I've Got News For You: Refresh The Newsroom To Engage Customers
How many vendor emails did you receive this morning? How many messages are filling your voicemail? Sometimes someone will get lucky and catch you at the right time, but more often than not, you’ll research companies and contact them on your terms when your business requires service.
As I’ve stated before, the brand website is an extremely important vehicle to communicate with potential and current customers. The online newsroom, in particular, is a great way to tell your company’s story, exhibit thought leadership and share the latest product/service announcements. However, according to The 2013 Newsroom Report “How the World’s Top 100 Brands Are Using Online Newsrooms to Tell Their Stories,” 35% of brands say they fail to keep their news updated.
Here are the top three ways to refresh your news room to better engage with customers:
Act like a Reporter – The news cycle is 24/7, and media outlets are always looking for resources. Consistently monitor current events and news so your company’s spokespeople are prepared to provide commentary and/or tie these events to your company news. For example, if a new iPhone is scheduled to hit the market on a particular date, have comments ready in advance that discuss how the expected features and functions will affect your product/service or how your new technology was designed with these tech trends in mind. Media outlets will consistently rely on companies that are well-versed on the news and can articulate thoughts quickly and succinctly. This not only enhances your coverage in the newsroom, but your clients will see you as an industry leader that is on the pulse of what’s new and what’s next.
Become a Publisher – While obtaining coverage of your brand through media relations efforts is key to company storytelling, this isn’t the only way to promote your brand and share key news with your customers. Create a corporate blog that provides your customers with useful information, statistics, infographics and news about your company and/or industry. Best practices, how-tos and news commentary videos are other great tools to post in your newsroom or link to from your company’s YouTube channel. If you want to move a step beyond video posts, host a webcast to showcase the thought-leadership of your executives and post or link to your website for on-demand viewing. As long as you are producing quality content for your customers, the format doesn’t matter. Your customers, and maybe even the media, will tune in!
Connect to social media – Although it’s important to have press information updated on your company’s website, you’ll get extra mileage out of the news coverage if it’s also shared via social media. Share newsroom content with your customers through Twitter, Facebook and LinkedIn or any other social channel your customers visit most. By posting new articles and releasing information on social media, you’ll share your message with more customers. Social media conversations may even lead to a more in-depth discussion group to obtain client feedback.
Customers want to work with businesses that are successful, that have thoughtful opinions and are in touch with current industry news and trends. Updating content in your brand’s newsroom serves as a third-party endorsement that often promotes your company better than any online brochure, ad or marketing email. Consider filling your newsroom before filling any more customer email inboxes or voicemails.