Written by: Joanne Martin, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
We are bombarded with information and advertising 24x7. Brands are competing for their audience’s attention and trying to be seen. For your brand to make a positive impression and impact in this sea of information, your public relations strategy needs to be consistently on point.
You need to know your target audience in detail, understand what makes them tick and speak to the ‘What’s in it for me’ part of their psyche. You have endless opportunities to tell your story, but you need to position your brand to stand out from the crowd and leave a positive impression on people.
Press releases and social media posts are only part of your PR toolkit. In the past, you may have depended on writing a press release to promote your offer and posting occasionally on social media. Perhaps you followed that up with a blog post on your website, but none of those things converted to paying customers. You heard crickets and were left wondering what you should do next.
Boosting your PR strategy can help you strengthen your brand positioning, enhance your reputation as a thought leader and ensure you become more connected to your audience. Start with this 4-step guide to help you get started and up-level your global impact.
Engage Influencers
Influencer relationships can be powerful if you select your influencer wisely. Ensure you do your research and select an influencer who is aligned to your brand identity, values, personal integrity and audience. Engaging an influencer allows you to leverage their network, expert knowledge and social influence to endorse and promote your brand.
Keep these 3 helpful tips in mind:
Understand the value. How impactful is your selected influencer? How effective are influencers? According to recent surveys, almost half of all global consumers rely heavily on influencer product endorsements and recommendations. Many marketers say using the services of an influencer provides better ROI and is more profitable than many marketing initiatives.
Do your research. You should start by determining your desired outcome. Look at your brand positioning, reach and target market. Then examine your own brand following. You may have a potential influencer candidate who’s already a fan of your brand. Social media monitoring tools and online searches can help you find an influencer who is popular and relevant to your brand.
Build a connection. Remember the power of connection and think about how to apply this to your business. For maximum impact and consistent ROI, try to develop a lasting relationship with your chosen influencer. This will help you demonstrate your authenticity and showcase your brand. It also ensures your influencer is familiar with your brand and understands your brand positioning.
Share Powerful Content
Many trends come and go, but content has universal staying power. Investing in your creative output by delivering engaging content that’s required to create, nurture and grow your customer base can help ensure greater success.
Try these strategies to enhance your content credibility:
Prioritize inbound methods. Content is key to attracting and retaining customers who are looking for the products and services your business offers. Producing content generally costs less than other forms of paid media and produces higher quality traffic and leads.
Develop partnerships. Collaborating and building strong partnerships with other brands is a proven way to build trust and expand your audience. Look for non-competing businesses that align with your values and share the same customer demographics to create strong long-lasting partnerships.
Pictures and visuals. Enhancing the aesthetics of your content using visual media is key to success. Forbes recently cited a study saying that 91% of consumers prefer interactive and visual content over traditional text-based media. Your content will gain more likes, shares and engagement if you add photos, diagrams, infographics, and other images.
Live stream. Live streaming video that is simultaneously recorded and broadcast in real-time can significantly increase your engagement. Today’s software makes it easy to create and stream videos across multiple platforms. You can broadcast your events, summits, influencer chats and other important product or service features.
Hold conversations. Increase audience engagement by encouraging feedback, spending time listening to your audience and implementing worthwhile suggestions. Encourage user content and make it easy for them to engage with and contact you. Make your replies thoughtful, prompt and personalized.
Appeal to emotions. Ensure your content builds deeper connections and loyalty for your brand. Ask yourself what your brand stands for and how you can create a positive experience for both your existing audience and potential new clients. Be authentic in your communication, solve pain points and provide value.
Utilize New Technology
Do you struggle to keep up with emerging tech and adapt to rapid change? Remember that new technologies can help you scale and grow your business whilst saving time and money.
These techniques will help:
Use analytics. Use the raw data and statistics you collect to inform your PR approach. Business analytics help you identify meaningful patterns and give you insights for making sound marketing and business decisions.
Explore artificial intelligence. Smart machines are transforming the way we do business. Investigate AI, use it to reduce business risk, improve productivity and support business growth.
Stick with what works. While you’re discovering how emerging tech can help your business grow, ensure you keep your existing PR campaign tools that are already working.
Write a Book
Did you know that authoring a book can massively increase your PR effectiveness? It’s like having a business card you don’t need to carry with you. Writing a book, is the perfect next step for an ambitious and successful entrepreneur who is ready to up-level their business.
Writing a book can help you create success:
Position as a thought leader. Becoming an author is the perfect way to position yourself as the number one go-to expert in your field. It creates credibility and positions you ahead of competitors as the thought leader in your industry.
Writing is transformational. Writing a book, whether it’s fiction or non-fiction is a transformational process. It takes dedication, willpower and highlights what’s important to you. Many authors completely transform their businesses throughout the writing process, build greater confidence and feel empowered to be more innovative.
Plan your writing. Planning when, how, where and why you’re writing is a key element of successfully completing your manuscript. A well thought out plan including publishing timeline, launch strategy, marketing approach and distribution model will help position your brand for success.
Up-level your visibility. Writing a book can exponentially increase your visibility and credibility in all areas of business. It requires you to step up, be seen, be heard and stand by your brand like never before. You are your brand and your book is the best investment you’ll ever make in your business.
Writing a book will help ensure your PR strategy is Impactful. Powerful. Connected.
It’s the perfect time to take your PR campaigns to the next level and massively increase your credibility and visibility. Take a fresh look at your brand image, clarify key priorities, focus on the latest techniques and trends to align them with your public relations goals. Refine your PR approach and position your brand for success by engaging influencers, sharing powerful content, utilizing new technology and writing a book to elevate your brand.
Joanne Martin is the CEO and Founder of Golden Earth Publishing. She’s an International Best-Selling Author and Book Writing Coach for ambitious business owners who are ready to position themselves as the thought leader and go-to expert in their field.
Joanne works globally with clients to up-level their businesses, increase revenue opportunities and magnify their marketing impact through published literary works. Her work is a bespoke blend of the book writing strategy, mindset mastery and innovative business ideas to create exponential professional growth and positive global impact. https://www.jomartin.com
Want to learn more from Joanne? Follow her on Facebook, Instagram, Linkedin and visit her website.
Joanne Martin, Executive Contributor Brainz Magazine
Joanne Martin is the CEO and Founder of Golden Earth Publishing. She’s an International Best-Selling Author and Book Writing Coach for ambitious business owners who are ready to position themselves as the thought leader and go-to expert in their field.
Joanne works globally with clients to up-level their businesses, increase revenue opportunities, and magnify their marketing impact through published literary works. Her work is a bespoke blend of the book writing strategy, mindset mastery, and innovative business ideas to create exponential professional growth and positive global impact.
