Within my first month here at AGPR, I completed my Inbound Marketing Certification with Hubspot, and I learned so much from the experience. As a Strategic Communications major at KU’s School of Journalism, I’ve had my fair share of experience with marketing and communications. However, my schooling hasn’t focused on this real life application and examples that this program taught me and after having received the certification, I’d recommend it to everyone.
The Certification Can Be Shown on Many Platforms
Hubspot truly understands that part of their course’s value is the ability to have your certification shown on various platforms. I have my certification on my LinkedIn page, my email signature, and my professional website. They offer a code for your certification badge to be placed wherever you’d like it in order to further show your education and value as a candidate or employee. I really like this feature, as it highlights the work I put in and the knowledge I have.
Public Relations and Marketing are Merging
With the rise of social media, the lines between public relations and marketing have blurred. PR has typically been a method of building relationships with the publics, whereas marketing has communicated value about a product or service. Social media provides a platform where people can be interactive and communicate value about their brand, but PR gurus are using the platforms to build brand awareness and share valuable information. These tactics are especially beneficial to small business owners looking to reach the masses or hashtag their way to become a household name.
Online content outside of social media is also growing. Influencers in the blogging world are sharing some of the top products and brands out there and giving those companies many new and returning customers. These blog posts can be either PR or marketing-based depending on the content in the post. When the blog post is focused on selling the reader the product, the company is using a marketing strategy and when the text is simply providing information about a company, they are using a PR strategy.
Buyer Personas Are a Key Way to Getting Customers
Buyer personas have typically been a tactic used by marketing professionals, but by applying them to your PR agency you can have a sure-fire way to understanding the customer’s mindset and can plan your PR efforts around their needs and wants. Creating a buyer persona and applying their needs and wants to a blog or social media post is a great way to attract the customer to your website and generate leads. Search Engine Optimization (SEO) is a great way to attract new customers to your site, but your content is what will generate visitors into leads and leads into customers. Focus on what your customer is needing from your agency and draft blog posts centered around what they would be searching for.
The course may seem daunting at its almost 5-hour length, but the information you gain is worth the 36 video series. I know that I’ve already applied a lot of what I’ve learned while working here at AGPR and will continue to use my knowledge in my future endeavors.