When a business is just starting out or trying to gain traction in a crowded digital marketplace, building brand trust and authority can be a time-consuming and frustrating process. The internet presents entrepreneurs and businesses with a multitude of opportunities but tapping into the right channels can create additional stress and worry. According to Sowa Marketing Agency founder Aidan Sowa, the path to becoming a trusted brand may be easier than you think. Here are some tips he provided. 1. Establish relationships with journalists It may seem obvious, but people often overlook the importance of building relationships. Don't send a generic message addressed to the news outlet when contacting a reporter. Establishing a relationship will increase your chances of getting your content published. 2. Make the most of social media We have so many opportunities thanks to social media. Our content can be posted and engaged with in real-time. You can post in minutes if a crisis occurs. With instant communication to your clients, they are able to respond quickly and easily. 3. Make a good news release A great news release is one of the most important things you should know as a PR professional. Act as if you are in the final stages of editing when writing one. Is your lead compelling enough to capture the reader's attention? Did you follow the AP style guidelines? Were you able to provide supporting details in a concise manner? It is easy to follow the instructions, but they are sometimes overlooked. Adapt the news release to the audience of the news outlet. 4. Testimonials are useful Positive reviews can be incorporated into your social media and website with testimonials. An endorsement from a previous customer is the best way to demonstrate your expertise. 5. Make sure your goals are measurable and attainable It's important to see the big picture, but how do you get there? Having specific, measurable goals will help bring everything together. In order to achieve your goal, what are the individual tasks you will complete? 6. Know your target audience Can you tell me who you are trying to reach? What is the best way to get in touch with them? Does it involve social media? If so, which app would be most effective? When running a campaign, knowing who you're trying to reach can save you time and money. 7. Make good use of data Use data when working with an established brand. Analyzing past data is the best way to predict the future. How has it been used in the past? How did it go? How many people engaged with it, and did it result in any new sales? Data is the primary research you didn't know you had. Don't do something that failed in the past again. Use it again if it worked. 8. Brand positioning Think about how your company differs from your competitors when creating content for your client or the media. How does your brand stand out from the rest? How can your company make a difference? Knowing this allows you to position yourself in the market to meet the specific needs of the consumer. Embrace your differences instead of changing your brand to match others. 9. Make use of free tools and software. Today, PR is made easier by all the free resources available. Using websites and software, you can improve your grammar, design social media posts, and increase your company's visibility. 10. Communicate with your audience There is one thing that most successful companies have in common: engagement. Customers want a response when they engage with a company. They want to know that they were heard whether it's through an email or a comment on Instagram. These are Aidan’s top ten PR tips to help you nail your next campaign.
