Q&A: I need PR advice to sell products on my website …….
As a Media PR specialist I meet professionals, colleagues and business owners who ask me various questions about the media and how to use various platforms as communication tools.
Take a look at the topics below and the answers to help you plan your PR promotional opportunities.
I want to sell my products on line via my website. I am creating the website now and I want to know what should I include on the website from a marketing and PR perspective?
A website gives you credibility – it clearly tells people about your business and what you offer as a service or product.
If your business is all about selling products online – then you need a spectacular website to help you entice customers.
Your website is your virtual window and you only get one chance to make a good impression so it is important to get it right.
Here are a few things to consider….
Think about the purpose of the website
Before you create your website a lot of brainstorming and planning needs to take place:
- Who are you selling to – do you know the demographic of your customer and what they truly want?
- What information does your customer need to know from you?
- When you plan the website think of SEO and Google ad word searches so your website can be found when customers need to find a particular item.
The home page
This is the first page that your website visitor is likely to see so make sure it excites and tempts the user:
- Clear and explanatory easy navigation is necessary to hold the hand of the customer and guide them from product to purchase stage.
- Provide exciting descriptions and information about what you sell – state the obvious and don’t rely on assumptions or guesses.
- Give your customer a call to action and let them know they can contact you via email, phone, social media , Skype or whatever mode of communication you prefer that will build trust and credibility.
This is the page to introduce yourself and your business to new customers:
- Remember to tell the story of your brand and why the business exists in the first place. Stories can be a powerful way to connect and engage with your customers so you become memorable which is vital in a world where it is easy to be distracted.
- Tell your customers what you offer and why it matters? Builds the relationship and state your values and mission that makes you stand out as different to your competitors.
If you want your website visitor to purchase an item from your website, make the process easy:
- Ask the customer to set up a profile and share vital information such as their name, address and email address or alternatively they can be a guest visitor.
- What payment service provider (PSP) are you using – eg Worldpay or Paypal and is it trusted a platform?
- Ask the customer if they would like to opt in for future email marketing to receive offers and special discounts.
Offers: how will you incentivise your customer’s to purchase your items?
Do your calculations and decide what discounts your business model can sustain:
- A simple 10% or 20% off the final price might be advantageous
- Ask your customer for feedback and reward their time and effort with a discount code
- Think about ways to reward loyal customers so they come back to purchase or recommend you to others
I hope these tips have been useful to help you create a fantastic website to gather sales and a positive reputation with your customer.
Question: I am launching a new range of exercise classes for my personal training and fitness business – I want to contact newspapers and magazines to gain some positive PR.
Who do I contact and what do I say?
Firstly, do your research with the publication that will (hopefully) print the story to find out the stories that they publish. For example, don’t try to pitch a fitness themed story to a car magazine – it won’t be relevant to readers because the two topics have nothing in common.
Now, think of the story itself and ask yourself: What makes the story unique and interesting? Are your sessions groundbreaking? Why would a journalist and the reader be interested to know more about the topic? Why is it relevant? Have you discovered something that is new?
Remember each medium has its unique way of communicating with the audience.
Magazine and newspaper articles are based on the written mode of communication so be prepared to write a press release document and submit some good quality images. The journalist can contact you to obtain further information and a quote if necessary.
When you pitch your story the journalist or reporter is the person to contact. Be courteous, polite and friendly when you speak to a journalist.
Sending an email is normally the preferred method of contact but sometimes a good old fashioned phone call will make the impact that you need. Remember, newsrooms are busy places so don’t be deterred by an abrupt journalist.
What is your experience of pitching stories? Success or a challenge? Get in touch with your comments …
We recently attended a social media training course to deliver support to the Prince’s Trust.
The session was all about using social media to promote a business profile on line. We received lots of questions in a lively discussion including the key question:
“How do people know you’re on social media?”
It may sound like an obvious question but it raises a good point that we would like to address and also share our expertise:
1) When you communicate with potential and prospective clients via email – it is a perfect chance to tell them that you are accessible via social media. Your company email signature should include your social media links that will take the person straight to your profile
2) All branding and promotional materials eg t shirts, posters, should have the social media channels on it as part of your brand.
3) Social media is a chance to interact with your followers and fans so make sure you do. Having a profile is brilliant but if you don’t start communicating with people and sharing information – no one will know about you and the fantastic things you do.
These were our suggestions during the prince’s trust training session that received a lot of nods of agreement. What do you think?
Tweet us @soundbite_media with your suggestions for spreading the word on having a social media presence using the #Soundbitemedia
Q: I have recently held an event and would like to share the updates on Facebook. What is the best way to do that?
When you plan the event, think about the activities you want to capture – photos of certain attendees, some speeches, perhaps some location photos.
Consider using the live broadcast option on Facebook to tell people where you are and what you’re doing at that precise moment.
Create an interactive question and call to action and invite people to comment with their thoughts
Think about the images you want to share that will tell people what they have missed.