Executing marketing & PR strategies can be costly, but there are some tips and tricks that can help support your strategy and build your business in a cost-effective way.
Inc. recently wrote “Public Relations Tips and Tricks for Your Business.” The article highlights five ways you can make connections and establish relationships with some basic legwork.
- Follow up with your customers via email. Email marketing is an efficient way to connect with and communicate with your customers. Collect email addresses on your website and create an email newsletter each month. Segment your lists based on subscriber interests and keep topics interesting. The newsletter doesn’t have to be lengthy. People like to scan so short paragraphs and bullet points are helpful. Include a call to action in your newsletter so your readers know what to do next.
- Harness the power of social media. Managing social media accounts helps your business engage with your target audiences. Social media provides not only a channel for two-way communications but also serves as a customer service support. Talk directly with customers and prospects to get feedback and offer helpful information. Not sure where they go online? Ask them.
- Build brands through blogging. Create a blog and tap your employees’ expertise to write about topics relevant to your industry. Think being helpful to potential buyers and answer their top questions in a series of blog posts. Add video and imagery to help tell the brand’s story and utilize social media accounts to share it out.
- Be a part of the conversation online. Monitor and listen online with social media tools and jump in the conversation and engage with the public with helpful advice. Be transparent and talk conversationally. Avoid selling.
- Maintain relationships with journalists. Create and maintain relationships with news, trade, industry and local journalists, bloggers and influencers. Get to know them by reading their blogs and articles and following their social media accounts. Reach out and converse with them on topics they are discussing.
- Make your website your central online hub. This one is not listed in the article but making your website your central online hub is crucial. Don’t become dependent on third-party social media sites that you have no control over. A well-constructed website with a blog and links to social media sites is the best way to control your messaging. Make sure it’s responsive to mobile devices (meaning it can be viewed well on each device) and easy to navigate. Answer your customer’s top questions and write the copy with them in mind. Think “what’s in it for me?” is what a reader will think when scanning your website. You have about 3 -5 seconds when someone first visits your site, so make it relevant.
Creating and following effective strategic marketing and PR plans is a process. These tips should help as you chart your course.
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