Professionals should invest the time to ensure that the firm communicates its message through traditional channels – press releases, articles, whitepapers, case studies, and seminars, as well as on social media channels and the company’s website. All of these tools should be used to showcase the value that the company can bring to the relationship. An integrated PR/Marketing strategy will ensure that the right message is communicated to and received by the right audience. Do not assume that your targeted audience received your message because you sent a Tweet or E-blast.
A forward thinking firm will develop a program that will embrace both. For example, a firm might develop a package of services called On Point Audit Plus. The package could include the audit, financial benchmarks, vital signs comparing the client’s financials to similar companies in the same geographic market, industry trends, economic forecasts, recommendations on market opportunities, current valuation, and CEO/CFO briefing. The firm could develop a PR and marketing campaign to engage prospects in the value of the package. This could include all of the traditional marketing collateral, as well as a press release announcing the new service issued directly to media contacts, as well as through online channels such as PRWeb, PRZoom, PRLog or PitchEngine.
The firm can also develop a web page featuring the benefits to its clients, video and case study on how a client expanded its business and increased profits as a result of learning valuable information from the On Point Audit Plus, and send an e-mail blast to prospects and clients inviting them to download the case study and view the video. In addition, the firm could write a by-line article on how clients benefit from the new service, have a three-minute spot on a business news program that is also streamed online, tweet about the value clients received as a result of the service, develop a blog and invite clients to comment on their experience, and deliver a seminar to an trade association on how the On Point Audit Plus helped a client grow its business in today’s depressed economy. Using a combination of traditional and social media will greatly enhance the amount of exposure the firm will receive while establishing its unique selling position.
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