There is nothing more valuable than having others talking positively about your products and services. When it comes to marketing strategy, advertising can help raise brand awareness and it can be an excellent tool for generating sales, but it can also be expensive and needs to be consistent to be effective. Consumers today are drawn to authenticity and make purchasing decisions based on “knowing” a brand or business or being referred by someone they “know” and trust. That’s where public relations (PR) steps in and can step things up. PR is the most effective marketing tool for getting people talking.
If you want to get the word out, consider hiring a PR and marketing team to manage your marketing communications. Here are five things a PR and marketing firm can do to help:
1. Tell your company story
A good brand story has the power to connect, inspire, and influence consumers. While business owners know their story, it can be difficult for them to put it in words. A PR & marketing firm will craft your brand story, painting a picture with words. It’s about letting people know who you are, what you do and sharing the unique elements that differentiate your business from others. Weaving your story with images and video helps bring it to life, gives it authenticity and resonates with potential customers and clients.
2. Increase visibility and awareness
Developing and executing a well-rounded PR strategy increases visibility and awareness through positive digital and traditional media coverage. A PR & marketing firm will pitch targeted media outlets to secure stories and interviews that highlight expertise and showcase the business. Social media and other digital channels will leverage coverage, engage followers to help reach new customers and remind existing ones. The key is consistent messaging across multiple platforms. PR requires planning and it takes time to build, but it’s a powerful tool for increasing visibility.
3. Educate and attract potential customers
Educating customers about products and services showcases benefits and attracts new customers. Some of the best ways to do this are through a company blog, expert article submissions, publicity and how-to videos. A PR & marketing firm will provide the messaging, direction and write the copy, taking your story and adding the details that help customers better understand the who, what, where and why.
4. Position company or management team as experts
A good PR firm seeks strategic opportunities to showcase a client’s expertise. Award submissions, speaking opportunities, business profiles, and guest article submissions are all vehicles to support that effort. A PR professional knows who to pitch, where to pitch and how to present information to highlight your personal business story. An ongoing PR campaign positions companies and individuals as leaders in their respective industries and instills credibility.
5. Enhance brand recognition
Building brand recognition is a marathon, not a sprint. A PR firm takes a brand beyond its logo and imagery, by developing and consistently telling its story through multiple mediums. Securing press coverage, pushing content out and sharing on social media not only reaches more people, it makes a brand memorable.
The goal for most every business is to attract new customers and grow. Working with a PR & marketing firm provides a strategic communication strategy that adds value for reaching those goals. If you are interested in learning more about how a PR & marketing firm can help you reach your goals, let’s talk.