How A Great PR Strategy Can Grow Your Business

In today’s world of rapid technological advancement and globalized commerce, startups and Fortune 500 companies alike are searching for new ways to build their business, gain visibility, and stand out amongst the competition.

 

When it comes to building and communicating the credibility of your service or product to the world, PR is, hands down, the best strategy and can be one of the most cost-effective ways to raise brand awareness and increase sales.

 

Sharing your entrepreneurial story in national business publications, getting product placements in popular magazines, participating in expert interviews on industry topics, and earning positive social media “shout outs” from influencers have the power to significantly impact your business and your brand.

 

Here’s how a strategic, well-thought-out, and well-executed PR campaign can help your business grow:

 

Increase brand awareness.

One of the biggest and most obvious benefits of PR is that it can gain exposure for your brand. A great PR strategy will include securing media stories about your company and its products or services. This can be much more effective than traditional brand-building techniques like paid advertising because people don’t relate to advertisements – they consume them. Storytelling is the way people attach meaning to products and services, and it’s the reason they want to belong to a brand.

 

For example, a potential customer is more likely to feel a connection to your business when reading a feature story about your company in a reputable, national publication like the Wall Street Journal or Inc. Magazine, than glancing at a banner ad at the top of the web page.

 

Improve SEO.

Another great benefit of a strategic PR campaign is that it will improve your online presence. Media stories about your business in national, local, and industry-specific digital publications will improve your company’s search engine optimization (SEO). But a great PR team doesn’t rely solely on articles written by reporters. PR professionals can create their own content that can be pitched to and placed in publications.

 

For example, byline articles or op-eds on topics relevant to your target audience, case studies highlighting your own clients’ success using your services or products, and optimized blog posts for your own website can help you move to the top of the search results page, increasing your online presence and building your credibility.

 

Build credibility.

Whether you’re looking to gain new customers, find new investors, or maybe even get noticed by larger companies for a potential buyout, credibility is a must. Similar to how a great feature in a top publication can help build brand awareness, it can also build your credibility. A positive endorsement from a third party generates much more credibility than advertising.

 

Create a press page on your company’s website to showcase all of the great press your PR team has secured for your company. It’s also important to proactively share media coverage across your social channels and in your email marketing content.

 

Generate new clients and new business.

The main goal for most companies is to increase sales and generate new business, and if a PR team’s campaign is strategic, it can do just that. Media outreach should be targeted to a specific target audience.

 

For companies selling a consumer product, securing coverage in top consumer magazines and national morning TV shows, as well as working with social media influencers and bloggers may be the best approach to take. But, if you’re selling a B2B service, then coverage in industry trade publications, as well as national business outlets, may impact your business more than a segment on the ‘Today Show.’

 

To measure PR efforts, your team should have access to a variety measurement tools such as Google Analytics and social media metrics through platforms like Sprout Social or Hootsuite. This allows your team to see what types of media hits result in increased website and social media traffic. A great PR agency will also invest in their own PR analytics software tool and can track KPIs such as total media mentions, share of voice among competitors, engagement, sentiment, and social media amplification.

 

Recruit top talent.

Last, but certainly not least, a great PR campaign has the ability to attract top talent to your company. Stories on company growth and innovation, as well as your culture and philanthropic initiatives help to position your company as a desirable place to work. Touting award recognitions for your business and announcing new hires and promotions are also great ways to solidify your organization as a top workplace in your area or industry.

 

Securing media hits and increasing your online presence is important but is not always the end goal. At Dittoe Public Relations, we recognize and understand the value of translating those PR efforts into real business success for our clients.

 

We are not simply media relations specialists. We are business consultants. We pride ourselves on becoming immersed within our clients’ businesses and industries and thrive on helping them grow through our strategic PR campaigns.

 

Ready for us to put together a custom strategy for you? If so, contact Lauryn Gray at lauryn@dittoepr.com.

How to Take Advantage of LinkedIn Groups

With more than 18 million companies currently using LinkedIn, it can be difficult to make yours stand out. Luckily, Reid Hoffman (co-founder of LinkedIn) offers a way to break down the masses by industry, interest, and intent with LinkedIn Groups.

 

LinkedIn Groups are virtual hubs on LinkedIn that provide a “place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.”

 

There are nearly 2.1 million groups on LinkedIn – which is still a LOT – but when broken down by industry, it’s much more manageable.

 

Unsure how to get started? I’ve rounded up the basics below to help you begin to take advantage of LinkedIn Groups.

 

Joining groups is fairly easy – as long as you have a LinkedIn account. Just visit www.linkedin.com/groups and select ‘Discover.’

 

If you’ve already filled out your profile, LinkedIn will automatically suggest a myriad of groups based on your industry, experience, and more. For those of us in public relations, you may see suggestions like: PR Professionals, Social Media Today, or your local PRSA chapter, to name a few.

 

By clicking ‘My Groups’, users can see a full list of the groups they are a member of, sort based on name or industry, and view the groups they’re waiting to be admitted access to. Once inside each group, users can view and connect with other members, solicit feedback on relevant topics or participate in existing conversations, and even view jobs available in the related field.

 

So now you know how to join, but maybe you’re still not convinced. Here are just four of the major benefits you’ll see after using the LinkedIn Groups feature:

 

Engage.

Joining LinkedIn Groups allows users to engage with other members through topical and industry-related conversations. Whether it’s liking a recently shared article or sharing your two cents on an ongoing discussion, LinkedIn Groups facilitate additional networking opportunities with fellow industry pros. They also give you a chance to show ‘em what you’re working with!

 

Share.

Another benefit to LinkedIn Groups is the ability to share relevant content and solicit feedback. Working on a new proposal or just trying to get some advice on your recent blog post? Share it in various groups to get constructive criticism. LinkedIn Groups are also a great place to find sharable content for curation!

 

Connect.

Not only do LinkedIn Groups allow you to engage with other industry pros, but they can help connect you with potential clients, employees/employers, and more. This networking platform offers a deeper dive into each industry, allowing users to familiarize themselves by reviewing expert opinions, content, and more.

 

Influence.

By regularly sharing content and participating in group discussions, users will begin to make a name for themselves as industry leaders. Other group members may privately message you for advice, and leaders in other industries might look to you for expert advice in your field. Either way, you’ll be getting your name out there in the best possible way.

 

As you can see, there’s no shortage of advantages when it comes to using LinkedIn Groups to expand and showcase your industry knowledge. Interested in getting help? Set up a consultation with us today!