Earned media coverage is exciting. Whether it’s a product review, a bylined article or a feature on your company — it is satisfying to see the finished product go live. Part of the excitement lies in the enormous potential of earned media coverage. For a SaaS brand, PR can help influence your customers, employees, investors and partners.
Media coverage can be maximized to increase brand awareness, establish credibility and level the playing field with competitors. In order to experience the full value of your coverage, you should take steps to extend the life of coverage beyond the day it runs.
5 Places to Promote Media Coverage
One way to maximize media coverage is by promoting it on your owned channels. Here are a few options to explore:
- Corporate Social Media Platforms
All impactful media coverage you secure should be shared through on your company’s Twitter, Facebook and LinkedIn pages. Ensuring your coverage is part of the conversation on social media is a great way to continue building your brand awareness.
To get the most out of each platform, make adjustments to each post according to where you plan to publish:
- On Twitter, mention the author or outlet’s Twitter handles in the tweet. If the publication or reporter tweets the story from their account, give it a retweet (RT).
- On Facebook, use a photo or video from the coverage and link to the story.
- On LinkedIn, share the coverage with a focused summary geared toward the business-focused audience of LinkedIn. Check out their recommended hashtags to find relevant ones to include, so you know your brand will be part of the right conversations.
- News or Press Page on the Company Website
Your website is a great place to keep a running list of your coverage. Keep it updated to show off your brand’s credibility and executives that are featured in the press. Our client, Moogsoft, has a great example of a newsroom page where they showcase recent press releases, thought leadership articles and other media mentions and awards.
- Company Blog
An often neglected place to promote media coverage is your corporate blog. Try writing a monthly coverage-roundup blog to highlight positive press to your blog readers. Include a few recent pieces of coverage in each post. Another way to promote coverage through your blog is by repurposing a bylined article into a blog post like our client 6Sense did.
Do you send out a regular, monthly newsletter (while we’re here, check out ours, SaaS Half Full)? If so, you should be dedicating a section of it to highlighting your recent media coverage. This is a great way to ensure your media mentions are getting in front of your newsletter readers such as employees, investors and partners.
- Employee Email Signatures
You might be missing out on a huge marketing channel each time you and your colleagues send an email. Whether it is an internal email, response to a client, a check-in with investors or outreach to a prospect, an email signature is a great place to share media coverage. Your email signature is highly-viewed, free real estate. Add a graphic linking to coverage into your email signature so every email you send will share it.
Media coverage’s impact doesn’t stop the day it runs. Media coverage can build your brand awareness, establish the credibility of your executives and level the playing field with competitors if you properly leverage it. If you want to learn more about how to maximize your media coverage, download our ebook, “A Short Guide to Maximizing Your Media Coverage.”
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- Giving Thanks and Increasing Brand Awareness for B2B Tech Companies - November 8, 2018
- Celebrating Summer with Hot Media Coverage - July 10, 2018