So you don’t have a major advertising budget to get in front of customers? No problem! Media coverage is the gold standard for visibility AND credibility, and the best thing is, you can get it for zero dollars. Like, nada.
In fact, the highest quality publicity is always free.
You may already know that getting featured in your favorite magazine, podcast, or popular blog can result in tremendous growth for your business. When you land a press mention, it’s a not-so-subtle nod that you’ve been chosen by a tastemaker, recognized as an expert or high-end resource. And when a customer is looking to buy, something as small as an “As Seen In” bar on your website can be the impetus for choosing your services over your competitor’s.
Good news: there are many ways you can get noticed and featured in the media, and you can get started today.
You’re probably already working with clients, vendors, and colleagues, so you have a wealth of knowledge you can share. Start thinking of article concepts that showcase your expertise and position you as a helpful resource in the industry.
Think of how-tos, roundups, and twists on current trends related to your work. Just about any outlet you’re thinking about pitching to runs these kinds of stories, and they usually appreciate suggestions for interesting and new content.
When you dive deeper into what’s already on your customers’ minds, you’ve found a great way to get your brand in front of clients and show off your creativity.
Writers and editors are incredibly busy, just like you. When you offer a creative take on a popular seasonal theme, you help take some of the stress off that reporter’s plate. For instance, think of the poor writer who has to come up with a new take on Thanksgiving side dishes every. single. Year. If you can slip into their inbox with an innovative new take on holiday cooking, you may become that writer’s very best new friend.
And when you can include a link—never an attachment—to photos that showcase examples of your work that fit into the piece they’re writing, you make the writer’s job so much easier (making your feature more likely to get published), and you still get your work in front of potential clients. You get the chance to shape trends, and you become a valuable resource to audiences looking for ideas or guidance.
In the end, you’re driving new traffic to your site, increasing your credibility, and building trust in the future client’s mind.
Finally, don’t let self-doubt hold you back from reaching to get featured in the media. Remember that you can’t help clients if they don’t know you’re there!
Know you’ll want this down the road? Pin it to win it.