Embrace digital media but don’t ignore print when promoting your business advises Linda Donaldson, director at Bath-based Geometry PR, in the latest of Bath Business News’ weekly Expert Panel series.
While a meaningful communication campaign requires a targeted message at a correctly-targeted audience, it also requires communicating through the right channel. Campaigns maybe aimed at a range of press such as specialist business or consumer magazines, newspapers, TV, radio, online or it may take the form of a direct mail campaign, a series of seminars and pres
entations. There are any number of routes and mechanisms available for you to reach your target customer; the trick is to establish the most effective ones for your business or particular campaign.
Lots of businesses are now embracing social media, often because it is viewed as a “free” way to market their business rather than the most effective approach, and are happily tweeting, posting on Facebook and blogging. Many others are struggling to see the advantages. Let me take you back 10 years when not every business had a website. It may seem laughable now but we spent many hours convincing business owners why an online presence was an essential marketing tool for their business. Unsurprisingly, a similar pattern often occurs when we suggest introducing social media aspects into what has been a traditionally-based PR approach.
Social media tools can quickly help to create a personality for your business and your brand. As communities interact more and more online, creating a reputation and a fan base for any type of business can be successfully achieved. But nothing in life is free and managing a social media campaign can and does take a lot of time to do it well.
But while digital media is a great way to market your business, so too is the traditional press. Not everyone gathers information in the same way so to ensure you capture the audiences you desire you should consider a range of media targets. Our own communication campaign utilises print, digital and specialist routes to market. They are all measurable and from our analysis, we know which ones are the most valuable for our business development.
Social media is certainly of the moment. Done well it can be a good way to help you differentiate your brand and importantly it can help you engage, attract and ultimately sell to more customers. However, traditional media is equally as relevant. Not convinced? Then consider how newspapers have evolved. Every national and most regional newspapers have a complementary website that publishes news from the paper version as well as offering a range of additional stories and services. For weekly papers these sites are a great way to continue to broadcast the daily news between print versions as well as engaging with new readers who may never buy the printed copy. The same is also true for broadcast media operating 24/7 news services.
Journalists are also gathering commentary by using social media – look at #journorequest to see the extent of this. Communication knows no boundaries so don’t restrict your campaign to one form of media, embrace all forms and you will maximise the return on your investment.
