Have you ever heard a friend rave about how much they love a certain store, product, app, etc. and then decided to check it out for yourself? This is what happens when a business has converted a customer into an influencer for their brand. When a customer becomes an influencer for your brand you reach a larger audience and when you reach a larger audience the possibility for more sales is increased. So how do you get customers talking about you? Public Relations.
A good PR campaign can effectively build strong, genuine relationships between your business and your customers. Here is how it’s done:
Messaging and Positioning
Sending the right message to consumers is crucial. While you want to provide the best possible products and services, it is important for your business to have a personality as well. Providing messages that make your business both relatable and understanding of customer’s needs will help you achieve recognition with your customer base and get them talking about you.
Positioning is also key to getting through to consumers. You need to make sure that your business not only has a personality, but also that it has the right personality. Market research is very important when it comes to positioning, knowing the values of your customer-base will help you position your business in a way that properly expresses those values.
Both messaging and positioning for your business can be established by developing unique selling propositions, talking points, and news release footers for use by the media. Consistently and frequently creating messages for release to the public will help increase brand awareness. Establishing a unique position will also help your brand differentiate itself from others in a competitive market.
Press releases help convert customers into brand influencers. Releasing a steady flow of positive and relevant news will allow you to target your specific audience and reach them with the right information at the right time. Releases for new products, special events, and new features are just a few examples of news that will help spread brand awareness and give consumers talking points for your business.
Press releases also let you share who you are, what you do, and why it is important, all from a position of authority. We live in a very news-oriented society, which is why it is important to integrate your own updates and contributions into the flow of information. It is important to follow certain steps to ensure that your statement is “news compatible” while also getting your main points across to consumers.
Creating media lists is a key factor when it comes to targeting the right audience. Each market has its own specific media channels and it is important that you reach out to the right contacts. Be sure top industry influencers are included in your media list.
Forming a media list allows you to tailor your news and content based on the needs of your business. An added benefit to having specific media sources is that you can monitor your outreach efforts to ensure that your investment is helping you achieve your PR goals. Getting consumers to talk about your business is all about reaching them in the right way through the right medium, and media lists are truly beneficial to this process.
Lastly, feature articles are part of the foundation of public relations. Creating content with enticing information related to your industry gains the attention of consumers. Feature articles show that you are a thought leader in your industry and provide an educational component for your customers. For example, if your business produces mechanical or electrical elements used in the automotive industry, producing an article titled New Automotive Design Trends for This Year will appeal to your audience. In this way, related content can help get consumers talking about your brand.
When consumers discuss your brand with others, a unique marketing effect takes place. People become more aware of your brand and trust is established through positive word-of-mouth advertising. People who have heard good things about your business are much more likely to utilize your products or services as opposed a business they have never had any contact with. Influencer conversations stem from impactful messaging/positioning, press releases, media lists, and feature articles, which are all key elements of a solid public relations strategy.
If it’s time for your business to implement new strategies to reach your customer base and convert them into influencers for your brand, contact Jessica Chabot, Vice President, Client Services of Millennium Agency at www.mill.agency.