Most design entrepreneurs agree that getting publicity is important, however, many don’t know how to leverage publicity to grow a design firm.
- Leveraging, Not Just Getting: Simply being featured in media won’t automatically grow your business. Effective leverage of publicity is crucial.
- Share and Showcase: Share media features with your audience. Showcase media logos, quotes, and articles on your website and social media.
- Credibility Boost: Incorporate press quotes into your marketing materials for increased credibility and trust.
- Maintain Relationships: Stay in touch with journalists for potential future features and collaborations.
- Media Kit and Expertise: Include media mentions in your media kit to showcase influence and establish expertise in your field.
The truth about publicity
The truth is that just by being seen in a magazine or any other media outlet, you will most likely not grow your business. But, if you leverage the publicity the right way, you will have media assets that you can leverage for years to come to grow your company.
Let’s discover some great ways to leverage publicity to grow your design firm.
How to leverage publicity
Here are 7 ways to leverage publicity to grow your design firm:
- Share it.
- Add the media logo to your website
- Use press quotes in your marketing
- Keep in touch with the journalist
- Add the “as seen in” to your social media profile and newsletter
- Create a media page on your website
- Add the media mentions to your media kit
When you have gained some publicity, you need to do your part and share it with your audience. Let the people you work with, your fans, your followers, your colleagues, your customers, and potential customers know that you have been featured in an industry publication or in a TV show.
It’s not bragging, it’s just clever marketing. Someone else (i.e. the media site) already thinks you’re awesome, so let the others know they think it.
Add the media logo to your website
Customers trust brands that have been featured in the media. You should have a spot on your website where you showcase your media mentions.
You can collect the logos of the media outlets, create PDFs of the articles, and publish them on your website. Remember to ask permission to do that!
Use press quotes in your marketing
When drafting campaigns and creating your marketing materials or ads, you can add press quotes to them. Adding strategically selected quotes will increase your credibility.
Keep in touch with the journalist
Once you have been featured, you should keep in touch with the journalist.
There’s a chance that your business is relevant for other media pieces they are creating, and you want to be top of their minds when creating new pieces, either for the same media or others.
You can add the logos and/or links to the media to your social media profiles and newsletter for people to read.
This helps the media outlet to get more readers, which in turn favors you and allows your future customers and prospects to read the article long after it has been published.
Create a media page on your website
A media page is a place on your website where you can showcase your work – whether it’s photos, videos, or audio.
Add the media mentions to that page too, with links to the articles, and also downloadable PDF files for easy access. This is a great way to show off your skills and attract new clients.
Add the media mentions to your media kit
Including media mentions in your media kit is a great way to show potential clients and partners your reach and influence. It can also help you to establish yourself as an expert in your field.
If you’re not sure which articles or mentions to include, start by gathering all of the recent coverage of your company, product, or event. Once you have a good selection, start by selecting the most influential or high-traffic articles.
Then, compile all of the information into a document or PDF and make sure to include contact information for any journalists who wrote about you.
This will make it easy for them to get in touch if they have any additional questions. Not only will this help to promote your brand, but it can also help you build relationships with key journalists in your industry.
The Smart Ways To Leverage Publicity To Grow A Design Firm
Being featured in a media outlet is exciting and something that most design business owners dream about, but the actual value comes from being able to showcase the media mentions long after the actual article.
People trust brands and experts that have been featured in relevant industry media, so showcasing your media mentions on your marketing collateral is a smart way to build a reputation and grow your business.
FAQ – Leveraging Publicity
Why is publicity important for a design firm’s growth?
Publicity increases your brand’s visibility and credibility within your industry. Being featured in media outlets showcases your expertise and helps you attract potential clients and partners.
What’s the difference between getting publicity and leveraging it?
Getting publicity is being featured in media, while leveraging it involves strategically using that exposure to build your brand, credibility, and client base over time.
How can I effectively leverage publicity for my design firm?
There are several ways to leverage publicity: Share media features with your audience, add media logos to your website, use press quotes in marketing materials, keep in touch with journalists, add “as seen in” to your profiles, create a media page on your website, and include media mentions in your media kit.
Sharing media features informs your audience about your recognition, reinforcing your brand’s credibility and expertise. It also demonstrates your value to potential clients.
How does adding media logos to my website help my design firm?
Adding media logos to your website creates a visual association with reputable outlets, building trust among potential clients who value established brands.
Can press quotes really make a difference in marketing campaigns?
Yes, incorporating press quotes into your marketing materials provides third-party validation and enhances your brand’s credibility, making your services more appealing to potential clients.
What’s the benefit of keeping in touch with journalists after being featured?
Maintaining relationships with journalists keeps you on their radar for future opportunities, enhancing your chances of being featured again and expanding your exposure.
By displaying media logos or links on your social media and newsletters, you extend the lifespan of the media features, attracting more readers and potential clients.
What’s the purpose of creating a media page on my website?
A media page showcases your work, media features, and skills, creating a comprehensive portfolio that can attract new clients and partners.
Why include media mentions in my media kit?
Incorporating media mentions in your media kit establishes your expertise and influence. It demonstrates your reach and can also foster relationships with key journalists in your industry.
How long can I leverage media mentions for growth?
The value of media mentions extends well beyond their initial publication. You can continue to use them in your marketing collateral to build your reputation and attract clients.
What if I don’t have a media kit or media page? Is it still effective?
While having dedicated media assets like a media kit and page is beneficial, you can still leverage publicity by strategically sharing media features and logos on your website, social media, and marketing materials.
How do media features build trust with potential clients?
Being featured in reputable media outlets positions you as an industry expert and demonstrates that others recognize your skills, enhancing trust and confidence among potential clients.
Can I choose which media features to include in my marketing materials?
Absolutely. Select media features that align with your brand’s image and emphasize your strengths to create a compelling narrative for potential clients.
What should I do if I receive negative publicity?
Address negative publicity professionally and transparently. Engage with the issue, clarify any misconceptions, and focus on your positive attributes and contributions.