Recollecting a brand’s name is not the job of the customer but instead, of the brand itself. And it all starts with the right marketing strategy, one that includes PR as well. PR is a marketing tactic that is often underutilised. While the sales funnel is an important concept in marketing that is often followed, incorporating PR in it will help in driving sales. Thus merging sales funnel with PR drive sales.
Creating a good PR campaign has its own benefits, but in a sales funnel, it can double the outcome of building relationships with the target audience, increasing brand visibility and create trust amongst the customers.
To get a clearer understanding, here are a few ways in which PR drive sales.
At the top of the sales funnel, the target audience is wider and easier to reach. Through PR, one can create brand recognition and awareness via multiple media platforms – social media, earned media, owned media and paid media. Press coverage, editorials, speaking opportunities, blogging or social media posts have more power in convincing new customers to follow your brand, and possibly even buy your product or service.
Stories resonate with the public. Selling a story or telling your brand story via a PR campaign is one of the best ways in spreading the word about your brand and helps in recollecting.
The second stage of the sales funnel narrows down to the few of the target audience who show interest in the product or service. This is the stage where PR should be used to its maximum. Social media can be used to specifically talk about the benefits and advantages of the product or service, targeting the select few of the TG. The motive here is to gain the attention of the TG long enough to move them to the next stage in the funnel.
Targeted ads on platforms like Instagram, Facebook and Twitter offer specific content that gauges the interest and leads to potential conversion of the audience.
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Forms Trust Bonds
Once the interests of the audience has been piqued through catchy headlines and inspiring stories, they become more keen on attaining the product or service. This is when PR should be specifically used to further connect the brand with their audience. It is important to engage with and boost credibility amongst potential buyers. By building a trusting relation with them, they already feel valued and part of the brand family.
While selling the product or service is the main objective, humanising this process is the key to converting target audience into potential buyers.
Action After Sales
Though the sales funnel ends with the target audience converting into buyers of the product or service, the journey with them doesn’t end here. Maintaining customer relations is as important as pushing for another sale. Ask for product reviews or feedback about how the person’s life has enhanced with the use of the product/service. This makes the customer happy and once again feel valued. Why is this a crucial step? Because such content can be used in the future to sell the
School of Communications & Reputation (SCoRe) — India’s only institute dedicated to PR education. Know more about our PG programme in PR, and other activities we do to share PR Knowledge: www.scoreindia.org