An integrated marketing strategy is not successful without brand awareness. Establishing brand awareness enables customers to recognize your brand, products, and services, setting PPC advertising and social media advertising.

Using PR effectively increases the brand awareness and visibility of your company. PR professionals create thought-making messages and produce thought-provoking content that empowers brands and builds their profile within the media.

The two worlds of public relations and search engine optimization seem to be inseparable.

However, there is an aim of connectivity between public relations and search engine optimization, thereby making it more difficult for one to thrive in isolation. SEO is a full-service digital marketing tool that covers a wide range of traditional PR tactics.

Web admins and search engine optimizers who have been following Google’s SEO strategies very closely know that both factors contribute to the success of their campaigns.

Traditional PR elements are often found in successful digital strategies, ensuring both tactics work in tandem leads to a comprehensive and successful marketing approach.

Here are some tips for better understanding the role of public relations in a digital strategy.

Content development

With traditional PR, stories with creative designs were crafted to capture the audience’s concentration.

In digital Public relations, creative content is used to create unique marketing messages, a phenomenon known as content amplification.

In PR, the goal is to ensure your brand’s content is more apparent, thus helping to build awareness through the inclusion of necessary search terms.

Creating engaging content across your social channels benefits your brand, increases traffic to your site, and builds awareness of your brand.

Marketing with influencers

The ideal platform to showcase a brand’s creative content is online influencers, which can have large, highly engaged audiences.

A PR company’s job is to manage the online influencers they work with to create good branding and loyalty.  Your social media strategy should also be linked to the content created by influencer marketing.

Promoting Search Engine Optimization (SEO)

Your brand’s online presence will be prominently displayed on sites whenever you have a successful digital PR strategy.

Traffic will grow for your own site as your brand gets featured and gets backlinks. Building more links back to your website will also boost your brand’s SEO ranking.  When people search for your target keywords, your business gets more visibility.

Targeting of an audience

Sometimes it is hard to identify your target audience as a brand. You never quite know who they are or how they consume media.

You can better understand your marketing audience by using data from your website’s Google Analytics.

Identifying which titles your audience is reading on the Internet and in print will help you identify where your digital PR content must be placed.

Summary

Getting results from Digital PR requires a coordinated effort between an SEO campaign and a PR campaign. Using both tools at the same time will strengthen your campaign.

As your target audiences influence each other more than ever, we think it’s critical to take an integrated marketing approach.

The key to creating an integrated marketing strategy that supports all of your conversions is knowing what platforms and types of media your audience utilizes, from social media to e-newsletters, magazines, and online reviews.