There are so many facets of this thing we call marketing. But while there may be several different types of marketing functions, they each serve a purpose. Specifically, we’re looking at two today namely Public Relations and Marketing. We’ll walk through what they each are, the differences between the two, why the differences matter, and five ways you can make them work together for the benefit of your brand.
Public Relations defined is as what we call the maintenance of your brand to ensure that its favorable image is kept intact. In other words, PR is what you do to ensure that the brand’s reputation is positively maintained on a whole.
Marketing on the other hand is the actions taken to promote and sell whatever your brand sells. This also includes the research and advertising that goes hand in hand with bringing in the sales.
So while both are integral for the functioning of marketing within your brand, each serves a very clear purpose.
What’s the difference between PR and marketing?
You might be sitting there reading this text thinking that in the year 2022, the lines between marketing and PR may be blurry and it can be hard to differentiate between these two concepts.
While one focuses on pushing sales, the other concentrates on keeping reputations intact and pushing brand sentiment.
So PR functions include making sure people are connecting with the brand and feel like the brand appeals to them through its existence while marketing is all about nurturing leads and turning them into clients.
While the two are very different in the role they play, they can and do work together when things are done the right way.
Brands have been known to work on bolstering client trust with captivating PR campaigns that involve the clients and turn them into walking ambassadors for the brand which in turn helps convert more people into clients. This shows that these two things can work together to achieve an overall objective for the brand.
Why does the difference matter?
The world has gone from simply consuming content to actually mass-producing it. How? Well, look at it from this way. If the average person creates 1.7mb of data every second it means that your brand should be able to harness that and use it to work together with your PR strategy to do what you want to do.
Maybe you’re asking if users create so much content that ultimately works as a PR tool for a lot of brands, why is it important to still practice it? That’s because good marketing – no matter which kind – is about ensuring your brand is seen and used by the right people.
That is why having good PR behind your brand is essential to make sure that your brand stands out in today’s digital plethora of content.
Five ways to synergise your PR & Marketing
When it comes to staying relevant as a brand in the year 2022, there has never been a more important moment for PR and marketing to work together collectively as a symbiotic unit.
The key is to make use of PR’s strengths of relationship building, brand awareness, and creating a strong brand story while being able to draw on marketing’s strong points of analysis, sales, and measurement.
Here are 5 ways you can work on making the two as symbiotic as you need them to be for the benefit of your brand.
- Drive traffic to your pages by leveraging gust post backlinks
Sites hosting content will most of the time let you include backlinks to your site so why not make the most of it?
Use those backlinks to navigate readers to a specific place on your site that prompts people to take some kind of action. Never leave people alone to wander around your site only to likely leave without doing anything.
- Start guest blogging
Blogging has got such a powerful reach when it comes to growing a business. It helps you share insights and provide value for your followers/clients.
But blogging doesn’t mean you have to share your thoughts with a strict calendar. Guest blogging can be such a powerful tool because it helps you get your name out there and grow your credibility.
What harm can it do to promote your content to the right high-powered sites that you know garners attention from the same kind of audience you want to be paying attention to your brand?
Then you make sure you leverage those backlinks (see previous tip) and you can focus on getting your blog content promoted up the ranks by google.
- Finetune your email marketing
You might be sitting there wondering if there is any point to this and the answer is always yes. Email is not dead and it happens to be one of the most lucrative channels to market your brand. You just have to do it the right way.
Use your email marketing to build relationships and connect with your clients. Listen to what they want from your brand and communicate that to them when you email them.
In short, make every email they receive from you worth their while and as if you are reaching out to them not badgering them into buying your latest product/service.
- Harness the power of influencer marketing
We know you might have just rolled your eyes back a couple times reading that and yes we are serious before you ask that too.
The thing about influencer marketing is that the industry is a GIANT one. (The industry is expected to reach $16.4 billion in 2022)
So while you could simply make use of journalists to promote your PR strategy, you could also tap into this massive market of influencers to help you connect with the people you want to.
Make sure you look for influencers who share your beliefs so that you know the connection will be worth forging. If you believe in the influencer, then their audience is likely to be one that you are also trying to get the attention of.
- Make your press releases SEO-friendly
Gone are the days when you simply send out a press release and hope it sticks somewhere. These days if you want to make any kind of sales, you need to ensure that your content (even press releases) is optimized for things like search engines.
When you ensure your press releases are SEO-friendly, you are ultimately helping your brand rank higher in searches.
Be sure to include keywords in your releases, add as many visuals as you can, and include a useful call to action.