SUPERCHARGE YOUR DIGITAL MARKETING FUNNEL WITH PR

Build Your Brand and Demand with Strategic PR

In this dynamic marketing landscape, brands are constantly evaluating channels to forge the strongest digital marketing funnel. Is the goal to boost brand awareness or achieve immediate conversions? Effective PR can do both, supporting brand awareness AND demand generation for B2B and B2C brands across the funnel:

• awareness
• discovery
• consideration
• conversion
• retention

Read on to learn how consistent PR can supercharge your digital marketing funnel, to help increase current and future sales.

AWARENESS: PR Cultivates Credible Brand Awareness Traditional marketing tactics such as digital advertising are effective when the audience trusts the message. PR enhances this trust by securing earned media coverage that not only introduces the brand but also transfers some of the media outlet's credibility to it. Consistent coverage in reputable outlets enhances a brand’s influence, ensuring it remains top-of-mind for consumers.

?? Digital Marketing Funnel Takeaway: This strategic visibility significantly broadens top-of-the-funnel awareness, boosting the brand’s market presence and recall.

DISCOVERY: PR Amplifies Brand Impact PR dramatically expands a brand's reach. Being featured in media outlets provides access to their entire audiences, not just the ones a brand may pay to reach. Even if coverage such as a TV feature doesn't begin in the digital world, it almost certainly will end up there through that outlet's online and social channels – and then be amplified as readers share relevant stories. As PR content circulates online, each interaction invites potential customers to discover the brand and click through to its website.

?? Digital Marketing Funnel Takeaway: PR extends reach multiplying exposure to new and larger audiences.

CONSIDERATION: Shaping Brand Perceptions Strategic PR helps to control the narrative, providing a path to editorial coverage that highlights desired attributes and thought leadership emanating from the brand – vs. random, externally generated features that may be "off" or even untrue. Of course, PR cannot completely determine what a journalist or producer has to say...but again, this strategic outreach greatly increases the odds for coverage that aligns with the brand story and helps lead to conversion.

?? Digital Marketing Funnel Takeaway: Narrative control reinforces brand positioning and influences media and audience perceptions, bringing people further down the funnel.

CONVERSION: More Reasons to Say Yes? PR coverage lives online for a long time...and can be discovered upon request. Why is this important for conversion? It has become standard practice for b2b and b2c prospects to search potential purchases and see what people are saying about the competitive set they are considering. When that search results in significant positive coverage about a brand from trustworthy media, people feel more confident in choosing that brand.

?? Digital Marketing Funnel Takeaway: PR coverage can tip the scale in your brand's favor, generating increased conversions through elevated brand trust and visibility.

RETENTION: Building Relationships Keeping customers loyal and encouraging word of mouth are essential to healthy business growth – and yes, PR can help with that as well. Human beings enjoy feeling that they made the right choice. Seeing frequent, positive editorial coverage about a brand they have purchased can provide that validation, lead to sharing with others, and further strengthen their brand loyalty.

?? Digital Marketing Funnel Takeaway: Positive PR keeps brands in the customer spotlight, driving repeat purchase rates and triggering new customer acquisition through word-of-mouth.

Public Relations is a powerful driver of every stage of the digital marketing funnel – and maximizes ROI of the overall sales and marketing plan by building brand awareness and affinity that can make a target audience more receptive to messaging. It brings more people to your website, where you can capture information to continue engagement. It gives you trustworthy, third-party content to share. And it's the #1 thing your competitors don't want you to do.

Want to fortify your funnel? We're here to help.