Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
While reading Chapter 2 I noticed many valid points that hadn’t been brought to my attention before. A lot of these seemed like they should be obvious to most, especially in this profession, but…they’re really not. For example, Robert, the restaurant owner came up with a unique idea to partner with the car dealership. This is a smart approach because these businesses aren’t related but hey…everyone eats, so it worked! Despite the fact that he was beaten out by free sandwiches and salads, Robert, still got his name and his business out there. Like the book said, now that people at least know about his product he can cook up some unique way of getting his soup to his customers, or even people that haven’t had his soup. It’s all about getting your foot in the door so you can be recognized one way or another. It’s easy to create content that is popular and that you know people like but it’s also basically impossible for yours to be seen in a sea of it.
One of the strategies that was brought to my attention was the pool place creating blogs. It reminded me of the man who had the winery in the last chapter. They put themselves out there in a less direct way which is why they were noticed. When you think of a pool place, blogging is most definitely not the first thing that comes to mind. Not only did his blogs become popular from this but his product did too. It seems so simple yet if your business isn’t directly related to something, like pools and blogging, then it’s hard to come up with something new that will work in your specific market. By trying this he earned a whole new skill set that he never thought he’d have. He also learned more about the market and how to brand himself online by engaging his potential customers. I had never given much thought into making specific sub categories that haven’t been searched as much. Obviously it’s the best approach but I always thought about how making it specific would make the reach smaller, which doesn’t seem ideal yet, that is what needed to happen for him to have impact whatsoever. “…the only sustainable content strategy has been to find an unsaturated niche and overwhelm the web with so much quality content that search engines discover only you.” Why didn’t I think of this? Even something as simple as adding salt water to the pool search made a drastic difference and that’s not even too specific that it’ll never be searched. Small changes like that can make a world of difference on the web. With everyone being so connected there is always top trends. Breaking away from that even just slightly could be key to getting noticed.