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Digital PR is often presented as an effective option to increase brand visibility, build authority and improve web optimization. However, many customers do not realize that what they pay for is not at all times what they get. From overpriced distribution services to paid media placements masquerading as organic PR, digital PR is rife with pitfalls that may cost corporations hundreds of dollars without delivering real value.
In this text, we’ll look at some common problems in the digital PR industry and why clients ought to be careful when investing in these types of services.
1. You pay for digital PR – you get press release distribution
One of the biggest problems with digital PR today is that many agencies claim to supply true digital PR services, but in reality they simply use third-party press release distribution services. The agency pays a few hundred dollars to distribute a press release and then charges the client hundreds of dollars. As a result, the client receives their press release published in large publications resembling Business Insider and CNN, but often these releases are buried in the PR section of the website, which adds zero value to the client’s brand. Moreover, these syndicated releases have no impact on web optimization efforts. This approach looks as if a scam because customers are paying a premium for something that provides no real advantages.
One of my former clients, an entrepreneur, ordered a digital PR campaign from a PR agency and later shared his report with me. It was filled with syndicated press releases, likely purchased from a third-party press release distribution service and resold to them as high-value articles. He ended up firing them after the first month and hiring me as an alternative.
2. Paid media ads masquerade as organic PR
Another common problem in digital PR this is how agencies deal with placing ads in the media. Agencies often promise an “organic PR campaign” that they consider might be picked up by the media. However, if journalists do not show interest in the campaign, the agency must still send the client a success report. To do this, they buy media placements and present them as organic results of their campaign.
Finally, the client receives several links to media placements that weren’t actually obtained organically, but quite purchased to further the agency’s goals.
3. No guaranteed results, even with real campaigns
Even if a digital PR campaign is executed properly, there is no guarantee that it would achieve success. The customer can spend $5,000 to $15,000 in the campaign, but if the media doesn’t notice it, the result could also be zero backlinks. This is especially frustrating for customers because they are undecided what they are getting for their money. This is a dangerous investment, and unfortunately sometimes the result could also be zero.
As a result, digital PR costs can vary significantly, with estimates ranging from $466 to $5,462 per linked mention. Getmelinkswhen an agency must create a story; for corporations that already have a fascinating story ready, costs could be as much as 60% lower.
4. You cannot goal your necessary pages for web optimization
Another drawback of digital PR is that you cannot at all times goal the most vital pages on your website. Ideally, you’ll wish to link to your business pages, product pages, or landing pages – people who generate leads and revenue. Instead, digital PR campaigns typically create content around latest topics, surveys or research. Editor-chosen links often result in these latest pages, which add little value to the client’s web optimization strategy or overall business goals.
5. Lack of control over anchor text
Finally, with digital PR you don’t have control over the anchor text used in backlinks. Journalists will link to your site, but they may use whatever anchor text they select. While this is not a big problem, it does reduce the value of the link to some extent. If you’re paying for backlinks, the ideal situation can be to link to your landing pages using your required anchor text, which digital PR often doesn’t allow.
Before you invest in digital PR, it is vital to know the risks and recognize potential pitfalls. First, ask the agency for details on how they plan to advertise your brand. If they mention distributing press releases, watch out – this often results in low-value placements in PR sections that do not profit your brand or web optimization.
Secondly, when reviewing media placements, at all times check that they have actually been earned or paid for. If the links seem too convenient or are from obscure sites, they are probably for purchased placements quite than organic reach.
Finally, do not be afraid to ask for transparency in your results. PR agency ought to be open about the uncertainty of results and what will occur if the campaign does not produce the expected results. Make sure they provide clear success metrics, not only a list of links.
By asking the right questions and taking note of these details, you can prevent yourself from wasting money on services that do not deliver the results you want.