Building your brand through media outreach is one of the best ways to get it done. Looking around the internet, many of the articles you read have come out of the media outreach process. Publications and bloggers write a lot of their content every day. However, equally, several content pieces are pitched to these publications by outside sources and accepted for publishing.
Therefore, media outreach is the process of pitching a story to a publication or blog to secure a placement for it in these widely-read web destinations. For startups, this is a critical aspect of building your brand name, sales, and reputation.
When you launch a startup it is highly likely that no one knows about it. To get people to know about it, you have to start reaching out. Many founders and their teams begin to reach out to potential customers.
However, the process of reaching out to potential leads can only work during the beta when you are looking to land your first 5 customers and get initial feedback. Once you officially launch the product, it is not possible to scale using this strategy. This is where media outreach comes in.
Why Your Startup Needs Media Outreach and PR
Startups realize very quickly after launch that they need to build their brands, credibility, SEO, customer numbers, and revenues over and over again. Several founders will usually take a very disjointed process trying to build each of these things at a time using different methods.
In the understanding that startups do not have a huge team to spread out trying to achieve all these things using various strategies, here is how media outreach can help you win at all of it without breaking the bank or stressing your small team out:
1. Brand awareness
Media outreach involves pitching and successfully placing an article in a popular blog or publication. Due to the popularity of the publication that publishes your story, you gain a lot of publicity. The more the readers the higher your reach.
A powerful story or piece of content when published where your target audience spends its most time can have unwavering benefits. It can be shared across social media, emails, and other popular networks. There GIF craze can also catch on quite fast if your story goes viral.
The end game is that a story with your company’s name and link on it will be out there getting shared across the web. As more people interact with it, they get to know about your startup too.
Growing a startup is a numbers game. You want to reach the most people within your target niche in a short duration. To scale your outreach efforts, reaching out to one potential lead after another is not the way to do it.
The industry average of such a strategy is that out of all the people you reach out to, only 10% will open your email. Additionally, only about 4% will take the time to reply to it. Even more depressing is that less than 1% will successfully convert.
This means that to get 10 users, you may need to send hundreds of emails. Media outreach tips the scales in comparison.
Once your story lands in the right target publication or blog, users come to you in the tens or hundreds of numbers. It turns things in your favour such that you are not going out there to cold email potential leads. Instead, your potential leads come to you. It is the right place to be as a founder without a huge budget and time to spend on a manual cold calling process.
When potential leads come to you having referred from popular sites, they ask questions, request for free trials, ask to see a demo, etc. It is sweet when they are coming to you with these questions because all you need to worry about is setting up a great sales and customer support system. Therefore, the scale and numbers at which your startup grows with media outreach cannot only be rivalled by oil-money-advertising; money that you most likely don’t have.
For startups and large companies, customer confidence is key. This only comes from a point of trust. For large and established companies, they have this in plenty. Startups have not built trust, have zero customer confidence, and therefore barely any credibility.
When launching a new startup, you have to know that you will be attempting to win customers who already use alternative solutions. Due to the trust that customers have with their selected choices of brands, it becomes very difficult to convince customers to leave the products they have been using for years and join yours. It is at this point where media outreach and placement helps.
Getting published in popular industry blogs and media ensures that transparency is achieved. While most media placements are not endorsements, the fact that a trusted publication or blog has accepted to publish your story is a big statement.
Readers of these outlets trust journalists and bloggers. If they see a story published in their preferred outlets about your startup, they are bound to take you seriously.
In other words, it is an indirect endorsement that builds people’s trust in your brand, puts your name in trusted media publications, and eventually results in leads that want to try out your product.
A recent study by Forbes found that 33% of millennials depend on blogs for purchase recommendations. Additionally, the same study also found that 43% of millennials consider the authenticity of a media company before consuming news from the publication.
Consumers trust these publications and blogs because of the authenticity that is reflected. Through media outreach and PR, you can align your startup with trusted target publications that will portray the transparency of your brand to the right target audiences.
4. Search Engine Optimization
When you first launch your startup, your domain name has no authority. As per Google’s policies, domain names gain authority when they get links from relevant external sources. For your startup to gain domain authority and improve the chances of getting organic traffic from search engines you need to start building links from credible and trusted sources.
Through media outreach, you will get high-quality links from trusted publications and widely read blogs. Consequently, your domain authority will start to grow. Within a few weeks of getting published in many outlets, you will have a domain authority that commands several organic visitors from search engines like Google, Yahoo, Bing, etc.
Ideally, media outreach then not only refers potential leads from trusted outlets but is also the avenue via which you will get search engine referrals in plenty.
5. Ripple Effect
Interesting stories can create amazing returns. Usually, media outlets will compete on stories. However, for potentially viral stories the ripple effect can be huge. Even though the story is initially pitched to one popular publication, the ripple effect is that several other related publications and blogs will likely publish about the story as well.
The result is thousands of leads referred to your site, hundreds of links gained to build your SEO, trust gained across readers from tens of publications, and your brand in the eyes of the right audience.
These are the benefits that come out of media outreach and PR for your startup. Nonetheless, there are ground rules if you need to do this correctly:
a). You should put together a list of trusted target publications and blogs in your niche – This is where your potential customers hang out.
b). After that, find the right journalists and bloggers that will fall in tune with your story – These are usually journalists that are highly trusted by your readers in that niche. Pressfarm maintains a trusted platform where you can easily search and find journalists across various industries to pitch your story to.
c). Have a newsworthy story, product, launch, data or news item – Your story angle has to be something worth telling. You can consider many story angles and find something worth pitching in your media outreach.
d). Start sending out your email pitches. Here are email pitch templates you might want to check out. Do reasonable follow-ups one or two days later. If nothing comes back, set your sights on the ones that do or reach out to more.
Alternatively, Pressfarm can take all this work from your desk. As a startup, you want to focus on improving your product and getting feedback from the customers you already have. Let Pressfarm handle media outreach for you and earn placement in media outlets and blogs in your industry.