Not everyone likes trade publications, I realize that. Some say they spread industry rumors…and that they’re not always accurate…and that no one has time to read them anyhow.
I get that.
But repeat after me: Your customers do read these publications. They have information about your industry that other media outlets don’t have. That’s just a fact.
If someone misses the print edition, they can find the information in the publication’s digital edition or website. If they overlook it online, they can search for it on Google. Even if they can’t find it that way, reporters are sharing their work more on social media, especially Twitter.
And great media coverage in the trades helps your marketing. It just does.
The truth of this simple observation was borne out this week when one of our financial services clients loved the article we placed for them in a major industry publication. It doesn’t matter which publication – maybe it’s your industry’s leading trade.
It was a very well written, well sourced article by a reporter who has been covering this industry segment for years. She understands what is going on, and she is always looking for new trends to uncover (long before someone at The Wall Street Journal will).
The set up was perfect. The reporter was talking about a trend that will have a major impact, now and in the future, on how the customers in this industry look at their suppliers.
Some of our client’s competitors – including the biggest one – were also mentioned. However, the best part is that our client was quoted a lot discussing the key factor in the changes happening in the segment. That change is also a crucial part of our client’s future strategy.
So here’s my question to you…would you rather quoted in that article the next time around, or would you prefer to let your competitors hog the space?
Your call.