ChicExecs Co-Founder and Co-President Kailynn Bowling shares how digital marketing and PR are a match made in heaven for brand exposure on Newsweek blog. Check out this excerpt from the piece summarizing key points.
Digital marketing and public relations (PR) are two distinct disciplines, but combined, they can pack a mean punch. While you need unique strategies for each approach, they can work together to enhance your visibility and credibility.
Whether your goal is to boost your personal brand or increase business sales, combining digital marketing and PR is a must. Follow these tips to craft excellent marketing and PR campaigns.
1. Use consistent messaging.
Digital marketing mostly promotes your brand through:
- Content marketing
- Pay-per-click (PPC) ads
- Search engine optimization (SEO)
- Social media
PR teams use these digital marketing channels but primarily work behind the scenes, pitching media outlets to build and maintain your public image. PR isn’t afraid to use more traditional methods, like pitching journalists, while digital marketing focuses on public-facing online platforms.
2. Find the right influencers.
You can’t log into TikTok or Instagram without seeing influencer content. For digital marketing, leverage influencers to help you create content. Most influencers are happy to make user-generated content you can share on your website or social media.
3. Drive thought leadership with content.
If you want the public to take you seriously, you’ll need to prove yourself. The best way to do that is to produce helpful, educational content.
Content marketing is the bedrock of digital marketing because it boosts your thought leadership. Work with your marketing team to create:
- White papers
- Case studies
- Blogs
- How-to videos
4. Host events.
Live events can certainly turn heads, but virtual Zoom events are also a popular way to connect with your target audience. Your digital marketing team can plan a live-streaming event on Zoom, Facebook Live, or YouTube. To drive attendance, they can promote it via targeted email campaigns, social media ads, and SEO-optimized landing pages.
5. Get more mileage out of customer feedback.
It’s difficult to convince people to leave positive reviews or testimonials about your company, which is where your digital marketing department comes in. They can use loyalty programs and email marketing to encourage happy customers to leave a review. Before you know it, you’ll have more reviews on Google, Yelp, and Trustpilot that show just how reputable you are.
Read Kailynn’s entire blog here.
