Most people don’t consider PR professionals as lead generators. After all, it’s pretty hard to live the effect media coverage has on leads, right?
But PR pros even have tons of opportunities to assist the marketing team generate leads.
Whether it’s earning links in media coverage to extend referral traffic, sharing social posts, or writing a blog, PR is that the driver of tons of the activity behind lead generation.
But is PR really about generating leads? we glance at how the shift to digital has changed the way we measure PR and judge its success.
Can PR help generate leads?
The increasing specialise in digital channels and Inbound Marketing has meant PR has had to vary .
Don’t get me wrong – the normal way of using PR purely for earned media coverage remains highly relevant. But as competition increases and markets saturate, businesses are having to figure harder to differentiate themselves and obtain before the competition.
Content is that the key differentiator. believe it – where’s the primary place you go once you got to find something out? Google. And what does Google value? Websites filled with new, relevant and informative content which will educate people.
Your website is that the perfect vehicle to drive prospects and customers to your business and your PR activity (your media placements, content creation and social media) may be a vital component of improving your search visibility.
On the opposite hand, with such a lot information available online, not optimising your content and using PR effectively can make generating leads like pulling teeth – painful.
PR and SEO
Although the 2 working together could also be strange to some, PR and SEO have tons more in common than people think. for instance , both are aimed toward building authority. Whether that’s domain and page authority with SEO, or brand authority and reputation in PR.
The first step in an SEO focussed PR campaign is to form sure your website is prepared , because there’s no point starting a PR campaign aimed toward generating leads if you haven’t set it up to capture them.
Are your sites searchable in Google? does one have downloadable sorts of content? Landing and many thanks pages?
Now you’ve sorted out your owned media, you’ll start that specialize in your earned media.
By targeting publications which give a backlink to your website, you’ll help build your domain and brand authority. It also can provide an immediate route to a downloadable asset, like a case study or eBook, where you’ll capture information on potential customers.
You can also start watching paid media for lead generation also – things like Pay-Per-Click, Paid Social and Display Advertising. Paid media channels are good to use as a part of a wider strategy, or for a short-term boost in visitors around a selected campaign.
But take care if using paid media as a stand-alone tactic, as website visitors will soon dry up as soon as you stop paying for advertising and you haven’t given them a reason to stay returning on their own.
So, is PR really about lead generation?
Yes and no.
Although PR remains mainly wont to gain publicity and brand awareness, you ought to seriously consider PR as a lead-generation tool as how of working along side sales and marketing to realize business goals and growth targets.
But remember – the primary step is to make quality content targeted towards search terms and topics that your prospects are checking out . may be a blog on last week’s Stranger Things episode really getting to pull people in?
Find what people are talking about by performing some basic keyword searches and build content based around those topic areas. And, if it’s interesting enough, try getting into touch with a journalist and see if they’d be willing to publish something on the subject with a link back to your website.