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You are more than likely familiar with traditional PR – brand recognition in newspapers, magazines, or in blogs – but we would like to introduce you to an even more comprehensive look at how online PR, in particular, can benefit your brand. To be successful, you must employ a variety of channels, but it will greatly benefit your dispensary and bring more customers through your front door.
Online PR is about storytelling. It’s about giving a face to your brand and context to your dispensary and what you can offer. Like we had mentioned above, online PR can involve traditional media, but it also encompasses an array of other channels that we’ll list out for you further into this article. Whether your communications are direct or indirect, online public relations is about influencing your target customers and bringing awareness to your brand. It’s about positioning your dispensary as less of a storefront and more as a living, breathing brand. It’s about both what you say and do and what other people say about you.
Offline PR is considered to be any communication done outside the digital sphere. This could include speaking at conferences, being interviewed on a radio show, contributing to a print publication – It’s engaging with audiences in an in-person or tangible way. Online PR is a strategy of reaching audiences on the internet. This could include engaging with blogs, forums, or social networks while also including any SEO-optimized press releases, guest blogging, or connecting with influencers.
PR is about building your reputation and is crucial to differentiating yourself from the surrounding competition. By engaging in online public relations, you are not only establishing credibility and bringing awareness to your brand; but you are also capturing the attention of new customers. If you’re not engaging in online PR strategies, you are greatly misrepresenting your brand and leaving room for your competition to succeed and acquire those customers themselves.
While there are certainly no shortcuts in public relations, it can be incredibly powerful and even inexpensive when you employ the right strategies. You’ll want to be deliberate and authentic with your approach. Below are a few ways you can use online PR to help you grow as a business.
Attract Visitors through Search
Don’t underestimate the power of SEO-optimized content and PR. It can drive customers online to your website or your Google business profile and can ultimately result in sales.
Engage & Dialogue
Consumers are becoming more and more drawn to brands who humanize themselves. Talk to your audience, start meaningful conversations, contribute insight or value in your approach.
Build Campaign Buzz
Online PR can be used to promote your other digital marketing campaigns and build buzz and excitement around upcoming product launches, in-store promotions, etc.
Defensive / Crisis
A damaging article is published on your dispensary. Online PR can be engaged to promote the image you want your dispensary to have while discrediting or overpowering the bad PR.
You undoubtedly realize the untapped potential that online PR can offer to grow your dispensaries customer base. So, where can you start? How can you identify and approach some of these opportunities? Well, to start, you need to be clear on your target customer demographic. Then, it’s qualifying opportunities based on that platform’s audience. Is it a good fit?
Next, it’s approaching online PR in a comprehensive way and engaging in multiple opportunities. These could include:
Another way to generate awareness of your brand and to succeed with your online PR strategy is by creating SEO-optimized press releases to high-quality distribution networks. Below are ones we’d recommend considering:
If you’re looking to capitalize on the opportunities of online PR, we’d recommend looking at investing in some of the tools and software below to help amplify your efforts.
So, what are you waiting for? Start with one of these above software solutions if you haven’t already and work together with your team to generate some buzz around your brand!