Ripley PR

How Does Your (Home Service) Garden Grow?

Become the Local Expert and Reap the Rewards

Does your community have local experts? We certainly have our share here in East Tennessee, knowledgeable men and women invited to be morning news show guests, those people reporters call when there’s a flood or a drought or newsworthy event that touches their industries.

My personal favorite around these parts is Neal Denton, a garden expert with the UT Extension. He’s a frequent flyer on local TV, but I’ve also seen him personally visit people’s gardens to give advice. When folks around here think gardens, they think Neal.

Have you considered using home service public relations to become the local expert for your industry? Plumbers and HVAC experts have a massive amount of knowledge that could benefit people when pipes freeze or heat waves hit. Imagine being the one they call when they need help, just because they saw you on TV.

Be Their Hero

Gaining expert status doesn’t happen overnight. Here are some of the tactics we use to elevate our home service clients from names in the phonebook to local superstars:

Press Releases: You’ve got to be proactive when reaching journalists. Sending regular releases to journalists in your market lets them know you have info you’re willing to share.
Search Engine Optimization: When journalists are searching for sources, oftentimes they’re looking online. Whose name comes up first in a search for plumbers in your hometown? And if it’s you, what kind of content will they find there?
Media Training: Nervous about giving interviews? No problem! A public relations agency can coach you in what to say and how to say it.

Don’t forget that you have expertise that most people don’t. Your knowledge in your industry is valuable. Sharing it can literally save the day for people in your local community, so don’t hesitate to be their hero.

Finding Help

Promoting yourself as the local home service expert takes time — time you might not have as a busy business owner. But a public relations agency like Ripley PR with plenty of experience in the home service industry can make it as easy as showing up for an interview. Partnering with a pro can make sure you go from just another name in the phonebook to the go-to brand in your community.

If this sounds like a plan you can get behind, we would love to hear from you. Just call us at (865) 977-1973 or contact Ripley PR online today.

This post was written by Shannon Bryant on March 31, 2020

Why It’s Important to Hire A PR Agency That Understands Your Industry

Why does your franchise brand need a public relations strategy?

That’s a trick question. All franchise brands, no matter what they do, need a franchise public relations agency that understands the industry they’re in, specializing in both franchising as a whole and their specific corner of the market.

But PR agencies aren’t one-size-fits-all. It’s so important to find a partner that can leverage the knowledge and experience they’ve gained through working in and with the franchise industry to create the most effective PR strategies for your company. For home service franchises especially, industry knowledge is crucial to connecting with clients and customers alike.

Franchising Opens Many Doors for Business Owners

The franchise world is diverse. From heating and air contractors to plumbing to garage door repair or fast food, franchise companies are radically distinct businesses only united by their legal designations and restrictions.

Obviously, the franchise PR strategies that work for a fast food giant won’t work for a plumbing company. That’s why you need a franchise PR agency that knows the difference between home service and customer service, and everything in between.

Specializing in What Makes Your Brand Unique

Ripley PR has experience working with many franchise brands, but that’s not all. Our founder spent years producing media relations and marketing strategies at one of the largest home service franchise companies in the United States, which means we know the best messaging strategies for this market, and how to apply them to businesses as unique as yours.

If you’re looking to grow, an agency that specializes in franchise public relations can help you share your message and value with the world. Contact Ripley PR online or call us at (865) 977-1973 to learn more about the benefits PR can have for your franchise brand.

This post was written by Ripley PR on March 27, 2020

Has Your B2B Tech Helped Businesses During COVID-19?

Tell the Story with Great Public Relations

Around the world, businesses are facing unprecedented times. With the COVID-19 pandemic, many are scrambling to put new business models in place, keeping their employees healthy while continuing operations.

Many businesses, perhaps home service businesses in particular, would not have been able to make this model work 10 years ago. But B2B technology and SaaS options are playing an instrumental role in keeping essential businesses safe and functional during the crisis.

If your SaaS is helping businesses stay afloat right now, that’s an important story to tell. Once we’re through this crisis, more businesses in the industry you serve will be looking for options to crisis-proof their operations. Now is the time to let a B2B public relations agency tell that story.

How We Do It

At Ripley PR, we have deep experience in B2B technology and the industries companies like yours serve, including home services, construction and more. We know where business owners are looking for news, tips and advice, and that’s where we’ll share your message, including:

Targeted trade publications.
National and local news media.
Social media.
Website content and blogs.

Strategic messaging will help position your company’s key players as thought leaders in the industry, meaning business owners will look to you for advice in the days ahead. That, coupled with real-world stories from the companies who rely on you, should form the backbone of your public relations strategy right now.

Partners for Success

We know you want to help the businesses you serve survive and even succeed right now. And we want to partner with you to make that happen. At Ripley PR, we understand the value proposition of the service you offer, and we know it can make all the difference for businesses during this time.

Our team of seasoned marketing, public relations and journalism pros are ready to carry that message forward. If you would like more information on how we can help, call us at (865) 977-1973 or contact Ripley PR online today.

This post was written by Joel Davis, Content Supervisor on March 26, 2020

How ConTech Companies Should be Leveraging White Papers for Lead Gen

White papers can be a great tactic for your construction tech company’s outreach and marketing. According to Forbes, they can be one of the most effective content marketing tools, establishing your brand as a trustworthy resource and subject matter expert. Potential clients are looking for solutions to their problems. If you’ve helped construction companies solve those same problems, a white paper is a great B2B public relations tool to raise awareness of your technology.

Find a Public Relations Partner

Many companies choose to generate white papers in-house, but more often, ConTech companies are seeking outside help. At Ripley PR, we’ve found that our clients are looking for high-quality, professionally-written content that distills highly-complex information into a thorough but easy-to-understand format.

But white paper creation can be complex. Sifting through research and other statistical data and taking the time to write comprehensive, audience-ready white papers is time-consuming. A specialist writer can make this step as seamless and efficient as possible, eliminating the time burden that your business can face.

Advantages to PR-Driven White Papers

A public relations agency that specializes in construction tech can also make sure your finished white papers reach your target audiences through a strong B2B public relations strategy. Content marketing tactics, like repurposing white paper content to generate blog posts and social media content, can help boost your SEO, making your website more visible on Google and other search platforms.

Ripley PR’s team of content professionals will make sure your white papers are clear, effective and accurate. If you don’t have the capacity to produce them in-house and want top-notch results that will draw clients to your company, we can help. Contact Ripley PR online or give us a call at (865) 977-1973 to learn more.

This post was written by Heather Ripley, Founder/CEO on March 21, 2020

3 Ways Home Service Public Relations Can Make You a Market Leader

Digital marketing best practices are constantly growing and changing. Whether you offer plumbing services or heating and air maintenance —or perhaps both and more — you probably don’t have time to run a business and keep up with the ever-shifting rules for successful online promotion.

Effective digital advertising sets up your company to compete on a bigger scale. Online marketing meets customers where they are, and if you want to stay ahead of the competition, this is an avenue your organization can’t afford to neglect. To consistently and effectively attract, engage with and convert customers, you need to work with an established home service public relations agency. Here’s why:

We’ll Manage Your Social Media for You

Customers love following their favorite home services businesses on social media. This medium keeps them updated on limited-time deals, shows any special projects your company’s working on and provides a platform to post reviews. Utilizing social media to share your organization’s story with behind-the-scenes looks gives your overall brand more personality and endears clients. Additionally, a specialized PR agency can establish authority for your brand by posting educational tips on your social media for you.

We’ll Speak with Customers on Your Behalf

Home service organizations with a steady flow of leads often receive customer reviews. These reviews will appear across multiple platforms, including Facebook, Google Business listing, Yelp and more. As a busy home service professional, you’re probably stretched for time and can’t customize a personal message for each review. This is where your specialized PR agency comes in. Whether it’s a positive review that needs a simple thank you or a negative rating that requires some crisis management, your home service public relations agency will take over customer communication so you can focus on other aspects of your establishment.

We’ll Handle Your Email Marketing

Compelling email marketing is key in nurturing customer retention. Specialized public relations agents can cater messages to your audience, optimizing the effectiveness of emails and keeping customers coming back for more. One well-executed email might remind customers that it’s time for a tune up or even encourage them to purchase new equipment.

At Ripley PR, we’ve garnered proven expertise in representing clients in the home services industry. We’re here to take your brand to new heights. Contact us today at (865) 977-1973.

This post was written by Sheri Smith on March 20, 2020

Protect Your Online Reputation to Boost B2B Appeal

As a B2B company, your business depends on being able to reach the right decisionmakers to sell its products or services. As the U.S. population ages, businesses have to adapt to the changing preferences of those decisionmakers to keep the lines of communication open. Online review illustration.

Millennials aren’t an up-and-coming segment of the population. They’re already in the driver’s seat as leaders for many businesses. If your B2B company isn’t paying attention to their preferences for learning about products and services, it is going to lose out.

That’s where B2B public relations comes into play, helping companies find the best, most effective ways to reach and influence these decisionmakers.

Importance of Reviews

For millennials, word of mouth — or more accurately word of internet — is where it’s at when it comes to learning about new products or services. In “A Fresh Look at Millennial B2B Buyers,” David Dodd reports on research into the mindset of millennial buyers and purchasing officers:

The millennial buyers surveyed by Demand Gen expressed a strong preference for learning about products or services from peers, colleagues, and other users. When the survey participants were asked what types of content were most helpful in their buying decisions, the top choice was user reviews (61% of respondents), and case studies came in third (34% of respondents).

When the survey participants were asked what resources they usually depend on when researching business purchase decisions, the top choice was review sites (49% of respondents).

This means B2B companies cannot write off online reviews as only mattering in the B2C market. Without proactively managing your online reputation, you risk losing out on millennial buyers, who put much more weight on reviews.

Reputation Management

Properly managing your online reputation can be a time-intensive process, but partnering with Ripley PR, an experienced B2B public relations agency, is a cost-effective way to boost your image. Our experts can spread boost your visibility through positive news coverage in trade publications and traditional media, while monitoring and engaging all reviewers on major social media platforms, whether positive or negative. Ready to learn more? Give Ripley PR a call at (865) 977-1973.

This post was written by Heather Ripley, Founder/CEO on March 19, 2020

Cut the Costs of Customer Acquisition with B2B Tech PR

Public relations isn’t just for the largest tech companies. It can be critical to the B2B tech providers who cater to the often-overlooked home service and construction sectors.

Whether you’re creating tools to help general contractors save money or to give plumbing businesses a boost, an agency specializing in B2B tech public relations can help you lower your customer acquisition costs and attract more customers.

Customer Acquisition is a Difficult Task

Those with experience in the B2B tech space understand how costly customer acquisition can be, and how challenging it can be to attract a healthy lead funnel. Not only are buying cycles locked to yearly budgets and allowances, but the buyer’s journey is longer, too. If a business fails to communicate its value proposition clearly, it can be difficult to convince corporate buyers to care.

PR Can Improve Lead Generation and Conversion

Lead conversion is always a tough nut to crack, but a robust B2B public relations strategy can help. There are a few main reasons why: instead of focusing on random or targeted advertising, earned media and industry networking through social media platforms can build trust, rather than just awareness of your brand. B2B PR relies on industry knowledge, relationships with media professionals and the kind of experience you can only get from spending years in the business. At the end of the day, that’s a recipe for more effective campaigns and better value for every client.

B2B Tech PR for Any Industry

Speaking of years of experience, Ripley PR has helped tech clients in industries like construction and the home services improve their sales and retention through targeted, customized public relations campaigns. We know what it takes to create compelling content and reach your potential clients. We know what the decision makers who buy your products need to hear, and we know what publications they need to hear it from. If it’s time to take your B2B tech company to the next level, consider the public relations professionals at Ripley PR. Contact us online, or give us a call at (865) 977-1973 to learn more.

This post was written by Ripley PR on March 19, 2020

You Need a B2B PR Agency that Keeps Its Eyes and Ears Open

For B2B companies, building brand awareness is key. Business owners need to understand how their brand is being talked about in the press and on social media. A good B2B public relations partner can keep an ear to the ground and give your company the information you need to react.

In the B2B Market, Image is Everything

Keeping track of your image and garnering publicity while avoiding negative press is something you probably already know you should be doing. But if you’re like many business owners, it isn’t just overwhelming — it’s hard to even know where to start!

There are tools that can help you keep an eye on things. Setting up Google Alerts for mentions of your name, or individuals within your organization, is a great way to get started monitoring your image, but it won’t catch everything. Today, there’s just too much content for one person to keep track of, and having another non-core task taking up valuable time can put a strain on many small and medium-sized businesses.

Online review management is one area where businesses can benefit from the resources of an external team. If you get a negative review, a B2B PR agency can help you de-escalate the situation and turn their negative review into a glowing impression of your business.

B2B PR Makes Image Monitoring Easy

That’s why we recommend that B2B companies should partner with an experienced B2B public relations agency. Public relations isn’t just about generating publicity, it’s also about managing a company’s image. At Ripley PR, we keep our eyes peeled for news about our clients, and pay close attention to how people are talking about your brand. We can monitor blogs, social media, reviews, news feeds and more to make sure you’re being represented fairly online. Our PR experience allows us to give valuable advice to business owners like you, especially if you’re looking to stay in front of your image.

If you’re looking for a partner that cares about how people see your business, consider the team at Ripley PR. We’re always keeping our eyes and ears open for the next big thing, whether that’s a B2B startup that’s shaking things up or an accidental crisis from being just a little too disruptive. Give us a call at (865) 977-1973 or contact Ripley PR online to learn more.

This post was written by Ripley PR on March 19, 2020

How PR can help your construction technology company connect with contractors

Technology will continue to disrupt the construction industry – but public relations can give your company an edge

Construction Dive’s recent survey of the seven most striking construction technology innovations was a pretty standard look at the tech products and services that are currently upending the building industry – drones, VR, AI, robotics and sensor technology. Even the stodgiest contractor can rattle off the items on the list, even if he’s not embracing the revolution.

Far-fetched future

But that same list would have seemed like science-fiction just 10 years ago, when smartphones, social media and streaming video were just getting started. In 2010, the idea that an old-fashioned, physical, tangible enterprise like construction could benefit from management software or VR goggles would have seemed as far-fetched as Avatar, the top movie of the previous year.

It hasn’t taken long for new technology to embed itself in the construction world. Some of the earliest construction tech brands are worth hundreds of millions of dollars now, and venture capital firms have finally noticed the potential payoffs of construction tech. Some contractors work with multiple software platforms to manage workflow, documentation, drones and cameras on job sites.

True innovation vs. trends

The current crowded construction tech sector is just the beginning. In the next several years, more and more companies will compete for contractor business. Some of those companies will provide true innovation; others will simply be trying to cash in on the latest trend.

For the innovators, it will be essential to stand out and deliver a clear message of value. That’s not easy to do when you’re working 80 hours a week on a startup with a shoestring budget. But an experienced construction tech public relations agency can help you connect with the people who will benefit from your efforts and build a reputation for value, reliability and credibility in the industry. Through media relations, social media management, industry awards and speaking engagements, an agency like Ripley PR can tell the story of your brand while you focus on day-to-day operations and long-term strategy.

If your company is ready to disrupt the construction industry, contact Ripley PR at (865) 977-1973 or contact us online to find out how we can help.

This post was written by Matthew Everett on March 17, 2020

Achieving B2B growth is as easy as 123 when you partner with the right PR agency

I grew up in a small town. It was practically Mayberry. Everyone knew everyone. When I went to college, a friend — who also happened to be from a small town — and I compared the number of red lights to see whose town was truly smaller. With six lights, I won … or lost, depending on how you look at it.

In my head, I always thought that I would have to move to a big city to make a difference. I was certain I needed to get out of East Tennessee, if nothing else. And then I moved to Maryville, Tennessee, and realized I’d been underestimating not only my own talents, but that of my home state. When I joined Ripley PR, I joined a growing Knoxville public relations agency with a global reach.

Crossing borders

Photo of light bulbs group with shining fibers in a shape of Teamwork, Partnership and Collaboration concept related words isolated on black background

While our headquarters might be in the foothills of the Great Smoky Mountains — a gorgeous area, by the way — our agency works with businesses from around the country and globe. Sure, we work with folks based right here in East Tennessee, too, but unlike many PR agencies, we’re not limited to local or even regional coverage.

Our team is well-versed in the B2B space, which means we’re able to recognize trends and the needs of the industry and connect with our clients on a level that goes far beyond zip codes. From national business and mainstream media to specialized trade publications,

we’re securing coverage and opportunities for our clients daily. We’re also helping them develop a message that will help them take their business to the next level.

Make the call

You see, proximity isn’t what makes a PR agency valuable. No, it’s something much more important: experience, knowledge and the ability to speak on your terms. That’s what makes Ripley PR so special. We know the challenges facing your company, and we can help you meet them.

If you’re ready to work with a PR agency that speaks your language, call us at (865) 977-1973 or contact Ripley PR online today.

This post was written by Amanda Greever on March 13, 2020