Here’s how to get creative & use insider Tips to “spread the word” for your Startup Marketing.
Topics: HARO, #JournoRequest, Keep it Short, A1 Headline, Weird, +Credibility, Speak, Guest Post, Contest, Host Event.
If you’re a startup or a small business looking to do Startup Marketing, the world of Public Relations [PR] -Publicity can seem like a dark & lonely place. It’s especially difficult if you believe that sending a Press Release is your only option. (It’s not.) No company is newsworthy by virtue of existence. That’s why boring content and conventional PR tactics often lead to disappointment.
Getting Media Coverage comes down to your approach. If you’re willing to get creative and apply your entrepreneurial hustle, you’ll get results. When you’re a scrappy startup fighting for every win, creativity is your best weapon. Go outside the traditional PR playbook to find the media you’re looking for. Here are 12 ways to approach PR-Publicity to get the coverage you deserve.
1. Become a trusted source on HARO. The mass pitch has died — and that’s largely because news travels a lot faster than it used to. To get up to speed, subscribe to HARO (Help a Reporter Out). It is one of the best free ways to land valuable media coverage. When you subscribe, you’ll get a Newsletter with source requests three times a day, five days a week. These newsletters contain hundreds of requests from journalists and provide the perfect opportunity for you to contribute to topics that are relevant to your industry.
2. Find relevant stories on #JournoRequest. Bloggers & journalists use the Twitter hashtag #JournoRequest to find useful sources & interviewees for stories. It’s worth checking in once a day for relevant requests or subscribing to the hashtag. There are a lot of opportunities for startups & mall businesses.
3. Pitch in 140 characters or fewer. Once you’ve identified your Target Journalists (ie, use MuckRack) that you’d like to pitch to, add them to your private Twitter list & follow them. You can share their content, like their posts, & chat about shared interests. After several months (& asking permission) you can send a snappy 140-character pitch to them.
4. Craft a “click-worthy” Headline. Most journalists use Email as their main mode of business communication, so if you’re sending an Email pitch, you need a hook in the subject line. Think of your subject line as your mini pitch. It needs to grab the attention of the journalist and make them intrigued enough to take action. As CopyBlogger says, a magnetic headline should make “a compelling promise that turns a scanner into a reader.”
5. Tell a Weird story. Nothing puts a journalist off like a predictable, repetitive pitch, so avoid the self-serving product launch narrative. You’re better off to pitch a story with a totally unique & unexpected angle. What can you glean from the weird world of starting a business? (ie, promise actionable tips that will provide real value for readers)
6. Build Credibility through content. It’s much easier to get press when you’ve put in the work. Why? Because relevant, educational content gives you authority and that’s exactly what journalists are looking for. They want experts on niche topics. Blogs & Ebooks are a great place to start.
7. Use Data to inform new story angles. If you know what topics are getting traction, you’re that much closer to being news-worthy. Tools like BuzzSumo, Google Analytics and SemRush can give data on keywords & topics in your industry that are performing well. Take note of high volume, low competition search terms & use tools like Google Keyword Planner & UberSuggest to play around with different content ideas.
8. Chat with people in real life. The internet is an amazing way to connect with people, but it’s hard to beat the energy of an in-person connection. Whether it’s a conference, local event or coffee date — sometimes you just need to go live – to give your company a boost.
9. Speak for free. Like good content, speaking gigs are an excellent way to share your expertise & build credibility. Volunteer to speak at local conferences, seminars, work-shops, meetups – anything where there are possible Customer. Always network after events — you never know who you might meet that will be useful to you or you can help them.
10. Offer to write a Guest Post. Reach out to a small news agency or online publication that covers your industry. You have a much better chance of getting coverage when you share the same niche industry & community.
11. Run a Contest on social media. With so many ways to engage your audience (& a great way to get a little buzz for your brand), social media is the best place to run a Contest. On Facebook, for example, you can run a Contest or Sweepstakes campaign directly through your Facebook company page.
12. Give back by Hosting an event. If you can get free space for an event, do it. You can give back to your community with things like local fun-draising drives, learning sessions for students or new/ small business owners. It’s an easy way to do “good” and get some local press.
Conclusion: When you’re starting or running a small business, you can’t afford expensive media placements. Your only option is to get creative in your approach. By testing out different PR strategies, you’ll discover what makes your company newsworthy. It’s a lot of hustle and you’ll work hard for everything you get — but that’s half the fun.
Comments: Share with us, some of your Experiences of “free” or low-cost Publicity.
from Entrepreneur.com 18 July 16 enhanced by Peter/CXO Wiz4biz