Monday, May 23, 2022

Where do or could your customers read about you?

Greg Simpson, director of Press for Attention PR, discusses how to get the best coverage in the right places.

Previously, I have written about your “who” and your “what” in terms of who your customers are and what it is you want them to know about you.

The next building block of your PR campaign is “where?”

I work on B2B campaigns for clients across the East Midlands. That means I can be with them at short notice and I can also add value outside of PR strategy in terms of introductions and my wider network.

As such, I invest my marketing efforts in the local and regional press and by helping to run two networking organisations, one in Leicester (Network LE) and one in Nottingham (NPS).

So when I sit with a prospective client and they tell me they want to be in the Sunday Times I stop them right there. Why? Do your customers read it? Possibly. Wouldn’t it be better to check first?

If you manufacture widgets for the automotive sector, you should be looking at that trade press. If you produce chicken feed, Poultry Today is going to be your bible.

As you are reading this in East Midlands Business Link, I assume that you are primarily doing business here in the region. That ticks my box – you are my target market.

However, do you also have product lines or services that reach further afield? I do. I have people across the UK who can call me for a chat about their PR campaign stemming from the book I published a few years ago. How do I reach them? That’s where blogging and social media comes in.

I essentially “re-purpose” content appropriately for each audience. I will tailor this article 4/5 times for my different audiences so that they find something relevant to them.

This is about making your marketing efforts deliver more bang for your buck, or in my case, time. It is also about being in the right place at the right time. Cultivate your database and share your content with them, wherever they are.

One final note on PR and media coverage…when you get it…SHARE IT!

The coverage is just the beginning. Get it out there. Be proud of it. Don’t just stick it in the folder on reception, buy 10 copies of the magazine or newspaper and mail it to your top 10 prospects with a hand written note.

In a world of digital media and snazzy tech, the traditional approach can work wonders.

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