What is PR, we hear you ask.
PR is short for public relations, a very powerful part of the marketing mix that often gets forgotten about. It focuses on the way that a company builds its public image, sells its products or promotes itself.
PR professionals help to get a business into the media in a positive way, to create a public image or get the public to do something – whether that’s change an opinion or go and buy its products.
Part of the way they do this is through seeking out news stories from a business and liaising with journalists to get them in the press, in a positive light. Unlike adverts, PR content that has been written up by a journalist provides third party endorsement and builds trust with consumers. This means they are more likely to invest in a business or brand’s offering, because someone else has sung its praises.
PR in the marketing mix
PR differs from other forms of marketing because it is far subtler and does not buy the right to be featured. Unlike a paid-for advertising slot, to have your PR content featured, you need to have newsworthy content that is engaging, earning the right to be featured.
Making sure your marketing plan tallies
As a brand or business, you’ll want to ensure that you’re using all channels of the marketing mix to spread positive and united messages to your clients and potential customers.
If you’ve got the advertising team working on one thing, with the PR team working along a completely different line, your brand messages will get confused and diluted. Sharing information from an early stage is key if you want to guarantee success and ensure a joined-up approach to your marketing.
Share your news
If you have a marketing, digital or PR agency, make sure you communicate with them regularly to let them know what’s going on in your business. If you don’t then they can’t ‘PR’ all the good things you are doing, and won’t be able to amplify your business in the way that you would like. Perhaps you have won a new client? Expanded into new territories? Created a new product?
Shout about it!
If you want to increase sales, you need to give yourself the best chance you can by attracting more potential customers – whether that’s through blogging, social media content or creating a news story on your business. By not using all elements of the marketing mix, you’re doing your business a disservice and can miss potential opportunities.
What to do next
Have a think about your brand or business and all the things you want to shout about, before speaking to an agency that can use the right channels to promote your messages. They can then get cracking on a strategy that makes you more well known, incite change and increase your bottom line.
On the 30th of April, SEO it Right will celebrate 6 years in business. Having first been set up as a specialist SEO company by our Directors Adam and Frances Berry, we have now evolved into a digital marketing agency, offering a wide range of content marketing, SEO, social media, PR and paid advertising solutions to small businesses all over the UK. One thing that has stayed the same is that we still find any excuse for cake!
To celebrate our 6th birthday, we have put together a list of 6 tips to help you build your online presence.
1. Decide on your goals
Firstly, it’s important that you establish your goals for both the short-term and long-term future. With these goals in place, as you create a strategy to grow your online presence, you can regularly turn to your goals to see how your online efforts are helping you to move forward. Rather than just building an online presence because you’re expected to, be sure to build your presence strategically so that you can work towards your business goals as a whole.
2. Build a solid website
To develop your online presence, to start with you will need a solid platform, i.e. a great website. Your website is a central place where people can learn more about your business, find out how to contact you and engage with your content.
Your website should:
- Say what your business is about in a clear message
- Contain all of your contact information
- Be optimised for search engines (SEO)
- Be mobile and user friendly
3. Provide value for your audience
Make sure the content that you are publishing is valuable to your audience. Whether this be on your website, through your social media channels, videos or a podcast, make sure that your content is of a consistent quality and provide your audience with useful information. Be the solution to their problems.
4. Be social
The internet allows you access to a huge audience. Social media can be a hugely effective way to reach your target audiences.
Being social means that you should work out which social media platforms work best for your business and regularly post and engage. As with creating any online content, consistency is important; you should develop a consistent voice and continue to provide the same value for your customers. Using social media effectively can help you gain fans and followers and once you have gained an audience, social is also a fantastic way to reach and engage the followers that have developed trust in you and like your brand. The more conversations you can draw up with your audience, the stronger the relationships that you build.
5. Always look to improve
There’s no way that your marketing materials will be perfect straight away, so don’t be afraid to publish! Your content will improve with every piece that you create if you are continually looking for ways to improve and optimise what you do. It’s a long process to work out exactly what does and doesn’t work – even the big brands are still learning from their mistakes, big or small.
6. Track your progress
Tracking your progress is the best way to know if your efforts for building your online presence are working. Be sure to track website visits, social media follows and engagement, look for spikes in traffic and look for trends.
To find out more about how we can help you to develop your business’s presence online, or to learn more about the range of digital marketing services we can provide, feel free to call us on 0121 308 0219 and our team will be happy to help.