The Public Relations Blog

Attracting new visitors to your site is not always easy, but what’s even more difficult is to convert the visitors you do have into customers. Engaging your audience with captivating content is the best way to keep your customers coming back to your business. It’s important to keep in mind that not all content is created equal. It’s possible that your particular audience may be interested in different kinds of content than you are providing. Here are five tips to help you engage your audience and kickstart your inbound marketing strategy’s success.

Reel in more customers by enhancing your content strategy with video

The buyer’s journey is changing. With the popularity of online review sites and social media, prospective customers now travel through more than half of the traditional sales cycle before ever contacting your company. However, some aspects do remain constant. You still must generate leads, deliver exciting content and close the sale. Videos are a great tool that many PR professionals use effectively at each stage of the sale cycle – and so can you.

Getting an unsatisfactory response to your social media efforts can be frustrating. Low ROI – something like 50 likes over the course of an active social media campaign – is an indication that it’s time to make certain social media strategy changes.

Any company can generate better ROI with these simple and effective steps:

How often should your company post on Facebook? This is one of the most common social media questions businesses ask. It’s a good one, too, considering that thousands of stories make it to your followers’ Facebook feeds. Does that mean that posting more frequently will help your company reach more people? Or will more posts simply annoy your followers and lead them to block you?

Content is not just content; it’s king

LinkedIn is the powerhouse platform for busy professionals looking to connect with one another. Unlike some of the other social media sites, you won’t find your LinkedIn news feed filled with cute photos of your friends’ children, food videos and memes. But what you will find are entrepreneurs, Fortune 500 CEOs, financial professionals and many others sharing posts related to their industries.

Benefits may not outweigh outsourcing social media

Your marketing and communications department may rely on various public relations companies. PR agencies provide businesses with critical social media support, creativity and connections. However, social media, when managed or co-managed internally, may offer many additional benefits.

Avoid these missteps to use Twitter to its full advantage

You’ve consulted with experts and dedicated a staff member to handle social media. The company Facebook page looks phenomenal and your LinkedIn articles get viewed and shared periodically. You post to Twitter also, but are you sure you’re doing it correctly?

Some social media sites, like Google+, are easily adaptable for businesses. Others, like Twitter, can be more complicated, and it’s easy for companies to make reputation-crushing mistakes. Learn the right (and wrong) ways to use Twitter for brand recognition and consumer engagement.

Knowing what stage you are writing for will help you close deals faster

Who are your customers? How and when did they learn about you? What made them decide to give you their business instead of going to your competition? If you answered “I’m not sure” or “It was just dumb luck,” then you need to stop guessing and take control of your buyer personas and the content they receive from you.

Engaging with your community online is one of the key objectives of any social media strategy. Of course, your chief goal is to turn your followers into clients and customers. For that, you need to keep them interested and engaged in your content. Every business is unique and has its own ways of engaging with followers. However, there are a few social media strategies that are mistakes in any niche.

Knowing more about how PR agencies work can help to improve your relationship with them

The PR profession works hard to disassociate itself from words like scheming, deceitful and dishonest. Still, you should know there are some things that PR firms lie about.

Of course, most PR firms don’t intentionally set out to lie, but even the ethical ones sometimes get caught up in the excitement of getting and keeping clients and communications issues can result. However, once you understand the nature of these lies, you can make more informed decisions when it is time to hire your next PR firm (or fire your current one).