How to Leverage Your HARO Earned Media Placements
You’ve submitted your pitch, completed an interview with the reporter, and they’ve just sent you a link to the completed story. Now what?
Using Help a Reporter Out (HARO) is a great way to gain media placements, but it’s important to leverage those placements to maximize your results. You want to reach new audiences through the publication, but be sure you don’t neglect your existing audiences in the process!
- Share it on social media
In addition to gaining the attention of new prospective customers, sharing any placements with your current followers also helps drive engagement. Approximately 79% of American consumers interact with brands on social media at least once a day, and nearly a third use social media to browse for new products to purchase. It’s important to reach those who are already following you to share new updates and put your brand back on your existing followers’ radar.
Pro tip: Tag the media outlet or writer (or both!) in your social media posts to keep your brand top of mind, and also show the reporter that you’re helping to drive valuable traffic to their story. It may increase their chances of including you in the future story.
- Use it to drive and influence your leads
If you have a newsletter or are working with any prospective clients, sharing any media placements will help increase your third-party credibility and generate interest. Customers don’t just want to hear what you have to say, they also want to hear what others are saying about you. By being featured in other reputable publications, it helps boost your audience’s trust in your thought leaders and company as a whole.
Pro tip: If your placement is on a blog, you can kindly ask the writer to include a link back to your website or landing page of choice. If you have Google Analytics, adding UTM tracking code to the link so that you can see leads and goal completions on your website.
- Maintain a relationship with the reporter
Even though this story is finished, the reporter you’ve been working with will need plenty more sources! Be sure to connect with them on Twitter and LinkedIn, and engage with them from time to time by interacting with their posts. By staying on their radar and keeping up to date with what they’re sharing, you’ll stay top of mind for the next time they need a quote or interview. You can also use a media database system—like the Cision Communications Cloud—to find and contact reporters who are currently writing about your topic.
- Include it on your website or blog
A whopping 81% of shoppers conduct online research before shopping, so in addition to social media, prospective clients will surely check out your website. By having a “featured on” or “as seen in” section that links back to the article in question, viewers can see right away what sources you’ve been cited in. It makes your brand appear more credible, and directs viewers to another source of information about your company.
In all, leveraging your HARO placements after the fact can increase the reach of the article, and further your impact on potential customers. By following these tips, you’ll be able to make the most of your hard earned media placements!
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Thought leadership and communications strategy for the C-suite written by the C-suite.
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