Turning Coverage Into Clients
Guest Post by L. Drew Gerber
With every media placement you land, you’ll have a new vehicle driving traffic to your website. Sounds great, doesn’t it? That’s probably why you’re trying to get media coverage in the first place, but what’s going to happen once all these new visitors (potential clients) land on your site? Will they click the back button or will they want to stay?
You should always provide a reason for these new visitors to stick around; it’s the only way you’ll be able to turn these potential clients into loyal customers. Free giveaways are an awesome way to do this. Teleclasses, offers, discounts — you name it — are all great incentives that will help you convert your coverage into clients.
When you give away something for free, and your visitors take you up on your offer you’re now in a position to begin building a relationship with them. Just like the dating scene, you’re going to have a tough time walking up to someone you’ve never even met and getting their number. You have to introduce yourself. Make them laugh. You know, you have to engage them and build trust if you want score a date. And the same thing goes for selling your product. Chances are when someone lands on your website for the first time they’re not going to buy what you’re selling, but it is a great opportunity to give them something for free in exchange for their email address so you can continue the relationship building process. Selling is all about trust, and building it is the key to converting your clients into coverage.
L. Drew Gerber is CEO of www.PublicityResults.com and creator of www.PitchRate.com, a free media connection service for journalists, experts, and publicists. Sign up now for free publicity advice including a free online marketing course. Gerber’s business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with Online PressKit 24/7, a technology he developed (www.PressKit247.com). Contact L. Drew Gerber at: AskDrew@PublicityResults.com or call him at 828-749-3548.