Why you should include PR in your marketing strategy
In the digital age, it can be easy to lean on SEO and social media marketing as your digital marketing methods for your marketing strategy. Whilst, these are great methods to use, it is important not to forget about the power of PR. Utilising PR alongside SEO and social media marketing, will give your business a holistic marketing strategy that combines both digital and traditional marketing methods.
In this blog, we will highlight the differences between traditional and digital PR, the relationship between PR, social media and SEO and discuss some of the benefits of including PR in your marketing strategy.
Digital versus traditional PR
When you hear the words PR, you will most likely think of print media, this is known as traditional PR. Traditional PR involves pitching stories and product launches to journalists at different publications to gain coverage for your brand. Traditional PR definitely still has it’s place and can be a great way to increase brand awareness and drive sales. The additional benefit of PR today is, that most publications will also have a digital version of the magazine or newspaper, potentially giving you two platforms to shout about your brand.
Whilst traditional and digital PR when working with journalists have some cross-over, digital PR also has another string to its bow. Enter bloggers and influencers. Bloggers are a great way to build brand awareness and increase website traffic, in turn leading to increased sales. The great thing about bloggers is there are a lot of them! You can find bloggers who focus on beauty, fashion, food, parenthood and so much more. You are pretty much guaranteed to find a blogger that is perfect for your brand and engages your target audience. Working with influencers (influencer marketing) also falls under the umbrella of digital PR, just like bloggers there are lots of influencers out there. Whether you opt for a big name celeb (make sure you have a big budget to match) or a smaller micro-influencer, influencers are a great way to reach your target audience.
The relationship between PR, social media and SEO
Combining digital PR, social media and SEO is the best way to get your business found online. Whilst traditional PR, can support brand awareness the trio of digital marketing methods are the digital marketing dream team.
Let’s start with PR and social media. Social media is where you target audience will sit, it’s the place they spend the most time online. Social media is no only a place to talk about your brand, you can also engage with your audience, influencers and join relevant conversations. A great benefit of digital PR is that once the article or blog has been published, you can share it on your social media channels and tag the author. This is a great way to share the coverage you have received as well as a way of saying thank you to the blogger or journalist for their work by tagging them in your posts. It’s a win-win, you share the coverage with your network and they share it with theirs, increasing exposure for both parties.
Digital PR can also support your SEO strategy. If you are working with a journalist or blogger, it is worth asking for a backlink or including a link to your website in the press release you send over. Having your business mentioned and linked on high authority sites will help increase your authority and tick off the ‘trust’ box for Google. Furthermore, the more you are mentioned online the better chance you have of being found, especially if everywhere you are mentioned is credible and relevant to your business.
Working with a digital marketing agency that covers all of these areas will ensure all of your brand’s marketing activity is aligned. We work cross-functionally at greyzip, to get the best results possible for our clients. We also have access to Vuelio, a media database with thousands of journalists and influencers as well as ResponseSource, a journalist enquiry service that send journalist enquiries direct to our inbox. These tools, give us access to a wide range of opportunities for your business and also allow us to target the right journalists and influencers for your business, no matter how niche it may be.
The benefits of PR
There are a long list of benefits that come with utilising PR, both digital and traditional. Here are just a few.
Firstly, PR can help boost website traffic. If you are mentioned on blogs and in magazines more people will learn about your business and land on your website. Great if you are an eCommerce business, as you are likely to earn more sales from PR as most journalists and bloggers will share the website that a product mentioned can be bought from. If you aren’t an eCommerce business, PR can help generate leads and enquiries as well as boosting your website traffic.
As we mentioned above, digital PR can be great for SEO. It can help increase your business’s authority by linking to high authority sites as well as helping to increase trust through product or service reviews.
Alongside all of the benefits above, PR is one of the best tools in the marketing tool kit for building brand image. The more great things potential customer’s hear about your business the more likely they are to purchase a product from you or utilise a service you offer.
Combining PR, social media and SEO will give you a strong marketing plan and strategy. If you would like to find out how we can help your business with PR please get in touch.