Many startups find it difficult to find the right avenues to communicate with their potential customers. Most exhaust their marketing budget, which is not big enough, on advertising online and offline and find limited conversion or brand recognition out of it. That is the reason that for limited budgets, we suggest brand building through strategic public relations. It’s a cost effective method and has a long-lasting impact in building trust with your consumer. We have already talked about how startups can use strategic public relations to add credibility to their brand, position it in such a way that it increases the word-of-mouth virality. Streamlining your public relations strategy is crucial and unless your strategy is targeted well and comes with a objective, it won’t be as effective. We have been working with clients and industry experts for decades and bring you their advice on how they used Strategic Public Relations to maximize their brand.
- Make a unique strategy– It’s an obvious one, but you need to create a strategy, a road map with measurable goals and objectives and real value business results for your public relations activities. This will help you focus on the various milestones that need to be accomplished, be they short term or long term and make sure your goal is in sight.
- Showcase your USP – To make a unique strategy, it’s important to know what your brand’s unique selling point is. How do you differentiate your product or service from the competitors? The product’s benefits are its USP, and you need to focus on building that and making it more visible. Create a narrative around the product or service’s unique points and use public relations to build up that differentiator.
- Bring some testimonials in – Getting testimonials from clients lends credibility and adds a touch of trustability to the product or service you offer. Often, this is how ‘word of mouth’ builds and grows and helps persuade potential customers towards your product or service.
- Find the right media for your brand – After identifying the target market, the next step would be to do research of which media your target audience uses. Once you have narrowed down the right media for your brand, build a narrative around your brand, for a journalist in this media and pitch it to them personally.
- Become an expert – Expert economy is here to stay and you need to a develop a media network to get full advantage of it. By offering to be an ‘expert’ source, reporters will seek you out for quotes for their stories. This keeps your name and subsequently your brand’s name in the media. Furthermore, since you’re considered an industry expert, it adds value to your organization’s name.
- Employ multiple channels – Don’t focus only on traditional or digital, or on online or offline only. Your potential customers could be anywhere. With the increase in multiple channels, it has become imperative that you have a presence across different channels so that these valuable leads don’t slip through the cracks.