5 reasons PR should be a big part of your strategy in 2020
With the new year fast approaching, there’s no time like the present to kick start your 2020 PR strategy, but why? Here we explore why PR is such an important aspect in your strategy, and how it can benefit your small business.
In this digital age, people are getting exposed to new brands, products and tons of marketing messages daily. Consumers are getting savvier and cutting through the noise are getting trickier. This means that it’s more important than ever to have your PR strategy in place and do it consistently. Here we explore why.
ONE STEP AHEAD OF YOUR COMPETITORS
PR’s main purpose and the biggest benefit is ongoing awareness. No matter the size of your business, being featured in the press is vital for getting your indie brand noticed, reaching new audiences, gaining loyal customers and securing brand longevity. But also to keep up with your competitors. You need to give people a reason to choose your brand over others, and if you’re continuously featured in the press, you will stay visible and relevant in a competitive and saturated landscape.
TRUST AND CREDIBILITY
With consumers being bombarded with options every day, brand credibility is more important than ever. With such little control over what information is floating around online and with so much social noise, it’s press validation that people turn to and trust.
SEO VISIBILITY
How often do you Google a product or brand before making a purchase? With the increasing digitalisation, consumer’s buying decisions are influenced by online reviews more than ever before. Having your products featured in review-based publications such as IndyBest or ES Best will not only boost your brand massively in terms of reputation, it can also drive through continuous website traffic and help boost your SEO ranking. Search engines love online reviews as a deciding factor for search engine ranking simply because consumers rely on online reviews.
CUSTOMER CONNECTION
Moving on from online reviews, consumers are increasingly making purchasing decisions based on how they feel about brands instead of what they know. Emotional engagement bonds people with brands and customers who feel connected with your brand are far more valuable than the ones who just ‘like’ your brand and products.
Emotional connection can be established through marketing, storytelling, online interactions and well thought out customer service, but also through press coverage. Being seen where your target audience means that you will be able to weave your brand messaging to the right people and always be at the forefront of their minds.
STRENGTHEN YOUR MARKETING EFFORTS
PR and marketing (including digital marketing) are closely linked and work toward the same goal, so make sure you align both strategies. I.e, if you’ve been featured in the press don’t forget to let your audience know. Whether that’s through an Instagram Story, a paid ad, blog post, a mention on your website or inclusion in your newsletter. This will enable you to extend the reach of your press coverage whilst simultaneously boosting your credibility further.
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