I came across a very informative article outlining a clear and concise plan of action with practical tips on how to increase brand exposure using many different mediums.
These ideas are very applicable to my clients, many of whome are engaging in traditional and digital marketing campaigns and maybe even hoping to gain some media attention.
Create a Plan
This is a very important step and can save time and money in the long run if time is properly spent up front. This is true for planning projects in almost any industry!
Determine your goals. What specifically are you trying to achieve? If you focus the goals now, you can really maximize value of the project.
Define demographics. Who is in your audience? Age, gender, personality types etc. Will a formal campaign be most suited, or something whimsical and jokey?
Set a budget. There is the overall budget to consider and then how it will be allotted to different aspects of the campaign.
Decide on an advertising platform. The possibilities are virtually endless here. Decide on a few that will be most likely to reach your target audience.
Create ad content. Here you will use the above planning as considerations regarding tone of content, specific items included in content, budgetary considerations and breadth of platform scope.
Measure your outcomes and ROI. Some forethought into how ROI will be measured may impact how you execute your campaign.
Strategies – Traditional and Digital Media
Digital media can include Facebook, Twitter, forums, blogs, Instagram, Pinterest, Linkedin and industry-specific social media such as Houzz (for anyone involved with house projects, interior design, construction) or Dribble (for graphic designers).
Traditional media can include radio, TV, news sources, print.
Once you have selected the media platforms that best match your brand and presence:
Engage organically with media sources, start conversations, give people a reason to engage, track where your content is going, track your content with a tool such as gShift
Platform Specific Content
Create natural, engaging, quality content tailored for the specific platforms you have chosen. A little enthusiasm for you product or service can really help here too.
For many, many more ideas on what to post on your business related social media platforms, see our post. Includes tips and ideas such as seasonal topics, business cycle topics, client stories and much more.
Keep these best practices in mind:
Facebook – Use great pictures, links, and good description
Twitter – Be sure to use at least one hashtag
Instagram – Great stylized image & lots of hashtags
Pinterest – Nice large pictures
LinkedIn – Professional/corporate feel
Public Relations
- Building and creating relationships with thought leaders in the industry.
- Creating mutually beneficial relationships (I scratch your back you scratch mine).
- Create a Press Release.
- How does the source benefit from picking up this content?
- Present unified messaging
- All communications and should align with brand messaging
- eBlasts
- One of the highest CTR and ROI when compared to other marketing tactics
- Able to reach your exact audience
Bringing it all Together
Careful planning and execution can lead to a higher probability of getting picked up by the media. The more BUZZ you can generate via successful ads and PR, the more likely you will be noticed by the media.
Vancouver digital marketing company Lara Spence Web Design | Business Writing has a proven track record increasing brand exposure for clients across many varied industries.
Let us help you on your path to abundant success!
ph: 604-828-4249