How to Combine Digital Marketing and Public Relations to Grow Your Business

If you’re reading this, I assume you’re pretty interested in digital marketing and public relations. If you’re looking for a career in these areas, then congratulations! You’ve come to the right place. In today’s world, businesses thrive off the strength of their public images. Brands have to be remembered, and sometimes they have to be brought back from the dead, which is what happened with Kodak as we mentioned last week.

However, being a digital marketer or a public relations professional is more than just designing a clever PR plan or putting together some engaging content; it takes savvy and hard work. It also helps if you have a team of people working with you, because efficiency is key when trying to grow your business.

Know Your Audience

When it comes to marketing and public relations, knowing who you’re talking to is critical. It would be pretty arrogant to design a strategy for attracting millennials and assume that everyone will understand or will relate to your brand’s message.

Each audience needs to be treated as individual cases and not as broad demographic groups, because what may work for one audience may not work for another. Millennials may love your brand, but your typical boomer may have a completely different reaction.

Before you design a marketing strategy, pinpoint who you’re speaking to and tailor your approach accordingly. Have a look at the demographics located in Brazil. According to Statista, 55.1% of the population there are between the ages of 18 and 24, which makes it the country’s largest youth demographic. You have all the makings of a targeted audience – young, technologically savvy people interested in new and innovative products. Designing a strategy for this audience may result in increased engagement and social media traffic, as well as heightened conversion rates.

Determine The Purpose Of Your Strategy

After you’ve designed your campaign and set the goals for your PR activity, it’s time to figure out why you’re doing this in the first place. Why are you trying to reach out to the public with your brand message? What do you hope to achieve with this campaign?

When developing a digital marketing strategy, it’s important to think about the bigger picture and keep in mind the overall purpose of your campaign. Your brand may not be designed for marketing, and you don’t want to end up using an approach that doesn’t match your overarching goal.

To give you an example, let’s say you’re a soft drinks company and your goal is to increase sales. One method of doing this could be to launch a series of marketing campaigns featuring attractive women wearing skimpy outfits. Although this may result in higher engagement and social media traffic, it’s ultimately less effective than pitching your products in a more traditional way.

You need to match your strategy to the phase of the company’s growth cycle, as well. At one point, your goal may be to increase brand awareness, and for this you may need to employ more traditional marketing methods, such as paid ads or sponsored content. As your business grows, so does your understanding of the various marketing methods available – including those that fall under the umbrella of digital marketing. Don’t be afraid to try new things, but be smart about how you utilize new technologies and tactics. Keep in mind that innovation is key to thriving in today’s market place.

Make Sure You Have Everything You Need

To be completely effective, your digital marketing and public relations campaign has to be well-organized and have everything it needs. Without a clear plan, you may not be able to ensure that each phase of the campaign is carried out with optimal efficiency. Preparation, planning, and forethought are all essential to a successful campaign.

To get started, you’ll need a dedicated marketing person or team, content creators, a PR person, and a digital marketing agency. With so much reliance on technology and data, most marketers and PR professionals are currently in high demand. Companies like HubSpot and Marketo have elevated the stature of the marketing professional, because they recognize the value of marketing expertise in a world full of data-driven decision-making. A career in marketing can also provide you with a solid understanding of sales and conversion, and help you become a more effective communicator.

Measure The Effect Of Your Strategy

The final step in the process is analyzing the results of your campaign. Did your efforts pay off? What did you learn from this experience? Did you meet your objectives?

In order to determine the effectiveness of your strategy, you’ll need to measure the results against a benchmark. A good benchmark to use is the SBM (Standard Brand Measurement) framework, which assigns a score ranging from 0 to 100 to each brand and product, based on the strength of the brand associations formed in the minds of the target audience, as well as the brand recall and recognition of those associations. Don’t worry – this is a very objective and scientific way of comparing your results to those of other businesses.

If you’re looking to take your marketing and PR skills to the next level, then consider applying for a marketing management role at a reputable firm. With your new role, you’ll get to work with other professionals in the marketing department to design campaigns, analyze results, and determine future strategy. You’ll also get to tackle new challenges and build upon your existing skillset. If you’re passionate about marketing and want to work in a field where you can utilize your skills to develop innovative strategies, then consider a career at a digital marketing agency.