The digital PR market is worth over $114 billion in 2024. Digital PR lets you build your presence across all the important digital media. It helps you reach new customers, build your brand’s image, and boost your revenue. The problem is if you’re a business owner, you already have too many hats to wear and can’t afford to invest your time and resources into marketing. This is why hiring a reputable digital PR agency is a smart move. In this article, we’ll address the only big hurdle on your way to hiring a digital PR agency and growing your business: Looking at the right attributes. Let’s dive in.
Tips For Choosing a Digital PR Agency
A good digital PR agency needs to have some qualities in order to qualify as your business partner. Here’s a step-by-step guide.
Determine Your Goals
The purpose of creating a digital marketing strategy is to achieve a particular goal for your business. So, start by evaluating your business’s long-term goals. This will help you make the right marketing decisions every step of the way. Here are some of the common goals for small business growth:
- Revenue growth
- More leads
- Higher conversion rates
- Improved brand image
- Grow a social media channel
- Reduce bounce rates
- And more
The more specific your goal is the better you can allocate your marketing budget. Having a clear goal also helps you track and optimize your efforts. For instance, you may want to reach 10,000 followers in the next 3 months. On a broader spectrum, you may also want to publish a certain number of blog posts and run a paid ads campaign.
As you get more clarity on your goals, list down the services that can help you achieve them. Then, look for agencies that offer those specific services. By doing that, you’ll be able to avoid overspending.
Measurable Results
You can’t hire someone based on their claims and promises. A digital PR agency that has some experience should be able to showcase the results they’ve generated for their clients in the past. Every good PR agency will gladly share the work that backs up their skills. This can include a past client’s return on investment or their analytics dashboard.
Testimonials and Reviews
Client testimonials speak louder than anything. They tell you if the agency you’re about to work with is worth investing in. Look at their official website and third-party platforms for client reviews. See what past customers have to say about the quality and effectiveness of their services.
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Effective Communication
You don’t want to work with a digital PR agency that isn’t responsive or answers your questions and concerns effectively. Make sure their representative will be available on all important communication channels including email and social media. You can get an idea of their communication skills after interacting with them. Or, you can look at their online client reviews that cover this particular aspect. However, note that a digital PR agency should be able to handle routine tasks without your frequent intervention. Your role should be to make sure they’re doing their job by looking at tracking and analytics reports.
Transparency
Transparency is one of the most important traits of a business relationship. Your digital PR agency is your business partner and you need to be able to trust them. Being transparent in this relationship means having an unambiguous pricing structure. There should be no hidden charges or strings attached.
To check transparency, you can observe their website and look for relevant information. Look at the customer testimonials. Do they look real or fake? If you find something sketchy or questionable, ask them about it. If you don’t get a satisfactory answer, continue your search.
Reporting Process
With effective reporting, it’s impossible to know if a digital PR strategy is working. A PR agency should have a streamlined process of reporting results on a frequent basis. So, before hiring one, ask them how they measure and report progress. Frequent reporting helps you invest your resources in strategies that can generate the highest ROI for your business. You may also want to track progress at your own pace with a personalized client dashboard. If you want, you can ask them to provide real-time updates on a platform. Another benefit of using client management software is that you can keep in touch with your team.
Flexibility
A good PR agency keeps in touch with new developments and tailor their strategies accordingly. The recent advancements in artificial intelligence have significantly effected the way digital PR and marketing works. If an agency isn’t using the latest AI tools to maximize output and efficiency, you may want to look elsewhere.
Web Presence
Another aspect to look at before deciding to work with a digital PR agency is their web presence. This mainly includes their website and social media pages. You can also get an idea of their service by looking at how they manage their online assets. For instance, a PR agency offering SEO services should have the best SEO practices in place.
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Frequently Asked Questions
Let’s discuss some frequently asked questions about hiring a digital PR agency.
How Do I Hire a Good PR Agency?
Your first step should be to define your goals and budget. Find some agencies that have a track record in your industry and multiple positive client reviews. Evaluate their approach and communication by requesting a proposal and talking to their representative.
What to Look for When Choosing a PR Agency?
Probably the most important factor to look at while choosing a PR agency is their customer reviews. If other businesses who’ve invested in the agency speak good things about it, you can confidently move forward with a contract.
Is It Worth It to Hire a Digital PR Agency?
Yes, by hiring a digital PR agency, you get to leverage the expertise of professionals, which helps you achieve PR goals more efficiently. Plus, it gives you more time to work on other more critical areas of your business.
Conclusion
Hiring a good digital PR agency involves identifying your goals and defining the services you’d be needing from the agency. For instance, if you don’t require social media outreach, investing in the service would be a waste of your resources. Hiring an agency to grow your business is like getting into a business partnership. Make sure to look at their credibility, online presence, client reviews, transparency, and flexibility. It’s worth hiring a digital PR agency as it gives you more time to work on other aspects of your business and lets the experts manage your public relations.
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