So, you’re one of the fortunate few who’s been reached out to by the media, or had an agency secure some media placements for you. Congratulations! But, what now?
Firstly to clear the air, many people have their assumptions about PR. Some think that the second their first article goes live, they’re going to be swarmed with new leads.
Now, this can happen, but is quite rare and comes down to a few key factors. Regardless, before I talk with a new prospect or potential client, I always lay out the foundations of what PR looks like, and the typical results to expect both short term and long term.
Besides the priceless value of more authority, credibility and trust, what most don’t realise is that there are a few key ways to leverage your articles for maximum impact and exposure. Some of these might seem obvious, some of them might not. Here are 6 ways to leverage your PR for maximum impact and results.
1. Website Banner or Logo Garden
I’m sure you’ve come across a website or two that has an ‘as seen in’ or ‘featured in’ section above the fold. This is done for a very good reason, as most top marketers know that social proof is the most powerful psychological bias when it comes to marketing, which is why people love to use big names as their own third party credibility. Not only this, but marketing research suggests that it can increase website conversions by up to 45%. Be sure to put any logos of platforms you’ve been featured in, and a link back to them as well so people can easily find them.
2. Email Footer
A little less obvious, but email footers are another great way to leverage logos. If you’re cold emailing, or simply connecting with potential clients, having them see those logo’s subconsciously tells them that you’re an expert or authority. Whether prospecting, following up or making a new connection, using your email footer to highlight your press features could be the difference between a yes or a no from a prospect.
3. In Your Advertising
Not to sound like a broken record here, but social proof is one of the most powerful psychological biases known to mankind. One way in which many companies have started to leverage their articles is both through putting logos on their images and videos as a pattern interrupt to grab attention, or run an ad directly to their article to show their target audience that a highly trusted source recommends their work.
4. On Your Social Profiles
You’ll be amazed at how much organic traction you can get from simply sharing your press features amongst your network. I have had countless clients tell me that their posts with their article features have smashed their previous engagement records. This also shows your audience and potential clients who follow you that you mean business.
If you do any kind of business on Facebook or LinkedIn, you know that there is a lot of noise and it can be hard to stand out. A part of your branding should be to include an “As Seen In” section in your cover photo, so that people can tell right away that you are a trusted expert in your field.
6. Send to Your Email List
If you’re short of content, or simply want to make a statement to your email list, let them know about your recent feature. If the article offers them some kind of value, they’ll see you as even more of an expert, and will be more likely to reciprocate the value by doing business with you down the track. If they weren’t sure about buying with you before, they will be now.
There you have my 6 key tips for leverage your PR and article’s for maximum impact, exposure and results.
Need help getting more PR and leveraging it, want to become the number 1 authority in your industry, amplify your message and flood the first page of google with press? Visit our website here and chat with myself or one of my team today.