It used to be a lot easier. As a marketer you could reasonably estimate what the customer and prospect wanted and you could influence them more easily. You could do quite well with a PR campaign. But that time is no longer there. The internet and social media have left their mark on marketing. It has now become virtually impossible to implement a PR program to stimulate sales. The customer and prospect accept less and have more questions. Questions they can ask on social media. The website can also meet questions. The question then arises whether PR can still stimulate sales. But not just PR, it must be used more broadly with other elements of the marketing mix. This combination, if used properly, can increase the attention of the customer and prospect. There are certain conditions attached. Those conditions are set out here.
Regaining trust
At a time when fake news has become a major factor on the internet, it has caused a lot of damage to the trust and credibility of the customer and prospect. They have become so critical that they start with mistrust and then possibly become convinced and want to work on trust. Now you can post perfect content on social media, which is still mistrusted. This is because 2/3 of the public have become extra critical due to all developments. But how can trust be regained? The opinions on social media of product users have greater credibility. The opinions of influencers also have a major influence. Their opinion gives more confidence, so that PR can still stimulate sales.
Show expertise
It is not enough to show that you are there. That alone means that the customer or prospect pays less than a second of attention to you. As a marketer you have to commit yourself more broadly. The expertise of the brand or company must be communicated in different ways. This requires a broad commitment.
Use thought leadership as a form of content marketing where you leverage the talent, experience and passion within your company to consistently answer your target audience's biggest questions on a given topic.
For specific customer groups, you can organize expert panels in which the customer manager can explore important topics or investigate trends together with influencers. The great advantage of panels is that they actively participate in communication, they attract further media attention and that they provide free content to the discussion.
Provide a reason to bring regular customers, influencers, journalists and other directly involved people together to discuss a specific topic. This is a powerful formula and another way PR can boost sales.
Educate prospects
More than 80% of prospects first scour the internet before making a purchase. Then you think, if I use paid media, I will be found. Research shows that it only accounts for a small part of search behavior. PR can drive sales with earned media features and reviews that point prospects to the right content. Then top it with good content marketing and the stimulation is guaranteed.
Generation Y
Of all generations, generation Y (1986-2000) is the most brand conscious. They are also very critical of other brands and distrust traditional advertising. They are also more sensitive to social campaigns from companies. Companies that conduct such a campaign have an advantage. This target group must be served with a specific approach. A strong social marketing program via earned media can greatly promote brand loyalty and attract and retain younger customers.
Attract influencers
Prospects use review sites, community forums, friends, family, acquaintances and influencers when they are looking for information about a particular product. Their story is almost always decisive in the decision to purchase. It is therefore important to attract influencers.
