The Web of Marketing and PR: How it All Works to Get Your Message Across
As a FinTech founder, you’ve probably felt it before: the pressure to “get your message out there” but not knowing where to start! You may try posting on LinkedIn or posting an announcement / press release on your website. But despite the effort, the impact feels underwhelming and disconnected.
That’s because marketing and PR work as a web, weaving each piece of content, or media coverage, into a greater story that amplifies your brand. When these threads connected, the results are multiplied.
So what are the differences?
Marketing and PR often get lumped together, but they’re not the same thing. Marketing is about reaching the right audience with the right message at the right time. This can drive leads, nurture them, and help the sales team close deals.
PR, on the other hand, is about credibility: getting your story told by others, whether that’s journalists, analysts, or influencers, so your brand earns trust rather than just claiming it.
The Threads of the Web
Think of each marketing and PR activity as a thread of the web:
- Branding and positioning: these are the core building blocks of your brand story that tie everything together
- Thought leadership content: blogs, whitepapers, LinkedIn posts that show you understand the problems your customers face, and that you can provide a solution
- Media relations: third-party credibility from journalists and respected trade publications
- Digital presence: your website, SEO, and email campaigns get your brand in front of the right audiences
- Events and speaking opportunities: the chance to meet prospects and peers in person, while providing your insights to new audiences.
On their own, each thread is fragile. Woven together, they create a strong web that is attention-grabbing and holds it long enough to move someone closer to becoming a customer.
Separately these pieces make sense, but how do they actually work in the field? Here is an example below of a how a bite-sized campaign can help:
- You launch a press release about a new product announcement, along with LinkedIn posts leading up to the release, and following the release
- A trade publication picks it up
- Your C-suite shares the article on LinkedIn, linking to a blog on your site that dives even deeper into the technology
- Readers click through to your website and explore your products, and company
- Your company attends an industry event, prospects recognise your company name and, finally, reach out to your sales team.
If you feel overwhelmed, you’re not alone. That is where experts like us can come in and help you. Contact us today to discuss how to best implement PR and marketing to get your message across to the right audience!