Every step we take, however minimal, must be accompanied by a strategy. We must think that each of our actions will unleash a wave of reactions. There’s nothing wrong with this; we have to play it to our advantage. As it happens in real life, it also occurs in the world of marketing. Every brand that wants to be successful needs to follow an action plan, as well as follow up every single activity that involves it. Each project, however minimal or immense it may be, is loaded with an economic income, so it must have goals drawn from the beginning. Media coverage is a new digital strategy to attract new potential customers, without taking risks.
In a digitized era, the best publicity your brand can transmit is its essence. And the history of this must prevail in social networks. Take into account the irrelevance of traditional media and the limited scope they achieve and do not hesitate to acquire the advice for a half coverage. Well, the internet gives you thousands of ways to position your brand in mind and heart of millions in a simple, fast and cheap way.
1. Start with clear objectives
As reported in Forbes, a strategy has the connotation: “technique and set of activities aimed at achieving an objective.” In other words, it is a means to get from one point to another. However, to do it, a company must be clear about where it is currently and recognize where it wants to go. Above all, identify step by step what will be the strategy to travel along the traced path.
Grow your business in 2018, is a relatively easy task for the number of forms that exist. But success lies in the viability of them. Many of them, have been efficient, so they have been exhausted, leaving them obsolete.
2. Avoid saturation
One of the methods popularized in this century was the reach of social networks, since they generate direct communication with the customer, while the brand position itself among the masses, becoming more relevant for the consumer. Due to this phenomenon, it’s not new the saturation of advertising that reigns in the most popular social networks, such as Facebook, Twitter, etc.
Everyone can access to all forms of information by one device and know, almost immediately what’s happening at the other side of the world. Nowadays the online world of the Internet has been invaded by advertisements, particularly on social networks, causing audiovisual contamination. This consequence is not an isolated data. Several studies claim that a country, with high consumption of social networks such as the United States, receives on average four thousand ads per day. Although in principle it was a reliable network, getting this amount of advertising has led to the rejection of new information and the saturation of any form of online brand advertising.
3. Look into purchasing behaviors
At the same time, the way in which the public makes material acquisitions has changed and will continue to evolve through the new generations to improve, the now, archaic methods. Before when we wanted to buy a product, we approached the store, and it was only then that when asking about the dreamed purchase, we learned about its pros and cons.
Now, that form is part of the past, if I want to buy “x,” through the web, I inform myself of everything necessary of that “x,” granting the Internet the status of a valuable source of information.
4. Assure your business Media coverage
This digital strategy seeks to make your product relevant and necessary or that the service you provide is exposed massively and becomes essential. Another point to take into account in this new media strategy is the associated feeling that the client can create towards the brand. A story that conveys emotions when evoking said product will differentiate your brand. A crucial point to consider when attracting the customer. The average coverage, according to several digital marketing experts, is one of the best options to expose your brand, achieve greater reach to the public, and have more consumers. Media coverage is one of the best alternatives to present your business to a target audience. It will no longer be your brand searching for them, but they, delighted with the information you provide, will locate you among the most used web search engines.
Media coverage creates the traffic that your web page needs. This procedure will improve the reputation of the brand and increase sales. All this translates into the increase of the economic income of your company.
5. Get “Buzz”
Content marketing again is the key. Write articles, press releases and editorials and positioning them in different media. Among the items that are written, two that predominate are feature and mention. The first one is articles dedicated to your brand. It can also be published as a full interview. While the second one, the mention, is characterized by dedicating a paragraph to your brand in a relevant article for the specific industry of your company. The reach will be obtained by using the SEO wording as the primary weapon to position it. Both forms of pieces will be previously reviewed by you and then placed in the media to achieve high coverage.
However, although the theory sounds simple, unforeseen events usually appear when positioning the brand. Since, in a virtual world overloaded with content, every day you see a vast amount of information, where the most innovative and insightful reigns. The key is to create different material from the others. This differentiation is not simple; it’s a process that takes time and demands a lot of creativity to find the exact gear to work while being eye-catching and entertaining for all audiences.
6. Make your business stand-up from competition
A brand should be able to express itself, thus creating a distinct and unique vibe. Your brand by showing something unique and with high value-added, will achieve effectiveness.
To perform an effective branding strategy, you must take into account the relevance of the stories you want to convey. A new story will have a better approach to the public. For the digital strategy to work, you must hook, since the beginning, the attention of your audience. Generating greater interest and admiration of all types of spectators, although it is not the objective.
7. Identify your target audience
But, beyond reaching a massive audience, relevant or irrelevant to your interests, you must maintain priority in your target audience that you must know perfectly. Identify their tastes, interests, and hobbies, to know how to capture their attention. One goal is to identify your generation because each one looks for a different result with your product or service. Find out what kind of content they want to consume. The best you can do is generate emotions with your articles, such as joy, sadness or nostalgia. Because it’s already well known that the subconscious links sentiments with products or experiences, recalling their emotional state at the time they used your brand.
That is why the emphasis of the first mentioned point, the strategy is the most valuable in your development. You must be clear about the goals you want to achieve and where you want to take your business. As in life, digital marketing cannot make the second step without thinking about the third, neither forget the first.
Recognize the relevant content that you can offer your target audience, the one that has more priority over the others. Also, set different points to measure your strategy, and do not hesitate to consult with outsiders to realize how your company it is seen. This routine will help you identify if your organization is going down the right path or its lost in the endless sea that is the Internet.
8. Network more
Above all remember that the key of every digital strategy is networks. Well, it is already known that the internet is one of the leading means of communication. Trying to get notoriety or appear in traditional media, such as TV, radio or newspapers, has already passed into oblivion. It is an old ploy. Traditional communications cost a lot of money. Besides, it had been proved that the dreamed reach is never achieved. Through these means only could aspire to create a link between brand-consumer, in a unidirectional communication. In contrast, in marketing 2.0, the relationship with the consumer is different, a feedback system is created, so that we can collect all the reactions of consumers and modify the message. The use of networks allows bidirectional communication, taking into account the suggestions and comments of the masses.
The use of traditional media has decreased to a great extent, and it does not seem that they have a way of returning to the throne. The immediacy, is demanded in such a globalized world where interaction is the primary incentive to feel connected with the received content. Therefore, taking into account the need to be informed quickly, the best way to increase the importance of the consumer with your brand is to publish relevant articles. Displaying incognito your product or service to insightful and useful content will be the best kind of advertising.
Fear is the main obstacle to success, do not be hesitant to invest, let alone risk. But take a chance while you travel the traced path and do not detach yourself from it. Keep in mind the possibilities that your brand will have after having made an accurate media coverage. A correct investment means the attraction of a more significant profit that you get with the relevance that this digital strategy gives you.
The most important thing in such a gridded world is to apply new ideas. And doing it in public relations translates into success, where the genius with which you apply in a concept is the only way in which a small company becomes a startup. Build lasting relationships with your business throughout the entire value chain. From increasing sales to improving reputations, what becomes commercial growth for you and your brand.
When making a correct strategy should take into account the need of each company, from the perspective of public relations, marketing, and communication. To capture the essence of a brand, among them is its mission and vision.
Media coverage is responsible for empowering brands with the highest level of credibility. At the same time, it reaches the broadest number of people who are interested in the label. Goodnoon combines traditional public relations with digital marketing to increase concentration, as well as engaging potential consumers through social networks and marketing influencer’s campaigns.
The infographic below summarize how to set-up a correct strategy when doing branding for startups.