Tim Witcherley

Get better PR results by integrating your activity with marketing

by Tim Witcherley on April 14, 2014

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The rapidly-evolving advent of digital technologies has transformed virtually every aspect of business operations - and marketing is no exception.

Businesses without dedicated digital marketing campaigns run the risk of falling behind, with some becoming obsolete.

When at it’s most effective, PR can be a cost efficient way to help build awareness, attract new customers and investors and increase revenue. 

If you want to raise awareness of your business and showcase your expertise, then it’s most probably the best option for you. However, if you want to boost sales and lead generation you need to widen your scope.

What is PR?

It’s anything that promotes your expertise via a third party. PR tools range from media releases and case studies to sponsorship and thought leadership commentary.

PR is just one of a number of tactics that make up a robust marketing strategy. In order to effectively communicate your messages, help people connect to you, talk about your business and buy your product or service, you need an integrated approach.

How does this approach work in reality?

Integrated strategies use a range of communication tools, be it PR, direct marketing or sales promotions that can all help improve marketing effectiveness by reinforcing each other.

Fragmented messages simply won’t resonate with customers and prospects, who already have a tough enough job of choosing between all of the options available to them. Businesses that communicate a cohesive and consistent message have a far greater chance of breaking through the noise.

In an integrated campaign, organisations brand and coordinate their marketing across multiple communications channels. For instance, digital media can be used to raise awareness of a product or service and generate valuable sales leads. By communicating the same information in media releases and feature articles, the messages are reinforced.

Tactics such as direct mail or email can then be used to follow up enquiries from digital or media campaigns and provide prospects with more information as they move along the sales funnel.

What are the benefits of an integrated approach?

It’s more effective because every email, media release and piece of marketing collateral is consistent. Every time your customer or prospect sees your message, it’s reinforced in their minds, generating greater awareness and trust over time. This means that when they’re ready to buy, your message will be at the forefront of their mind.

Having an integrated plan in place also ensures your marketing resources are being used more efficiently. By combining different channels you can exploit their individual strengths, maximise their impact and ROI.

For instance, by using the same images and adapting the same copy for different media, you reduce copywriting, design and photography costs. And if you work with external communications specialists, you may be able to reduce your agency fees and save time by working with a single organisation, rather than multiple companies.

The advantages of integrated marketing are undoubtedly vast, creating competitive benefits, increasing profits and sales, as well as ultimately reducing costs and saving time.

Learn more about the advantages of integrated marketing by reading this case study.

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Tim Witcherley

This post was written by Tim Witcherley

As Cognition's Managing Director, Tim sets by example by being an incredibly driven and commercial businessman who has built a very impressive marketing consultancy which has continued to grow year on year. With a very straight and honest approach to business, he ensures he gets the best results for his clients and builds strong partnerships with his suppliers.

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