6 PR Tips to Help Grow Your CE Business
What is PR? According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” More simply, PR helps build the reputation of a company through media – whether print, online, TV, radio, etc.
But how can it work for your company? When used properly, effective PR strategies can increase brand awareness, strengthen customer relationships, and help generate new sales leads – without a monthly ad spend.
Check out 6 ways you can use PR to grow your CE business:
- Brand Story
A brand story is the narrative of what you do and who you are as a company. It differentiates you from your competitors, explaining why potential customers should hire you for their projects. How do you create it? Figure out what makes you unique – your team, your expertise, special techniques, experience in the industry. When describing your business, stick with certain keywords, wording, and images to help new customers understand who you are and what you offer.
- Media relations
Develop a relationship with local journalists and those who cover home technology products and installations, or companies like yours. When you have news or something interesting to share, pitch it to them. Crafting a pitch that journalists will read and turn into a story takes time and practice; start by researching what they cover and what they’ve recently written. When reaching out, be brief and intriguing — give them the meat of a story right away. While working with them and developing the relationship, be considerate of their time, and offer to be a resource for future assignments.
- Social Media
Social media can seem overwhelming, but it’s a powerful tool for engaging with your community, growing your customer base, building brand loyalty, and driving qualified sales leads to your funnel. Platforms including Facebook, Twitter, LinkedIn and Houzz give you the opportunity to connect with your customers to start answering their questions and show up in their daily newsfeed. Choose one to start out on, and grow to more platforms as you get the hang of it.
- Thought Leadership
A thought leader is an industry expert who contributes meaningful insight on a topic. Establish a spokesperson from your company as a thought leader by contributing articles to industry publications, speaking at industry events, or getting involved in pressing topics or discussions on social media. Effective thought leadership can help build brand awareness, trust, and develop connections in your community.
Applying for industry, local or “best of” awards should be an important part of all CE business’ strategy. Awards can help build credibility by exhibiting successful projects and giving you third party validation. Start by targeting a few awards each year to submit to, doing so will raise awareness for the quality of work that you do and pitch your triumph to industry press.
- Case Studies
A case study is an analysis of a customer problem that your company solved; it highlights a specific problem, the steps your company took to resolve it, photos to bring the challenge to life and quotes from the customer and installers involved. A case study, when written in the form of an article, can be used as content for your website and social media, as well as pitched to press for placement as a contributed piece. It showcases your business’ expertise and demonstrates your capability to customers, as well as makes the introduction to new leads.
Learn more about PR and how to implement these tactics – Sign up for Caster Academy. An online master class for social media and public relations created by our team specially for home technology professionals.