Digital marketing and public relations (PR) are two different disciplines, but they're powerful when combined. Each approach requires its own strategy, but working together can increase visibility and credibility.
Whether your goal is to enhance your personal brand or increase sales for your company, combining digital marketing and PR is a must. Follow these tips to create great marketing and PR campaigns.
1. Use consistent messaging.
Digital marketing primarily promotes your brand in the following ways:
- content marketing
- Pay-per-click (PPC) advertising
- Search engine optimization (SEO)
- Social media
PR teams use these digital marketing channels, but primarily work behind the scenes, pitching to media outlets to build and maintain a public image. While PR is not afraid to use more traditional techniques, such as pitching to journalists, digital marketing focuses on online platforms that are accessible to the public.
Although these strategies function differently, they require consistent messaging on both fronts. Have your marketer and her PR person get together and agree on branding guidelines in advance. This allows you to agree on the goals, language and tone of your campaign before you create anything, ensuring consistency across your digital marketing and PR campaigns.
2. Find the right influencers.
You can't log into TikTok or Instagram without seeing influencer content. Digital marketing leverages influencers to help create content. Most influencers are happy to create user-generated content that they can share on their websites and social media.
Influencers are great for PR because they drive exposure in niche markets. For example, it's not uncommon for a PR agency to be featured in an influencer's holiday gift guide.
You also don’t have to work with the same influencers for digital marketing and PR. There's nothing wrong with partnering with multiple influencers for both strategies, as long as you're working with the right influencers for the job. It's a win-win for both marketing and PR, as you can generate more content and buzz in less time.
3. Drive thought leadership with your content.
If you want people to take you seriously, you need to prove yourself. The best way to do this is to create helpful and educational content.
Content marketing is the foundation of digital marketing because it enhances thought leadership. Work with your marketing team to create:
- white paper
- Case Study
- blog
- how-to videos
Once your digital marketer has created this content, you can pass it on to your PR team. PR leverages your network to secure guest post opportunities, media features, and interviews to further leverage this content.
4. Host an event.
While live events can certainly attract attention, virtual Zoom events are also a popular way to connect with your target audience. Digital marketing teams can plan live streaming events on Zoom, Facebook Live, or YouTube. To increase participation, you can promote through targeted email campaigns, social media ads, and SEO-optimized landing pages.
PR takes the ball from there and creates buzz for your event. They write press releases, reach out to industry bloggers, and look for other organizations to co-host or sponsor the event.
5. Do more with customer feedback.
Convincing people to leave positive reviews and testimonials about your company can be difficult, which is where your digital marketing department comes in. Digital marketing departments can use loyalty programs and email marketing to encourage satisfied customers to leave reviews. Before you know it, you'll have more reviews showing how popular you are on Google, Yelp, and Trustpilot.
From there, marketers look for the highest quality reviews and testimonials and use them to create compelling, data-driven case studies. PR has also been active in using quotes and case studies in press kits and pitches to journalists.
People, especially media, typically look for reviews and ratings before interacting with your brand, and sharing this feedback can give you an edge.
Conclusion.
PR and digital marketing have a symbiotic relationship. To enjoy the synergy of combining digital marketing and PR, instead of approaching them separately, try the strategies in this guide.
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Newsweek is committed to challenging conventional wisdom, finding common ground and finding connections.
Newsweek is committed to challenging conventional wisdom, finding common ground and finding connections.
