Inbound Marketing Strategy for PR
Buzz doesn't just happen for small businesses. Even the silliest YouTube video tutorial or humorous marketing meme represents thought and insight into the minds of a target market. In order to stand out in an era of information overload, you need to be ingenious and establish a position as a thought leader.There's no shortcuts to a position as a well-regarded expert in your industry and no secret formula for viral marketing content, but we've compiled a few ideas that could bring your brand into the spotlight:
Help a Reporter Out
You can literally help a reporter out by answering their calls to information instead of trying to get your press release some circulation. Help a Reporter Out (HARO) is one of the best ways I've found to use my expertise to start getting press coverage and inbound links from media sources. Signing up for the service is free, easy and simple. All it takes is an email address and some other basic contact information. Within hours, you'll start receiving emails three times daily from reporters who are looking to connect with experts for interviews. While you might not find great opportunities daily, reading and responding to queries won't take more than 20 minutes of your time.
Even big publications like Inc., Forbes and USA Today need to connect with small businesses for quotes and insight from time to time. According to business blogger Jason Keith, it's actually an opportunity you probably can't pass up:"... it can be an easy opportunity to respond with your point of view and get some free publicity. A few seconds of reading can mean a big placement for your business!"
Build Relationships With Reporters
A few of my college friends who've gone on to careers in journalism have confessed that nothing is more annoying than irrelevant press releases from small businesses they've never had previous contact with. According to social media author and strategist Amy Jo Martin, traditional media still matters to a certain extent, but social is the way to go to get connected with reporters: “Social media provides an avenue to build relationships with media outlets." Make a point of finding journalists and paying attention to what they have to say. Build relationships based on common interests or areas of expertise to avoid coming across as a self-promotional jerk.
If you haven't started learning how to use to build Twitter lists, make a point of creating your first list around local and national journalists who cover small businesses. Build relationships with them, the old-fashioned way. Talk about common interests, respond to their queries that aren't necessarily work-related and build a relationship over time. Keep a close eye on this list throughout the day to make sure you're the first to respond to any of their queries for information that you're an expert on!
Don't Just Focus on Text
Your next viral marketing content might not be text. In fact, statistics indicate that your chances of gaining explosive popularity are higher if you go visual:
Posts with video attract 3 times more inbound links.
Since the introduction of the timeline feature, visual Content Results in 65% higher engagement on Facebook.
Website visitors spend 100% more time on a webpage that contains video. Videos have also been demonstrated to attract 300% more leads.
If you're still not convinced, consider the fact that most people are actually just hard-wired to react better to videos and infographics. According to Zabisco research, the brain processes visual information 90% faster than text. In a world where it typically takes a website visitor about 10 seconds to decide whether they'll stay or bounce back to Google and click over to your competitor's homepage, visual content matters. Make a point of adding infographics or videos to your content calendar. Developing a piece of video for your next blog content and uploading it to a branded channel on YouTube could be the one of the sharpest ways to bring attention to your small business brand.
How Do You Bring Attention to Your Small Business Brand?
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