Our three part series with JournoLink explores how new businesses can grow their brand through the wonders of PR.
Why every startup should use PR to build their brand profile.
Many startup companies understand that they need to market their business, yet rarely include PR within their marketing plan. This may be because they do not completely understand what PR can do for their business or that it will be way too expensive.
However, a good PR plan doesn’t necessarily mean spending lots of money. When done right, PR is effectively ‘free advertising’ and has many benefits.
Below, Camilla Holroyd, Media Relations Executive at JournoLink, the online PR platform for small businesses, explores why every startup should use PR to build their brand profile.
PR follows the traditional word of mouth marketing. Experts say that a positive piece of coverage is worth three times the value of an advert.
For example, when advertising your business, whether through an advert in a magazine or on social media, it can say whatever you want it to because you’re paying for it. However, when a journalist writes about your business, this is usually because they like your business or product. Therefore, what the journalist says about your business is more trustworthy and credible than what you say in an advert.
In addition, you can increase your credibility by positioning yourself as an expert in your field. Journalists will often look for comments and views from business owners on changes in a particular industry. Sharing your views with journalists, and the fact they’re listening to you illustrates that you know your industry back to front. Therefore, people will have more trust in you when considering using your service or buying your product.
“Experts say that a positive piece of coverage is worth three times the value of an advert.”
Grow Your Audience
PR can help you reach your existing customers, target audience, potential investors and future employees. In addition, it can help you reach people you may not have previously considered for your business.
For example, when promoting your business through email marketing, you’ll only be seen by those on your database. People who are already aware of who you are and what you do. However, through PR you can reach a variety of media outlets with a much wider audience, who may be interested in your business. Even more so when you contact publications who have the same target audience as you.
Furthermore, social media is playing a big part in PR. Many online publications will share features and new stories on Twitter. By engaging with journalists and influencers in your industry, as well as the general public, they will engage back, retweeting and sharing your content and news with their followers.
“Through PR you can reach a variety of media outlets with a much wider audience!”
Increase Website Traffic
Gaining credibility and growing your audience can lead to increasing your website traffic and eventually a rise in sales. This is particularly true in online media coverage as many journalists and bloggers will include a backlink to your website or where the product can be purchased.
Receiving backlinks on credible news sites can also improve your SEO, meaning your company website will appear higher on search engines when consumers use keywords connected to your business and brand, leading to an increase in website traffic.
Now you know some of the benefits to PR, here’s 5 ways to promote your startup in the media!