There are three critical areas of public relations you can use to boost your advertising results ten-fold over your paid advertising.
The key to public relations lie in:
- Public relation or publicity
With a solid plan in place that encompasses all these areas, you’ll have a great approach to use public relations in the best way possible.
Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally compelling. Online marketing is as, if not more, important as conventional media.
Here are the steps to get noticed by the media:
- Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
- Compact your press release to include one hook and one angle. Choose the most attention-getting to make sure the media person you are sending it to is interested in reading it.
- Put your press release in professional formatting. With press releases, you need a dateline, the most important information at the top, facts, figures and wrap it up with contact details including who and how. Print the press release on your letterhead.
- Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forget to include relevant blogs, ezines, press release submission sites and to industry professionals.
More importantly than a perfect press release, is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the press release. If you are provided people a solution to a problem, a way to avoid a problem and an opportunity to enhance their life, the media and public will be interested.
If you have a connection (or the ability to get a link) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offered newsworthy information and then follow up with media outlets to make sure they are publicizing that information.
“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham
Our GUIDED TOUR can show you how to put together press releases that work! Check out how the pro’s do it and craft the perfect press releases for your business.
I was privileged to be part of a conversation with local business leaders this week. One of the attendees asked, “How do you anticipate something like COVID so that your business survives beyond the crisis?”
My very first instinct was BCP (business continuity planning) should go a long way. Most businesses don’t have it in place, but thinking through the process will help with the anticipation thinking.
Then Kodak came up in conversation, and you see Kodak thought they were in the film making business when they were in the memory-making business. So what went wrong? In my opinion, Kodak didn’t understand their customers, what their needs, expectations and goals were. The problem they were solving was capturing the memories, not printing films.
So what does this mean for business owners?
- Understand your customer, be crystal clear about who you are serving
- What are their needs?
- What are their expectations- remember you do not just create these
- What goal are they trying to achieve?
- Design your solution around the goals, needs and expectations of your customers, think about the assumptions you are making about your customers, their needs, expectations and goals.
- Validate your hypotheses with your customers
- Create quick solutions which you test and refine
Remember that needs are continually changing, so understanding your customer is an ongoing exercise, not a once-off event.
If we know our customers and keep an eye on them, care about them, understand how we deliver for them, then we will be able to create solutions that set us apart from those who don’t understand the role they play in their customers’ lives.
You could argue that we should have anticipated Covid-19, every hundred years or so the world has faced pandemics of some sort, if this is true then I think if we fully understand our customers and the role we play, then we can weather the storm.
Use our GUIDED TOUR to create your market dominating position.
It’s essential to build relationships with your vendors and those around you can bring in new customers/clients and increase awareness of your company branding.
The people you work directly with on your products and services are really the ones with the most to gain when you find success. By taking the time to get to know them, you’ll find a whole host of opportunities you didn’t realize were there.
Look for great ways to offer your vendors rewards for helping grow your business, and everyone wins. One of the ways you can do this is by providing performance-based incentives that are much larger than their standard charges.
Here’s the step-by-step process of putting together a partnership with a vendor:
Approach all the vendors you work with and offer an incentive-based on performance.
Put the generous incentive plan together from their perspective, even take suggestions.
Develop a clear, concise and easy to track incentive plan, this will increase competition between vendors and therefore higher performance levels.
Encourage subsequent sales instead of focusing only on the initial purchase. By doing this, you can give away more of the profit from the initial purchase to your vendors and make higher profits off the back end products. Encourage:
· Future sales
· Upsell better and more profitable products/services
· Cross-sell to additional products
Create an incentive plan that’s irresistible to your vendors by offering generous, exclusive compensation.
Think of all the vendors you work with and the creative ways you can put together an incentive plan that entices them to be part of your business. Use their talents, capabilities and connections, and you’ll both be winners.
Putting together an incentive plan doesn’t have to be a complicated process. Use our GUIDED TOUR to come up with some great ideas and put your incentive plan together for maximum results.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
- Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
- Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
- Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.
There are three cornerstone ideas to a successful business:
- Quality product/service
- Offering useful products/services that solve a problem for or enhance the life of a customer
- Offer subjects your customers find interesting
Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.
Stop wasting all your time on new prospects while your current customers fall by the wayside!
As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”
So, there it is! Remember, our FREE test drive can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.