Today, I delve into five valuable suggestions on how public relations (PR) can considerably influence the sales procedure by concentrating on the “know, like, trust” elements of a client’s experience with your company.

I cover an essential approach to this task and 5 tips to get started.

Let’s dive in!

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Full Transcript (unedited)

The more frequently a customer hears about your company and the more informed they become, the warmer their potential lead becomes.

In simpler terms, this means the customer is more inclined to collaborate with you than when they initially discovered your business. It’s essential for the customers to follow the ‘know-like-trust’ path with you so that they understand what you offer, appreciate them, and discern whether or not it’ll work for them. They also need to rely on you enough to select you over other available alternatives.

Leveraging PR in such a manner can impact your lead generation and proves to be a crucial component in your sales mechanism.

However, maintaining message consistency is vital

Ensuring consistency in your message about yourself and your product throughout an extended period is critical. And utilising PR for this purpose requires strategic thinking; merely releasing content isn’t enough.

You need to consider how it all comes together and what people will learn from it.

It’s also essential that all individuals within the company discuss the product similarly.

i.e. There must be coherence between selling and storytelling as inconsistencies between the sales team’s explanations and business messaging can be detrimental.

Some questions to ask yourself if you are starting the process include;

What steps and activities do you need at this moment that can guide customers onto the ‘know-like-trust’ path?

What resources should be offered as they progress along this path?

Consider questions customers might have about your product. Do they wish to see examples of its functioning?

Are they curious about its uniqueness compared to competitors?

Identify their concerns, address them, and determine if any myths need debunking.

Engage in conversations with people to uncover their needs, then create a plan for sharing that information while simultaneously building relationships that convert warm leads into paying customers.

once you have uncovered these truths you can get started implementing the following steps

1: Create Relatable Stories

To establish a strong “know” factor, capturing your audience’s attention is vital. Use the power of storytelling to create appealing narratives about your company’s history or achievements. Make it relatable and genuine by integrating anecdotes and real-life experiences to help consumers understand your offerings better.

2: Leverage Influencers and Partnerships

In today’s world, influencers can hold significant sway in swaying their followers’ opinions. Curate strategic partnerships with reliable influencers whose values match your brand image. By doing so, you bolster credibility in your audience’s eyes and make them more likely to purchase your products or services.

3: Highlight Positive Customer Testimonials

A crucial aspect of building trust is sharing authentic customer testimonials. Doing so demonstrates transparency, sincerity, and social proof that will inevitably attract potential customers. To bolster this strategy further, allocate resources to excellent customer service—and ensure existing clients are happy advocates for your brand.

Tip 4: Engage with Media

Regularly engaging with media outlets gives you a chance to showcase your expertise and capture the interest of potential customers that pay attention to their trusted sources. Compile a press kit, two or three story ideas and pitch to relevant channels like newspapers, magazines, blogs, podcasts, TV shows or radio stations, depending on your story, brand and audience.

5: Be Consistently Active on Social Media

Social media platforms offer an excellent space not only for brand visibility but also for directly interacting with customers. Understand which platform suits your brand personality most and then engage consistently with your audience. Use these platforms to disseminate positive news, provide support, and establish a sense of community that fosters trust.

Remember that consistency and authenticity are essential in creating a lasting impression.