If you’re a smart marketer, you should be thinking about spreading your message in much the same way that manufacturers think about distributing their products to their eventual end users – in terms of logistics, that is. Certain pathways and methods are likely to work better than others depending on the nature of your company’s objective. Knowing which ones fit your needs best can have a major impact on the kind of attention your company receives and the changes you could see on your bottom line.
So, let’s imagine that you’ve got some exciting news to share; maybe your company is expanding to a new location or has patented an innovative new technology. Whatever the reason, there are some key points to identify before you begin your plans. You should be asking what audiences are most likely to take an interest in your message and what kinds of audiences are most likely to bring your company some form of return? The two are rarely the same, but your message can be molded to fit any and all potential viewers. It’s up to you to find creative avenues that reach your targeted destination.
1. Plot Your Route
Just like a road trip, there are a lot of different forms of transportation your announcement can take to reach its intended destination. To find the options that best match your goal, you need to consider where you want to reach your viewers.
Do you want decision-makers to learn about a new product of yours while they’re at work in their offices? Then you might want to consider a business-to-business advertising campaign or a well-designed email that reaches their professional inboxes.
Do you want the general public to learn about your new location’s grand opening? Then perhaps social media posts, a press release to local media, or radio and television advertising would be the most effective ways to reach them.
There are a great many mediums at your disposal. The right one will depend on your goals, budget, and location where you want to reach your viewers.
2. Adjust Your Approach
It’s important to consider what types of things your target demographic wants to see and then formulate a strategy to reach them in the appropriate ways. Generally, most viewers will want to learn about things that would have an impact on their lives or businesses, so you’ll have to tailor your approach to fit that perspective.
As an example, let’s say your company has designed a new technology that could keep workers safer on industrial projects. You would want to express to industrial facility owners and contractors that your technology can help them profit by reducing accidents and lost-time incidents. By appealing to what your audience wants and aligning your goals with theirs, you’ll achieve much better results than you would if you sent out a blanket press release to the general local media outlets that may or may not get picked up.
3. Pre-Flight Checks
Ensure that your announcements are properly and proficiently drafted for the outlets you intend to have them published. There’s really no excuse for poorly-written materials, and frankly, they’re likely to make your company look bad. Also, most media outlets don’t have the time to rewrite them for you.
Marketing professionals know this already (or they should, at least). But many business owners who find themselves doing their own marketing likely have their expertise geared toward their specific business models. And it makes sense – writing and designing aren’t necessarily a contractor’s regular work duties, for example. Therefore, in situations like these it’s critical to have your materials composed by an individual or organization that will keep your company looking its best.
4. Flag Them Down
If you want your audience to pay attention, you’ve got to have something in your headlines and intro sentences that captures that attention. Generic headlines are likely to induce yawns and wind up on the cutting room floor.
Some people achieve this by making teaser openings to entice the reader to continue on further, or in the case of the internet, people tend to use what’s called “click bait” tactics. This refers to a headline or main image that’s intended to entice the viewer to click the item. In any case, the principals at play here are similar regardless of medium. You goal should be to pique interest enough so that the reader wants to learn more about your announcement.
5. Remember to Send a Postcard
Lastly, one of the most vital things you can do to make sure your company’s announcements are getting noticed is to keep in contact with people you’ve reached out to in the days following its release. If you’re corresponding with members of the media, make an effort to build a rapport with them and learn more about the kinds of things their audiences find interesting. You’ll also come to know their preferred formatting arraignments and proper channels for submitting your announcements and topic ideas. It would also be a good idea to offer to provide some of your industry perspectives as a guest contributor in one of their publications, which helps solidify your company’s position as a leader throughout their distribution territories.
Similarly, following up with your own target audience members directly is a great way to begin building relationships with prospective clients. The more you know about them and the kinds of things they like to see, the more you can adjust your approach in the future. Use your announcement as an ice-breaker to find out about ways that your two companies can work together and prosper.
Your Own Roadmap
While it may feel at first like you’re heading down an uncharted path, remember that delivering your message to the right audience is rather similar to delivering anything else. You just need to determine the most efficient course of action to reach your desired outcome. By making sure your materials are well put together, gain the reader’s attention, and reach the right people, your marketing is sure to bring about a major return.
