Any good marketer knows that when it comes to profiling your product or service, identifying and targeting the most relevant audiences is key to sales success. Yet, when it comes to PR, many people are still blinkered by the bright lights of national media; choosing vanity over sales leads.
Here are our top tips for identifying the most relevant audiences and media:
Be realistic and envisage the end goal. Before undertaking any PR activity, be it a launch or news announcement, consider where your audience lives, what their age and gender is, alongside their lifestyle choices. If you own a local restaurant, your priority should be attracting local diners – so invite regional newspapers, magazines and food bloggers to review your restaurant and hopefully drive footfall into your eatery. Targeting local people initially ensures your overheads are covered while you build your regional profile and gain credibility – that then gives you a step-up into wider food-specific publications and national eating guides. A great example of this is The Staith House in North Shields – the gastropub is renowned in the North East for its locally-sourced food and great hospitality and it used this strong local standing to propel itself into the national spotlight. The pub is now often cited in foodie guides and national awards, as ‘one to visit’.
Be seen and heard at the right places. Attending networking events, taking exhibition space at a trade show or putting yourself forward as an expert speaker are all excellent ways to ensure visibility in front of potential customers. Again, just take the time to work out which of these opportunities will give you the best return. Taking exhibition space for example, can be expensive, but work with the show organisers to understand where you can add value to your investment and ask for a list of previous attendees to check the right new business and media targets will be there. Then make the most of the time you have there – network, attend speaker sessions and send out invitations for previews or a drinks reception at your stand.
Invest in the right social channels. There are so many opportunities to have a voice on social media and while many brands and businesses recognise this, there is still a great deal of confusion around which are the best to use and how regularly content should be updated. We advise thinking about what your customers read and how they prefer to communicate. LinkedIn for example is proven to drive the most business-to-business sales leads, while Instagram, Pinterest and Facebook are more visual, making them perfect for selling consumer goods. Many smaller businesses fall into the trap of starting conversations on all social platforms before quickly realising they don’t have the resource in place to dedicate to updating them. Create a plan before making the commitment – include which channels you will set up, when you will post and how you will manage community engagement.
With experience launching new products and services, organising trade show attendance and speaker opportunities, plus social media consultancy, The Tonic Communications can support any PR requirement. Email us now, to find out more.