What is marketing publicity?
Marketing publicity refers to gaining public visibility or awareness for a product, service, or your company via the media and other communication channels. Unlike advertising, which is paid, publicity is usually earned and comes about because something about your business is deemed newsworthy.
What constitutes a marketing publicity?
Marketing publicity can take many forms, including news stories, press releases, event sponsorship, influencer partnerships, and customer testimonials. These can be featured in various media outlets such as newspapers, magazines, TV, radio, online blogs, and social media platforms.
The goal is to create positive exposure, enhance the company’s image, and reach a wider audience. For instance, if your company launches a new product, you might write and distribute a press release that details the product’s features, benefits, and availability. If journalists pick up the story, it could be published in various media outlets, providing free publicity for your product.
Why is marketing publicity essential for your business?
Marketing publicity is a powerful tool for businesses for several reasons. First, it builds brand awareness. When your company, product, or service is featured in the media, it reaches a broader audience, raising visibility and recognition.
Second, it boosts credibility. Unlike advertising, which companies pay for, publicity is seen as an endorsement from an impartial third party. Therefore, consumers are more likely to trust and value publicity more than advertising, influencing their purchase decisions favorably.
Third, it can be cost-effective. Although there are costs involved in creating and distributing press releases or hosting events, publicity is generally less expensive than a full-scale advertising campaign.
Marketing publicity also fits perfectly into your CRM strategy. When your business receives positive publicity, it can be leveraged within your CRM to nurture relationships with existing customers and attract new ones. Positive news stories or customer testimonials can be shared via email marketing campaigns or social media to engage your audience.
How can you leverage marketing publicity with ActiveCampaign?
ActiveCampaign offers powerful tools that help businesses optimize their marketing publicity efforts. With its marketing automation capabilities, you can strategically share your publicity content across different channels, track engagement, and automate follow-up activities.
For example, if you have a press release or a news story, you can use ActiveCampaign to set up an email marketing campaign that disseminates the news to your contacts. ActiveCampaign’s sales software lets you note any publicity-related interactions with a contact, providing useful context for your sales team.
Additionally, ActiveCampaign’s CRM allows you to segment your contacts based on their response to your publicity content, allowing for targeted follow-ups. You can send personalized messages, sharing news stories and promotional deals, or inviting them to events, thus enhancing the overall customer experience.
In conclusion, marketing publicity is a crucial aspect of any business strategy, playing an integral role in raising brand awareness, enhancing credibility, and reaching a wider audience. With tools like ActiveCampaign, you can strategically leverage your publicity efforts, integrating them into your email marketing, CRM, sales automation, and marketing automation efforts to boost overall business growth.
Also known as
- Promotional publicity
- PR marketing
- Public relations marketing