Recently, Business 2 Community published an excellent article about the major differences between Digital PR and Inbound Marketing (IM). One of the most discussed topics at the moment among marketing agencies and clients, the portal presented the integration of PR and inbound, a term created by HubSpot, with interesting data and some new developments. According to a text by Sarah Greesonbach, more than 60 percent of companies use Inbound Marketing. Of these companies, 48% plan to boost their business in the coming years. This movement has been common for almost a decade in countries like the United States, and in Brazil, it has shown great efficiency in actions aligned with blog content, social media, email marketing and also PR activities, such as press, articles and case studies. When presenting Public Relations, Sarah uses excellent examples, such as the “movie celebrity” who needs to work on his image in the long term with different audiences, such as fans, press and sponsorships. At this point, the main difference, such as reputation vs. sales work, emerges by highlighting the different objectives of PR and Inbound. The purpose of Digital PR is often confused by many, especially clients. Reputation work, such as constant relationship with the press, is not necessarily to attract new clients or close new deals. This connection is usually one-way between the brand and the client. Meanwhile, IM focuses on the result. We have already discussed in previous posts the effectiveness of inbound, as a resource that provides a 62% saving in operational costs compared to traditional marketing (outbound), and also the focus on the client and not on the product. The market has stopped looking at itself and now seeks to understand the pains and needs of its clients, a big step that should be constantly observed by all marketing and content professionals. And at the end of the Business Community article, which strategy is better?
This is one of the main questions that prospects and
email list uk ask when they contact Hook Digital to talk about Inbound or even Grupo RMA to discuss Media Lounge, PR and more specific work with the media in general. As in the article, the answer is that the two strategies are complementary.
If you are looking to position your brand, work on your image or highlight awards or major actions in the market, good public relations planning will make all the difference, but today it is worth considering attracting these interested readers and converting them into business.
Inbound Marketing can be the right piece for your communication puzzle, driving traffic and customers to your website.
Imagine a real-life example of RMA, one of the companies in our group: "Hello, I just read an article by you on the Aberje website, in Meio & Mensagem" or "I saw in the press that you were well evaluated in prScope 2015 as the agency with the best strategic communication planning".
This could be the ideal hook to take this interested reader, possibly a client, to our blog and conversion pages. This is Inbound working alongside Digital PR!
Want to know more about lead generation and the main points of Inbound Marketing? Be sure to read another article on our blog, "5 points that prepare your company for Inbound Marketing" .