EDITOR ’ S QUESTION
Adrian Falk , Founder of Believe Advertising & PR
Ad budgets may have declined for some companies , but this doesn ’ t have to completely change your marketing strategy . Marketing focuses on the four Ps – product , price , place and promotion , and there are many different way of approaching your own marketing mix .
Adrian Falk , Founder of Believe Advertising & PR ( www . believeadvertising . com ) outlines five reasons why PR should be part of your marketing mix below .
1 . Brand awareness
One of the most important benefits of PR is generating awareness for your brand . This can take shape by working with influencers , gaining coverage in news media or bolstering your thought leadership profile . A common saying is that generating brand awareness is a marathon , not a sprint . However , with the rise of online media , just one good news story can increase your sales and leads overnight .
The benefits of having publicity as part of your marketing mix come both in the short-term and the long-term . It ’ s important to make sure that you are gaining publicity for your brand in places that will allow potential customers to have a strong degree of interest and trust in what you ’ re offering and why they should have it .
2 . Developing a credible relationship with customers
A key benefit of having publicity in your communications plan is the ability to develop a more intimate relationship with potential customers . PR can allow you to interact directly with your target audience from the start , making sure that the right people are aware of your brand and are interested in it . Developing these relationships will not only help you build a strong base of devoted customers , but it will also give you a group of people who will give you honest feedback and hold your business accountable .
3 . Bolstering your online presence
Having a business with a strong and active online presence is crucial . We ’ ve seen people increase the amount of time they spend on news sites , meaning that a potential customer is only one post or article away from becoming familiar with your business . Having publicity as part of your marketing mix allows you to be proactive in promoting yourself online , reaffirming that you are attracting the right kinds of customers to your business .
4 . Presenting a positive company image
Negative press can be anything from an incredibly negative review , a video criticising your company ’ s practices or negative comments . It ’ s important that you have the tools and know-how available to rectify these issues . As a company , you can easily use publicity to help gain positive coverage . Using PR in your marketing mix can turn the tide of any potential negative coverage by continually providing positive news stories , and to top it all off , the positive news coverage can improve your search rankings as well .
5 . Staying competitive on a budget
Refining your marketing mix to best suit your company ’ s interests can help improve your ROI . You don ’ t want to invest too heavily in something for it only to give you diminishing returns , and with many companies increasingly relying on online advertising , space has gotten more competitive than ever before .
However , with publicity , you can cut through all the clutter and get the results you want .
WHAT ARE YOUR TOP TIPS FOR MARKETING A COMPANY ?
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