Coverage failure

The majority of my sales comes from word of mouth.  People I’ve worked with tell people like them facing similar communications challenges with their businesses recommend my business.  Looking at the Google Analytics for my website the majority of traffic comes directly or via social media – the proportion of social to direct traffic is relatively small – and the amount that comes from third-party sites is even smaller.

I’ve long questioned the logic of editorial coverage and so when one site whose readers are my idea customer demographic started sharing an article I published on their platform I watched with interest.  What would the impact on my inbound leads be?  Would I see any noticeable uptick in traffic?  A surge in new business enquiries? I suspected not.

Before you ask, it wasn’t a one-off.  The site has shared my article on many occasions in the last three months via its twitter account.  It has been retweeted at least 100 times by followers of that account – but yet the traffic it’s delivered to this site has been almost non-existent.  And that’s not a surprise.

If you’ve not read it then I’d encourage you to pick up a copy of Ryan Holiday’s ‘Trust Me, I’m Lying’.  It’s a fascinating insight in to the current state of the media – driven by clicks and page impressions that focus on sensational headlines and opinion, rather than because they have any value to the reader.  In the B2B sector in particular, articles aren’t shared for any reason other than driving traffic to their platform.

So, next time you want to spend thousands of dollars paying a publicity agent to secure you coverage, stop and think. Will it benefit you or the outlet it runs in more?

Want to know more about why traditional media-based PR doesn’t add up? Here’s the math of media coverage

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