Comparison of Digital Marketing and Public Relations

 

Most of the time, people don’t know what the difference is between internet marketing and public relations. Many of the factors that differentiate public relations and marketing also contribute to their similarities.

Public relations has always been about spreading the word about a brand, changing people’s minds, and handling crises. On the other hand, internet marketing is all about finding the right people and getting them to buy. You can see that digital marketing and PR have very different outputs, metrics, and results. While that is true, it is precisely their differences that make them work so well together in a full marketing strategy. Below are some examples of how digital marketing and public relations differ, as well as how these differences benefit each other.

 

Routes

A significant distinction between PR and digital marketing lies in the methods they employ to accomplish their tasks. Digital marketing only happens online, so it doesn’t use traditional marketing methods. Instead, it focuses on PPC, social media, paid social, content marketing, SEO, creative, and web development. A modern public relations plan uses a mix of old and new media, such as social media sites, online publications, and print publications.

 

Cross-Channel Integration of Digital Marketing and Public Relations

PR and digital marketing use different channels, but when they work together, PR can help a digital marketing firm do more, and vice versa. Despite having different deliverables, key metrics, and results, cross-channel integration greatly benefits both parties.

There are many ways to combine digital marketing and public relations. One option is to share an online PR placement as a paid ad on social media. Another option is to work with SEO to obtain good links for online PR placements. Cross-channel collaboration is the key to taking your digital marketing and public relations to the next level.

Public Relations and SEO

 

Getting good links is the best way to improve SEO value and domain authority. An online public relations campaign can help you do this. Until recently, there was no clear connection between SEO and public relations. But now, people who work in digital marketing and public relations have learned how important it is for PR to help the SEO team get better results. When a PR team focuses on online places, they can get links to specific pages on clients’ websites and work with SEO to figure out where to put those links so that they have positive SEO value. This boosts the client’s website’s domain authority. Finding coverage and links on trustworthy websites is not only a great way to help your SEO team, but it’s also a big PR win that will support spread the word about your brand.

 

Mark your calendars: SEO and

Relations are tying the knot.

 

Paid Public Relations and social media

Getting an online PR spot is a huge win, but it may not last long if the article doesn’t get read. Every day, thousands of articles are shared, which means that your site could quickly become lost in the crowd.

Sharing your placement on social media as an ad landing page is an effective strategy to increase visibility and prevent it from disappearing. This attracts more people to your brand’s story and boosts its credibility. Instead of bombarding people with too many ads, you’re giving them a real endorsement. People are more likely to listen to an opinion from someone else than to listen to a brand promote itself. It’s true that brands want to make more sales, which makes them a less reliable source.

At Power Digital Marketing, we use a tool called Sniply to send people from Facebook to a safe client page. Sniply monitors conversion rates and the intended users of these links. If they don’t convert, we can show them more relevant ads to move them down the path and increase their chances of converting.

 

Pay-per-click (PPC)

PPC is another excellent thing to do with PR. Pay-per-click (PPC) helps you get your message or press release to the top of the search engines by picking specific keywords. This will ensure that your ad or message appears first when someone searches for those keywords. This PR approach can help spread the word about your brand, make it more visible, and fight off any negative press that might come your way.

You can use a social media and public relations influencer outreach plan to get influential people to post about your brand on social media and create user-generated content for your brand’s own social media. Organic social media is also a fantastic way to show off and make the most of any online press coverage. Diversifying the content on your social media accounts is another part of this public relations approach that helps keep your potential customers interested.

 

Content marketing and Public Relations

When used together, content marketing and public relations can be very effective. How? You can improve your SEO and increase the visibility of your work.

If you have great content and a good content strategy, you can pitch it to editors before it’s published as an exclusive. This lets you think of possible article ideas. You can also give editors quotes from your work or even ask them to print the entire thing with your byline. In case the editor prints it with your name, don’t post it on your blog. You can write something similar to the bylined piece and link back to it, but don’t put out two different pieces of writing.

Promoting content through PR is a fantastic way to boost your SEO and get your company noticed, so start pitching!

 

Three Peas in a Pod: Content, SEO, and PR

 

Data measurement and usage

There are different ways to measure results based on the goals, deliverables, and outputs. Public relations, along with content and SEO, sits at the top of the funnel because it seeks recognition rather than profit. Some types of digital marketing, like paid and social media, work better in the middle of the sales cycle. This means that they focus more on yield and numbers.

 

Public relations often use unique monthly visitors (UVM) as a way to measure awareness. This helps you understand the importance of your PR placements by showing you how many people see them. Using tools like Google Analytics, you can also see how well your ads are doing. These tools let you see things like referral traffic, behavioural data, and any sales or conversions that happen from certain placements. This lets you see the whole journey of a customer, from the start to the finish, and shows how effective SEO, PR spots, content, and other factors work together to lead to a conversion.

 

There are numerous methods to measure the middle and bottom of the funnel channels. CPC, CPL, keyword ranking growth, and ROI are some of the most popular ways to measure results. In PPC marketing efforts, cost per click tells you how much you pay for each click, which shows you how well your paid search campaign did. With cost per lead, you can see how many leads paid social can attribute to retargeted ads. This will tell you whether these ads were effective at driving sales. Keyword result growth tells you if SEO worked to bring in more visitors and make your site more visible overall, and ROI measures how much money you made from an investment compared to how much it cost.

 

You can see that measuring internet marketing and PR is very different. It’s clear that Public Relations and digital marketing both reach their goals more easily when they work together, even though the ways they measure success can be very different.

 

Last Thoughts

Public relations and internet marketing go hand in hand and can build on each other’s successes in big ways. Combining all your digital marketing and public relations efforts into a single agency results in an unparalleled cross-channel strategy. They’re strong when they work together, but they’re effective when they work alone too.

 

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