How To Improve Small Business Sales With PR.
As a small business, it can be hard to know how PR (Public Relations) can generate sales for you. PR is a great way of helping you communicate particular ideas and representations of your brand to customers, but how can you use this to generate and increase your sales?
Increasing brand awareness & increasing touch-points
Using PR to advertise your small business is one of the best ways of reaching new customers. If a customer has previously heard of your business, a feature in their favourite magazine or from their favourite influencer may be just what they need to finally make a purchase. The more times a customer comes into contact with an advertisement for your business (touch-points), the more likely they are to think of your small business the next time they’re shopping.
Digital and Influencer PR can provide links directly to your products or website
When online shopping means a few taps later your order is being delivered in 2-3 business days, customers are used to easy accessibility. Your digital forms of PR should include easy, accessible links which take them directly to your product or website with a simple tap. Few customers are willing to go on a search to find the links they need if it’s not easily provided for them. Instagram allows a ‘shop’ feature, where customers can tap the image in your uploads and instantly be taken to an option that allows them to purchase. If you’re using an influencer or a social media outlet, including this feature, alongside swipe up links can turn browsing into sales much more easily.
Increasing brand trust means your customer will be more likely to make a purchase
If a customer hears about your brand through a magazine, newspaper, or influencer that they regularly follow/read, they are then reassured that your company is reliable since the form of media they look to for advice endorses your product. Especially with small businesses, it’s important to do everything you can to ensure you build up trust with your customers. It’s what can make the difference between a browse and a purchase!
Securing relevant press features around seasonal events
Using national holidays to build your PR campaign can really help with sales as the content around your product will be incredibly relevant to whoever is reading the article. Whether it’s Valentine’s Day or Mother’s Day, utilise it to promote how your product can tie into that holiday. Syncing up your pitches with the editorial calendars of publications can help to not only gain coverage but also increase sales.
Megan is a PR & Content Marketing Intern at Unearth PR
Instagram ~ @meg.selway