As a Direct-to-Consumer (DTC) brand, it is important to stay visible to stay competitive. We face difficulties in continually changing communication mediums, and an unyielding reputation is what you can depend on to address these challenges.
One way to stretch your DTC marketing dollars further is to leverage earned media coverage. Public relations can be a powerful tool to generate awareness and interest in your brand.
Thus, consider these tactics to get the mileage out of your PR fund which will assist you to build trust and credibility.
1. Develop Unique Story Angles
Google has long been championing high-quality content that is not promotional but informative and insightful. Remember that direct-to-consumer companies often have an advantage in public relations, as you can tell your own story without relying on middlemen.
However, many companies struggle to develop informative story angles that resonate with consumers. Your goal should be to produce educational and helpful content while also promoting your brand in a positive light.
Here are a few tips to support you develop informative story angles that will resonate with consumers:
Keep it simple
The most successful stories are usually the ones that are the simplest. Consumers are looking for information that is easy to understand and digest. They don’t want to be overwhelmed and bombarded with too much information at once. So, when developing story angles, keep them simple and focus on one key message.
Be relevant
Your story angles should address the needs and pain points of your consumers. Only then will they be interested in reading your content.
Be useful
Your content should offer value and merit to the reader or viewer. Otherwise, they will have no reason to consume it.
Be newsworthy
Your story angles need to be timely and relevant to what’s happening in the world. This will make them more likely to be picked up by the media and generate coverage for your brand.
Be shareable
Your content should be visually appealing. It will make it more likely to be seen by a larger audience.
Be evergreen
Your story angles should be evergreen, meaning they will be relevant for a long time. This will make them more likely to be picked up by the media and generate coverage for your brand over time.
Be consistent
You should be consistent with your content. This will assist you in building a following and keep people engaged. Don’t forget to use data to support your story angles. This will make them more credible and trustworthy.
2. Be authentic and Transparent.
Google looks at the article for expert knowledge, comparable products, and quantitative measurements about how a product measures up. So, when DTC brands send samples to journalists, they should incorporate tip sheets that help journalists write factual, authoritative articles that improve their visibility.
As a Direct-to-Consumer (DTC) brand, you may feel the need to protect your turf and keep your coverage focused solely on your products. However, it’s essential to be authentic and transparent with your audience, as they will appreciate a well-rounded review that mentions multiple brands.
Of course, you don’t want to give your competition free publicity. But there are methods to work around this by sharing coverage that includes them in a positive review. This will ultimately build trust and credibility with potential customers.
3. Make sure your website is optimized for SEO.
If you’re selling products directly to consumers, ensuring your website is optimized for search engine optimization (SEO) is vital. This means creating high-quality content that includes the keywords people will likely use when searching for your product.
SEO shouldn’t be an afterthought when developing content but should be in mind from the beginning to create synergies and deliver the best results.
By focusing on SEO and PR, you can ensure that your website gets the traffic it deserves. You can generate more leads and sales by optimizing your site for conversion and using your best-converting pages for PR pitches.
And finally, don’t forget to include your website URL and affiliate links when pitching your stories so you can get more coverage and help the outlet generate revenue.
4. Monitor Coverage and Repurpose
When you do earn media coverage, it’s critical to monitor it and repurpose the content to get even more mileage out of your coverage.
Here are some tips:
Consolidate Media Coverage
Some of your DTC media coverage will be evergreen, and some will intertwine into a holiday or calendar event, thus keeping a running list of all your earned media coverage, including links to the articles. This will be handy when sharing your coverage on social media or your website.
Reproduce
Repurpose your coverage by writing blog posts that mirror the journalist’s point of view on your product. Be sure to link back to the original article. This is a simple way to show that you’re credible and providing value to your readers.
Amplify Reach
Share your coverage on social media, using relevant hashtags and tagging the publication or journalist in your post.
You can extend your reach and impact by tracking and repurposing your earned media coverage.
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5. Leverage of Branded Content Opportunities
Capitalize on two of the most significant points in the PR barrel— reviews and personal recommendations.
By receiving media coverage and amplifying your story through social media, you can introduce yourself to new customers and solidify your presence in the marketplace. But don’t halt your promotion there; double your influence with a personal recommendation from an existing customer along with a trusted and authoritative media source—that is a high-converting junction.
If your current customers are satisfied with your products or services, they will be more than happy to recommend you to others. This word-of-mouth marketing is potent and can help you reach a wider audience.
So take advantage of all the opportunities available to you, and you’ll be sure to see your brand reach new heights.
Takeaways
Keep in mind that media and PR coverage’s essence lies in their impact on steering and influencing behavior— notwithstanding the ever-evolving media sphere.
There’s a great deal of rivalry to convey messages.
Our team of industry experts and marketing strategists develop highly original-in-demand pitches and innovative strategies that secure relationships within mainstream consumer media.
LeadAdvisors shape narratives and perceptions with informative content and powerful storytelling to elevate brand awareness, drive conversations, and achieve exceptional results.
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