Regardless of the industry you’re in, the core purpose of any business is to sell – whether you’re selling products, services, or experiences. More sales equals bigger profits, which translates to bigger and better opportunities. So, to cut a long story short, increasing sales is the bottom line for any business or organisation, no matter how big or small.
It sounds easy enough, but a lot of markets are heavily saturated, and so the competition to win customers is tougher than ever before. Unfortunately, there’s isn’t a magic formula you can apply that’s going to automatically result in more customers or clients, and a lot of business owners will probably agree that often it’s a case of trial and error, but there are a few key marketing strategies to consider that can certainly help.
And great PR is one of them.
This works in two ways. Sometimes, if we land a great media feature, our clients will see a short-term burst in sales from people who have likely seen, read or heard the feature and are reacting to it. But successful PR strategies will more often affect sales more indirectly through increasing brand awareness and credibility.
You could be running the most exciting business with the best products, but unless consumers know who you are and where to find you, it doesn’t really matter. That’s where PR comes in. By keeping the press informed about your brand, services, and products, and generating outstanding exposure opportunities, PR people can help raise your company’s authority, build relationships with key audiences, and ultimately boost sales.
And that’s just the tip of the iceberg. Here are four more ways great PR can help to boost sales:
1. Draw attention
Stunts are a perfect example of a PR strategy that’s sole purpose is to attract the public’s attention and make an impact on passive consumers. Stunts seek publicity by staging newsworthy events that attract media coverage which is then seen and read by thousands of people. Successful stunts put companies on people’s radars and raise their reputation, making it more likely for people to spend their money with that brand.
2. Enhance credibility
Having your brand’s name, products or messages communicated to target audiences through established and respectable media titles can do wonders for boosting an organisation’s credibility. These titles are always having to filter through the riffraff and non-stories so when your stories and messages are chosen to be communicated, everyone will know that you’re the crème de la crème. As your target audience begins to hear more good things about your brand, the more likely they are to become loyal customers or clients.
3. Increase website traffic and SEO
As your brand is mentioned online more frequently and across a wide variety of websites, the more likely people are to find and visit your site. This also means that as high authority sites link back to your website, your SEO ranking will improve. This has another knock-on effect; as your SEO ranking improves, the number of leads and ultimately sales are likely to increase too.
4. Create authority
PR creates content that speaks to key benefits of a product or service and establishes businesses and brands as leaders in their field. But you have to remember that PR isn’t advertising – it’s not PR people’s jobs to scream and shout about why your brand is better than your competitors, but rather to create and communicate content that lets customers arrive at that conclusion themselves. So, by writing and pitching a story or feature idea that’s related to your product or industry, without outright pitching your product or service offering directly, readers will begin to understand that you know your stuff and have the authority to speak on a huge variety of topics relating to your trade. This, in turn, builds trust, and consumers are more likely to turn to your business over competitors.