Nothing increases traffic or accelerates customer acquisition efforts more than effective PR, especially when your message gets into the hands of key influencers who have the potential to help you spread the word. But, capturing the interest of “movers and shakers” can be tricky. Unless you have something to share that is time-sensitive or incredibly unique compared to what others offer, getting on people’s radar can be challenging. Here are some tips to help increase the odds your PR efforts will be successful:
1. Be sure you’ve clearly defined your target audience.
Nothing is more important than having a good handle on who it is you’re trying to reach. Are you trying to attract more of the same kind of customers you have or is expanding to a new audience your goal? What do your customers care about or value? Are there other businesses who may be trying to reach the same audience that would be interested in partnering? Many make the mistake of sending their information far and wide, like throwing wet spaghetti against the wall in the hopes that at least some will stick. If you use this kind of shotgun approach, chances are you won’t get results and, even if you do, it won’t reach the people you truly care about reaching.
2. Be sure to include Influencers when you promote your business.
“Word-of-mouth” advertising is one of the more powerful, not to mention affordable tactics, you have available. But, to get influencers attention, you have to make sure your offer is unique and noteworthy. As Malcolm Gladwell in Tipping Point wisely suggests, “Make sure that “connectors”, people who influence many others, like writers, leaders, or even celebrities get your message so it can be spread quickly”
3. Keep your message short, simple, and easy to understand.
In this time-starved world, people find it difficult to read anything longer than a few sentences or more complex than what a kindergartner can understand. At some level, we understand this and want to be brief but when you’re promoting your business, and talking about your “baby”, it can be hard to keep it short. But take heed: “Messaging must be short and sweet, as you have less than 10 seconds to make an impression,” and ten seconds isn’t very long. The fewer words you can use to express the information you’re sharing, the better.
4. Incorporate a call to action.
In other words, give people a reason to pay attention to your press release and recognize them for doing what you ask. For example, if you are trying to get people to “like” your new Facebook page, give the first 100 people who respond a gift card or other valuable reward. Embed a promotional offer in your announcement, provide an incentive award to attract readers’ interest, and make sure you’re giving reporters and consumers a reason to care about what you have to say.
It’s not rocket science. Simply offer information that is timely, tailored and relevant, add in a valuable incentive to motivate people to take action, and you’ve got all the right ingredients to get media coverage and create valuable buzz for your business.