Start with strong content
When you start with good content, several things get easier. First off, amplifying that content and making it more accessible to your target audience becomes more doable. Including new social media and other content in your lead generation strategies, while remaining open to a variety of content forms (i.e., infographics, whitepapers, articles, marketing newsletters, quality photos and especially videos, etc.), can really go a long way toward getting the right eyes on your content and thus, better organizing your distribution efforts.
Also, it goes without saying that when someone does a search, and you show up in the results, you want any prospective clients to find strong, quality content associated with your brand, your expertise, and your company when they check you out. That’s one test you definitely want to pass.
Producing that top-notch content can also prevent negative brand advocates. We can help establish processes to avoid or offset these situations. The best strategy is a preventative one when it comes to naysayers. This begins with making sure your team is informed and engaging positively with your clients, as well as training them to handle situations properly — before they turn into fires that need putting out. They should be capable of facilitating better experiences with your clients, and when they do, your chances of having to deal with social media ranting and publically disgruntled customers is vastly diminished. With such easy access to social media, every person has the ability to share bad experiences they’ve had with their entire network. Incredibly easy access also means that you never know exactly who’s who; it can be difficult to tell, for example, that an important influencer you’re reaching out to is collaborating with a client who has decided that you are not up to par. It’s a little unsettling. But it can all be avoided or kept to a minimum.
It’s important to recognize that online PR is itself an integral component of content marketing. You can’t get away with taking the content out of any successful online PR strategy.
The accomplishments of years past that used to land brands in next-level traffic zones—like getting published in reputed magazines or online publications—are no longer what they were. There aren’t as many chances to direct that type of traffic to your website these days. While there may be an ever-increasing plethora of channels available through which to promote your messages, you truly have to know how to take advantage of each unique platform to fulfill your goals. And a large part of that is in the content. Our team at Rank have a multitude of tried and tested tools to help you out on this. Try us.
Beyond the traditional PR
Good old-fashioned press releases simply don’t have the sway with media that they used to either (unless you’re already renowned the world over). It is therefore critical for PR professionals and marketers to welcome the many fresh, new ways of spreading the word to key target audiences.
For instance, social media ads are still a highly effective asset to many online PR strategies. It’s important to make the most of the reach that social media affords us, develop relationships with highly relevant industry leaders and influencers, and incorporate quality visuals into your posts and messages in order to grab the media’s attention and ensure that your message gets out loud and clear.
We can also help you to develop thought leadership—a relatively new tactics by business leaders and companies to position themselves as leaders in their verticals and wield more influence. This can act as a strong foundation for complementary PR tactics. Thought leadership is becoming a growing PR priority. While influencer marketing strategies are nothing new, they have only recently been more widely included in business marketing budgets because it’s becoming abundantly clear that the influence of the right thought leader can be extremely effective when it comes to powerfully boosting your brand. We help you focus on and communicate with the right industry leaders and align your business with them.
Another fast-growing online customer acquisition method that businesses can’t dismiss is the customer recommendation—which leads to purchases based on trust. This is a low-cost marketing strategy with a high rate of return. This is especially true in cases of social media giants like Facebook, Twitter, and Instagram. It is better to have a marginally smaller, top quality network that is loyal and trusting of your brand and its associated content than it is to have a massive one with little to no meaningful engagement. We can help you focus on developing a strong, valuable network and building real influence.
Online PR is a powerful and effective tool because it is inherently organic; it subverts traditional advertising—the types that consumers have become numb to—and relies instead on trusted networks and contacts for recommendations. These proven tactics optimize your exposure, increase sales and create an impact that will help your brand achieve that next-level status. The collateral we produce and the consequent buzz will secure your prime real estate online and inspire lasting loyalty among your clients.