The best way to market your home service business’s brand is to be seen as the expert that even the media goes to for answers.
After all, earned media is far more powerful than its paid-for companions, marketing and advertising.
So, you need to develop a strong home service public relations plan to get the most out of the earned media you receive. Repurposing your earned media helps you amplify your marketing dollar.
Here are three ways to spread the news:
1. Social Media
It’s good practice to always post a link to the news outlet or the trade publication where the story about your company appears. No matter if the entire article is about your home service business or if you were quoted as a thought leader, don’t forget to post about it on social media.
You should also let your employees know about your earned media and encourage them to post about it on their social media channels. Because social media is a network, having your employees post the link results in more eyes on the article.
2. Blog Posts
You should also take the opportunity to share your news with your blog’s readers. Write a short synopsis about the article’s topic and share the link.
If you have not created a blog, you should consider hiring a PR professional to help you get one started. Blogs are a great way to build content that can be shared by employees and advocates.
They are also a great way to keep your website updated and fresh. This improves your standing in Google’s search results. Since Google doesn’t want to deliver outdated information to its customers, websites that are regularly updated are given priority.
3. Infographics and Case Studies
Earned media can also be repurposed into other content that can be used in wider marketing plans. For example, using your earned media as a reference in a case study or white paper can give your opinion credibility.
You can also turn video interviews into video montages that showcase your thought leadership. Or, if you work with a graphic designer, you can take some of the information you provided to the media outlet and turn it into an infographic.
So, when you get quoted in an article about freezing pipes or you’re interviewed about new refrigerant regulations, celebrate those wins. But don’t forget that turning them into public relations successes will do wonders for your sales and marketing teams.
And the experts at Ripley PR can help.
Our professional writers can craft your message into a press release, while our media relations team will advocate for your expertise within the media.
If you’re ready to turn your expert opinions into marketing success, give us a call at (865) 977-1973 or contact us online.
