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How can social media be used to increase product publicity?

by | Dec 30, 2013 | Advice & Tips, MarketSmart Newsletters

One of social media’s greatest marketing strengths is that it gives businesses a way to interact with key influencers: people who have large followings and who are excited about educating their audiences about favorite products and services. When you get a really good conversation going with key influencers, you can not only inform large groups of people about your product but you can also get (and publicize) their immediate feedback.

Recently Communications Specialist Jen Hanson, one of our top publicists, was pitching online media outlets about a client’s product. She discovered a blog that seemed to perfectly fit our client’s demographic. She connected with the blogger, discussing various topics that this blogger covered. Once she developed a relationship with this blogger, she was able to mention that we represent a product that the blogger’s readers should know about. Jen followed through by sending product information as well as samples to the blogger. The blogger responded with glowing reviews and agreed to write a product review on her site. She also suggested initiating a product giveaway contest. This was a great opportunity to get our client’s product in front of their target audience.

The give-away was a complete success with more than 2,500 entries. In addition, the contest and product review were shared over various social media channels. The reach was astounding. One of the most valuable takeaways from this experience was the consumers’ reactions to the product review, with many people asking about this product and where they could buy it. This gave our client an ideal opportunity to invite contest entrants to visit the product website, where they could download a coupon so that they could try the product and hopefully share the coupon/information with their friends.

Social media marketing can be as powerful and impactful as word of mouth, especially when you connect with key influencers and create the opportunity to educate them about what makes your company or product so special.

If you need help identifying key influencers, and starting a productive dialogue, give me a call at 952-697-5269.

Written by Heather Champine

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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