As a content creator, I regularly work with clients helping them to send out press releases and editorials to publications. However, once they have achieved media coverage the hard work is not over! Here’s how to make the most of your media coverage.
Post about your advert or editorial on your own social media channels.
First of all, post a photo of your advert or editorial on all your channels. It could be a photo of the page – but you could also mix it up and do something imaginative that links to your brand.
A personal photo is always best for gaining more social media interaction. You could try a photo of you reading the publication in the office, or a boomerang video of you excitedly opening up to the page you’re featured on.
Make sure you tag the publication in the post – and you could even tag other businesses that are in there to extend the reach of your posts and gain new followers. Just a simple “it’s lovely to be in the same magazine as @—” is a great way of doing it.
Ask the publication to post about you on their social media channels.
It’s completely fine to ask the publication you’re advertising in to post about you on social media – some may charge you a little extra for this, but some won’t, so it doesn’t hurt to ask. Extra promotion from their social media accounts will really help to boost brand awareness.
Do a live video/Insta Story/IGTV about being in the magazine.
If you’re not comfortable talking face to face with the camera, then point it towards the publication and show off the advert whilst you talk. Discuss what you were advertising and say where people can pick up a copy.
Post about the media coverage more than once. If a publication is out for a whole month you may need to remind your followers a couple of times, especially if you have a time sensitive deal or promotion. You can always use the hashtag #throwbackthursday to reminisce about your coverage.
Have a press section on your website.
Create a section of your website that is called ‘In the press’, or something similar. Use a photo of your coverage and a link to the online magazine or newspaper so that customers can see what’s been written about you. This will help build brand credibility and can also help with your website’s SEO rankings.
Record conversions with a promotion or discount code.
And finally, make sure that any advert or editorial you run has an exclusive discount code included. This way you can record exactly how many conversions you make from that particular advert.
It doesn’t have to be a huge discount, it could be something like a free cuppa when someone comes in with the code, or 10% off when they spend a certain amount – you just need some way to recognise that the customer has seen your business in that particular publication.
For example, for a 10% off deal in Country Life Mag, use a code like COUNTRY10. Then you will know which publication works best for you and achieves the most sales for your business.
The above steps do take a bit of time, but it’s well worth it to reach more potential customers. And with the above tips you will be covering digital and social media as well as traditional marketing.
Written by Georgia Watson
Founder & Director of Bloom Content Creation