Both Public Relations (PR) and social media marketing are proven to be highly effective tools for raising brand awareness, generating enquiries and increasing sales revenue. We previously wrote about five key benefits of securing PR coverage, but the results of your marketing activity can be enhanced even further by developing an integrated marketing strategy, where social media and PR work together in harmony.
1. Gain a solid understanding of your target audience
A successful marketing strategy relies on a business having a firm grasp of who their target audience is. Having this foundation in place will ensure that you are investing wisely in the most appropriate channels and using them in a way that will deliver a solid return on investment.
For optimum results, carefully consider how your target audience on social media relates to the audience you are targeting through your PR strategy, and how this may vary on different platforms. For example, if your PR strategy is focused on reaching key decision makers in large B2B organisations then one way in which you use LinkedIn might be to connect with those same decision makers on an individual level.
This will allow you to develop a consistent and multi-pronged approach to marketing that builds strong relationships with your target audience and can potentially increase sales lead generation.
2. Strategically use a variety of social media platforms
Every social media platform has a different user base and its own benefits and challenges. One way to think about navigating this – to get the best results from your marketing, is to consider how each platform you plan to use maps onto your PR strategy. The LinkedIn scenario above is just one example. Another example could be using Twitter to build relationships with key contacts who you may work with in the future when distributing marketing collateral or identifying opportunities.
3. Expand the reach of your PR coverage
Social media can help you maximise the reach of the PR coverage your business secures in key publications. Articles and features are a fantastic way to increase your brand’s credibility and educate potential customers about what your company has to offer. Consider using social media to distribute valuable media coverage to a wider audience, who otherwise might not come across it. For example, a potential customer may not regularly read the trade magazines your business is featured in, but they may check Twitter or Facebook on a daily basis.
Get in Touch
The team at Go Publicity is highly experienced in integrating social media campaigns with successful PR strategies across a variety of sectors including Facilities Management, Property and Construction, Sustainability and Health/Wellbeing. Contact us to discuss how we can help your company maximise your marketing investment.