If you're on this site, odds are you've heard about theinbound marketing methodologyand the fantasticresultsit can produce. But have you ever thought about partnering inbound marketing and public relations? As a marketing professional, I have a feeling you are always on the hunt for tools that prove your daily efforts benefit your company and a provide a positive ROI - right?
If only there was a way to accomplish that ...
WHAT IS PUBLIC RELATIONS?
PRSA (Public Relations Society of America) defines public relations as, “...a strategic communication process that buildsmutually beneficial relationshipsbetween organizations and their publics.” But, we all know relationships can be tricky. Unfortunately, they don't just magically appear out of thin air, especially ones that benefit everyone involved. They take a lot of work!
Publicrelations professionals' primary goal is to build relationships with reporters, editors, and media outlets by utilizing content. Why? So their clients' stories and company updates appear in the paper or magazine that lands on your front porch every Sunday. Their end goal? To reach and build relationships with the people who read those publications.
Inbound Marketing is the holy grail of trackable content that creates and nurtures relationships.HubSpotsays, "inbound marketing attracts qualified prospects andbuilds trust and credibilityfor your business." Sounds a little familiar, doesn't it? You can learn more about inbound marketinghere,here, andherefrom my fellow co-workers. But the basics include the following stages and efforts it takes to nurture a stranger into a promoter:
SO, HOW DO THEY WORK TOGETHER?
Public relations and inbound marketing have one common goal: build trustworthy relationships with the right people, at the right time, using content specifically tailored to their interests and needs. And in order for that to happen, these two powerhouses need to come together to help each other out.
The two provide tools for each other they wouldn't normally have access to on their own. Inbound provides PR with the tracking and measurement pieces it desperately needs to prove ROI and stay ahead in the industry. And in return, PR gives inbound new platforms and people to target with its strategic methodology. Keeping that in mind, nothing is impossible for these two.
With that being said, here are five (of the many) tactics that bring PR and inbound marketing together in order to reach their common goals.
Using inbound marketing to build a media list of journalists, bloggers, editors, and social media influencers is the first step to implementing inbound PR. The next step: outlining their journey. As Iliyana Stareva stated during her "Why Inbound PR is the Future of PR" at #INBOUND16 - media personas and journeys should be created much like buyer personas and journeys. This process will guide you through building a successful relationship with your media contacts and help you achieve your media goals.
Social media is the king of content. With nearly2.46 billion social media users worldwide in 2017, it's obvious why this platform is essential for connecting and forming relationships. But how can you use social media and apply it to inbound PR? Those journalists, industry thought leaders, and influencers aren't just in magazine and newspaper columns anymore - they're online - and they have powerful and information-hungry followers.
Speaking of influencers, have you ever thought about how valuable it would be to have one share their thoughts on your company blog? What if they thought your content was useful for their readers and followers so they decided to share your infographic on their social media accounts? In order for influencers to trust your content, they have to trust you and your company first. No one wants that spam email begging for social shares or backlinks. Find your influencers, spend some time getting to know them, and provide content that solves their problems and needs...not yours.
Everyone wants to appear onthefirst page of Google search results- which is partially achieved by domain authority and backlinks. But, creating link building opportunities isn't as easy as it sounds. You want to find backlink opportunities on quality sites that Google trusts in order to increase your SEO ranking. This way your company gains credibility and exposure to new (and interested) audiences.
Guest contributions on credible industry blogs or welcoming industry thought leaders to blog on your website are great ways to generate positive PR. But how do you find those kinds of opportunities? It takes research, finding the right partnership, quality content, and building a relationship with industry blog authors. It takes PR and inbound marketing.
In a time where the customer's voice and opinion matters (and are shared) the most, wouldn't it be great if they were raving about your company's content on their personal blogs or twitter accounts? Finding opportunities to get your team's knowledge in the limelight of your customer's eyes by providing quality content is a great way to strengthen that relationship. Not to mention it can also lead to an improved credibility, possible influencer relationships, and maybe even a backlink or two.
Interested in learning more? Stay tuned and get an insider's look at each of these tactics in five deep-dive blogs coming up! Justsubscribe to our blogand they will be sent straight to your inbox when they are published. As always, I love hearing what you have to say! Let me know what you think about PR and inbound marketing below - how do you use them together? What do you love/hate about it?
I have a passion for communicating, coffee, and creating meaningful relationships. Each and everyday I make it my mission to chase one of my many curiosities and tackle it head on (usually with a dirty chai latte in hand).