Too often companies are only focused on being “top of mind” which is difficult to achieve unless you have lots of money for marketing or a continual flow of news for PR. This is often not the case for small and mid-sized companies, but there is a smarter and more targeted strategy these companies can use to outsell your competitors.
To maximize your holiday sales, your products must be found. Most consumers start with a keyword search, which is why “Top of Find” is even more important than being “Top of Mind” for consumer product companies.
Conducting a Top of Find Audit now can provide early insight as to how well your products and services will sell this holiday. It can also shed light on what you need to do to improve your sales.
Using a recent Back-to-School Top of Find Audit, the first page of Google delivers results from advertisers, sponsoring retailers, and media outlets covering a product or category.
Yes, advertising ensures you are at the top of the page. However, most companies simply can’t afford to advertise every product or for every category. What is worse is that many consumers skip right over the advertised products. Equally challenging is if your retail channels are limited.
There is still hope though. Media and blogger coverage usually make up the majority of the search results, and sometimes they even pay to promote their coverage. Because their articles are getting a lot of traffic from individual readers, Google’s search engine gives them prominent and multiple placements on the page. “Earned” coverage is also considered more trustworthy by consumers and thus is more valuable than paid advertising in Top of Find results.
To improve sales, public relations program must be designed to support Top of Find results. Here are the top three questions to determine if your public relations program is optimized to support sales.
1. Do we have a comprehensive product reviews program?
2. Have we cultivated relationships with the most cited outlets and reporters for our products/categories?
3. Are we working with outlets to be included in their “recommended” lists, such as seasonal buying guides and rankings?
Contact me to learn more about how to conduct Top of Find Audit, or evaluating your communications program to ensure you are optimized for growth.