There are a lot of different ways to get your product or service in front of your target audience, from advertising in print, digital and social media outlets, to media events, collaborations, engaging a well-known spokesperson and more.
You might have heard the term ‘content marketing’ thrown around over the recent years and for good reason. As the industry has evolved, content marketing has been deemed as one of the more successful and cost-effective ways to share what it is that you do with your target audience. Team this up with product seeding to media and influencers, events and social media campaigns and you’re hitting your audience at every angle.
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Content Marketing: media articles are not ads so they rarely included blatant product plugs, however, they do give you the chance to go into a topic that is relevant to your business. This is a great way to discuss how you can help someone without looking like you are selling to them. Consumers don’t just want to be sold to anymore, they want to emotionally connect to brands and products.
Media and influencer seeding: A trial and review is a great piece of coverage to secure as they are often quite branded and are someone’s opinion on your product or service. As we all know, nothing is more powerful than word of mouth, so having a journalist or a person of influencer speak about you to their audience is like word of mouth on a far larger scale as they can reach far more people at one time.
Event: Events don’t have to be big and fancy, but they are a good way of creating noise. If you own a gym in a central area where journalists and influencers can easily access, it is a good idea to set up a media workout class. Invite them all in at the one time, get a good photographer to take pictures of them and get them posting, creating social buzz. Pair this with inviting journalists in to do a trial and review and content marketing and you have a lot of different avenues to tell people about your product at the one time. The benefit of getting a lot of people posting at once is that you are likely to be noticed quicker than if you drip feed the coverage.