If you’ve been quoted in a positive news article about your industry, or your byline was recently published by a trade magazine, congratulations! You’re now a thought leader. This is a designation many aspire to, which is why it’s important you take the care and time to leverage that incredible placement as part of your overall marketing strategy.
The blurred lines between news media and digital channels mean that more and more people, including business leaders, utilize information they find on social media to influence their business purchasing decisions. And, despite the publicized erosion of confidence in the news media, the Cision 2017 State of the Media Report indicates that most audiences view a news story as more reputable and trustworthy than a company’s branded marketing materials.
So, if you have a great story, share it! Here are some ideas for leveraging your earned media hit:
- Post it to your personal and company social channels and link to the publication or media outlet.
- Share it with your internal team—including sales representatives. Encourage them to use the story when meeting with clients or prospects or share on their own channels.
- Put some money behind a social post to receive more click-throughs. Facebook ads allow you to target your demographic so your content is seen by those most interested in your industry.
- Publish a post on your LinkedIn page. The publishing platform is very user friendly. Spend a little time writing a post about your expertise and mention the publication that originally included you or your company. This is a good way to get more detailed than perhaps what was in the article. And, once you publish it on LinkedIn you’ll see how many people view, share or engage with your post.
- Mention the story in your customer newsletter and in communications to Board members and other stakeholders.
Just like you would with your marketing efforts, have a plan in place to track the post metrics, such as likes, shares and engagement. Google Analytics, social platform dashboards and even paid services such as Trendkite make it simple to pull it all together so you can easily see the impact one great story can have on your company.
Remember, don’t toss that great media hit aside. Amplify it!