Anna Crowe is Founder and CEO of Crowe PR, a national PR agency, as well as an Amazon best-selling author, speaker and marketing professor.
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A marketing funnel, a model used to chart customers’ path toward purchasing, places brand awareness in the topmost (and largest) section. Naturally, people and businesses can’t purchase something if they don’t know about it. The top of the funnel brings a product or service to light in the customers’ eyes and is designed to cast a wider net and build trust, which converts awareness into sales toward the bottom of the funnel.
Public relations is paramount in this process. Not only does PR generate initial awareness, but it is also designed to build credibility, which is essential for the long-term success of any brand or business. Identifying which PR levers to pull and when, however, can be tricky. Companies are continuously trying to figure out how to spend marketing dollars to maximize their ROI. And truth be told, there is no one-size-fits-all model, especially not when the external environment and buying behavior are dynamic.
Trust-Building Tactics
There are numerous tactics for cultivating awareness. In today’s media-driven digital world, PR practitioners are leveraging multimedia publications, social media, website content and more to get the word out and build credibility.
Using a variety of multimedia channels (and doing it well) helps customers understand the brand offering better as they evaluate their options. PR also aims to position companies as experts in their fields through commentary and media coverage that build upon their mission statement, creating a cohesive brand presence and story. A trusting relationship between brands and consumers is a worthwhile investment; it’s been said that 65% of a company’s sales come from its existing customers. And considering that 56% of U.S. consumers are more loyal to brands that understand them, and 89% are loyal to brands align with their values, sharing an authentic brand story that links customers to a brand’s mission statement is essential.
Getting The Message Right
PR ensures that potential customers are aware of the brand, which increases the chances of a sale. However, the first step is getting that message right. This process warrants a deep understanding of your why, your core value proposition, your brand voice and more. For instance, a strong, clear brand voice builds consistency, personality and connections with customers. Ask yourself, “What’s our story?” “What problem are we solving?” and “How do we want to want to be perceived in the market?”
Breaking through the clutter without a compelling story can be tough, so take the time to draft and refine your message. And keep reviewing it regularly to account for market demand and customer changes.
Can You Hear Me Now?
Similar to other industries, PR has changed over the years, particularly in the last decade. As technology and consumer buying behaviors evolve, so do the tools and tactics for garnering awareness. Traditional media continues to reign when it comes to credibility building by generating that important third-party validation through trusted sources. But that’s not all.
As the rule of seven goes, it takes seven touchpoints with the brand before consumers purchase from them. The more touchpoints you offer, the faster customers will get to acquisition. Cast a wide net at the top of that funnel to gain awareness and traction. Leverage both online and offline channels, such as blogs, social media, influencer marketing, webinars, events, speaking engagements, community relations and more to educate and connect with customers. And do so in a clear, consistent and compelling way.
Genuine Connections
Today’s customers are savvy and have no trouble accessing information about a specific company, brand or executive. Any inconsistency, confusion or misrepresentation can cost you customers and revenue. On the other hand, establishing genuine connections helps foster loyalty and create lifelong relationships that increase customer value.
Understand your customers, what drives them and their values. Connect with them on a human level, whenever possible. And ensure that you stay authentic to the brand and are mindful of all of your communication tactics. Trust doesn’t happen overnight, but it can be compromised quickly.
Let’s Get Digital
There’s no escaping the digital world, so you might as well cover all of your bases when it comes to an online presence. People are scrolling, searching, shopping and reviewing online from the comfort of their homes. For instance, according to data gathered in May, 71% of U.S. adults said they plan to do over half of their holiday shopping online this year.
As social media channels continue to grow, new opportunities are created for brands to expand their digital presence and reach their customers through a variety of touchpoints. Just look at TikTok and its surge so far this year. Having a digital footprint is no longer just nice to have. Companies must leverage it to communicate their offerings, interact with customers and stand out from the competition.
PR builds awareness and credibility unlike any other marketing tactic. Awareness and trust at the top of the marketing funnel can lead to a customer relationship that generates purchases and loyalty. Through trust-building tactics, including media relations, influencer marketing, thought leadership, social media, company blogs and more, brands can use their voice to share their message and connect with customers on a genuine level, whether it’s in a crowded digital landscape or offline.
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Author: Anna Crowe, Forbes Councils Member
