices of Amelia Selby and her team, it is clearly possible to achieve substantial results in digital PR without extensive resources.
For more insights and tips from Amelia Selby, check out the full podcast episode where she dives deeper into these strategies and shares her personal experiences in the world of digital PR.