The value of scaling your business — whether it’s small or large — is undeniable. Increasing your business’s efficiency in as many ways as possible is what really allows your company to achieve that growth and sustainability that is so desirable. With the right PR approach, you can achieve similar results as a traditional ad campaign while still reaching your business goals.
Here are five ways that publicity can expand your business’s revenue while also requiring fewer resources, allowing your business to scale.
1. It can help reach new markets.
You can make your business successful on your own, but the power of public relations can help you expand into other countries as well.
Going global is a common company goal for many entrepreneurs and CEOs as there is always the potential for a business to succeed in a country that has a similar market or culture to the one you’re coming from. While it may seem difficult to nail down one country you’d like to start in, it’s important that if you are at square one for international expansion, you take the time to make sure your goals are focused. It’s better to start with a PR strategy that is tailored to one country from the start as this will be the foundation for future efforts.
Raising awareness through media coverage in a new country can help you boost leads and sales and ultimately allow you to expand into an area that has a proven market for your business without too much initial outlay. Choosing that one country can seem a little daunting at first, but rest assured an easy way to figure out where to start is to figure out the path of least resistance.
2. It can boost more traffic to your site.
PR done right can lead to a boost in online traffic to your website. And while that may not seem like a sustainable way to scale your business, on the contrary, with the emphasis on online media nowadays, sustained increased site visits is actually a very good sign that you should scale your business.
Each site visitor is a potential customer, and the more visitors you have in a month, the likelier it is that you will generate more sales. Even still, people visiting may not need your product but might refer someone else to your brand if they see that what you’re providing is quality.
3. It can be amazing for SEO.
Everyone wants to be at the top page of Google for searches that aren’t specifically about their company but that are in reference to their product or service. Here’s where PR can come in.
When done right and done consistently, your various stories can go toward increasing your SEO if you are organically mentioned on various online news sites. But be careful — the biggest pitfall I see many people running into is trying to write for the search engine first and the person second. Don’t try to play the system; instead, write and present a message that will resonate with your potential customers. Publicity works best when it comes from a place of honesty and excitement.
4. It can give you credibility.
Typically, the more your voice is heard, the more credibility it has and the more others will listen and take action. It’s a simple concept of PR that really reflects the main impact of doing publicity.
By contributing a story or an article to a potential customer’s favorite news platform, you can both directly appeal to them as a customer and also form a relationship with them. This allows you to be honest with an audience, exhibit consistency in your writing, promote your accomplishments, show off your expertise and demonstrate integrity to each and every reader. I believe it’s true that the more work you invest in public relations, the more people begin to see not only your business or product as credible but you as a spokesperson for the business as credible.
5. It’s often a fraction of the cost of advertising.
Scaling your business can already be expensive, so a giant advertising budget isn’t always something that should be considered, as it might hinder your business in the short- and long-term. PR, on the other hand, is a much cheaper alternative — it can even be a free tool to use. There are several different ways to consider how to fiscally balance your PR plan, but the key is to know what you want the size and impact of the effort to be.
If you are looking for a larger-scale approach, then it might be best to hire a PR agency for a longer-term contract in order to make sure content is constantly being published that will help contribute to your business’s growth over a period of time. Otherwise, if you are looking for a smaller approach, many PR firms will work on one-story contracts so you can get a story out there to help generate sales and leads. You could also take up that responsibility within the company and submit your own story to publications if you have the time and the media contacts.
PR requires the right approach and the right time, but when it works, it really can help your business achieve incredible results. Scaling your business is no easy feat, and it will require a lot more than just a single go at publicity. But with an understanding of these five ways public relations can help your business scale, you’ll be able to know exactly how to use PR in the future.