For the promotion of startups is not enough just to create a product. It is still necessary to competently apply their audiences, promote or how often they say now, is to propacet. In this case, the main thing is to avoid three fatal mistakes.
Do not confuse PR and PPC
Many people think that in PR, as well as in PPC, it is enough just to invest the money to test a couple of weeks, evaluate results and scale. No, this will not work. PR is communication. With the press in the first place, but also with the audience, experts, investors. How do you build a relationship with them will ultimately define the awareness of your company, product popularity and so on. So you need to consider every action, not at the first PR project. And still need to be able to wait. Often the first publication to appear a month after the start of communication with journalists. And in the case of major publications of this period may increase to a year.
Not to forget about the press release
It is believed that the press release is dead. But don’t take it literally. Yes, as a promotional tool and a means of attracting attention it is really outdated, but as a source of information – no. For employees the press-services is a reference where you can find the necessary and clear information about the product, as well as a list of contacts. Sometimes, thanks to a press release from the journalist’s easier to understand some technical details that only have a positive impact on his publications.
But, again, to send in their materials makes sense only after propityvanija journalist, that is, after personal communication with him. Otherwise a press release will settle it somewhere in the Spam folder or get lost among other emails.
Carefully consider the text and layout of a press release
It is important not just to make a press release, but to do it right. Long texts on a hundred pages, even though interesting and beautifully decorated, the press officers read once. In this case, familiarization with the publication about your product is postponed indefinitely. It is necessary to nobody. So carefully think over the content.
Good pitch for a journalist is a small text words on 100. It needs to arouse interest and awaken a desire to go to your website and to further study the issue. Among other things you need to briefly tell what your project is valuable and original.
Also, consider the time of their release. If the publication is about you will be released the same time as the next iPhone, for example, it is likely that nobody will notice. Consider holidays and special dates. Undesirable anything to send a few days before key holidays and Friday.
Instead of a conclusion
These were three very serious errors, which, as a rule, in one way or another make all startups. But there are other dangers that await young developers. More about this you can learn from experts in various specialized events.
