One thing that businesses value as much as customers is publicity. A common belief is that mentions, references, and links from other businesses and media publications will increase traffic to a businesses website and increase brand awareness. Although this can help boost a brands image, an article by Business 2 Community, states that chasing media attention in that way is not always the best strategy for long-term branding. Instead of chasing media attention, focus on establishing valuable relationships and producing interesting content. The following six tips will help businesses earn positive publicity that can have a positive effect in the long-term.
Leverage Connections with Industry Influencers:
Just like consumers, businesses and media are more likely to trust a new business if someone they know and trust recommends it. Therefore, a good strategy is to align yourself with people that your audience follows. Slowly establish a relationship with these influencers, which overtime can turn into positive promotion of your business.
Get Involved at Important Industry Events:
Industry events provide a great opportunity for networking with other businesses but they are also a great place to stay updated on current trends. When attending these events, you should ensure that you set up an attendee profile and choose presentations that are relevant to your brand. This will help create a clear image of your brand and also ensure that you are gaining knowledge that your company can actually use.
Speaking at events is a great way to establish connections and earn publicity. It’s also a great way to get involved with industry events if you cannot afford to attend them. Scheduling meetings with other industry professionals to discuss your business is another great way to establish valuable relationships for the future. Provide a reason for the meeting that will help them understand how it will be beneficial for them to attend. Finally, interviewing people is another great way to get involved and create connections as it makes people feel important, especially if you publish the interview online.
Leverage Your Blog:
Tailor your blog content to your target audience’s needs and publish content that is newsworthy. Journalists review blogs on a daily basis to find interesting stories and different points of view. If your content stands out, it is a great way to get earned media publicity.
Show Journalists That You’re Valuable:
Instead of trying to get journalists to write about you, offer them something of value. This might include offering an expert opinion on a trending topic or providing an info-graphic about proprietary data.
Use Crowdfunding Platforms:
Crowdfunding sites like Kickstarter help entrepreneurs launch a new product or idea but they are also great for publicity. Crowdfunding sites work by presenting your new product to thousands of people, who are also potential customers.
Guest blogging is when you produce content and post it on another person’s website. It is beneficial for both the company and the publication. The company gets exposure to a new audience that could become potential customers while the publication gets new content written from a different perspective.
In short, don’t chase media attention. All of these tips are a great way to earn publicity that can have a positive long-term impact on your business. Be strategic in how you post content so that media wants to share it. Establish connections with industry influencers and get involved with events that will get your brand out there.
Found this topic interesting? Check out Three Tips for Brands Working With Influencers.