Marketing’s Holy Grail: Get Featured on Large Publications
The ultimate goal of any marketing plan is to create a synergic set of strategies operating into two main areas: outreach and branding. Television commercial, billboards, flyers, but also PPC campaign, SEO and Social Media, all of those are all outreach techniques, with a cost normally associated to how many people you reach or you are expected to (as per SEO campaigns). On the other hand reputation management, influencers, brand ambassador, testimonials and reviews are all branding techniques whose goal is to influence how the product is perceived during outreach campaigns.
It’s like saying that you have a great product or service, prove that people indeed really love it, and get as many people as you can to listen to this message.
All the marketing channels I can think of focus either on outreaching or branding, none are outreaching and branding at the same time. That with the exception of one channel — or let’s better call it strategy — that for its own unique capability to generate real growth for businesses, we have defined it as the marketing’s Holy Grail.
This is getting you or your company to be featured or mentioned in large publications, such as Forbes, HuffingtonPost, Entrepreneur, Inc, and so on. By doing this you are not only reaching million of potential readers, but you are also saying to everyone that you have “been seen on” those large and influential publications adding credibility to your products or services and to your marketing pitch.
The infographic below is divided into 4 main sections: benefits, strategies, costs and reach.
The benefits section mainly describes why you should be dedicating part of your marketing budget into editorial publishing. It also lists the benefits associated with having your name — as well as having a backlink — on a large publication.
The strategies section lists how to acquire those features: DIY techniques, hiring a traditional PR agency and using a PR agency PPM (pay-per-mention). We have reported all the pros and cons of each of those techniques.
The costs section is a cost comparison of the three channels: diy outreach, hiring a traditional Pr agency, hiring a PPM PR agency. For the latter we have found Snemy.com to be the only platform applying a PPM formula, thus reported directly their prices as reported on their site.
Lastly, the reach section shows the main metrics (such as number of visit, average visit time and so on) for those large editorials here using as reference.