Public Relations
How Brands Can Increase Their Conversion Using Public Relations
  Published: Mar 24th 2022
How brands can increase their conversion using Public Relations

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How brands can increase their conversion using Public Relations
In today’s world, many businesses fall into the trap of generating impressions without understanding why. The principle can be applied to many aspects of modern marketing. The method is present, but the desired outcome hasn’t been considered, leaving funds wasted on untargeted and inconsequential efforts.

Two Comma PR CEO Sabrina Stocker has outlined a brief introduction to conversion rates. “For those unfamiliar with the marketing sphere, conversion rate is what every company with a digital presence aims to increase,” she said. “It effectively refers to an audience following through on your intended outcome due to a particular campaign.”

For most, that outcome is purchasing a product or service, but it can be as simple as signing up to a mailing list or sharing a competition on social media.

Whether you know it or not, conversion rate optimization (CRO) is what your business needs. Here are a few ways your brand can use public relations to achieve its marketing aims more often:

Get Journalists To Cover You
The crux of public relations is communication. You can try to communicate directly with the public, but those who have a direct route to the largest number of people could fast-track your exposure. Getting in touch with publications and journalists relevant to your sector is the best way to see your name in an article down the line.

Once the article has been published, the benefits are innumerable. You can showcase pieces about you or your business on a sales call for credibility, social proof, and authority. Moreover, many entrepreneurs like to feature press outlets on their website accompanied by an ‘As Seen On’ graphic to encourage credibility. Finally, press articles make for great social media content and create the feeling of a real buzz around what you are doing.

If you’re wondering where the benefit of press for your business kicks in, wonder no more. Press creates more certainty for leads on the fence about whether to commit to your product or services. That’s because, through recognition by established publications, you are becoming the go-to in your industry. If all of the fantastic things you and your team have achieved are out there in the public eye, the daily effort you put in reaches a much wider audience. The result is an impressive proof of concept when an interested party takes the time to google you.

Make A Media Kit
Media kits, or digital press kits, are a great way to increase your PR visibility and land more press opportunities. Essentially, they are a way of condensing all of the need-to-know information about your business, its ethos, and achievements in one place, making journalists’ lives easier. Journalists like having easy lives and, as a result, will be more likely to write about you and your business. Simple.

When publications can spend more time on the most pressing and relevant story, the resulting story is much more likely to be compelling to your audience.

For example, your business could have just launched a new product. If a journalist can spend time interviewing you about the launch, rather than independently researching essential details about your business’ history, more people will click through to your website to order your product. Consider your conversion rate increased.

Use Your Employees’ Personal Brands
It takes five to seven impressions for someone to remember a brand. 92% of people trust recommendations from individuals, even those they don’t know personally, over brands.

That should tell any CRO aspirer that their business needs to be posting frequently and consistently. An effective way to do this without compromising the flow of your company profiles is by using your employees’ personal brands.

You need two things from your people if you’re going to grow that conversion rate. Firstly, sharing company content increases trust and, thus, the likelihood of a conversion. But recruiting people with established personal brands enthusiastic about growth could also be pivotal in your race against online competition.

If your intended audience is paying attention to individual team members, they could be more likely to act on that interest.

Get Endorsed On Social Media
Getting endorsed by your most effective social media platform is a great way to set yourself apart from others in your field. But few people know that the award of a blue tick is primarily dictated by coverage in the media. We’ve already covered one of the best ways to maximize conversion from press, so let’s explore the knock-on effects for your CRO.

When consumers are presented with brands online, trust is a major obstacle to investing their money in that brand’s products or services. Trust is gained through credibility, which is accrued through coverage in the press.

With articles in the media significantly influencing verification, your business’ conversion rate can benefit both from the advantages of positive press and the potential to get verified. If a profile that is marketing something has a blue tick, the audience is much more likely to put their trust in the marketer, AKA you, and follow through on your desired outcome.
In today’s world, many businesses fall into the trap of generating impressions without understanding why. The principle can be applied to many aspects of modern marketing. The method is present, but the desired outcome hasn’t been considered, leaving funds wasted on untargeted and inconsequential efforts.

Two Comma PR CEO Sabrina Stocker has outlined a brief introduction to conversion rates. “For those unfamiliar with the marketing sphere, conversion rate is what every company with a digital presence aims to increase,” she said. “It effectively refers to an audience following through on your intended outcome due to a particular campaign.”

For most, that outcome is purchasing a product or service, but it can be as simple as signing up to a mailing list or sharing a competition on social media.

Whether you know it or not, conversion rate optimization (CRO) is what your business needs. Here are a few ways your brand can use public relations to achieve its marketing aims more often:

Get Journalists To Cover You
The crux of public relations is communication. You can try to communicate directly with the public, but those who have a direct route to the largest number of people could fast-track your exposure. Getting in touch with publications and journalists relevant to your sector is the best way to see your name in an article down the line.

Once the article has been published, the benefits are innumerable. You can showcase pieces about you or your business on a sales call for credibility, social proof, and authority. Moreover, many entrepreneurs like to feature press outlets on their website accompanied by an ‘As Seen On’ graphic to encourage credibility. Finally, press articles make for great social media content and create the feeling of a real buzz around what you are doing.

If you’re wondering where the benefit of press for your business kicks in, wonder no more. Press creates more certainty for leads on the fence about whether to commit to your product or services. That’s because, through recognition by established publications, you are becoming the go-to in your industry. If all of the fantastic things you and your team have achieved are out there in the public eye, the daily effort you put in reaches a much wider audience. The result is an impressive proof of concept when an interested party takes the time to google you.

Make A Media Kit
Media kits, or digital press kits, are a great way to increase your PR visibility and land more press opportunities. Essentially, they are a way of condensing all of the need-to-know information about your business, its ethos, and achievements in one place, making journalists’ lives easier. Journalists like having easy lives and, as a result, will be more likely to write about you and your business. Simple.

When publications can spend more time on the most pressing and relevant story, the resulting story is much more likely to be compelling to your audience.

For example, your business could have just launched a new product. If a journalist can spend time interviewing you about the launch, rather than independently researching essential details about your business’ history, more people will click through to your website to order your product. Consider your conversion rate increased.

Use Your Employees’ Personal Brands
It takes five to seven impressions for someone to remember a brand. 92% of people trust recommendations from individuals, even those they don’t know personally, over brands.

That should tell any CRO aspirer that their business needs to be posting frequently and consistently. An effective way to do this without compromising the flow of your company profiles is by using your employees’ personal brands.

You need two things from your people if you’re going to grow that conversion rate. Firstly, sharing company content increases trust and, thus, the likelihood of a conversion. But recruiting people with established personal brands enthusiastic about growth could also be pivotal in your race against online competition.

If your intended audience is paying attention to individual team members, they could be more likely to act on that interest.

Get Endorsed On Social Media
Getting endorsed by your most effective social media platform is a great way to set yourself apart from others in your field. But few people know that the award of a blue tick is primarily dictated by coverage in the media. We’ve already covered one of the best ways to maximize conversion from press, so let’s explore the knock-on effects for your CRO.

When consumers are presented with brands online, trust is a major obstacle to investing their money in that brand’s products or services. Trust is gained through credibility, which is accrued through coverage in the press.

With articles in the media significantly influencing verification, your business’ conversion rate can benefit both from the advantages of positive press and the potential to get verified. If a profile that is marketing something has a blue tick, the audience is much more likely to put their trust in the marketer, AKA you, and follow through on your desired outcome.
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