You’ve just been featured in the media, had a byline article published, won an award, or had a podcast interview go live.
While you might think getting the placement is the end goal, it’s really just the beginning.
You don’t just have a placement. You have a piece of collateral that you can integrate into nearly all areas of your business.
What’s special about this piece of collateral is that it comes with something that is incredibly valuable in today’s connected world: third-party credibility.
Now it’s your responsibility to get it in front of as many of the right eyeballs as possible. The following is a checklist you should run through after any piece of media coverage goes live.
Part 1: Immediate: Within 48 Hours
#1: Post to Your Company Blog
This is vital to do quickly after your placement goes live. Being able to brag on your own media space about a placement in Forbes or The Wall Street Journal showcases you or your company as a thought leader in the space. Don’t copy and paste the entire story, but rather summarize and include a key quote.
The title of the blog post should not be the same as the placement. Here’s what we recommend:
“(Your Company) Featured on Forbes”
It’s short, simple, and gets right to the point. Don’t overlook your blog in the grand scheme of things, as many customers and clients will read it before deciding to do business with you.
#2: LinkedIn Blog Summary
Especially with Pulse, LinkedIn is an extremely valuable tool for thought leaders. When you publish something on LinkedIn Pulse, your network is notified.
Just like with your company blog, this should be a summary of the coverage and not a complete rehash. Again, the title of your LinkedIn post should be something similar to the title of your blog post.
This step is crucial, as it allows professional connections, as well as investors and staff, to see the third-party social proof.
#3: Company Social Media
This is a key step that so many companies skip, either because they’ve delegated social media duties to an intern, or because they don’t see the value in social media.
You know who does check your social media channels before making a decision? Your customers. The same people who would be swayed by an article proclaiming you as the next big thing.
Post a link to the story on your social channels as soon as you can, helping blanket the web with mentions of your company.
#4: Personal Social Media
Of course, you should also share this placement within your own network. Many companies have incentivized employees by sending out emails asking them to share, as well.
Also, if you have any influencers in your circle, kindly ask if they’d be willing to share your company’s amazing news.
#1: Email Subscriber List
This can be as simple as announcing “(Your Brand) Was Featured on Business Insider Today!”
The intent here isn’t to hard sell, so the email message should only be a few sentences long, summarizing the story or podcast. You’re showcasing yourself as an industry leader.
#2: Add Logos to Your Homepage
Do you know why so many companies have the “As seen on…” or “Featured by…” section on their website? Because it works.
Showcasing these placements gives instant credibility to your company and impresses potential clients and customers. If you’ve been featured by Fast Company, add their logo to your site, along with a link to the story.
#3: Integrate Into Sales Process
Our strategy calls for a blanketing process once placement has been achieved. While you can do this indirectly through email and social media, we also recommend going directly to prospective customers with this news.
Have your sales reps or account managers email links of the content to prospective clients in the pipeline, pointing out how it is relevant to the sales negotiation. This should become a part of every sales and business development discussion.
Picture your sales rep sending your company’s TechCrunch article to a customer still at the top of the sales funnel, explaining how it is relevant to their needs. We’ve seen this strategy convert time after time!
#4 Add to Email Signatures
The email signature is another tool that goes underutilized. It’s not just a place for your address and phone number. It’s another space to showcase your company’s achievements.
Brevity is the key here. Include a link to the latest placement at the bottom of your email signature, along with a 4- to 5-word summary.
Customers, potential partners, and future staff members will see this media coverage directly. Since it’s in the email signature, it won’t feel like a hard sell, piquing their interest naturally.
#5 Driving Targeted Traffic
This is more of an advanced strategy for those already advertising on Facebook and other social channels.
After you’ve posted the article on Facebook with a short summary and eye-grabbing headline, boost the post, aimed at a target audience.
Through custom audience settings, you can make sure it reaches exactly who you want to reach. That could mean a broad demographic or people within a 25-mile radius of your business. You can also upload an email list of people already in your pipeline.
This is another way to seemingly be “everywhere,” and stay top-of-mind.
Following this post-placement checklist ensures that not only will your spheres of influence be blanketed by coverage of your company, but those who truly matter will see the third-party social proof of your company’s accomplishments.