Whether you are an author, keynote speaker or Company CEO, a PR and marketing strategy is essential. But unlike a large organization, small businesses (and those trying to build personal brands) do not have teams of people to help them develop it. Instead there are steps we can take to ensure a successful strategy.
Here are four things to consider when devising your PR and Marketing Strategy:
Legalities and Restrictions
You can have the best intentions in the world – but are they feasible? Do you have the budget, work flow and time required to execute your strategy effectively? Do not overpromise and under deliver, as your community may be unforgiving.
Make sure you understand your business environment and competitors. Look at your industry peers and understand their strengths and weakness so you can provide a unique selling point (USP). Do you have ownership of your ideas and have you considered any legal implications?
Are you accessible and does your website have the right function for your business goals? Think about future development opportunities so you are not limited when opportunities arise.
What are your main revenue streams? Focus your efforts on lead generation, taking into account your need for cash flow and development.
Are you a hit on Twitter – but most of your leads come from your blog? Analyse your sales and conversion metrics and use this data to steer your marketing efforts.
Access your community and business networks for endorsement and exposure. You should nurture this community for future business leverage. When opportunities come about, be proactive with your communications.
Branding and Messaging
Get to know your audience and build a consumer profile. Create a consistent voice with your online communications and use a tone that resonates with your potential clientele. Refine your messages and ideas so that they represent your brand and company ethos.
Develop your content and content formats so that you provide original, reliable and relevant information. If you offer subscriber only content, deliver exclusive content to this audience and treat them as your inner circle. Create a content strategy and editorial calendar so that you can keep to a regular schedule.
Keep up with market trends and consumer interests in order to stay ahead of your industry. Make the most of seasonal events and holidays, which could provide marketing or content opportunities.
Take a stance on social media trends and current affairs such as politics and legality changes. These topics provide an opportunity to ‘newsjack’ hot topics.
Share any media appearances, publications or 3rd party affiliations, which provide endorsement for your business or ideas.
Make sure your PR and marketing strategy is realistic and achievable. That’s not to say it cannot be developed as opportunities arise. It is, however, important to understand any implications your marketing efforts may have on your business as it grows. If the time comes when you’ve outgrown your original strategy, then celebrate the milestone and develop a new one. PR and marketing strategies must remain dynamic and responsive – while at the same time, keeping your long-term goals in sight.