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- Awareness Phase<\/li>\n\n\n\n
- Attraction Phase<\/li>\n\n\n\n
- Action Phase<\/li>\n<\/ul>\n\n\n\n
![\"PR](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/06\/2-graph-1024x442.jpg\")
<\/figure>\n\n\n\nLet\u2019s take a look at each.<\/p>\n\n\n\n
Top of the Funnel: Awareness<\/strong><\/h3>\n\n\n\n
Just knowing about the brand\u2019s existence has no value unless the customer is interested in it. People are looking for services or products to solve their problems, so it\u2019s your goal to show why your brand is the one for the job.<\/p>\n\n\n\n
This is where PR is known to thrive\u2014it creates awareness, excitement, and demand. A well-placed editorial, a targeted blog post, or a social media campaign<\/a> can help generate a \u201cneed\u201d for what your business is known to provide solutions for. PR can create buzz and drive eyeballs to that content, especially if it comes from an article published in an outlet whose readership matches your target audience.<\/p>\n\n\n\n
A potential customer who visits your website as a result of having consumed PR-driven content is more invested and informed than a random website visitor because they have encountered something compelling about your brand that made them want to learn more. This positions the consumer to be more than a visitor but less than a lead. For prospects to make a purchase or move down the sales funnel, you must deliver content that entertains, educates, or inspires them.<\/p>\n\n\n\n
Bottom line: Without awareness about the company and the product, there is no sale. In this phase, PR focuses on the target market and introduces the brand to the public\u2019s eyes to move a prospect down the funnel toward purchase. <\/p>\n\n\n\n
Related reading:<\/strong> Why Every PR Campaign Needs Social Media Marketing<\/a><\/em><\/p>\n\n\n\n
Through the Funnel: Attraction<\/strong><\/h3>\n\n\n\n
Once potential customers have started their journey through the funnel, it\u2019s time to take it up a notch. Since these visitors have consciously decided to invest additional time in getting to know you, their appeal will naturally be more significant. However, even though a customer may be interested to hear about your brand and the products and services you offer, that is not a guarantee that they will convert and make a purchase. <\/p>\n\n\n\n
There are so many companies on the market offering similar solutions. Besides the interest, there also needs to be a desire.<\/p>\n\n\n\n
Here, PR serves as a stronger source of validation for buyers as they begin to hone in on their favorite purchasing options. It\u2019s important to remember that prospects are conducting their own research outside of your sales strategy and collateral. If your blog is stocked with helpful content, your social media channels are engaging, and your spokespeople are pumping out thought leadership<\/a> to demonstrate your expertise, PR will probably affect those doing their due diligence in a good way. These touch points may just be the catalyst that turns an opportunity into a customer.<\/p>\n\n\n\n
Bottom of the Funnel: Action<\/strong><\/h3>\n\n\n\n
The last part of the sales funnel is the most difficult: converting a person into a customer. In the action phase, prospects are converted into customers and are ready to buy from your brand. You\u2019ve generated awareness and gained traction with your marketing tactics<\/a> and sales efforts, so now the key is staying relevant and continuing to show your value. How can you do that?<\/p>\n\n\n\n
There are many ways to validate your buyer\u2019s decision. Take thought leadership to the next level or provide B2B content<\/a> that your leads need to make informed purchase decisions\u2014content that differentiates you from your competitors. However, one consistent fact is that customers will do business only with a brand they trust, and often one with which they have built some kind of emotional connection. This is where the PR skills of storytelling and building communities can be most powerful, but its power lies in the subtlety of the approach.\u00a0<\/p>\n\n\n\n
Consumers are often distracted, difficult to reach, and fickle, so developing messages and stories that resonate with your audiences and distributing them through content that educates, delights, and influences can be powerful. Testimonials, case studies, and media coverage are proof of your product’s quality and benefits and the overall strength of your business. When it comes to PR, consistency is key. If your PR campaign<\/a> is done well from the start, the desire for the product will come naturally as a result of the other stages. <\/p>\n\n\n\n