Marketing has several different departments all working towards the same goal; proving ROI—“return on investment.” However, every facet of the marketing department creates plans to accomplish this goal differently, without working together as a team.
By not joining forces, they chance sharing an inconsistent brand story across multiple channels. Instead of garnering loyalty and trust from existing/new clients, it results in disappointed expectations and drop in popularity.
One of the most important decisions a company can do is break down the “silos” and encourage each of the marketing sectors to work together towards the client’s ultimate goal. Let’s explain why this is an important decision, first, take a moment and breakdown the two major marketing groups: Digital Marketing and PR (Public Relations).
Breaking Down the Marketing Silos:
Why is it necessary to break down the barriers between these two groups? Consistency is key when it comes to brand marketing, and it must be shared, implemented, and established throughout every channel, including digital channels and the press.
In the past, the only way to connect customers with the brand (and brand events) was traditionally pitching press releases to newspaper publications. Sometimes, journalists’ didn’t even pick up the story because it wasn’t considered “newsworthy” enough.
Since the introduction of social media platforms, there are over one billion users on social networks. Brands like Facebook offer the unique capability to connect, interact, and understand their customers in a way that was not possible before. Users now have the opportunity to become the progressive version of media and the ability to broadcast their own story.
If you want to ensure your BRAND is in the media…then…become the Media.” – @LeeOdden
Digital Marketing + Public Relations = Digital PR
“Once upon a time…” there is power in those four words, the moment anyone hears them they know immediately a story is about to unfold. That story could be one about a hero saving a damsel in distress, or it could be one of heartache and tragedy.
The point is that whatever the storyteller’s imagination wants to express is allowed after saying these four magical words. Stories and their illustrations attach themselves to the listener it connects through emotion and leaves a lasting impression good or bad. Stories are powerful. The digital community gives brands the chance to share their story with their audience daily.
That story could be how the company is making a difference in the world, or the story could be about a company that cares and in many cases, the brand storyline simply comes down to cultivating existing customer loyalty, while persuading new customers to join in the fun.
Where brands go wrong in their storytelling is when the story or persona is inconsistent throughout different media channels. Communication between both groups regarding each client’s marketing campaign is crucial to the success of that campaign.
Be a strategic thinker, stop being fearful and use communication to align your teams. – @GiniDietrich
SEO and Press Releases
Unless, the company expects PR employees to attend a crash course on search engine optimization and link building, then chances are they do not understand the difference between navigational links and transactional links and the appropriate use of each.
In online press releases, in order to comply with Google’s webmaster guidelines, use a navigational link, and do so sparingly. One link is enough. The navigational link points to the brands domain, i.e. www.mycompanyname.com. The link helps the consumer navigate to the company written about within the article.
Transactional links hyperlink to keywords and this is the link that Google’s does not like. If anchor keywords are linked inside of a press release then it must have a disavow or no follow attached.
Here is one of the main reasons why digital marketing and public relations teams must collaborate. Each can teach the other something new.
Breaking down the silos surrounding the two teams implements the classic idea that “two heads are better than one.” Working together to create goals through joint media campaigns such as paid, owned, earned, and shared, can make a huge impact on a brand’s awareness. Do not forget to measure those efforts through converged media software resources like Adobe, Salesforce, and Google Webmaster Tools.
Remember, the ultimate goal is providing the client with an increase in return on investment (ROI). This is true whether teams work together or not (clients expect results), however a greater chance for improved ROI simply comes by integrating the digital marketing and public relation teams into the Digital PR team.