Necessity is the mother of invention, so the old saying goes. This is why so many bootstrapping startups do so well. Being careful with the pennies means you find innovations, do things differently to the big boys and challenge the status quo. And that makes for a great story.
Getting media exposure for your business doesn’t have to be expensive. You don’t have to hire an agency. You don’t need to do a big stunt. Startups are in the perfect position to benefit from the visibility and credibility that targeted PR coverage can give, they just need to be a little bit clever about it.
Know your audience
Being 100% clear on who you’re talking to is the first step to be taken, before doing any kind of marketing outreach. If you know who your audience is, you can talk to them in a language they understand. And in publications they’ll actually read. Talking to mums with children under three is going to need very different medium and messages to talking to senior level IT professionals. The more you know about your audience, the better you can relate to them.
Getting top media exposure is a mindset. Stop thinking about your marketing as a way to make yourself more attractive to your target market. Start thinking of ways you can help your target market. Make it about them, not you. For mums of young children come up with 50 ways to entertain the children for under £5. For senior IT pros it might be an in depth guide to improving security in the cloud.
This has two strands: news isn’t new when it’s old. Sounds obvious, but when a big story breaks, it’s often dead by lunchtime the next day. So talking about something that happened two days ago is pointless. The second strand of this is making sure your content is current. Why should your audience care about it today. Our entertainment content would be released as the schools break up for summer. Our cloud security guide would be release right after there was a security issue announced at a big company.
The human element
Whether you’re B2B or B2C – we’re all people. Make people the centre of your story, and it will be a much better story than 90% of what is being pitched to journalists. You’ll very quickly get to the top of the pile with this tip.
Noticed something about newspapers? The bigger stories nearly always have pictures with them. Add a visual element to your story and you’re likely to get more column inches.
As a startup you don’t need to hire an agency to do this for you. The best person to communicate your message to your audience… Is you. Get clear on your audience, get clear on the value you can bring them, and tell your story to the world.