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PR has a New Role in the Marketing Funnel
TORONTO, June 7, 2016 /CNW/ - Every marketing and communications plan will discuss the marketing funnel and although it can differ in size and shape, the fundamental stages of every funnel are the same; awareness, consideration, conversion and loyalty/advocacy. Traditionally, PR activities were credited with only sitting at the top stage of the marketing funnel. But with advances in technology and digital tools, PR's role has evolved and now plays a much bigger role throughout the entire marketing funnel.
The ways in which audiences consume information has shifted and as a result, PR professionals have had to adapt to this new age customer. This whitepaper from CNW looks at the evolution of PR's role in the marketing funnel and examines how you can use PR strategies and metrics throughout each stage of the marketing funnel and the buyer's journey.
The paper examines each of four stages of the marketing funnel, not only describing how PR now fits into that stage, but also illustrating the importance of PR, at each level. With implementable tactics included in this whitepaper, readers can ensure that PR is effectively utilized at each level.
  1. Awareness
    For example, in order to build awareness, the PR team can undertake targeted media outreach with a qualified and informed spokesperson as the direct point of contact to offer quotes, specialized insight and expert information and advice.

  2. Consideration
    During this stage, the PR team needs to create premium content to become a resource of valuable and relevant information.

  3. Conversion
    Promoting premium content through multiple channels, with a specific desired call to action, e.g. sending a newsletter email with an option to download a gated asset or white paper, is essential in order to convert potential leads during this phase of the marketing funnel.

  4. Loyalty and Advocacy
    Launching a contest or hosting an event to creatively and actively engage your customers and maintain a high level of service will drive advocacy and loyalty. It is this loyalty and advocacy that will ultimately drive sales.
For a detailed insight into how PR now fits into the marketing funnel, download the CNW whitepaper, the Evolution of PR's Role in the Marketing Funnel, from our Knowledge Centre today.
About CNW Group
CNW Group Ltd. (a PR Newswire company) gets people talking about our clients online and in the news. We deliver quality, authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.

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