By: Jennifer Goddard Combs
Websites and SEO are undoubtedly important elements for building a successful business in today's increasingly online world. But starting with these services neglects one basic fact: Putting your business on the Internet won't automatically bring you customers. For that to happen, you need people to hear about you through sources they trust.
That's where public relations comes in.
Public relations is essentially a type of advertising, but it's more sophisticated – and far more powerful – than simply paying to display an advertisement in a publication or on a billboard, or getting your business listed in the Yellow Pages or online.
Instead, a public relations firm can generate free publicity for your company by bringing positive information about your business to the attention of journalists and editors at respected media outlets. When those outlets run stories about your business, potential customers are more likely to pay attention and trust the information than they would if they saw a paid-for banner ad.
In addition to newspaper or magazine stories, a good public relations company can help your business gain positive exposure through television and radio appearances, opinion articles and letters to the editor, speaking engagements, press events, and postings online. And it can develop uplifting narratives about your business and accomplishments for use in promotional materials and on your website.
Here's why it makes sense to start with public relations before focusing on your website and search engine results:
It drives customers to you. Media exposure will build a buzz around your service or product so that customers start contacting you. You can establish a simple, one-page website so people can look you up online. But wait until you've established a client base before investing money in a more sophisticated website.
It gives your business credibility. By hiring a public relations firm, people will hear about you through trusted media and community sources. That will give them more confidence to actually contact your company and purchase your product or service than if you simply appeared in a list of search results on Google.
You'll have material to put on your website. When you do hire someone to build your website, they're going to ask you for information to put on there. A public relations firm can provide you with dynamic write-ups and news stories about your company and staff. Media coverage can also be highlighted on your site to enforce credibility for your customers.
For more information about public relations and how quickly publicity can grow your business, call us at 805-565-3990 or visit www.thegoddardcompany.com.