AuthorHolly Mason
LinkedIn
Do you have a client based in another country and need location-specific links? Look no further, we have the ultimate solution for gaining links across the globe. By leveraging targeted strategies, you can increase your chances of coverage and build credibility in any area.
Create a Reactive Strategy for the Location
The first step to creating a digital PR strategy that will allow you to build links in a specific location is to consider topics that are relevant to your client’s niche. Once you have these, research the trends around them in your target location. Look for recurring themes that resonate with journalists and publications.
For example, if I were working with a client based in Australia who wanted to focus on summer-related topics in their campaigns, I’d prioritise relevance and timeliness for that market, even if it were winter in the UK.
Another tip is to consistently reach out to credible journalists, as this ensures they continue to recognise you as a trusted source over time.
Utilise Blog Content
Repurpose blog content from the client site to create engaging commentary for digital PR pieces. You can additionally partner with experts to add credibility and authority to your outreach, broadening the appeal and relevance of your mailers.
For example, at NOVOS, we created a press release for our interiors client that focused on bathroom cleaning tips, using their commentary. To take this further, we interviewed a US cleaning expert since our client was based in the US. The expert highlighted areas that are often missed during spring cleaning, insights our client couldn’t provide directly. While our client could comment on interiors and offer general cleaning tips, they aren’t a company that cleans homes daily. By speaking to a professional cleaner, we were able to add a unique hook by including firsthand insight into the dirtiest places they encounter in homes when cleaning.
In your pitch, ensure to add in any local statistics, search volume spikes or references to data in the region as this will be more interesting for journalists in that area and therefore will increase the likelihood of coverage.
Pro tip: Use Google Trends Glimpse to include any key terms search increases in the specific area.
Ensure Outreach is Sent in the Correct Timezone
Always check the exact time difference between locations before outreaching. In the US, the states have different timezones, therefore when outreaching to US based journalists it’s important to schedule outreach for the afternoon time in the UK, as this is when the US tends to wake up.
Create Regional Headlines
Time-sensitive outreach is essential for securing location-specific links. Journalists are more likely to cover stories relevant to their local audience. Create personalised subject lines and press releases tailored to the region.
For example, our Digital PR team at NOVOS launched an Ireland-specific campaign using regional subject lines such as:
“Wicklow ranked among the most popular Ireland wedding destinations on TikTok”
This targeted approach allowed us to secure links on several Ireland-specific websites. When targeting other regions, such as the US or Australia, it’s important to adjust your outreach schedule to align with their local timezone for maximum engagement.
Build Relationships with Journalists in the Area
Follow journalists in that area, especially on platforms like X (formerly Twitter), to establish relationships and keep an eye on any #journorequests they are putting out. Additionally, if you’ve gained any coverage with journalists, keeping up regular interaction and sending relevant pitches to them helps foster trust and increase the chances of coverage.
Utilise Journalist Requests to Gain Coverage
Use journalist request platforms like ResponseSource, Qwoted, and X to secure coverage.
Keep an eye on these platforms for journalists in specific locations and respond promptly to requests that align with your niche.
Gaining location-specific digital PR links may seem challenging, but with a strategic approach, it becomes manageable. By creating reactive strategies, repurposing content, and targeting local journalists, you can achieve significant results.
If you’re interested in creative and unique ways to increase your backlink profile, take a closer look at our digital PR service and get in touch with our expert team, today!