August 29, 2016
As a startup founder, a lack of funding can put a damper on your business. For example, if you don’t have the capital to cover marketing and advertising costs, you’re going to have a lot of trouble reaching your customer base. When this happens, most business owners turn to PR. But without a stable strategy that guarantees results, you’re going to be up a creek without a paddle.
Creating a strategy and establishing realistic goals is the key making it working for you. Yes, effective PR efforts can lead to new clients and a great reputation in the long run. But seeing success in the short term is going to take patience and diligence.
Take a look at these three steps that will help you to promote your startup and gain advantage over your competition.
Know Your Story
Before even thinking about doing PR, make sure you finished working on your brand identity. You need to know your values, your business goals, your reasons for starting a company, what you want to offer, what makes you different, and what you can do that your competitors cannot. If you identified a gap in the market or a problem that can be solved with your product or service, make sure to include your solution and how you’d reach it in your brand’s story.
Once you know how to talk about all the issues mentioned above, build your visual identity and keep in mind that building a strong identity from the very beginning will make the difference between you and your competitors.
Tell Your Story
The secret to getting media coverage is to have a story to tell. Is your brand’s story good enough to make the news? All stories are great stories when they are written and told well. Make sure you collaborate with a good writer that will be able to catch the essence of your brand in a catchy way that also stays true to your values and goals.
Social media is a place where brands who use storytelling are loved and supported by users. Treating your potential clients like humans, rather than walking wallets, is something so many companies forget to do. Sure, you want to make profit, but if you really want to be successful you have to make your clients feel special, give them stories they will relate to and they will share them with their friends.
Quality Over Quantity
When it comes to PR, a common misconception is that the more exposure you have, the better the outcome. Having a strong community is ideal, but a strong community is not measured in numbers only. For example, having 2000 Facebook fans that engage in conversations with you, are interested in your products, share your stories and are loyal to your company is better than having 20.000 that have no interest whatsoever.
Same things go for media coverage. Being featured in one publication read by your target audience is better than being featured in 10 media outlets that are never read by your potential clients.
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