11 may 2017

Creativity, Novedades, Social Media, Technologies

How to Decide: PR, Marketing or Branding?

Somethimes we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize.

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. Your brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

A strong brand has a clear voice and gives their customers something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change.
The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

Website: with an emphasis design and layout that matches desired emotional response
Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy
Marketing: Driving Leads

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.
In this bucket, we find top-of-the-funnel tactics including:
Website: Landing pages with a strong call to action
Content: blogging, lead magnets designed to support the customer’s buying cycle
Content: Webinars
Social Media: with a link-building and custom content emphasis
Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
Digital Ads: social ads and banner ads with a strong call to action for potential customers
Remarketing: including shopping cart abandonment and past and current customers
IN PERSON

Tradeshows/Festivals
Seminars
When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

PR: Influence & Social Proof

PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

Events: brand-hosted events for customers, community or likely customers
Word of Mouth: campaigns that get people talking about your product, brand and key message
Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
Social Media: with an emphasis on key messaging and influencing the market
In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your overall mix will be determined by your brand’s maturity, customers, and community among other things.

Ver fuente