Public relations focuses on getting a brand’s name out there and in the mind of the target audience, without necessarily trying to push or sell any product in particular. Digital marketing is much more focused on connecting with potential and existing customers on digital platforms and motivating them to make a purchase. If you are running a small business with both a digital marketing and a separate PR department then you might be wasting potential resources. This guide is here to help you learn more about combining digital marketing and PR for small businesses today.
The benefits of combining digital marketing and PR
The idea of running two separate PR and digital marketing departments has become seen as quite old-fashioned and for good reason. In today’s ever-interconnected world of the internet, PR cannot exist without digital marketing. PR departments are having to engage with digital media on a daily basis.
Combining your digital marketing and PR departments makes sense as they both work to achieve similar goals of expanding brand awareness. Bringing these departments together means that you can run your operations more efficiently, as your campaigns can use shared knowledge and resources.
The best techniques for PR and digital marketing
Now that you understand a little bit more about the benefits of combining digital marketing and PR departments for small businesses, the list below outlines some of the top techniques to use.
Influencer marketing can be a very valuable tool for both digital marketing campaigns and public relations. As these gifted activation experts explain, the reason why influencer marketing can be so valuable for digital marketing and PR is that it can directly drive relevant traffic to purchase a particular product while expanding your brand awareness more broadly.
Another technique that perfectly represents the value of combining digital marketing with public relations is content marketing. Content marketing involves the creation of high-quality engaging content that is posted regularly on a business website. This technique can help boost your website’s search engine ranking, increase the amount of traffic to your site and improve perceptions of your brand.
Email marketing can be a hugely valuable tool as it enables you to connect directly to your target audience which again shows the power of combining digital marketing tools with PR aims. Email marketing enables brands to capture audience attention and engage with them in a completely personalized manner, enabling you to build effective communications with your audience.
When you are looking to combine email marketing with PR aims, it is important that you focus on building relations with your brand. You can take the opportunity of a marketing email to help the recipient to learn more about your brand, welcome them or offer them a reward for signing up.
Social media marketing
Social medial marketing is another digital marketing tool that can be hugely effective for PR. Social media marketing will enable you to connect organically with customers where they are spending their time online. This will further enable you to expand brand awareness and build more meaningful relationships with your customers.