Posted: May 21, 2018
Congratulations! You've used PRInABox PR Software and got your story into the press. Now what? Normally after the piece has been published, whether it be online or in a paper, you will have lots of interest but this soon dies out. In fact, research shows that website traffic from media coverage last hours at the most and then the traffic dies down again as other stories come out. So, how do you get more value out of your coverage, and help the interest to be prolonged over days and weeks rather than hours?
Promote the coverage
The first thing you need to do when you secure coverage is to tell people about it. You want to drive traffic to the article for two reasons: one – your business gets the benefit of your customers seeing that you are mentioned in the publication, and two – the publication sees that you are sending traffic to their site making your relationship with them stronger. Directing your customers to the publications website to view the article is a nice way of saying thank you to them, and you can do this by:
• Sharing it on social media. Share it a lot on many different networks over the next month or so. You could share it up to three times per network on the day it is published and then once or twice a week thereafter. You don’t have to write the same post each time, you could thank the writer in one, for example, which may encourage them to re-share your post. Then in another post you could thank the publication itself, again encouraging them to potentially re-share it. Then if anyone else is mentioned in the article, tag them in the next post. And so on. Make sure you use relevant hashtags as well in order to drive more shares as well.
• Look at who else has shared it and share it again while thanking them. This has massive benefits for networking.
• Go to the publications social media account to see if they have shared it. If they have comment on it, share it and retweet it. This all helps to show them that you are paying attention, you are thankful for their coverage and also expands your social media reach as well.
• Mention it in your next e-newsletter. Make sure you make space in your next e-newsletter to mention the article and include a link to the site. Once you have sent your newsletter to your list, then forward a copy to the writer and the publication highlighting the fact that you have told people about the article.
• Link to the article from your website. Have a look at the pages on your site, and perhaps consider writing a post as well, where you can include a natural link the article. Again, once you have linked out to the article, let the publication know so that they are aware that you are going out of your way to send traffic in their direction.
Once an article has been published that mentions your company, you can build on this positive relationship by:
• Sending a handwritten thank you note to the journalist, blogger or editor. You don't want the note to get lost in their inbox, so taking the time to do it by hand is a nice touch.
• Ask your customers to thank them. Reach out to your top customers and supporters and ask them to thank the publication for mentioning you.
• Connect with the writer of the post on LinkedIn so that you can continue to build a relationship with them
• Send the article to other journalists and bloggers via pr distribution software. Show them how well it was received and see if they want to do something similar.
Getting a media mention is a great boost for SEO, and to maximise this you should:
• Check for the link. If the journalist posts the article online and includes a link to your website you have just hit SEO gold. Gaining an external link to your site gives your site authority, and authority increases the likelihood that your website will rank for the things you want it to.
• Add an annotation to Google Analytics. You will probably see a spike in your traffic due to the article being published but in years to come you may forget what caused the spike. So just add an annotation underneath starting with the word 'press' so you know exactly what had such an impact on your traffic.
• Add the logo of the publication to your homepage with 'as seen in' text. This helps build trust with your customers as you are now associated with the credible brand that the publication represents.
• Put an excerpt from the article into your news section. You don't really want to send visitors away from your website, so the best way to do this is to summarise the article in your news section, giving people all the information they really need to know. You can include a link to the original article at the end, but hopefully people will have got what they need to know from your summary and won't click through to the other website.
• Add the best quote from the article to your marketing collateral to promote trust and credibility.
If you want to create a real buzz about your business and get published online then you need to use one of the leading pr software tools – PRInABox. Contact our experienced team today on 0208 720 6914 or send us an email to firstname.lastname@example.org