Earlier this week I had a dinner date with my favourite marketing duo, Andrew and Pete, and one of the many things we talked about was different ways for businesses to be visible outside of their usual channels.
It’s something that we aim to do but some find difficult. You might blog every once in a while, tweet twice a week and do a Facebook Live once a month, but you don’t seem to be widening your reach so you’re visible to more people.
Why is this? Well the approach I’ve just described isn’t consistent enough for starters, but it might be that you’re not investing time in the right activity. It could also be that your timing is wrong OR maybe it’s just not giving you the exposure you need. In other words, you’re not being seen by the people who will help you grow your business.
So how can you change this? You need to have a deep understanding of your target audiences and think big. How can you get more exposure for your business? Here are 7 simple tactics.
#1: Write and distribute press releases
Some people say the press release is dead but I completely disagree. Why? There are so many reasons, but one of the main ones is that despite the decline in traditional forms of media i.e. the tabloid and broadsheet newspapers, broadcast media etc, the media still has huge influence over society – how we perceive things, how we form opinions and what we read, watch and listen to.
The press release, traditional as it is, has always has been and still remains the best way to not only attract the attention of journalists, but also to get seen by the right people.
Getting coverage in a publication – print or digital – helps you:
- Build credibility in your field
- Create relationships with journalists
- Share the story of your brand
- Communicate news on a large scale to the right audiences
I’m not saying you should use press releases all of the time (obviously they need to form part of wider PR activity), but when you have some good news to share that is timely and relevant to a publication’s readers why not send the journalist a press release or pitch in a news story?
The media landscape is adapting all of the time with developments in digital marketing, but one thing I think will be around for a long time to come is the good old press release.
#2: Create high quality content
Andrew Davis, best selling author and marketing keynote speaker said: “Content builds relationships. Relationships are built on trust. Trust drives revenue”. This is so true.
Yes content marketing is time consuming and yes it’s a lot of effort, but the long-term gains for the growth of your business can be huge if you do it well. That means creating the right type of content at the right frequency for your audiences to consume it.
To do this you need to really get to know who you’re talking to. Do they prefer to read blogs? Listen to podcasts? Watch videos? What are their pain points? What do they need help with? Find this out and you’ll be able to open two way conversations that offer value, position you and your brand as experts and increase the speed of the decision making process for purchasing your products or services. Win win if you ask me!
#3: Make a noise on social media
If you know me well, you’ll know how much love I have for social media, but there are a few challenges businesses face when using it – one of the main ones being that there’s just so much noise on social. Everyone is using Instagram, Facebook, Pinterest and Twitter all shouting about what they have to offer, who they are and what they want to sell you and sometimes it’s hard to break through that noise.
Social media in itself is a hugely powerful tool for helping your business to get the exposure you need, BUT you need to use it in the right way so you break through that noise and stand out as a brand. Here are some quick tips on how to do that. You need to:
- Share your personality.
- Focus on growing one social media channel that your target audiences use most.
- Create standout posts / tweets.
- Avoid the constant hard sell.
- Connect with influencers in your industry.
- Share content from other users as well as your own.
- Start conversations, get involved in conversations and have fun!
If you manage to do all of the above then you’ll nail social media by growing your audience, becoming known as an expert in your field and converting followers to customers.
Collaboration is key – after all you can’t do everything yourself. When it comes to getting exposure for your business you need to focus on ways to enhance your credibility and reputation. Partnering with the right influencers in your industry, key stakeholders and potential PR partners can really benefit your brand.
It could be that you collaborate with another business on a project, create a piece of content together i.e. e-book, masterclass, organise a Twitter chat, or maybe you partner to host an event together. Whatever you do, you need to make sure both you and your partner promote it as much as possible to with your audiences. That’s how you’ll grow yours and get exposure.
#5: Host or speak at events
These are two very different roles to take at events that each add value to attendees in their own way.
As a host you’ll be able to position yourself as a connector, a thought leader, an authority in your field. Gathering together the right speakers and attendees for your event will generate goodwill, build your audience and, more importantly if you do it well, generate profit for your business. This in itself will get your business publicity, both online and by word of mouth – it’s just stressful to organise everything so the event runs smoothly!
As a speaker you’ll achieve a different type of publicity for your brand. In this role you’ll need to demonstrate your expertise, share your knowledge and offer value. The issue is that if there is a varied audience at the event with different levels of expertise then you may not appeal to them all. The key is to pitch yourself at the right level to the event organiser so he or she is able to decide whether or not you’re the right person to speak at their event.
Of course it goes without saying that you need to talk about the fact you’re hosting an event or speaking at one online. Share share share so as many people as possible can see it and make sure other people associated with the event do the same.
#6: Interview industry leaders
Whether you have connections to industry leaders or not, approaching them for an interview and actually securing it is a huge opportunity for anyone. From a PR perspective, it’s also a good thing to shout about.
You can do this in a number of ways. You can broadcast / publish their interview in its entirety, share their thoughts through a series of communications, but also a good way to maximise the opportunity is to share how you and your customers have followed the advice given during the interview and talk about the results you’ve got from it.
#7: Make guest appearances
Have you considered making guest appearances on other people’s channels? Being featured on content owned by other people i.e. podcasts, videos and blogs etc, is a really good way to get you and your brand seen by a wider audience. My advice to you here is to find out what challenges the audiences who read, watch or listen face and give them the answer they need to overcome them. Doing this will help them begin to trust you and they’ll start following your business to find out more.
It’s hard I know …
Pushing your business out there, making sure you’re seen by the people you need to grow your business, stepping out of your comfort zone and sharing your thoughts. It can be scary, especially if you’re an introvert or don’t like being the spokesperson for your business. The thing is, if you don’t push yourself, your team and your brand out into the market, you won’t grow because no one will know who you are. It’s worth the effort … don’t you agree?
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Do you need help getting exposure for your business? Get in touch with me. Call 0191 236 1010, 07941694702 or email email@example.com