by Angela Kambarian, Founder, Essential Communications
Oftentimes, converting a sales lead into a customer or a client is a challenge. What’s more, it is not always easy to get ANY type of response from your prospects – be it good or bad. It typically doesn’t occur to sales and marketing teams to incorporate PR activities into the sales process precluding them from closing deals and boosting profits. In fact, it’s a big mistake which may result in missed opportunities.
Simply put, if your sales team isn’t utilizing earned media to move your prospects through each stage of the sales funnel, then you are neglecting the full potential of your communication efforts.
The capabilities PR provides in the context of the sales cycle include some of the following:
1.Serving as a valuable resource for your prospects, providing some of the latest updates, insights and tips outside of sales.
2. Offering crucial recommendations on how to clearly communicate your messages to various audiences.
3. Acting as a proactive information resource to elevate your company’s stature in the industry – from pointing out industry awards to gaining recognition from industry influencers to becoming a trusted source on the latest industry trends and developments.
Being proactive can make all the difference in the world
Your company should rigorously seek to secure media coverage. When good things happen, don’t keep them to yourself. Go ahead and share the news. If you sit back or rest on your laurels for too long, it is highly unlikely that your prospects will beat a path to your doors.
In addition, make sure to take full advantage of social media. It is essential that you keep your LinkedIn, Twitter, Facebook, Instagram and other social channels current. This way you will attract more followers, drive more traffic to your website and potentially become a go-to resource.
Earned media hits are excellent conversation starters with prospects and could be leveraged in so many different ways. For example if you choose to distribute a monthly newsletter to your target audience, email marketing that mentions your most recent placement goes a long way to keep your company competitive and top of mind, while your prospects are considering purchasing your offerings.
What I have found from years of experience is that significant benefits accrue when PR is integrated into a sales strategy. In fact, it can facilitate an interactive environment that prospects tend to view as informative rather than too sales-y or intrusive.
At a time when prospective clients or customers have access to a myriad of information, options and suggestions, PR serves as an added dose of stickiness and trust. According to one marketing guru, “sales still reels in the catch but PR provides the irresistible bait.”
If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.