The marketing value of great media coverage is evident. Getting your message published in a targeted industry publication or business press outlet your customers and prospects read regularly is high impact, low cost and brings much more credibility to your brand name than if you were to put the same message on your own channels. Consumers have gotten much more skeptical about the claims brands make, and third party validation by recognized and respected media outlets has become a staple for building brand reputation and trust, especially in a digitally-driven world where anyone with a connected device can publish content.
But media coverage does a whole lot more than validate your brand: it can drive your bottom-line.
The path to more sales: media drives results
Your sales team can call up folks on the phone all day long in hopes of conversion, but this is just one of the touchpoints you have with your buyers. With the marketing mix becoming much more integrated, driving people to buy is rooted in using all the tools at your disposal (social media, press coverage, paid advertising, email marketing, speaking and events) to get your message out there and convince your audience to partner with you over the competition — and solid press is a great starting point.
Media coverage is a proven tool for engaging prospects at all stages of the buying journey and leading them through the sales cycle. Through securing media coverage:
Of course, media is just the tip of the iceberg when it comes to the ways marketing can drive value for your business. Amplify your impact with these tips.