How to use public relations to support every stage of the sales funnel
Most people initially think of public relations as a technique for generating awareness for their products or services.
This is absolutely true, but if this the only way that you’re using your public relations effort, you’re missing a trick in squeezing every ounce of value from your marketing budget.
In considered purchases people move through a process of decision-making. At each stage, you have an opportunity to influence whether they continue through to purchase from you, or choose to look elsewhere.
Using Kotler’s model of rational decision-making, here are some ideas for using PR at every stage in the process.
Generating awareness: In addition to getting the word out through press coverage, you can also:
- Add key phrases to your press releases that people are likely to use as search phrases.
- Post links to your news coverage on your LinkedIn status, Twitter feed, etc.
- Add comments against online news stories that your audience is likely to read.
Generating interest: This is about getting people to take the next step of not only knowing who you are, but of being interested in what you have to say:
- Use decent coverage as an insert for direct mail or email (NB You’ll need permission).
- Use snippets of coverage you achieve in your promotional materials.
- Post a response to a news item as a Blog, You-Tube video, etc.
Standing up to evaluation: When people are evaluating your products or services against the competition, you can:
- Point them to positive news coverage.
- Use a news story as the basis for a live Q&A or webinar.
Supporting the trial process: When someone is assessing your products and services in detail, you can:
- Add PR quotes in your proposal documents to substantiate your claims.
- Use press coverage as an excuse to drop someone a line when they’re trialling.
Encouraging adoption: At the point where people part with significant money, public relations can:
- Create a feel-good factor amongst the wider decision-makers reducing chances of them saying no.
Generating re-purchase and loyalty: If they’ve bought once, you can:
- Drop them a line with positive coverage on what they’ve bought for that all-important post-purchase reassurance.
- Keep them up-to-date on new offerings by sending them links to press coverage – often more compelling than blatant sales material.
With a bit of thought, you can make more of your PR coverage. This is particularly true if you have a social media set-up in place that allows you to make intelligent re-use of the coverage you’ve worked hard to secure.
By Bryony Thomas | Chief Clear Thinker | Clear Thought Consulting Ltd | @bryonythomas | www.clear-thought.co.uk
This blog originally appeared as a guest post for Emily Cagle Communications Ltd.
If this article is of interest to you, you may also like to view:
- Case Study: Appointment of a PR Supplier
- Blog: Capitalising on marketing moments
- 10 Minute Tips: How does Public Relations support the sales funnel?
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
Published on 28 April 2010
