的 time is now: Integrate your PR and marketing strategies

2019年6月13日
 

Public relations (PR) and marketing agencies used to be two entirely separate entities and disciplines. 然而, companies began to recognize that budgets can stretch further – and awareness can climb higher - when stories are told through a mix of earned, 拥有, 付费共享媒体. Ever since, the lines between PR and marketing have blurred.

一般来说, it’s hard to execute a PR strategy without a little marketing and it’s difficult to market without executing some PR. As a PR major with a minor in marketing in college, I’m glad to see the two disciplines have become so interconnected. After all, with end goals so intertwined, it is challenging to separate the two.

Still, integrating PR and marketing into one strategy takes some work. 的 following four tips can help facilitate success.

深入挖掘业务

Have you memorized your company’s 关键信息? Do you know its background, market position and roadmap? Can you draft a quote for the your top spokesperson in your sleep?

这些都是很棒的.

但, when you’re integrating such useful PR information with marketing into a single strategy, it’s important to look closely at all areas of the company.

Learn everything about how you sell your products by scheduling a product demo with the sales team. Meet with the product marketing team about upcoming developments. Ask the customer service team about the positive, and negative, feedback they receive. Talk to the SEO expert about website traffic.

Along the way, don’t be afraid to ask questions.

What does the sales cycle look like? 销售目标是什么? How does the company generate prospects? Which product features pique the most interest? What is the product development team working on? What key words are driving traffic to the company website?

All of this information will help you create a more holistic strategy.

帮助买家角色

It’s imperative to keep 买家角色 in mind when creating an integrated strategy. 的se generalized representations of ideal customers can help you identify the right prospects and most profitable customers.

如果它们不存在,那就创造 买家角色 to understand the target preferences and habits that will inform your marketing strategies and messaging. 像你, ask yourself how prospects hear about your company and find you, what pain-points they have and challenges they face, where they go to learn how to solve problems, 他们有什么目标.

All of this information should factor into your 买家角色, 一旦发达, put them to use so you can become “best friends” with prospects. Make sure you refine your messaging and optimize your PR and marketing strategy accordingly in order to reach your target audiences with relevant information on the channels they use most.

以市场营销术语来思考媒体

PR pros spend extensive hours trying to secure media coverage for clients that they can include in the next weekly email update or status call. Coverage is great, but it’s only valuable to the client if it’s supporting their 市场营销目标.

例如, will the story you’re after help drive revenue, customer acquisition or answer board and investor demands? Media relations should always play a strategic role in moving your clients’ business forward.

是足智多谋

If you find yourself wishing you understood even more about integrating marketing with your PR, or just want a better understanding of 术语 CMOs use, there are tons of resources available. A few of my personal favorites include:

  • HubSpot的: This is an incredible resource for anyone looking to learn more about marketing. 的 公司的明升88 does a tremendous job providing comprehensive marketing, sales and services advice. Whether you’re looking to stay up to date on the latest trends or working through a 社会媒体策略,他们提供一切.
  • HubSpot的学院: This is a great way to grasp specific, deep-dive topics such as email marketing, 内容开发, 销售支持, SEO培训等. Through their Inbound 市场营销 course I was able to learn more about content creation, social media strategies and converting and nurturing leads. 的 course provided me with insights I’m able to leverage on a daily basis working through 策略与客户.
  • 大会: If you have the time (you should make the time), and the budget (some programs are free) check out General Assembly’s courses. 的y offer convenient programs in web development, digital marketing, product management and more. 我完成了 数字营销训练营 and learned a six step framework for developing digital marketing strategies for businesses and campaigns. 在整个课程中, you’re given exercises to complete such as determining target audience, drafting key performance indicators and laying out an email campaign. You can’t help but walk away with fresh ideas.

Do you want to chat about integrating your PR and marketing strategies? 让我们谈谈!

 

 

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