Your company has been featured in a great article in a prominent magazine, or you’ve been interviewed on TV. Congratulations! Thousands and maybe millions of people will see or hear about you, and your products and services.
Many times, however, companies don’t use media coverage for marketing purposes. They don’t post the president’s TV interview on their website, email an article about their new product to their customer list, or feature the radio spots within presentations.
This is a huge missed opportunity because using media pieces after they have been originally issued can extend their influence far beyond their initial exposure.
Nothing lights up people’s eyes like seeing that you or your organization was featured in the media. It creates instant credibility and presents you as an authority within your industry. Few things make people sit up more than the media’s spotlight. Use it for your benefit to the max.
Here are some do’s and don’ts for using media coverage for marketing purpose after its initial release.
1. Put the news item on the front page of your website
It doesn’t have to be posted right in the middle of your homepage although if it’s a great video, for example, why not? The main thing is for people to notice it when they come to your website. Don’t bury it on pages further in.
Video is very influential in particular as few people can resist clicking the play button on a video. They also greatly improve your search engine optimization and encourage visitors to go deeper into your site.
2. Contact the media outlet for a copy
Most of the time, the reporter, editor or producer of media piece can give it to you for free if you ask nicely. Some outlets charge, however, and it can cost $100 or more. You just have to contact the outlet to find out.
3. Credit the outlet
Make sure you credit the media organization who issued the piece. Two reasons for this:
- You want people to recognize where the piece came from.
- Media outlets appreciate it, especially if you use their logo as well. It will help maintain a good relationship with them so they’ll consider covering you in the future.
4. Distribute the piece to customers, potential customers, investors, friends, family, etc.
Get the word out as much as possible that you were featured in the media. By emailing it out, people can easily have it for future reference, and send it to others.
5. Share socially
Get your news out on social media tools. Twitter it with a link, feature the video on YouTube, post it on Facebook, LinkedIn etc.
6. Translate items
If you have customers in another country that don’t speak the language of the news piece, get it translated. Include subtitles for video and translate entire articles.
7. Use coverage for sales presentations
You can use print, online, audio and video in presentations or use print copies as leave-behinds on sales calls.
As for don’ts, I only have one.
Don’t keep it a secret. This is not a time to be shy. Tell the world about your media hit. Get prints, video and audio copies. Send it out to friends and business colleagues. Use social media to increase exposure.
You got this coverage. Use it for all it’s worth.