PR is vitally important for any business, but even so, if you are a new startup with a small advertising budget. Getting your product known is crucial to the success of your business, and keeping in the eye of consumers can bring challenges you had never even thought of.
Good PR can be more powerful and less costly than an advertising campaign, and it is all down to building trust in your product and company.
Research Your Market
Researching your market so that you know exactly who you are aiming to sell to will make it a lot easier to direct your PR strategy to the right place. A press release, for instance, is a brilliant way for some good PR, but it is no use having this in the wrong type of magazine or on the wrong type of website. If your target audience is for instance, new mothers, you would not want the press release in a motorbike magazine for it to be most effective.
Make contact with the media you want your release published by and let them know that you have some content they may be interested in. As long as it is not a full-blown advert, but is useful and informative, you stand a good chance of it being published in print or online.
Know The Benefits Of Your Products
Features are not what sell products; it is the benefits your products provide that will produce the most sales. It could be that your product saves consumer’s time or money, or it could be that they are safer to use than the alternatives.
Safety is a big issue these days, as more people are aware of how important it is. This is exactly why companies such as Ranger.com.au put so much effort into the safety of their services, and why they consider the correct training to be vital. Let your press release focus on the safety aspect of your product and consumers will soon start to buy.
Why Is Your Product Unique?
Find something that is different about your product compared to similar items on the market. If there is something that makes it unique, it is more likely to produce higher levels of sales. No one can expect to grab 100% of the market share, but if your product is something a bit different is stands a better chance of becoming a leader in its field.
Ask people who have bought your product for testimonials. These can have a really good effect on your sales when other consumers read what people who have already purchased it think. A couple could even be included in a press release, which will just add to the benefit and authenticity of it.
No type of advertising or PR will guarantee that your product will be successful, but all you can do it give it the best chance you can. The right information targeted at the correct audience will help to build the reputation you want, and then it is up to you to put the trust into those sales so that the consumers become repeat customers.
Thinking about marketing, it’s important to know that there aren’t any issues lurking in the shadows that are causing bad buzz for your business. This can happen on social media, in ratings and reviews or it could simply be spread by word of mouth. Whatever the case, an issue like this could create a serious problem for your company and lead to reduced profits as well as sales. Typically, you should make sure that you are investing in a service that will allow you to keep a check on the buzz around your business online. But you should also know about the scandals that you should avoid if you want your company to remain profitable. Here are the top four.
It’s true to say that customers and clients these days are far more concerned about the planet than they were before. They want to know that they are purchasing from or dealing with a company that understands and takes environmental concerns seriously. You can guarantee this is the message your business sends in a number of ways.
Are you sending out products to customers? If that’s the case, you should make sure that you are using materials that are recyclable. Generally, this means avoiding plastic packaging and focusing on cardboard instead. Amazon are one of the main companies that has committed to this idea and even used it in marketing.
Of course, environmental concerns can be bigger. You might have a large level of waste in your business model. It’s crucial a business like this uses a plant hire to deal with it in a way that is eco-friendly and does not harm the planet.
You might have noticed various news stories addressing unfair levels of pay. While this comparison began in Hollywood, it has now spread to various other industries including the media and teaching. It’s important that your business does not get wrapped up in this issue. Anyone completing a job should be getting the same level of pay as another person completing the same job regardless of gender, race or any other demographic. You won’t just face a bad buzz if you have this issue. You could actually find yourself dealing with a nasty and expensive lawsuit.
Another issue that has been in the media lately is harassment. While the MeToo movement seemed to focus on Hollywood, it quickly spread across the globe with various individuals coming forward in different industries and sectors. You can avoid an issue with harassment in your business by making sure that use HR to keep track of worker concerns and guarantee that there are no problems with anything like this or bullying. Adopt a zero tolerance policy to eradicate the issue from your office.
Finally, a lot of customers are now scared about whether or not their data is secure when entrusted to a business. Again, this isn’t surprising. Just look at how many companies have been exposed from BT to British Airways and Equifax. Now is not the time to be cutting corners with cybersecurity.
If you are struggling to create awareness about your company in your marketplace, and are spending too much time on promoting your offers, chances are that you will have to start working smarter instead of harder. You will have to up your game and find effective free marketing methods that will improve your reputation and increase your brand visibility long-term, focusing on the markets that are most likely to be interested in what you have to offer. Below you will find a few tips on how to get things done without paying for your advertising.
If you are stuck in 2001 and think that blogging alone will make you money and convert prospects into buyers, you need to change your mindset. Today’s audience is more interested in images, videos, recordings, and wants to be entertained. If you are not an expert in infographics and video creation, there are several online tools that will make your job easier. On the plus side, images and videos are much easier to share on social media.
It is also important that you manage and monitor your online presence and reputation. Once you have set up your social media profiles for your business, it is important that you actively ask for reviews and feedback and answer every single comment submitted on your site. This way, you can monitor the image of your brand that your potential customers see.
It might also be a good idea to create a press release campaign straight after you have launched your business so you can let your market know about what you stand for and what you offer that is different from other companies’ products or services. There are some rules of digital marketing and press release writing you might not be aware of, though, so it can be a good idea to talk to a professional before you launch your campaign.
If you would like to grow your online presence, it is also important that you spot opportunities for collaboration early. Whether you are looking for a brand ambassador or a blogger who has a lot of followers in your niche and seek opportunities to work together or offer an affiliate program for people who have connections and marketing channels to reach out to your potential customers, you will be able to create a win-win situation.
The good news is that you don’t have to sit in front of the computer all day if you don’t want to. You can pretty much automate your online marketing and test your campaigns, measure your results, and find out more about your target market at the same time. There are several great online marketing tools and social media schedulers that will help you keep an eye on your campaigns and your conversions.
Growing your brand on the internet can be challenging. There’s a lot of competition out there, and you will have to find a way to stand out and work smarter than the rest of the entrepreneurs in your market.