Promotional Tips for Companies in a New Era

2021-09-13 by Ronn Torossian
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One of the great ways that business owners can get a head start in launching their companies is by promoting them on social media platforms. As long as they have a strong social media strategy, it’s one of the most cost-effective and efficient tools.

Market Research

The first step in creating any sort of promotional campaign on social media is to research the market and the target audience of the business. Random promotional efforts will only end up wasting the time and resources of a company –  However, a targeted and knowledgeable approach generates plenty of beneficial results. Most of the time, business owners already do some sort of research into their market when creating their initial business plan.   However, this type of market research– that will inform promotional campaigns– is a lot more thorough and nuanced.

Businesses need to gather information regarding the platforms that their audience is using, the most important metrics that show how well certain promotional tactics are working on those platforms, and the pain points of that audience.

Consistency

Another essential element of promotional campaigns is maintaining consistency between each one. That means creating content on a regular basis, having the same handle on every social media platform, and maintaining the same branding across all channels. This is the best way that consumers can not only get familiar and then start recognizing the brand and what it stands for, but for the brand to regularly promote itself to the consumers through content. That way, the business can stand out from the competitors, reach more potential consumers, and generate more brand awareness.

Brand Message

Although creating a brand message sounds like something that’s only for big brands and corporations, practically every company needs one, and they’re not difficult to create in the first place. The best way to go about creating a brand message for a new business is to figure out what the company stands for and what kind of message it wants the consumers to receive. It can be about how great the company’s products are, how the company is adding more value to its community or society in general, or something completely different that speaks to both the business and its consumers.

Then, the message should be created in the same language that the consumers are using. If the consumers are people who understand technical language, it can utilize that, or if they prefer colloquial language, it’s best to keep things simple.

Ronn Torossian is CEO of 5WPR, a leading PR agency.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities