Get Your Message in Front of the Right Audience and Improve Your Communications
When advancing public relations efforts for your business, ensuring that the right audiences see your message is key to generating action and beginning a meaningful conversation. A contact list will be your best friend in PR, as it’s made up of audiences who are likely to be engaged with your message, respond to your offers, and have the means to spread the word through their own channels. With the right list, you can magnify your voice and turn a wider range of people into champions of your mission. So how do you determine which leads are good, and how do you turn leads into a list that will work to meet your needs?
- Start with the People you Know
Despite the fact that it’s easy and convenient, purchasing a contact list will more than likely not give you the results you actually want. These lists aren’t targeted toward the people you may actually want from a strategic perspective, and the individuals that see your message will likely not be engaged. This results in high bounce rates (the percentage of visitors who immediately navigate away from a web page), high unsubscribe rates, and negative feelings toward what amounts to cold-calling leading to a general lack of engagement. Build up your contact list naturally, starting with individuals and media contacts you know, and bake in opportunities to opt in to additional communication on your website and social media profiles. This method may be slower, but over time it’ll build up to a naturally engaged audience and higher rates of success.
- Bring a Value Proposition to Your Contacts
The key to keeping members of your contact list engaged and subscribed to your communications is to bring information and offers that they value. Let them know the things that matter to you, and they’ll want to engage. Don’t be afraid to make your communications fun, and be sure to reserve special offers and opportunities for members of your list in order to continually encourage registration.
- Connect with Contacts Where They Are
Adding members to your contact list through in-person or in-store conversion is admirable, but our contacts primarily exist in the digital space. By taking advantage of this and meeting them where they are online or via your social media profiles, you’ll have more success at engaging. For example, when Naptown Branding clients Forever Friends Great Dane Rescue wanted to encourage signup for a monthly newsletter and expand their list, we knew that their website was one of their most valuable assets for conversion. By creating a popup window on the website which prompted users to register for the monthly newsletter, we were able to double their contacts within a six-month window.
With the right base of contacts, you’ll be able to effectively spread your message with an audience that’s ready to listen and engage with your calls to action. Build your list and cultivate contacts, and watch your organization achieve PR success.