Public relations is no longer just about securing media coverage. With the rise of Artificial Intelligence (AI) and advanced digital marketing tools, PR has evolved into a smarter, more strategic discipline. One powerful framework that bridges PR with digital success is the digital marketing funnel—a step-by-step journey that guides potential customers from awareness to loyalty.
In the Philippines, it’s also important to recognize that Filipino consumers are distinct, with buying decisions heavily influenced by their communities, values, and social connections. This makes it essential to tailor your marketing strategies to fit the local culture and behavior.
Let’s explore how a public relations agency can support each stage of the digital marketing funnel to help business owners like you become more effective in building brand authority and driving sustainable online growth in the Philippine market.
1. Brand Awareness
In the Philippines, where 73.4% of the population is active on social media (Global Media Report, 2024), platforms such as Facebook, Instagram, and TikTok offer powerful opportunities to boost brand awareness. However, these spaces are also highly saturated, making it essential to create compelling content that stands out. An effective marketing strategy should combine engaging content with targeted advertising to capture and retain the attention of potential customers.
How to Foster Brand Awareness
- Craft compelling brand stories that resonate with influencers.
- Collaborate with content creators who relate to your target audience
- Ensure your brand’s visibility through proper SEO strategies.
2. Engagement
Build meaningful interactions with your audience through personalized content, responding to inquiries, and fostering a sense of community around your brand. According to Molinillo et al., (2020), consumers who are actively engaged with a brand typically develop a more favorable view of it and gain a deeper understanding of its features, which boosts their likelihood of remaining loyal to the brand
How to build meaningful interactions:
- PR agencies can offer important resources, such as invitations to exclusive events, building deeper connections with potential customers.
- Pitch your brand’s story to relevant online publications, expanding your reach and increasing visibility.
3. Building Trust
Trust plays a crucial role in your people’s decision-making process. So, create content that builds trust and credibility with your target audience. A higher level of trust in a company directly increases a consumer’s likelihood to purchase (Mahliza,2019).
How to establish credibility:
- Publish success stories from satisfied customers, building credibility.
- PR agencies can help you secure media coverage, enhancing your brand’s reputation.
4. Driving Decisions for Conversion
This stage focuses on crafting content that motivates potential customers to take action. Tailoring communication through segmentation helps guide potential customers toward making purchasing decisions, ultimately driving conversions and boosting overall marketing effectiveness.
How to influence customers’ purchasing decisions:
- Tailor content to specific audiences.
- Craft persuasive content that showcases your brand’s value and encourages action, like clear CTAs and special offers.
5. Loyalty
It is important to provide excellent customer service if you want to make your customers loyal to your brand. This involves responding to their inquiries and complaints, and solving the problems they encountered while using your product or service. You can also create a loyalty program to reward their continuous support.
How to foster customer loyalty:
- Craft timely and effective responses to customer inquiries and complaints.
- Highlight your commitment to excellent customer service and problem resolution.
- Help create and promote loyalty programs through targeted campaigns.
Why Work with Us?
Navigating these stages can be complex, but a PR agency like NGP IMC simplifies the process. We craft impactful stories that resonate with your audience’s needs and preferences. By combining traditional PR with digital marketing, influencer partnerships, and on-the-ground activations, we help amplify your brand. With our extensive network and integrated services, NGP can help you effectively connect with your audience, build strong relationships, and achieve meaningful results.
References
- Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., & Japutra, A. (2020). The impact
of affective and cognitive app experiences on loyalty towards retailers. Journal of Retailing and Consumer Services, 54, 101948. https://doi.org/10.1016/j.jretconser.2019.101948
- Mahliza, F. (2019). Exploring trust in purchase intention: An empirical research on
agricultural application. Advances in Economics, Business and Management Research, 120, 4th International Conference on Management, Economics and Business (ICMEB 2019). https://doi.org/10.2991/aebmr.k.200215.052
Amy Ruth Valenzuela is a graduate of Far Eastern University, where she earned a Bachelor of Arts in Communication. With a strong passion for communications and media relations, Ruth has developed a diverse skill set that includes journalism, scriptwriting, events and production management, risk management, social media marketing, and layout and graphic design. Her experience in these areas has shaped her approach to storytelling and content creation, driving a commitment to excellence in every project. Ruth is dedicated to leveraging her expertise to create impactful narratives and foster meaningful connections in the industry.