Got Direct Response Public Relations?
What Happens After Your Post Your Content?
You add a fantastic video to YouTube and a great image on Facebook. Lots of people provide comments and give you a thumbs up. Woot! Ego boost! But then what happens? If you don’t have your back-end direct-response public relations (PR) process in place, you miss a huge opportunity to increase your marketing list, new client/patient consultations, credibility, and more, so:
Start With The End In Mind.
While it’s fun to post engaging, personal, and unique photos, videos, and messages on social media, have a system in place for AFTER your posts go live.
What do you want viewers to do after they see your post? Do you want them to register for your newsletter, make an appointment, get your free book… the list goes on. This is important to set up in advance as part of your direct response PR plan!
What Is Direct Response Public Relations?
All your messaging, including your social media posts, falls under public relations because these messages influence the “relations” you have with your “public.”
It’s important to send the right message out to the right people at the right time across all your mediums (social media, emails, newsletters, press releases, snail mail, websites, etc.) so that you don’t confuse your audience. After all, we all know that “a confused mind doesn’t buy.” Most services post messages and stop there. But you can’t stop here if you want results!
You also need direct response public relations. Yes, it’s a lot of work to create consistent messaging and post it. But this is just the beginning!
Once you have your cohesive messaging in place for each piece of content, also consider the end results. Set up tracking for each message to see what is working – and what isn’t – before you publish! This way, you can make changes right away to save time, money, and resources… and provide value.
For example, when you announce your news via a press release (You are using press releases to obtain a competitive advantage, and third-party credibility you can’t get any other way, aren’t you?), it is distributed online to hundreds of media venues. Your press release provides an excellent opportunity to boost site visits, positive awareness, credibility, and sales… but only if you provide something valuable via a specific call-to-action that you can track (like a special report, book, newsletter, or something else).
This back-end marketing element creates direct response public relations’ results and not just an
ego-building news announcement!
Stop Leaving Money On The Table!
Now that you know, keep direct response public relations top-of-mind with your social media posts and all your content. Focus on the result you want and provide valuable information to your specific audience members with the appropriate tracking data.
Then, you’ll not only boost awareness and shares, but you’ll also capture contact data from those who see your message and want more information.
This is what leads to more customers and patients, a competitive advantage and money in the bank… so stop posting to post and have direct “relations” with your public instead!
Feature photo courtesy of Great Legal Marketing, Inc.