Congratulations! You've managed to score some sweet publicity coverage. Now that you have a blog review, or a TV appearance, or a magazine write-up, or a newspaper article in your back pocket, will customers come flocking to you in droves?
Not exactly.
While you may see an increased amount of traffic, or even an increased amount of sales, your job doesn't stop here. Check out these 5 simple ways to explode your PR coverage.
Brag About It
Come on, you know you want to! Don't be shy about sharing your coverage with customers, family, friends – really anyone who will listen! At the very least, you should post the coverage somewhere on your website. If you want to be an A+ student, then for each new piece of press you get you should:
- Blog about your coverage
- Send an email newsletter with links to the coverage
- Post it in your online press room
- Use the logos of your press coverage on your homepage with an "As Featured In" blurb
- Share it on Twitter, Facebook, and LinkedIn
- Hang it on the wall or display (if you have a physical store location)
- Include it in your email signature
Send it to Retailers
If you have a product-based company, send a copy of the coverage to your retailers so they can share it with their customers. This works especially well if you have a magazine placement. You can send the actual page you were featured on in a clear plastic frame so they can put it next to your product on the shelf. Also send electronic versions in case they want to post it on an e-commerce site next to the image of your product. This is important to help your retail accounts boost sales, and increase your wholesale orders!
Ask for Comments
If your coverage is online (and most things are posted online these days) there will likely be a comments section underneath where folks can post feedback. Encourage your 'peeps' to go and post a comment under the coverage. Remember, the media is looking for an audience just as much as you are. If your blog post or newspaper article generates a lot of comments and feedback, they may be more apt to cover your business again in the future!
Testimonials
Use quotes from the coverage you have and use it in your offline and online marketing. How cool would that be to have the back of your business card read "The best skincare I've ever used – Glamour Magazine."
Welcome the Audience
When you get a press mention, you will likely have at least one person visit your website or come to your store to inquire about your business. Make them feel welcome! If you know you're going to be featured in a major outlet, like Redbook Magazine or the New York Times, post a welcome note on your homepage:
"Welcome <media outlet name> readers!"
Then include a call to action depending on what the coverage was.
"To purchase the product featured in the article, click here"
"If you enjoyed our tips, contact us to set up a consultation"
You get the drill. Make it easy for customers to buy from you and you'll be much more satisfied at the results of your press coverage!
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