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Helping brands unlock growth through partnerships.
Performance PR, in simple terms, is the synergy between public relations and affiliate marketing. At first mention, it may not sound like an essential aspect of a digital marketing strategy. However, in an ever-evolving digital landscape that shows no signs of slowing competition within the affiliate marketing space, Performance PR could very well be the secret ingredient your brand needs to gain a competitive edge.
This emerging PR/affiliate combined strategy not only leverages the results-driven, cost-effective, nature of performance partnerships, but also capitalizes on the authenticity and influence that come with effective public relations.
Unlike traditional PR, which emphasizes brand visibility and media coverage, Performance PR is a strategic approach to public relations that creates quantifiable outcomes by allowing brands to measure success of their PR campaigns in relation to their KPIs through the use of affiliate tracking.
Performance PR comes to life through creative collaboration with reputable publications and niche content sites. These partnerships supplement PR initiatives by providing a platform for brands showcase their individuality, cultivate trust, and escalate brand awareness among their target audience at a large scale.
As mentioned previously, Performance PR offers the unique capability to complement the initiatives of your PR team. Equipped with all the tracking capabilities that come with affiliate marketing, you can attribute the results of PR campaigns in terms of their contribution to business growth and objectives. Additionally, by leveraging data and analytics, you are able to make pivots where necessary to achieve performance goals and strengthen KPIs.
Additional benefits of Performance PR include:
While it’s true that content reaches an audience of primarily top-of-funnel consumers, it’s essential not to underestimate its conversion-driving potential.
With affiliate marketing gaining momentum as an essential digital marketing strategy, the opportunity to simplify and scale efforts through Performance PR cannot be overstated. This innovative approach empowers brands to transcend the limitations of traditional advertising and forge authentic connections with their audience.
Although Performance PR stands as a valuable tool for most e-commerce brands, like any marketing initiative, it is likely that some brands will experience more success than others.
Performance PR is an effective strategy for emerging and highly innovative brands to introduce their concept and brand voice to targeted masses. Precision is key when launching Performance PR with a brand. By partnering with reputable publishers who possess an aligning target audience, brands can effectively generate buzz and introduce themselves to a large or niche market.
While the concept of Performance PR often finds a sweet spot with young brands, there are several compelling reasons why well-established companies should not overlook the possibilities that Performance PR brings to the table.
As today’s market, trends, and social climate evolves at an unprecedented pace, and digital presence is paramount, many brands are struggling to adapt effectively.
Here are three reasons why Performance PR is advantageous for seasoned brands:
Whether your brand is newly emerging and poised to establish its presence in the market, or well-established and in search of reinvention, expanded market reach, or leveraging its reputation, Performance PR provides a pathway to authentic engagement, precise targeting, and sustainable growth.
By harmonizing the strengths of performance marketing and public relations, this approach not only resonates with audiences but also nurtures robust partnerships and a distinct brand identity.
Brands that embrace Performance PR can harness the power of their affiliate partnerships to craft content that resonates, inspires, and ultimately sets them apart in a competitive market, and dynamic digital landscape, where effectiveness is key.
By: Meghan Thornquist