Behind the Times: The Importance of a Consistent, Full Spectrum Strategy in Modern Media

“It’s not what we do once in a while that shapes our lives, it’s what we do consistently.” -Tony Robbins  

In any relationship, you either keep your promise or you don’t. Time and time again, we can choose to show up for our loved ones, to lend a helping hand, or a round of applause in support. It is through consistency of virtue that we build trust in others, and it is over time that our stories and our identities become heard and understood most deeply. In the world of PR, the inherent truths of human relationships are no different.

You wouldn’t take a ‘quick fix’ approach to your relationships and it’s just not enough to accept ‘quick-fix’ media hits either. It is mission critical for any business to develop a comprehensive PR strategy and consistently implement it over time. We have to show up for our clients, our brands, partners and customers, consistently.

  Building Relationships With Journalists  

The more value you bring to journalists, the more they will begin to trust your work and want to publish your stories. The stronger the relationship, the more mutually beneficial it will become. No longer will you be on one side asking for favors. Over time, the editor might even reach out to you, asking for your added perspective and depth of knowledge, especially when he/she realizes you are a true thought leader in your industry.

Becoming a Thought Leader A glowing article about your business can be impressionable, sure, but after its 15 minutes of fame, the voice is completely lost. In the media space, there surely isn’t a shortage of content, and stories will continue to crop up everyday about others on the same mission as you.

You get your coverage and you’re happy. But now that you’re sitting back, doing nothing in-between, you are doing the greatest disservice to your business and your brand. Now, the compelling voice that was once heard becomes muted out by the media scream. No longer will you be remembered as an industry leader, or even command the space as a thought leader. Losing time and influence, you can become invisible.

  Establishing Consistency With Your Message   Where will your business be in ten years? What about 25 years from now? Short-term success is just that, short-term. Long-term, consistent media coverage is the only way to establish brand awareness, the most lasting impression a business can have, and the very foundation for scalable growth over time. The key here is to be consistent with your message. Only then will the public become receptive to your identity, and begin to make lasting associations with your brand that will outstand the test of time. Create, Don’t Advertise   How do you make your message resonate? Why should people care? In a unique time when traditional advertising is being replaced by digital, brand engagement is shifting and demanding greater interactivity. Now, a catchy slogan is simply not enough. Consumers, whether traditional or business-oriented, want compelling stories, high-quality video and incentivized social media campaigns. While a promotional ad screams and shouts, creative content can speak to consumers on a much deeper level. Include a Full Spectrum of Media   In PR and advertising, it’s all about reaching your target audience. But with PR, there’s a bit of an extra step, reaching the right outlet to do so. The most effective way to reach both your short term and long-term target audiences is to include a full spectrum of media. Reaching a variety of relevant verticals and outlets is a great way to build momentum and engage with different people who could benefit from your message. What’s The Angle?   When it comes to landing press coverage, the first step is ensuring that your press request doesn’t end up right in the trash. Editors get bombarded every second with new story ideas, many times ones that are inconsistent with the outlets they service. Reaching a full spectrum of media requires you to go deeper, to uncover the hidden layers of your brand. What kinds of stories does the outlet typically deliver? What values seem to pulse through its published works? What kind of people does the outlet reach? What are their wants and what are their needs? Before reaching out to editors, you have got to do your homework and do the research needed to tailor your story. You might have to get creative, but your angle is there, and it will give you deeper insight into the future of your brand as well. In public relations, there is no time like the present! Short-term hits will only deliver short-term results, but with a consistent purpose, message, and voice, you and your brand may build real, trusted relationships and continue to offer your value to the needs of the publi

What Inbound And Outbound Marketing Really Mean To Your Business

If you are trying to attract new customers, grow your business, and expand you the audience for your website, consider investing in a marketing campaign to promote your product or services. Fortunately, today’s technology makes it easier for you to reach a targeted audience. Instead of relying solely on long sales pitches and television advertisements, which are strategies used with outbound marketing, you can also increase your brand exposure through valuable content and a social media presence with a technique known as inbound marketing. To find out which approach works best, you must first understand the difference between the two. About Inbound Marketing Inbound marketing is a technique used for drawing customers to your brands, services, and products via search engine optimization, content creation, and social media marketing. The goal is to bring potential customers to you instead of having to fight for an audience’s attention. By creating content that will appeal to specific individuals, inbound marketing is also a data-driven approach that attracts others to your brand or services and converts them into unwavering customers. It will build trust and a connection with them even before they try or buy your brand. By drawing patrons in over a long haul, you permit them to inherently prepare themselves for this buying decision. Driving Inbound Marketing Leads There are several tactics you can use to land inbound marketing leads including using SEO, interactive tools, photos and infographics, and videos and podcasts. However, you can best drive inbound lead generation with content created through: Websites: These are the hubs of all inbound marketing efforts, where your leads and potential customers will learn more about your brand and services. You can convert visitors into customers by having the proper layout, design, content, and call to action. Blogs: You can generate communication and trust between you and your customers by having a current blog that is optimized for SEO. By highlighting social media channels and calls to action, you will not only keep your readers interested, but can open a gateway to conversions. Social Media: Your content can flow freely through the different social media networks online. Peer groups and influencers will pursue and learn about your company in a format that is secure and comfortable to them. Social media can help you nurture trust with your audience while keeping your brand fresh in their minds. About Outbound Marketing  This is a more traditional form of marketing that is pushed out to audiences with the hopes that your message will reach your target audience, and they will act upon it. Outbound lead generation typically includes paid marketing tactics both offline and online. Simply put, if you pay for acquiring customers, it’s an outbound marketing tactic. Examples include outbound calls, mass mailings, print advertising, and content syndication. Driving Outbound Marketing Leads Marketing has drastically changed over the last decade, and it will continue to evolve. Inbound marketing has made outbound marketing look outdated, but it is not dead. Here are some ways in which you can best drive outbound leads: Display Advertising: These ads are a good way to target various demographic actions. You can select where you want your ads to be seen by choosing websites where your leads visit. Pay-Per Clicks Ads: With these advertisements, you pay for each click your ad receives on a website or a search engine. They can appear as sponsored ads in organic search rankings. This method can generate high-quality leads. Content Syndication: Because it takes time to draw traffic to your company, content syndication is a good way to promote your content in newsletters, on other sites, and even in email blasts. By sharing your content on other sites, you are giving it a wider reach.