10 Things I Know About ... Marketing strategies
Matt LaBarre
10) Develop a plan.
Every business and nonprofit organization needs a 12-month, 6-month and 3-month public relations and promotion plan as part of a strategic marketing plan. Evaluate results and update every three months.
9) Identify primary audiences.
Who do you want to notice your business? Identify your “publics,” from potential customers to your employees, donors, members and volunteers.
8) Go to where your audience is.
Recognize that some of us lean toward “traditional” media outlets, while others read industry-specific publication and still others are social media-oriented.
7) Customize your messages.
Announcing a new product utilized only by the construction industry may interest industry-focused publications, while announcing an employee-driven United Way campaign would be appropriate for community media.
6) Get to know the media.
Ask about the ways different media outlets would like information submitted, time lines that are most convenient for the outlet, who to submit the information to — and what each reporter or media outlet finds most appealing.
5) Use social media selectively.
If most of your news and features are “targeted” to industry leaders and potential business customers, promote on such sites as LinkedIn or Twitter. Facebook, Instagram, and other sites can be useful for consumer- or community-driven news.
4) Push people to the Web.
Place information on your website if you have one, but remember that people usually visit websites only when prompted to. Use blogs, social media posts and news releases.
3) A picture is worth …
Be aware of opportunities to take compelling photos that add to your information and branding efforts.
2) Promote events in advance.
You'll be helping media outlets by providing them with lead time, giving enough notice to potential participants.
1) Be engaging and concise.
Make key points right away, and direct those interested in more information to your website or an email address.
Matt LaBarre is president of LaBarre Communications in Worcester. Contact him at Mattlabarre53@gmail.com.
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