Strategic PR

Even if you’ve been an advocate of online PR for a while now and it’s worked for your business in a general sense, you might still like to refine your online offering to attract a target market that’s spot on. Here are a few strategies that could help you do just that.

Search engine optimisation (SEO) might be what was recommended to you at the outset of your online PR campaign, to get web browsers noticing your brand when it was new. Now that you’ve been around a while and have risen to the top couple of pages on Google or Yahoo through keyword cleverness, own a genuinely good product or service, and have disseminated countless press releases and published a whack of blog posts, what other online strategies can you follow to elevate the status of your brand?

Build campaign buzz

A recent article on Forbes.com mentions the difference between PR success and real business success. To capitalise on positive feedback, sign up for http://hellopeter.com and thank satisfied customers for their reviews; respond to social media queries and favourite any compliments; consider offering specials or discounts to those who engage; and give generously of your time and resources to a chosen charity – this will build goodwill when you later share the photos. Most of all, invest in the continual improvement of your product or service, because satisfied customers are without a doubt your best online friends.

Plan for the hard times

Ask yourself who your spokesperson would be in a time of crisis? Has this person earned a level of clout and respect in their industry through media exposure as a thought leader? Should your industry or business be linked to corruption or scandal, having that known, high-profile person speak out against the issue can work wonders to reignite confidence in your customers, especially when the principles of how you aim to continue – your mission and vision – are highlighted by him or her. In times of crisis, ignoring the negative may well be the wrong point of call for the information-hungry browser.

Have the dialogue

According to Dutch company Berenschot, in a survey of online engagement, companies should prioritise listening to their customers and taking the time to share important info with them. An online survey of customer thoughts about your product or service can provide valuable input that few companies can afford to ignore. If, for example, you’re running a technology service provider and a particular product is constantly needing a reboot, addressing customer concerns and explaining how to help (i.e. be sure to charge the device fully at night, or load your updates on a regular basis), as these crop up on your website or social media profiles, can go a long way towards instilling a sense of authenticity in what you do.

Written by Vanessa Rogers

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Strategic PR

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