“Can we get some free PR somewhere?” “Can’t
we promote this on social media since it’s free?” We sympathize with the desire
to get something for nothing. However, there’s hardly been a professional
marketer who hasn’t had to explain to a client at some point why a non-paid
platform isn’t the same as free marketing.
Public relations has long been about
communicating with your market through non-paid media – but never free, because
it always employed certain strategies and content development. Now, social
media is also tantalizing by its “free distribution” but it still takes
strategy. Apart from Facebook and PPC ads and the like – which are designed to
generate leads and get clicks to your landing pages – most social media communication is about
building relationships.
Facebook
–
Here you can have conversations through comments, likes and shares. Feedback in
any of those forms is a good sign because your interaction is generating
connection. Be sure to respond to any feedback through your own comments and
messages.
Twitter –
It’s a good location for networking, following trends and getting news. Search
for content that is interesting to you. Follow those accounts. As you favor and
retweet their tweets, you’re building connections and followers as well. Good
tip: use a hashtag for topics, such as #saveenergy or #electricalsafety, or an
industry, such as #plumbing.
Blogs
–
When blogs are placed on your website, and their content includes keywords that
your searchers use to find you, they improve search engine results through the
act of adding fresh content and through keywords that bring relevant searchers
to your site.
Another upside from a public relations angle
is that you no longer have to pitch to the media to cover or publish your story;
you can do it yourself on your own timetable. But be sure to make this content
of value – informative, entertaining – and reinforce your value proposition.
Ask a Hudson, Ink Coach how you can boost your social media marketing. Email one today at coaches@hudsonink.com.
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