social media campaign

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.

See also  Crisis Communication Plan Components
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.