The first thing we do with any client at Magnify PR is ask them what they are aiming to achieve through their PR.
Often, the answer is they want to use PR and comms to reach new audiences, gain new clients, and thus grow their business, organisation or brand.
But rarely do the clients we meet think as much about the benefits effective PR can have on growing the level of services they are providing to customers who are already on-boarded.
That’s why PR and marketing strategies should always look inwards as well as outwards.
It doesn’t matter what size you are. If you are a business or organisation providing services to ten, 100 or a thousand clients, you have one thing in common. You possess a base of loyal customers who like what you do, respect your philosophy and approach, and are probably paying you something for the service you provide.
But how much do they actually know about that service? Are they aware of other things you can offer them? Do they know anything about the individuals providing the service for them? And how aware are they of any new services and opportunities you may be developing further down the line?
All too often these conversations are left to business development managers, but PR can play a key role here too. So, how?
One effective tool we’ve introduced with some of our clients is producing a newsletter which connects them to its customer base. These bulletins can be used to update clients on news services and opportunities. And they can also be used to showcase successes clients have had.
The bulletins don’t need to be long or land in an inbox too often. Once a month or quarter is more than enough to build up a sense of community.
These newsletters can be used as a place to give something away as well, like a useful explainer on a topic, or an advice piece by an expert talking on a subject of relevance to the reader.
Social media can be vital too. Use LinkedIn, Facebook and Twitter to connect with your clients. Follow them, like the work they are doing and reshare their successes. This will not only help grow their following, but it will grow yours as well.
Businesses who take the time to talk directly – and more often – to their existing clients build partnerships which are more likely to go the distance, and provide the vital revenue stream you need to grow, and secure those new clients.
To speak to us about how we can help create PR strategy that works for you contact us today.
Nick Owens
Founder of Magnify PR
Nick Owens is an award-winning journalist and former Fleet Street Editor who built Magnify PR into a PR agency that operates across the UK with editorial instincts that shape strong journalism: story, timing, proof, relevance and reader value.