If you’re running a startup, there’s a good chance that you have a lot on your plate! It’s easy to miss some details that can help your business out, and this is particularly true for PR. Underutilized PR opportunities are not only common, they’re also setting your startup back. In this post, we’re going to discuss a few of these exciting avenues that you may have overlooked.
If you’ve set your sights on Tier 1 media outlets, such as Forbes, Entrepreneur, Tech Crunch, and the like, you’re not alone. And listen, this isn’t a mistake, either. These outlets are great for building credibility and authority for your brand, but they’re pricey placements and don’t always give you the boost that you deserve.
Niche sites and Tier 2 publications (DA 50+) are outlets with an audience of at least 50,000 and can include industry publications, well known national outlets, and sometimes local media. Think Business.com, CEOWorld Magazine, Elite Daily, The Frisky, The London Economic, etc. Tier 2 publications are cost-effective, easier to secure, and tend to get more return on investment (ROI) in terms of placements.
Everyone is listening to podcasts these days, but startups fail to recognize that this is a wonderful way to get their brand noticed. Get booked as an expert on podcasts relevant to your niche. Podcasting is one of the best and most underutilized ways to acquire organic backlinks, boost SEO, and establish your company as an authority. What’s more, podcasts are fun and relaxing to listen to and audiences will immediately link your brand to the art of enjoyment.
Don’t forget that you have your own company media platforms, such as your company blog, LinkedIn page, Facebook, and Twitter. You want to utilize this free coverage. Write thought leadership articles on your own media channels and encourage people to like and share if the content resonates with them.
Startups commonly forget about their own fans in a bid to reach a more expansive audience. When you write on your platform, you have the freedom to optimize each article for SEO and use these pieces as linkable assets for media placements and other PR opportunities down the road. Start building your content library and watch as more traffic is driven towards you.
Microcontent can be anything that’s skimmable or easily represents hard facts or specific data on a topic, such as infographics and slide-shares. These types of microcontent can be used as bait to secure media features. If your company is an expert in a particular niche space and you have data from your customers that is unique, turn that data into an infographic. We are more and more-so a visual society, and harnessing the power of images whenever you can is going to attract more attention. Microcontent has the power to set you up to be an authority.
Let’s take a look at an example: Say you’re the first company to engineer molecular whiskey and a journalist for a major media outlet just so happens to be researching new trends in spirits. They get a hold of a nice infographic that you made which explains how molecular whiskey is changing the way we engineer spirits. Now, the journalist can naturally add a link in their article to your infographic or slide-share as a resource. Just like that, you get mentioned and linked to an article in a major publication. That’s easy PR, and lots of startups miss it.
Interested in how to add some more Tier 2 publications to your arsenal, how to instigate a podcast interview, or the best way to get your microcontent in front of journalists? We know the way and would love to help you out. Trust us, nailing untapped PR opportunities is a great way to get exposure for your business.