5 Ways That Securing Press Coverage Directly Impacts My Business's ROI
Oct 04, 2024We're always trying to give super tangible examples of the ROI (return on investment) for PR and securing press coverage for a brand.
This is one of the biggest questions that you probably have too when thinking about hiring a PR agency or putting any company/brand PR initiatives or campaigns in place.
You're thinking....yeah I know brand awareness is important–but what will it get me?
Likely you want new leads, to get in front of new audiences, to increase revenue, get speaking opportunities and much more, but you're hesitant to see if this PR thing *actually works*.
So we created this article to give you REAL stories from REAL business owners who have had a press win lead to something so.much.bigger.
P.S. Thanks to our friends over at Qwoted, we were able to put together this blog article super easily through their platform. We signed up on their media side and put out a query that we were looking for stories on real, tangible results from press placements.
Here's what we asked...
Looking for small business owners, thought leaders, entrepreneurs, & startup founders who got a press feature in an article, podcast, or tv segment that led to a big opportunity for their brand.
Ex: Your brand got featured in a big magazine like Men's Health or Business Insider, which led to X amount of sales, a bigger feature, funding, a big paid speaking gig, a book deal etc. Something that demonstrates a big win from earning coverage.
Ex: Your brand got featured on a well-known podcast, which led to X amount of sales, a bigger feature, funding, a big paid speaking gig, a book deal etc. Something that demonstrates a big win from press coverage.
And here's what we found...
Press features can lead to speaking opportunities–here's Isaac Mashman's story.
- "Earlier this year I had the pleasure of joining a man named Eric Triplett for his podcast 'The Pond Digger.' Now I specialize in personal branding, Eric in aquascaping and pond design, like the nice ones you see for Koi fish. On his show, we discussed personal branding for general contractors and had an awesome conversation. Well, within the month he made an introduction to another professional who listened to the show and was looking for speakers for an upcoming event. Needless to say, this October I am getting flown out to speak at Atlantic-Oase's Professional Conference in Denver, Colorado in front of 100+ high-caliber contractors. This would have never happened if I didn't land that podcast interview." - Isaac Mashman, Founder Mashman Consulting Group & Speaker
Imagine that. Just one podcast episode leads directly into a speaking opportunity in front of a 100+ new contacts. WIN. WIN. WIN.
Press features can lead to phone calls causing your business to double—here's Marcia's story.
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"Back in the pre-internet days, I was active on CompuServe and when a reporter for USA Weekend, the Sunday news insert for Gannett papers, asked CompuServe PR for names of people who were using the service, they gave them my contact information. I was part of the cover story about how CompuServe was connecting people and it described my business, which was writing business plans at the time. At 5:00 am that Sunday I began receiving phone calls from people who wanted help writing their company's business plan. That continued for two weeks and I got so much work I was turning clients away. My business doubled that year because of that one story." — Dr. Marcia Layton Turner, Ghostwriting & Thought Leadership Content Services
It's so incredible to hear that from one Cover story that highlights a business can lead directly to traffic that converts into paying customers. WIN. WIN. WIN.
Being featured as #1 Product of the Day led to this well-known companies success—here's Sam's story.
- "Our big break was when we received the accolade as the #1 product of the day on ProductHunt. This press for our job search tracker with a chrome extension that allowed job seekers to save job opportunities from all across the web into a kanban board to be tracked and managed kick started what is now a 6-person company that has been used by over 350k job seekers to support them in their search. Without this coverage, we would not have the company we have today." - Sam Wright, Head of Operations and Partnerships at Huntr
Being featured in Entrepreneur Magazine drove a 30% increase in inquiries from potential clients—here's Victor's story.
- "When Digital Web Solutions was featured in Entrepreneur Magazine, it was a game-changer for us. The article highlighted our innovative use of AI in digital marketing, showcasing how we leverage machine learning to improve customer acquisition for businesses. After the feature, we experienced a 30% surge in inquiries from potential clients, many of whom were excited about our unique approach. This exposure not only brought in high-quality leads but also led to a partnership with a leading e-commerce brand, which significantly boosted our revenue. The press feature also opened the door for speaking engagements at industry events. I was invited to speak at a digital marketing summit, where I shared insights on AI's role in transforming business strategies. The visibility from both the article and the event established us as thought leaders in our niche, proving how powerful media coverage can be for small businesses like ours." - Victor Julio Coupé, Founder of Digital Web Solutions
The last way that press features support a business's ROI is the ability to leverage press features to request a higher speaker amount, says co-founder of Visibility on Purpose, Bridget Aileen Sicsko.
- For her own yoga and workshop facilitation company, she shared..."I always include any past press in any email pitches for speaking opportunities, freelance gigs and more. For instance, if I'm looking to go into a school and talk about yoga, movement, mindfulness & kindness—I will always say I've been featured x, y, z. It's likely that the school knows those outlets so it's a third party endorsement that I use to my advantage."
All of these stories showcase how one media feature can lead to incredible results—both on the brand and financial level.
If you're curious about implementing a PR strategy for your brand without hiring an agency, learn more about our PR and Visibility Mastermind for personal and product brands here.
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