Top 10 PR and marketing tips from KSPR
Great PR and marketing isn’t rocket science, but it’s amazing how many companies get it seriously wrong and lose out on profits as a result. Here’s our quick thumbnail guide to 10 important basics.
1 Make sure your brand is consistent
Make sure your brand – or “good reputation” is totally embedded in the way you run and present your service. Consistency is key.
2 Does your website work on mobile devices?
53% searches are now conducted on a mobile device. A website that re-scales to fit depending what device is being used will engage with customers and generate the best results.
3 Social value
Still not convinced by social media? Visitors to a website are some ten times more likely to make a purchase if they’ve come from social media. Indeed, a majority of social media users now prefer to connect with brands through Facebook, and over 50% of Twitter users recommend companies or products via Tweets.
4 Content management
There’s no use developing PR strategies without first deciding on key messages. Writing good content remains the most important part of PR. Not only does it have to be well-written, it has to resonate with potential customers, and be optimised for SEO.
5 Get into video
Video is becoming very important in online marketing. Today YouTube receives more than one billion unique visits per month and according to Cisco, in 2017 video will account for 69% of all internet traffic. Producing good quality videos isn’t as expensive as you might think and is a smart investment.
6 Targeting messages
Want to get positive coverage in the press? Make a list of appropriate titles and journalists. With lots more press material being distributed, journalists are looking for the human touch as well as good, newsworthy information – stories that will interest their readers – not blatantly promotional copy which reads like an advert!
7 Research what reporters cover
A media database is simply an entry point. Filter it by outlets and reporters. Find out what the writers cover. Learn how they like to report and filter your material accordingly.
8 Angles and hooks
Your annual Christmas party is not an angle. Proceeds from the party going to the local children’s home may be. Don’t make the story about you; focus on outcomes for other people.
9 Use short and clear subject lines
Everyone typically opens an email based on the subject line, so make sure yours is clear – and interesting enough to persuade the recipient or journalist to open it!
Taking all the above, it’s about managing reputation, using all available platforms to communicate messages and, by investing a bit of time and effort to build your brand. That means having a joined-up strategy between marketing and PR, aligning this to your business objectives and targeting the right people with the right message. Easy!