Once your company gets great media coverage, maintaining that is crucial. You might be wondering what the next step is, so here are 6 suggestions for ways to build upon your current earned media coverage.
Use Paid to Promote Earned Media
Even though we want to shy away from paid media in most circumstances, once the earned media is booming, it only makes sense to boost it a bit with some paid coverage. One practical way is pay-per-click advertising. This allows your company to promote any media coverage of your choice to prospective clients so they can check out your awesome rep. Your company will appear at the top of a Google search, depending on your target audience which gets more traffic to the website as well. FB boosting is another way to gain visibility. They allow you to narrow down a demographic, dates the ad will run, and time of day, plus it won’t break the bank.
If something great happens with the company, don’t be afraid to send it out to all of the employees. Good media coverage will encourage everyone at the company to share on their own LinkedIn and other social media platforms. Employees love hearing about a job well done, especially if they had something to do with it. Not to mention, who doesn’t enjoy a chance to brag about themselves, the company, and how they were a part of achieving good media coverage for the company? Exactly.
Once the news is out, rally the troops. Encourage employees, customers, clients, etc. to go like, comment, share and engage with the earned media. This can take place on any social platform or website that the media appears on. For example, if the media coverage is on a blog, go to the blog and comment on it. Take it a step further and share it to their personal/business LinkedIn or Facebook page mentioning your company. It’s a great reminder to the customer of why they choose your company to do business with and builds a great relationship.
Get Proof via Screenshot
Make sure that you are capturing the moment as your media coverage appears on search engines. This is actual proof of how successful earned media can be for business. Push out those screenshots on the company pages (social media, website, etc.) to show how your media is popping up on Google, Bing, Yahoo, etc. It’s almost like a resume of sorts and shows future clients why they should get to know your company.
Put Your Success on Display
Post different media coverage in physical form around the office. If you have customers that come to your location for meetings or other reasons, having cool quotes on the walls or pictures of different coverage is a huge bonus. It makes the customer more confident in your abilities if they see that other people and businesses have recognized your company through public displays.
When reposting and sharing, make sure to always tag the journalist and his/her associated business. For example, it’s a huge honor when someone includes your company in an article, so mentioning them is a public “Thank You”. It not only shows your gratitude, but also sets them up to want to write about your business another time down the road. Not to mention that it will bring more web traffic to their news channel as well.
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