Your company’s reputation has always been important, but in today’s digital environment, a great reputation is even more essential. Good PR can be the difference between increased sales and missed opportunities. Whether you sell products to other businesses or to end consumers, what your company stands for and how you treat clients can have a huge impact on your revenue. To build a better brand online, you need effective PR.
Be honest and trustworthy
Modern customers aren’t impressed by empty promises or attractive words. Catchy ad campaigns can only get you so far. What people want is clear, honest information. There are several ways you can promote transparency on your website:
- Help clients compare your products: Show the positives of each product, but also point out the benefits of similar items. Buyers’ guides can be an excellent way to approach honest information.
- Don’t hide the fine print: Customers want to know what they’re getting into before signing on the dotted line. People don’t like hidden fees. Mention any pertinent details on your website.
- Don’t overpromise: Your products and services are amazing, but saying they don’t have any downsides or weaknesses is probably a stretch. People are more likely to trust you if you use realistic language, e.g., “water-resistant” instead of “100% waterproof.”
Encourage customers to contact you to learn more
Take an auto loan webpage as an example. Along with language encouraging people to apply, the page should have info about what to expect, including fees and terms. Interest rates change frequently, so the page may simply encourage visitors to contact the lender for up-to-date information. The idea is to provide all possible information — in a friendly, positive way — and then let clients make the decision.
Trying to trick people isn’t worth it. Any small amount of money you make from one sale is wiped out by negative reviews from angry customers afterward.
Show your authentic personality
Another essential part of PR is giving your business an identity—qualities and core values that resonate with customers. You want your business to be like a trusted friend who offers good advice.
The brand identity you choose should make your target audience feel comfortable. A company that sells surf clothing or equipment may create a fun-loving, adventurous brand. On the other hand, a home remodeling business would probably choose an experienced yet friendly voice. Some B2B companies, such as manufacturers, often project seriousness and industry expertise.
How do you know which core values to highlight in your PR campaigns? To answer that question, you need to know your customers. A/B testing can help with this key aspect of your company’s reputation.
Engage followers on social media
Having the best customer service and amazing products is excellent, but your company’s reputation only receives benefits if people know who you are. That’s where social media platforms such as Facebook, LinkedIn or even YouTube come in. Posting regular content on social media can help you build stronger relationships with past clients and potential customers.
What type of posts should you create? It depends on your goals. Healthcare practices often share short health tips, meal ideas or motivating sayings. On the other hand, coffee shops may share announcements about new flavors.
Prepare ahead of time for negative reviews
Positive reviews can persuade other people to buy your products because of third-party recommendations. Unfortunately, negative reviews are practically inevitable. Not everyone likes the same things.
When negative reviews appear, don’t get upset. Respond to the complaint with a sincere apology and offer to help where possible. This can impress other people reading the review, turning bad experiences into good ones.
Great PR takes time, but the results are worth it.
