Success Tips for Media Outreach
A successful media outreach strategy can mean the difference between brand recognition and being completely unknown. Of course, in order to make sales and have a profit, your audience needs to know that you exist. They need to be familiar with your brand. Media outreach is the process of reaching out to media representatives like bloggers, journalists, and social media influencers to leverage their reach and become a recognizable brand.
#1 Long Term Relationships
Media outreach success and true value comes from forming strong and ongoing relationships with media reps. It’s not effective to simply comment on their blog post once with a “nice post” or some other vague comment, and then mention your own company with a link. In fact, that’s a good way to lose friends and establish an unfavorable reputation online. Instead, work to build a relationship by consistently engaging and adding value. Over time, this method works and is quite effective. A blogger or journalist that mentions your brand provides you with an authentic and credible recommendation and builds awareness, and sales.
#2 No Strings Attached
No one likes strings. True, we expect them in business. We firmly hold true to the belief that you can’t get something good for free. So, prove people wrong. Stand out from the crowd. Send targeted bloggers, journalists, and media representatives free stuff without any expectation or request. Send them reports and information. Send them free trials and product demos. Send them what you have, show them who you are, and watch what happens. Without asking for something in return, you’ll tap into reciprocity. People like to give something back when they get something. They like to reciprocate. In the case of the media, their best way to reciprocate is to talk about you online. Bingo! You’ve earned a positive relationship and a brand mention.
#3 Get Personal
When you’re engaging with a media representative, get personal. It’s important to do your research so you know something unique about each rep you target. Yes, it’s important to know who their audience is and what they want, but go deeper. What did your rep publish last week? Do you have any mutual connections or similarities? Did you see them speak somewhere? Did you read a book they wrote? When you’re addressing them, let them know that you know who they are and what they’re about. It sets you apart from the other folks trying to get their attention.
Media outreach can be a powerfully effective method of increasing your brand recognition and, ultimately, your profits. However, it’s not enough to spray social media with your comments and expect something to happen. Media outreach is a strategy that requires attention and consistent engagement with chosen bloggers, journalists, and media representatives. Build relationships, offer value, and enjoy the results.
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