Media coverage gives businesses four things: more exposure, more credibility, a better Google ranking and better customer relations.
Businesses usually have to pay for these benefits – but if you play your cards right, you can get some or all of them for free.
Free publicity brings more people through the door, for two reasons.
First, it means that more people know the business exists. Second, it puts the business front of mind for those people who already know of its existence.
Have you heard of ‘social proof’? This is a psychological concept based on the idea that humans want guidance on the ‘correct’ way to behave in a particular situation.
Generally, the correct behaviour is whatever the majority is doing – which is why most people choose bustling restaurants over quiet restaurants.
Media coverage provides social proof, because the more prominent a business becomes, the more it seems like the correct business.
A better Google ranking
The more popular and authoritative a website appears, the more kindly it’s looked upon by the Google gods.
That’s where free media coverage comes in, because the more often Google sees your business being discussed, the higher it will place your business in its rankings.
Better customer relations
As a general rule, the better you know somebody, the more likely you are to like them and trust them.
If potential customers read about your business in the media, they’ll start to feel like they know you, and an emotional connection will be built before they’ve even meet you.
Want to know more? Click here to download a copy of our popular eBook, How to Score Free Media Coverage for Your Business.