How strategic PR and Marketing can convert a prospect into a client
In an industry such as fintech, which has exceptionally long buying cycles that heavily rely on trust and relationship building, it is common for prospects to not convert on first touch. This is when strategic PR and marketing efforts can help speed up the process by providing visibility, credibility and influence. With proper marketing and PR, you will no longer be spending half the prospect call explaining your company!
Be seen in the right places
Appearing in the right environments, whether that is trade media, industry events, or targeted LinkedIn ecosystems, ensures your brand is introduced in a context that already matters to your audience. At this stage, the goal is simple: when a prospect first comes across your company, they should immediately understand why it is relevant to them.
Building credibility through others
Once awareness is established, the next step you can focus on is building up your credibility.
Prospects are far more engaged by what others say about a company than what the company says about itself. Media coverage, awards, and marketing material (blogs, social media) all act as signals of validation. Alongside this, thought leadership plays an important role not by promoting products, but by demonstrating a clear understanding of market dynamics and client challenges. This shifts the perception from “vendor” to “informed participant in the market.” Having trouble landing your releases in the press? Check out our blog for advice on how to target trade journalists.
Consistency is key
Repetition helps build familiarity. And familiarity can help turn awareness into trust in your company. Prospects need to encounter a company multiple times before forming a view. Each touchpoint, whether through PR, social content, or direct engagement, builds upon the last. That is why consistency across messaging and branding is critical. The narrative presented in media coverage should align with what is seen on LinkedIn, reflected on the website, and echoed in conversations.
Treating PR and marketing as an afterthought
Many companies dilute this process without realising it. PR is treated as output-driven rather than strategic. Messaging becomes inconsistent. Activity is not aligned with commercial objectives and business goals. When deliverables become a list of items that just need to be checked off, it shows in the quality and lack of a goal behind the material. And often, when there is no strategy, there is no clear path for a prospect to take the next step.
Visibility into conversion
Ultimately, PR and marketing work together to help turn a prospect into your next client. PR helps get your name out in the industry and builds credibility through third-party validation. Marketing picks that up, reinforces the message and gives people a clear way to engage with you. We go into this in more detail in our separate blog on how PR and marketing work together.
When the two are aligned, prospects come across your company multiple times, in different places, with a consistent message. And that is what builds momentum.
Instead of starting from scratch every time, each touchpoint adds to the last. By the time a prospect is ready to engage and reach out, they already have a level of familiarity and confidence in what you do.
If you want to know more about how PR and marketing, get in touch with our team.
