Companies often rely on a combination of public relations (PR) efforts to build their brand, share their expertise and reach their target audience. Most often, this includes media interviews, speaking engagements and print editorials. But how does your company leverage these opportunities to stand out in a growing digital ecosystem full of competition?
In today’s digital landscape, it’s more important than ever for companies to embrace digital channels and experiment with interactive and user-driven tactics. Here’s why:
Improved brand visibility and credibility
Consistently producing and distributing quality content across owned digital marketing channels creates an online portfolio for potential clients, customers and employees to openly reference. Strong PR programs usually have a steady stream of content to share stemming from media placements, speaking engagements, conferences and networking opportunities, but many companies and their top executives don’t leverage this content across platforms. Consistently posting these placements validates your company’s expertise and continued thought leadership.
Enhanced audience engagement
An integrated PR and digital marketing approach allows companies to develop relationships with clients and stakeholders, while top executives at these companies can engage with industry peers and establish themselves as thought leaders. By regularly engaging with followers on social media and through email marketing campaigns, companies and their top executives can build audience trust and loyalty in a humanized and authentic way.
Increased lead generation and sales
By using tactics such as search engine optimization (SEO), social media marketing and email marketing, companies can target specific audiences and nurture leads through the sales funnel. PR efforts, such as media placements and thought leadership content, can also help drive sales by positioning the company as a trusted and respected industry leader.
Digital marketing allows you to track the success of your PR efforts. With tools like Google Analytics, you can see how many people are visiting your website, how long they’re staying and where they’re coming from. This data can help better understand what is and isn’t working to adjust your PR strategy.
By utilizing a variety of digital marketing channels and PR tactics, companies can effectively reach a broader audience while boosting brand and executive visibility. Your company’s digital presence (including employee profiles too!) is a first impression. Make it a good one.