Are you having trouble implementing a PR strategy for your business? It’s understandable to face some issues when trying to increase brand exposure, especially for an up-and-coming business. Here are some tips on how to ease that process.
Avoid tunnel vision
Why is this important? When sending information out, don’t cater solely to large publications just because of their sizeable following. Focus on your target audience and in-turn to the relevant distribution channels.
Quick tip: Audiences of publications in your niche already have a good understanding of the industry, allowing you to be even more technical when describing your product or service.
Leverage Social Media
Why is this important? The digitisation of the media industry has put an increased importance on using social media to enhance your business’ operations. Facebook, Twitter, LinkedIn, etc. can all be used effectively to maintain and increase connections in the industry.
Quick tip: Participate online. Setting up media accounts is only the start; being active can go a long way with brand awareness. A lack thereof only reflects badly on the business.
Why is this important? While also being time efficient, repurposing content stretches its usefulness across your multiple platforms, maximising exposure.
Quick tip: After sending out a press release, post it on your website as well and share links to social media platforms.
Be a guest speaker on podcasts
Why is this important? Podcasts are immensely popular, with some having millions of listeners. Being a guest on a relevant podcast can help small businesses gain exposure, especially if the listeners form your target audience.
Quick tip: Researching relevant podcasts increase your chances of being accepted as a guest speaker.
Polish your pitch
Why is this important?Personalising each pitch that you send to journalists will help prevent it from landing up in the bin. Considering they receive countless pitches each day, making yours stand out is the name of the game.
Quick tip: Keep your pitches short and sweet. Avoid lengthy paragraphs and only include relevant information.
Why is this important? Remember, you can never have too many contacts! Networking events are a good way to connect with other industry professionals. It enables you not only to gain further industry insight, but also share your own experiences.
Quick tip: Always follow up! It’s important not just to collect a cache of business cards, but genuinely connect with people. It could be as simple as having a chat over coffee.
Use customer testimonials
Why is this important? As simple as they seem, customer testimonials are often overlooked in marketing strategies. Testimonials help businesses appear credible and serve as a powerful tool in positioning your business as an authority.
Quick tip: Incorporating positive customer testimonials in marketing material and on your business’ website can also help to gain customers.