Why media coverage is your most powerful sales tool

The opinions expressed by entrepreneurs contributors are their own.

In my years as a publicist, I have seen firsthand how earned media coverage can increase brand awareness, web traffic, and ultimately conversion rates. But this does not happen in a vacuum. Securing desirable placements is just the first step in a comprehensive campaign to build excitement.

Just like the falling tree in a forest with no one around, you need witnesses to these impressions, which requires a mix of shameless self-promotion and clever manipulation of modern communication tools. Failing to maximize the reach of these placements only hurts your business and your efforts to gain wider recognition.

Media coverage gives sales reps and the brand as a whole credibility they can use at multiple points in a product's lifecycle, reaping maximum benefits. Here's how.

Related: How to Turn Media Coverage into Leads and Sales

Multifaceted impact on the sales funnel

Many seasoned sales professionals will tell you that media coverage is especially helpful during the exploratory conversation phase of the sales cycle. And it's true that you should encourage reps to share relevant media coverage with prospects in the early stages of communication, encouraging them to do more research on the brand and how it is represented and perceived by the public.

However, others will argue that it is a useful sales support tool at all stages. For example, using existing media coverage in new email marketing campaigns can help rekindle interest in prospects that have stalled. Along the same lines, an article or interview highlighting your business can be revived through Facebook ads when customer engagement falters.

This is a case where there is more than one way to skin a cat. It takes perseverance and endurance, but it really comes down to planting a seed, watching it grow, and continuing to add water and food as needed. If approached with this level of diligence, a single slice of positive press can blossom into an asset with long-lasting returns.

Discoverability and traffic generation

Getting coverage in major media outlets is a proven mechanism for increasing web traffic and improving visibility, whether directly from the article where the brand was mentioned or from an increased presence in the relevant search engine results. If you have room in your budget to hire a reputable and credible advertising agency in your niche, it will likely pay dividends that will justify the expense.

When journalists from top publications talk about a brand, people are more likely to listen. Web traffic generated by media coverage also surpasses overall web traffic. For customers who visit your site directly, be sure to maintain an online newsroom showcasing your media coverage. This is all the more important for journalists who connect to your site.

Typically, this type of virtuous cycle of exposure only occurs when a company properly touts positive coverage on its platforms, including social media channels, and redirects traffic to its website by as a source of information and point of sale.< /p>

Related: How to Convert Your PR Earnings into Sales

Exploit social networks

Over the next two months, share every cover item your brand has won multiple times to extend the shelf life of the win. Tagging the journalist who wrote the article is a