How do PR tactics fit into your Demand Gen Strategy?

Network of business concept.

Imagine that you have created a product/service that will significantly impact. For example, you are the first bank to offer FDIC insured crypto. It’s now easy and safe to manage and buy crypto. Now it’s time to spread the word about this new normal.

To support these efforts, you will need a solid demand generator plan to generate demand for your product or (in this case) service.

A successful demand generation strategy includes email campaigns, paid advertisements, blogs and supporting blogs. However, public relations (PR) is an important component.

PR is more than just crisis communications and press releases. The principles behind the PR tactics can make a big difference in the success of your demand generation strategy.

Bill Gates, the Microsoft co-founder, said it best: “If my marketing budget were at its bare minimum, I would spend it on PR!”

Let’s look at why PR tactics should be included in your demand generation strategy and how you can do it effectively.

Why Public Relations?

Public relations is like content marketing. It’s all about relevant storytelling that has an impact. The right hook can help PR open the doors to the buyer’s journey by creating awareness about your brand. You can do this in many ways.

  • Interview you for a third-party article on your company/product/service
  • Write a guest post for an industry-related website.
  • To promote your brand, partner with social media influencers from your industry.

PR strategies are based on quality, not quantity.

If you pitch an article topic, guest blog post topic or social media influencer, make sure you communicate the value they will receive. Are you able to provide new data that will help someone improve their operations? Can you share a case with concrete, quantifiable metrics that could inspire others to solve a problem differently? Are you able to offer an expert opinion that isn’t already been shared and could help solve a problem?

Consider the pain points that your buyer personas experience. What can you create or will you create to help these pain points? This is the message that you need to communicate when pitching.

Four PR Strategies to Help You Drive Your Demand Generation Strategy

Make a media list

Now you have your content and know what the pain points are. Now you’re ready for the masses. Next question: How can you determine which outlets or contacts to contact?

This is where a media listing comes in, but not one that’s too long or expensive for PR software companies. It’s worth researching to find four to five publications that best target your buyer personas.

Ask your audience which publications they read. This is the best way to discover what publications they read. Ask your interviewees to share their industry information when you interview them for buyer insight. If they cannot answer, consider the industry that your buyer persona works in and the problems they face. Then, search for respected publications in the field. There’s a good chance you’ll find some, and once you have, you can begin to formulate your pitches.

Pitch Ideas

Bloggers and editors are like us all. They’re often short on time when it comes down to reading through irrelevant pitches or sorting through endless emails. Before sending that pitch, make sure you have the right contact person. It takes only a few minutes to research who covers what.

Your pitch must be concise and to the point when preparing it.

  • When pitching an idea for third-party articles, explain briefly why your readership should be familiar with your topic and how it can educate or inform their readers.
  • When pitching an idea for a piece of content, describe your concept, whether it is product- or vendor-neutral (remember that we are still in the awareness stage), as well as any credentials of the author.

The pitching process is the same for the influencer market. Your pitch should convey the value of your brand/product/service and its benefits, regardless of whether the goal is to promote your product/service or do a promotion. You might ask them about their experience sharing the crypto bank account.

Repurpose articles

Sometimes, your pitch may be rejected, or you won’t get a reply from an editor. That’s okay. Other tools can be used to increase awareness of your brand.

LinkedIn allows anyone to use the publish function. Consider writing a series of articles that you can share on LinkedIn. You can, for example, use the sections of an eBook about the future of cryptocurrency or financial markets to create an article.

Before using this feature, make sure your LinkedIn profile has been updated. You will need a profile picture, current employment information, and a page for your company to increase awareness.

Are you unsure where to begin? These are some tips to help you get started.

  • Focus on the most popular topics. These tend to be more noticed and can sometimes go viral. To find current topics related to your industry, you can also look at other social media networks like Twitter and Facebook.
  • Choose a captivating title that will engage users. How-to posts are more popular than other types of content on LinkedIn.
  • Make your article more visually appealing by using subheadings and visuals.

Listen, and then Answer.

It is hard to overstate the importance of listening to your audience. What topics are they discussing on social media? Which social media platforms are the most comfortable using? Another good buyer insight question. Let them know if your content can help.

Join LinkedIn groups to get advice and participate in them. For example, you might find it difficult to understand the differences between cryptocurrency types in investor groups. If you share an infographic that breaks them down, your audience will get the instant gratification they desire. You can answer questions from others and also start your conversations by asking your questions.

 

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