What should you prioritize on a low PR budget? Focus on podcasts, trade journals and media your target audience utilizes. Large publications like The Wall Street Journal or The New York Times are super sexy BUT the added difficulty of getting your story in those publications might not actually be worth the effort.
The big guys may reach a wide audience, but that audience may not be your audience. They may have 400,000 readers, but if your target audience within that group is only 10,000, then was it really worth it? Instead of circulation, think concentration.
Always think of the publication that represent the highest concentration of your customer. That’s always a better payoff. But how do you discover this? Easy. Ask them! You can discover what publications, podcasts and news sources your target audience uses, by surveying a member of that audience… a current customer!
Survey customers who love you. They are your gateway to new customers who will also love you. If several current customers listen to Podcast XYZ, that may be a signal of a broader pattern worthy of attention. Go pitch that podcast! (Use the FART Method to write the perfect pitch email.)
Here are some starter questions:
- What is your favorite online magazine?
- Where do you get your news?
- If you need industry insights, where do you turn?
- What are your favorite podcasts right now?
- What voice on YouTube do you get insights from?
Your current customers hold the key to future ones! What other questions could you ask?
