So many entrepreneurs don’t think that they need professional photos, but that couldn’t be further from the truth. They can be one of the biggest booking components available to you for media coverage.
We can’t tell you how many times we’ve attended an event and been recognized because of our photos. We’ve even had people book us for podcasts based on our photographs. Pictures can be insanely powerful in this industry – and you have to make sure you put plenty of thought into your color scheme, environment, and photography settings.
Picture your photo as showing the world who you are and what you do, encapsulated into a moment. This is an invaluable calling card for your business so you’re seen as an expert, more desirable for press and more trustworthy to your audience/future clients.
Make sure your “About Me” and “Press” pages give a visual and written scope of who you are. A good rule of thumb is to make your about page more about your client and your press page (where people will go for media inquiries) about you.
A Growth-Focused Media Strategy
Social media can be so overwhelming when you lack the appropriate knowledge. It feels like you have to be everywhere at once, but that feels more and more impossible as your time becomes consumed by running your business! Posting to Facebook daily, publishing on Instagram a few times a day, and pinning 50+ times a day…
Believe us, we get it.
So, we’re going to break down how to grow specific platforms – but your assignment is to only start with one, and one only!
Work with it, master it, then move to the next one. And, as you grow, you’ll hopefully be able to start outsourcing the day-to-day social media tasks to a team member.
One of the best ways to grow your credibility is in Facebook groups – especially if you’re growing your own group!
When you’re first getting your feet wet with social media, join other groups that contain your target audience and just start providing value, answering questions, and engaging with other members. This phase is all about relationship-building and building your online presence.
Over time, we recommend starting your own group. Facebook groups are an amazing way to keep your audience up-to-date on what you’re doing, give a bird’s eye view on your key strategies, as well as build a raving tribe.
Creating A Press Kit
In today’s highly-digital marketing environment, it’s easy to forget about traditional media relations materials like the “press kit” or “media kit”. And, in the entrepreneur space, a lot of people don’t even know what it is!
A media kit (or press kit) is a comprehensive package of promotional materials about you and your company, products, or services. It’s usually sent out to members of the media when they request more information about your company, but you can use it to teach your customers and other relevant stakeholders about your business, products, or services.
Video And Livestreaming Presence
Lewis also says, “The biggest resistance to getting one’s name out there online? You guessed it. It’s almost always video! Even people who livestream regularly can feel huge resistance to video. And yes, it’s a lot of work, let’s just throw that out there straight away. But it can have long-lasting and expert-inducing effects that will make people remember you in this industry.
Blogging, podcasting, books, they all are extremely vital to your business. But none of them have your face! And we no longer live in a world where a blog will be as viral as a video – because consumers want to know who they’re buying from. They want to see your face, see if they resonate with you, then make a buying decision.”
Secure National Media Coverage
There are quite a few things to consider as you come up with your editors to reach out to and create your email drafts.
First, you’ll need to learn media times. When does your desired feature publish? Is it immediately, or seasonal?
Second, determine which lead to pitch to. Learning the difference between Senior Editor and Editorial Assistant can mean the difference between getting your pitch passed on to the right people or in the trash can.
For your actual pitch, we definitely recommend finding a unique angle by seeing what is currently trending. By altering your pitch to fit into what they’re already looking to cover, your chances of getting featured skyrocket.
Your subject line can make or break you. Our goal is to get the email opened. That’s the first and biggest hurdle. So take your time and put a lot of attention into your email subject.
Although approaching the media can seem overwhelming to even the most seasoned PR people, it doesn’t have to be. With a well-crafted story, compelling talking points, and a succinct bio, you’ll be able to capture the attention of just about any journalist. If you don’t hear back from an editor right away or even after two email follow-ups, be patient and persistent. You never know when an editor may contact you for a quote or an interview.