PR for Brand Awareness

When you think of the phrase ‘traditional marketing’ what images does it conjure up? Printed adverts, radio adverts and press advertising in magazines, billboards and press releases?

PR for Brand Awareness

It’s all about the funnel. Let us explain.


When you think of the phrase ‘traditional marketing’ what images does it conjure up? Printed adverts, radio adverts and press advertising in magazines, billboards and press releases?


If it did, you’re not wrong but really marketing is all about your audience and key messages, you just have a range of different channels to distribute that message today. It’s said there are at least 7 touchpoints in a customer journey and that journey begins with awareness as you move your potential customer through the ‘buying funnel’.


It’s been a phrase we’ve heard a lot over the years – how can PR work for my business? Really what it all boils down to is to know your audience and ensure you have a clear consistent message and call to action.


So, let’s start with awareness. How does generating awareness for your business work and how do you do it?


Building your brand


The good old press release, often scoffed at and thought of as old fashioned and out of date in today’s digital age, but when done correctly a well-written press release can prove to be an incredibly powerful and cost-effective tool for your business, particularly at the awareness stage of the buying funnel.


Generating your own PR or using an experienced agency to support your activity can help you create original content for your business, which builds your brand and increases visibility to a wide audience. In addition to creating an authentic brand story for your business, PR also supports you in times of crisis when you may need to manage potential issues or bad news – mitigating damaging news.


A press release is a powerful recommendation, generally looked on as a third-party endorsement of your business, it’s one of the most powerful sources of marketing for your business.


Ultimately the aim of a good marketing campaign, no matter which platforms you use, is to be successful and stand out from your competitors. A lot of your competitors may overlook what they seem to deem an old fashioned, out of date method of marketing communications. PR is an integrated activity, a different method of marketing which will spread the word about your brand through trustworthy and reliable sources.


Going digital?


PR only works well if it’s used as part of your overall marketing strategy, a series of integrated types of marketing activity or a marketing campaign. More and more people are consuming news and information online and at all times of the day, so ensuring your key messages are targeted to your audience and channel is key.


SEO (search engine optimisation) is becoming increasingly important in the world of PR and brand awareness for a product or business. Using content, for digital PR relies upon internet-based strategies such as SEO, content marketing and social media channels.


Digital PR relies on Internet-based strategies such as search engine optimization, content marketing, influencer outreach and social media. Digital PR is a powerful marketing strategy to improve a brands online presence and visibility.


Caught their attention?


Move your customers through to the interest stage of the buying funnel through continued PR news stories, new and relevant content and engaging messages across your chosen channels. Remember, not every channel needs the same message – tweak what you’re talking to your potential customers about depending on the audience and the channel of distribution you’re using.


Don’t be afraid to repurpose your content, for example use the content from a recent press release to create a blog for your website. Then use that content to create short, engaging messages for social media marketing channels that drive your potential customers down the buying funnel.


A word of warning, when you’re writing for digital press releases and content for your website, make sure you’re using key words and frequently used search terms. The power a search engine can have upon how well your business performs these days is huge, make sure you either know what you’re doing in terms of search terms and content writing or employ the services of a digital agency to support you.


Content marketing is an important element of your marketing strategy, understanding your target audience and how you talk to them is more important than ever. Use your content to present your knowledge of the products, services and industry you support and work within and create interesting, relevant and value-added content for your readers.


Success doesn’t come overnight


Promoting your business, maintaining brand presence and continued movement through the buying funnel is a long-term game. PR, digital PR, online marketing and another type of marketing won’t work in silo, in today’s technologically driven society you need to ensure that each method, message and media channel has its place and purpose. There’s no magic wand to increasing your SERP position, it’s a long-term game.


Make sure you understand what’s working for you, analyze your results, tweak the copy and know your audience and what they want from you. Brand awareness doesn’t come from short term work, people buy into your business and your story – you won’t go far wrong if you stick to those basic principles.


If you’d like to talk to us about supporting your business with anything we’ve talked about above, then we’d love to hear from you.