One of the most important keys to business success is remaining at the forefront of your customers minds – what many would call relevance. In a business sense, being relevant means that you and your services are appropriate for what is happening in the market at a particular time. With coronavirus taking its toll on businesses and exposing their weaknesses in 2020, far too many business owners were caught off guard, losing both their business, and relevance this year.
Despite many businesses bouncing back during the back end of the year, uncertainty still lurks in the air, as many countries are continually being forced in and out of lockdown – negatively impacting both businesses and the economy. Remaining relevant is a priority now more than ever, as consumers are more mindful of where, and who they are giving their hard earned cash to. Public relations consultant and founder of Boost Media Agency, Lewis Schenk, has worked with hundreds of clients in 2020, helping them to double down on their PR in order to remain relevant and maintain a strong position in their respective markets.
Even for businesses who are doing it tough, PR is still of utmost importance. “In todays market it’s harder than ever to get noticed and remain relevant. The businesses that are succeeding are the ones doing things differently – most likely those who continue to place an emphasis on building credibility and remaining at top of mind,” Lewis explains. Staying relevant is key in Lewis’ eyes, and here he explains how you can do just that.
Searchability
Despite so much business being done in the world of social media, the majority of serious business owners do their due diligence – meaning that your Facebook reviews simply aren’t enough to show them you’re the real deal. With Google being the most used and most powerful search engine in the world, you don’t want to lose out to your competitors due to lacking a digital footprint. “PR and online articles are the perfect way to build your digital footprint. Our team specialises in helping you rank in Google searches, which has earned both our brand and our clients more and more business” Lewis explains.
Consistency
We all know the old saying: “Consistency is key”. Many entrepreneurs and businesses dropped off with their content production when things slowed down due to covid, which only makes things worse when things start to pick up again. As previously mentioned, staying at the forefront of your target audience’s minds is crucial if you want them to do business with you. If you posted once a week for 6 months, and your closest competitor posted twice a day, they have put out nearly 15x as much content as you. “When it comes time for potential clients to do business, they are most likely going to do it with the person who has the highest volume of quality content” Lewis stated. Remember: it takes an average of 7 touch points for someone to do business with you. Consistency and relevance is key.
Specialise in one area
Pivoting is something that should definitely be part of your preparedness strategy, however in order to remain relevant, you must specialise in one area. “Far too many people I see try do to 10 things at once. No one really knows what they do, so the consumers mind will often dismiss the possibility of doing business with them. As they say, the man who tries to master many things, masters none” Lewis explains. Shiny object syndrome particularly plagues the online industries, which is why specialising in one area is paramount to attracting the right clientele, and remaining relevant.
Public relations is one of the best ways to remain relevant, as it lets people know what you’re up to on a worldwide scale. By integrating PR into your marketing strategy and building your digital footprint, you will remain relevant for years to come. For all things PR, head over to Lewis’s Instagram or visit Boost Media Agency’s website for more info.
