Know your customer

Joanne Childs, Owner and PR Director of Sprae PR, offers some top tips to improve your PR and marketing campaigns

Joanne Childs, Owner and PR Director of Sprae PR, offers some top tips to improve your PR and marketing campaigns

1) Know your customer

The first thing that you need to do as a business is identify who your customers are and exactly who you are trying to reach. Look at who you are wanting to target or who your existing customers are. Where do they live? How old are they? What are they looking for? Once you have all these details you will be able to effectively target your PR and marketing to the right areas.

2) Get a website

Some businesses have limited budgets but one thing that is worth investing in is a website. Potential customers will be able to search for you on the internet with various key search words on your website and the more content the better.

3) Start a blog

If you don't have enough budget for a website then start a blog. There are plenty that you can get for free. It's a great way to showcase your knowledge, services or products and Google loves content so it will help you get found online.

4) Keep it fresh

Whether you have a website or a blog, try and keep it up to date. Anything newsworthy can be written about, from awaiting delivery of a new collection, or offering new services to your brides.

5) Get social

There are so many different social media platforms to choose from, including Twitter, Facebook, LinkedIn, Google+, Pinterest and YouTube to name a few. They're all effective ways to make new contacts within the industry and reach out to potential clients.

Join in on conversations like #weddinghour on Twitter which takes place every Wednesday evening and get talking with other business and brides, not only in your area but across the country. These sorts of conversations will increase other companies and bride's awareness of your business and this will also help to boost traffic to your website or blog.

Whichever platform you choose, whether its Twitter, Facebook, LinkedIn, Google+, Pinterest, or YouTube - learn how to do one well, then move onto another, so you can test what works for your business and what doesn't.

6) Relationships with the media

Build good relationships with journalists. Having good contacts in the media is key to any successful PR strategy. Always be polite to journalists as they have the power to decide what your customers read or hear about you - if anything at all. A phone call, e-mail and text all within five minutes are overkill. Be timely and keep it simple, but don't be a stalker. The way you follow up will depend on the situation, and the relationship you have with your contact.

7) Press releases

Newspapers receive hundreds of press releases every week, and only the ones that stand out will ever make it into print. Step into the shoes of the particular publication and its readers and ask 'what is interesting and newsworthy about this announcement?'

8) Images

Magazines use different formats so make sure that your images are suitable to be used in the magazines you are targeting. Make sure that they are named correctly and they are of a good quality. After all, the last thing you want is your images not being used just because the resolutions weren't high enough. Always have images ready so that if a request comes in from the media you can get the image back to them straight away.

9) Shout about it

Any coverage that you gain add it to your website or blog so that your customers can see where your products or services have been featured. If the coverage has been published online, you can link it to the media website and if it's in print get a copy of the magazine, scan the image and add it to your website, you can even build up a press page and add it to your site.

Sprae PR
+44 (0)7720 893 867

Victoria Kay
Tiffanys Wholesale Ltd
DHJ Weisters Ltd