Having a great small business marketing strategy these days requires a number of different elements including email marketing, public relations, social media, paid ads, blogging, and more. However, there are cases when all of those different categories end up overlapping in those efforts, and that’s especially true in terms of social media and public relations.
Relevant Trending Topics
One of the great ways that companies can use social media platforms to their benefit doesn’t actually have anything to do with sharing content but has a lot to do with research.
Social media platforms give companies a direct way to see the messages an industry or a community is sharing around different topics, and companies can utilize the platforms to keep an eye for potentially timely relevant topics in the news cycle.
Including information that relates to those topics or stories can make the company seem a lot more appealing to media outlets, and can benefit the company’s own PR pitch because the business ends up sharing its expertise with the public.
Audience Pain Points
Another great research option for companies on social media is getting an insight into what timely issues can lead to pain points for the target audience of the business.
A great example of this is keeping an eye on consumers during tax season, when most people tend to need help regarding their taxes or returns, or even during back to school season when parents are trying their best to find great deals on different school supplies.
However, companies can use social media platforms to find other not-so-obvious pain points for the target market; pain points which are relevant to the company’s own products or services.
Merging Content, Social, and PR
Most of the time, there’s a significant overlap between content marketing strategies, social media strategies, and public relations strategies for a company.
That’s why companies can benefit from creating timely campaigns where all of the different areas can be merged together.
This way, a company can appear to its consumers to be a lot more cohesive across all platforms and outlets . Additionally, this also gives the company the added benefit of cross-promotion opportunities.
Driving Website Traffic
There are some situations when two different strategies from a company are working together and end up driving more website traffic for the business.
For example, whenever a publication includes links directly to a company’s own product page or even the homepage, the company can then direct its social media audience to check out that press coverage as well as its own product.
In fact, plenty of companies further benefit when they actually create press pages on their websites where consumers can be periodically directed to get updates from the company itself, or where the different positive things that the media outlets are saying about the business are listed.
Finally, as with all other strategies, it’s important to have patience, as no strategy truly gives results overnight. All of these different tips are helpful and benefit every strategy, which is the core of building a strong business foundation and gaining more visibility with the customers.