Digital marketing and PR are two of the most important aspects of any business. They each have their advantages and disadvantages, but when used together, they can complement each other very well.  This creates a powerful marketing mix that reaches consumers where they are most active — online.

Digital marketing is good for creating awareness about your brand and driving traffic to your website or blog. PR, on the other hand, is good for building relationships with journalists, influencers, and customers.

Here are seven tips on how to best use digital marketing and PR together:

1. Plan your strategy: A strategy is a plan for achieving a specific goal. Decide what you want to achieve with your digital marketing and PR campaigns and plan your strategy accordingly. The marketing strategy is the most important part of a company’s success. Without a well-thought-out and well-executed plan, it is difficult to generate leads and create brand awareness.

2. Set realistic goals: Identify your objectives and set your goals. The goals and objectives of your company should be the guide for your business strategy. This is because it will dictate what you need to do in order to reach these goals. Once you have this down, you need to decide on the channels that will be most effective in achieving these goals.

For example, if you have an objective of increasing sales leads, then you would need to identify which channels are best suited for generating sales leads and consider what type of content would be best on those channels.

3. Talk to your audience: Before you set up a digital marketing and PR campaign, talk to your audience. This is important because it helps you know what kind of content you should create and how you should distribute it.

For example, if you are marketing to millennials, then the content that you create should be geared towards their needs and interests. If your target audience is older, then the content that you create may be more informational in nature rather than focusing on entertainment or lifestyle.

If you have a new product or service, then social media channels are often the best place for distribution because millennials spend a lot of time on these channels.

4. Establish an editorial calendar: An editorial calendar can be a very useful tool for PR and marketing departments. It is a pre-set schedule that includes all the important dates and events in the future. The best thing about editorial calendars is that they can be customized based on what your company’s needs are. You can include deadlines, important dates, and even social media posts. It is great to keep you on track in working with journalists and influencers. 

This is an excellent way to keep track of what needs to be done for the upcoming week or month, and it also helps to ensure that deadlines are met on time. This is the best tool to help you stay organized, which will lead to more productivity in your work.

A successful editorial calendar should help you:

-identify what content to create and when;

-maximize your audience’s reach;

-improve the quality of your content by building in time to research and write it.

Norm Bond

5. Use content marketing: Determine what type of  content you want to produce for each channel. Successful marketers know that they are not just selling products, they are selling ideas. That’s why it is important for them to be able to speak the language of their customers and build a relationship with them. If you are in a B2B industry, then you need to know the needs of the buyer. If you are in a B2C industry, then you need to know the needs of the customer. The content needs to be relevant to their interests and pain points. You’ll need to create multiple types of content that educates, informs, and inspires your audience.  

6. Invest in social media advertising: Use paid advertising platforms like adWords or Facebook Ads to reach people who are actively interested in your products and services. These platforms are essential parts of digital marketing. They are very cost-effective and more targeted than traditional advertising channels. Digital marketing has been around for more than 20 years and it has evolved from a form of advertising to an industry that touches many aspects of our lives.

7. Leverage email marketing: If you are a business owner, it is important to understand the benefits of using email marketing for your brand and company. It is an effective way of building relationships with your customers over time.

When people opt-in to your email list it provides you with a unique opportunity to stay in touch with them and send them relevant information. Build an email sequence that guides people through your customer journey. Send automated emails based on interests in your brand and segment your list.  Automated emails are sent by software, like MailChimp, Constant Contact  or AWeber, and they can be customized to include your company’s branding, voice and logo.

Conclusion: In digital marketing and PR, there is no one-size-fits-all solution for every business. Your brand needs to have a unique selling proposition (USP) and communicate that message to the right people at the right time. Some companies may want to invest in social media marketing while others may want to invest more in search engine optimization or email marketing. The key is knowing which channels work best for your company and investing time and resources into those channels that will generate the best ROI for your business.