I know a lot of you still hide behind your computers putting your faith in hitting the ball out of the park with a successful Facebook Ad.
Don’t get me wrong, using Facebook as a marketing tool is important and should play a significant role in your marketing efforts, but I’ve never been a fan of putting all my eggs in one basket.
Remember the mantra, people do business with those they know, like, and trust and for that reason, I strongly encourage you to make time to get out into the real world and make connections and meet people.
One way to get in front of a lot of people and to get a significant foundation of trust with people who perhaps don’t already know you are by being featured in the press.
This month I am focusing a lot on PR and want to point out. when I say “press”, I am talking about all media sources, be it the radio, tv and print media.
Successful businesses understand there is still power in the press as it is an invaluable way to increase brand awareness and acquire new clients.
I am spending my time and energy cultivating strategies to get my name and brand out there and in front of as many people as possible be it to direct prospects or to potential partners.
From guesting on podcasts to outreach strategies and more, here are some key tips to becoming a PR machine.
1. MAKE WRITING ABOUT YOU EASY.
Press coverage can be a huge win for your fitness business (I know, as each time I have been featured in the press, I have experienced a surge in leads and new clients), but publications can’t write about you unless you make information about your business easily accessible.
One simple step to do this is to keep an up-to-date and organised “Press Information” page on your website, which should include all of the information a writer would ever need to cover your company without actually connecting with you:
- a company and service description,
- photos,
- a video explainer,
- links to any past press coverage you might have had
- as well as contact information for further information.
2. BE AN EXPERT (at putting yourself out there)
Own your expertise!
Yes, you ARE an expert!
You have without a doubt built a certain level of know-how and experience in what you do.
You should absolutely use this to your advantage and put yourself out there to reporters, bloggers, and others as a reliable and responsive source.
This has the benefit of building your brand and also building strong relationships with the media beyond simply pushing your product for reviews and coverage.
Look for great resources that help link experts and the press like https://www.journorequests.com
3. DON’T BE LAZY
In the early days, I used to send out one email and bcc all my media contents in the same email!
Please don’t do this!
If you are going to do something, you make the time to do it right.
So I recommend you be strategic and never simply “spam” writers with stock email messages. They receive hundreds of emails daily and the only way to truly stand out is to be authentic.
Reach out only to writers you actively read and “know,” who cover health and wellness features and who would conceivably cover you.
It is crucial to tailor and personalise your emails to them.
Nothing will get your email into their trash bin faster than a stock message.
4. BUILD REAL RELATIONSHIPS.
You are also likely to meet members of the press in person at industry conferences, meet-ups and elsewhere.
Just as you shouldn’t be sending stock emails to strangers, you should be trying to build authentic bonds with those you meet in person.
A great way to get ahead is to focus on the relationship rather than the PR, especially when the connection is new.
Share regular updates, ask questions, and don’t always push for (or ask for) coverage.
Allow these contacts realise you are a good source of interesting and relevant information.
The coverage will come naturally when relevant and the writer’s in-depth knowledge of you and your product will make that coverage even more valuable.
5. WHY WAIT? Write yourself!
Beyond even professional press, you can be a PR machine and newsmaker yourself.
A great way to get your voice heard and brand out there is as a guest writer.
Simply offer guest blog posting services to relevant industry related blogs or look to larger forums that accept outside writers.
This is a tactic I have been putting to good use – give value first and the recipient is then more open to seeing what they can do for you.
Remember though, for the most positive effects from your writing (and to be published) the topics should be interesting, relevant, helpful and not about your company specifically.
6. MAKE NEWS AND PUT OUT REGULAR PRESS RELEASES.
Another way to be a self-made newsmaker is to publish regular press releases.
Publishing your own press releases is cost effective and helps you control the narrative of what information is disseminated about your company.
Whether it’s a new hire, news about your new fitness program, your grand opening, you’re in control.
There are many great online tools for publishing press release that also help with distribution, including PRWeb, PRFire.co.uk and PR Newswire among others.
7. MAKE YOURSELF NEWSWORTHY!
And lastly, constantly strive to make yourself newsworthy!
Keep doing and building awesome things.
Without a doubt, the coverage will follow.