6 Ways to Building your company Online brand
How come some companies succeed in generating online publicity while others can't? Is it because they tapped an online reputation management company to manage your internet reputation? It's been proven time and again that no matter how large or small your business is, the key to assuring publicity is identifying your target market and developing a well-though and well-planned public relations campaign. Now the question is how to get your company noticed?
First, write your positioning statement. This sums up in a few sentences what makes your business different from the competition. You must find its edge. What would make it stand out? What can be found there that couldn’t be seen in others? When you write this, people must be able to understand what your company does just by reading it the first time. Even online reputation management company starts with this.
Second, you have to plan your objectives. This contains what you hope to achieve for your company through the online publicity plan that you will execute. Be specific, and always set deadlines.
Third, identify your target customers. Are they male or female? What age range? What are their lifestyles, income and buying habits? Where do they live? Those are some of the questions that you can ask yourself in order to determine your target market.
Fourth, you must also identify your target media. To do that, you must have or obtain contacts with an online reputation management company that would be appropriate for your publicity plan. List and rank the companies in your area that would be appropriate outlets and when the time comes that you have to execute the PR campaign, you must start contacting those companies that you listed as a priority. Keeping in mind the firm you're approaching, make a list of story ideas you can pitch to them.
Fifth, develop story angles you would want to read about, hear or see on online newspapers, blog channels and social media networks, respectively.
Sixth, make the pitch. Put your thoughts on paper, and send them to the online reporter in a "pitch letter." Usually, companies start with a question or an interesting fact that relates their business to the medium's audience. For instance, if you are writing for an online magazine aimed at older people, you could start off "Did you know that more than half of all women over 50 have not begun saving for retirement?" Then lead into your pitch: "As a Certified Financial Planner, I can offer your readers 10 tips to start them on the road to a financially comfortable retirement..." Make your letter at most one page long; include your telephone number.
Now, this is the hardest part: Seventh, Wait. You have to wait for the online companies to call or email you back and tell that your proposal had been approved. While waiting, you must follow up. Wait four to six days after you've sent the information, then follow up your pitch letter with a telephone call.
Planning your publicity efforts should be planned out as carefully as the rest of your business. You'll be glad you made the effort when you see your company featured in the news and when you see the results in your bottom line.
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