Social media is a fantastic tool to use to promote your business and engage with your customers and fans, but it’s not the only tool in the toolbox.
Although brands now focus heavily on social media because of all the amazing benefits it offers in terms of engaging and having conversations with its customers and clients, it’s only one part of a wider communications strategy that should also include online and offline marketing, online and offline advertising and Public Relations activities.
As a solo business owner or start-up business, it’s not always possible to invest in outsourcing your communications strategy, but there’s so much more that you can be doing now, with very little investment, such as being featured in the press.
What Will Being Featured In The Press Do For My Business?
You could say that I’m biased as I’ve been working in the PR industry for over 18 years, but Public Relations is the most effective way of getting your message out to millions of people and driving them into your business; whether that’s directing them to your website or your social media channels.
Public Relations should sit at the top of your sales funnel as it has the capability to reach an audience that social media alone can’t reach. In an ideal world, being featured in the press will drive new leads into your website. Your website should then capture their data by offering them a juicy lead-magnet or digital product in exchange for their email address. Once they’re on your email list, it’s the role of your marketing to then turn them from leads into customers, driving them to your social media channels, building their trust with conversational and educational content, then moving them into buyers.
To Help You Visualise The Process….
PR is like an invite to a party. It lands on your doorstep, it gives you all the information you need to get excited about attending, then asks you to take action (RSVP). On the night of the party you arrive at the venue where someone on reception takes your name, takes your coat and ushers you to the bar. This is the role of marketing.
So, while social media is a fantastic tool to engage with your audience, ask them questions and get them taking action, it works best when it has a constant influx of people to entertain and educate, which Public Relations delivers.
What Will Being Featured In The Press Do For My Business?
By using PR and social media together, you’re making sure that your ideal customers and clients are seeing your content everywhere they turn, whether that’s in their favourite magazine, TV show, podcast or social media channel. This helps to raise your brand awareness, you’re seen as someone they can trust and it will encourage them to find out more about you.
Is Public Relations something you’re currently using in your business to drive brand awareness and raise your profile? If not, what’s stopping you?
About The Author
Laura Perkes is a PR Strategist, Brand Storyteller and the Founder of PR with Perkes. She’s also the author of the bestselling book, How To Get PR. Laura and her team work with female founders to leverage what they’re already doing on social media and elevate their business to the next level, by tapping into the power and potency of PR.