So where do your customers hang out? What are they reading? Where are they going for the latest market information? Those are the questions that should keep my clients app at night. I know I spend a lot of time and energy pondering those questions on their behalf.
The simple answer is they read everything and are everywhere. In the age of the Web, links can take you anywhere so whether your client gets of coverage in the local weekly or the leading trade journal, it’s all good. This is part of the school of thought that believes “any PR is good PR,” which is only partially true. What makes good PR is preaching your audience with the right brand message in the right context.
Broadening your niche– I just had a client tell me that he wasn’t interested in an interview with Forbes because his technology customers aren’t small business. He would rather see coverage in the technology trades that cover his TLA technology*. Granted, you want to get strong coverage in those trade journals that have a strong presence in your market, especially for B2B marketing. However, you can be too laser focused. Any B2B story has to demonstrate broader business value, which should make pit appealing to any business publication. You never know where your next customer goes to get his or her information,
Big business and brand cache – Then thee are those clients who only want coverage in the Wall Street Journal or the New York Times. That is coveted editorial coverage, but the big name media outlets have limited space and fairly specific rules of engagement. I don’t know how many times I have had o explain to start-ups that the business press are looking for a demonstrated track record. Without a stock ticker or some high-profile customers to explain why they can’t live without your product or service, the chances of getting coverage as an upstart newcomer are pretty slim.
Social media – The big question for everyone is how big a role does social media play in generating brand visibility and nurturing customers. I had a conversation with a client earlier this week who has been investing a lot of time and money in building his presence on Google Plus and Facebook to attract fans. As he sees it, “It’s the long game. This strategy will pay off over time.” And I am sure he is right. Customers feel better about their buying decision when they feel an affinity for a brand; they are buying from someone they feel they know and that has already become part of their consciousness because of the social media experience.
Everywhere else – Context can be as important as content. Where prospective customers or brand influencers encounter your brand can be as meaningful as the message. R example, a story in the local paper about your company’s participation in the annual Aids Walk says more about your company and its culture than how cool your latest product is. When a prospect does a news search on the be, those stories will show up next to the spec sheets, and will leave a positive impression that may tip the scales when it comes time to make a sale.
Who’s whether or not you believe that all PR is good PR, don’t make your media targets too laser focused. To build brand awareness, you want to tell your story in different ways to appeal to your audience on multiple levels. Your customers are lurking in unlikely places, so don’t be afraid to engage them in as many ways as you can.
* TLA is three-letter acronym