solutions

By Heather Ripley

When most people think of public relations , they think of corporate campaigns trying to sell a company ’ s products , or they think of the necessary “ evil ” of overcoming a business crisis .

But PR is more than idea spinning or reputation repair to a battered image . A proactive PR strategy can build relationships , increase visibility and gain exposure in ways that paid advertising can ’ t touch .

For a power equipment dealer , PR can strengthen your presence in specific markets while expanding your reach into other verticals you ’ ve yet to enter , like construction , municipal development , agriculture and other industries .

Powering up your content When you hire a PR agency ( and you should ), one of the first things they will look at is how up-to-date and dynamic your website is by ensuring that your website content is easy to find , and that it ’ s fresh and relevant .

You already know that digital marketing is a solid investment that helps you move up in Google ’ s rankings . You may not know , however , that fresh website content helps your company fare better when people search for equipment .

Google ’ s algorithms are mysterious by design , but we do know that the more you refresh your website and the more it is mentioned by other high-traffic sites – like media – the higher up the Google rankings it can climb . If you search your equipment in your area and your company ’ s URL isn ’ t on the first page , you ’ re missing an opportunity . And you can fix this .

Putting out press releases Google ranks a website , in part , on how that site is mentioned in other mediums , such as news websites . The best way to begin earning media coverage is to start with press releases .

Readers of print and online media trust earned placements more than paid advertising . Most studies show that earned media – published by a third party such as a newspaper or trade publication – is trusted by about 90 percent of readers while the same amount – 90 percent – do not trust paid advertising .

When issuing press releases , you need to make them newsworthy to either the general public or to a trade organization . Share news important within your company , such as hiring a new manager or business leader , expanding your services or opening a new location .

Offer expertise on relevant local news or issues . If you are a utility vehicle dealer that sells snow removal equipment , offer tips to municipal employees or even homeowners on ways to remove snow safely and effectively . You can share advice

14 OPE Business www . OPEBusiness . com