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The promotion piece of the marketing mix can be complex, with companies often struggling to pin point which tools to use, where to invest marketing dollars, how much to spend and so on. And, while most businesses have a general knowledge of marketing and public relations (and many excel at it), it’s often hard to determine the optimal amount/ways to spend that often-limited budget to achieve the greatest ROI.
Whether you’re a startup or a Fortune 500 company, who’s been in business for 50-plus years, there are plenty of things to keep in mind when considering PR. Below are five reasons for implementing a strategic public relations campaign:
Customers Buy from Companies They Trust.
Reputation is at the heart of all that you do and PR is the ideal tool for building reputation and trust with prospective customers. There’s a big difference between you telling people you’re great and another credible source doing so—be it a journalist, blogger or social influencer. So, whether you’re B2C or B2B, your target customers will value the opinion of a respected media public or influencer and will more likely see your company and, in turn, your offerings as credible and trustworthy.
Talk is Cheap—Engage. There’s a lot of noise out there.
And in today’s over-connected world, people are exposed to a seemingly endless flow of information—and from all different directions. So, how can your brand stand out from the rest? The key isn’t to just keep talking; instead, use PR as a tool to connect. Naturally, these methods vary by industry, company’s mission, etc., so work closely with your PR partner on identifying the best ways to connect with your target audience.
Content Continues to Reign.
Content has been king for quite a while and there’s no sign of its reign ending in the forthcoming years. As is the case with engagement, creating compelling content enables brands to break through the crowd and gain attention. Whether its short videos, images, infographics, or compelling articles, create content that resonates with your potential customers, creates a connection, and makes them remember all the great points about your brand.
Expertise Matters.
This brings us back to trust. Most people wouldn’t question Steve Jobs’ technology or even marketing expertise—on the contrary, he was considered a ‘genius’ by many. In addition to creating products and or services, company leaders should showcase their industry know-how, and an expert positioning platform is a great way to do so. This type of platform will not only display your in-depth knowledge to potential customers, but it will also enable you to stand out from your peers and competitors and raise your industry profile.
The Power of Social Media.
Social media platforms create online communities, which, as we’ve seen, can have great marketing power. Whether it’s consumers discussing favorite brands, complaining about customer service or simply connecting with friends and colleagues, there are ample ways to use social media to get in front of potential customers. And, while you do not need to present on every possible network (seriously, don’t do that), your PR partner can help identify the right outlets AND the right content to engage with those potential customers and further build brand awareness.
Choosing the right marketing approach isn’t easy and varies by company, industry and your company/product lifecycle. Take a close look at your offerings, goals, and the competitive landscape before deciding on any promotional campaign. And, if raising your company profile, building trust, growing brand awareness and engaging with potential and existing customers is on your list, it’s probably time to opt for PR.