Brexit is complex. There’s no denying that. It is here and it’s evolving. It’s something we, as Irish, have been forced to engage with. We didn’t have a vote in the referendum but we certainly have a role in the consequences.
In the world of public relations, the opportunities and challenges that lie ahead in the new Brexit world are vast. There is uncertainty all around, whether it’s a company in Ireland looking to enter new markets, an Irish company operating abroad, or a company wishing to enter Ireland.
However, one thing that can be controlled is planning. Companies must devise a communications strategy to ensure they achieve the best results possible, especially when looking to get a foothold in new markets.
Here are my top five tips on how to do this.
Tip one: Know your market
Getting to know your new market is a key aspect of any communications plan. Learn the basics. What is the country like and what is it like doing business there. Make sure you get up to speed on that country’s preferred media platforms. Is LinkedIn popular or is email marketing more prevalent? Also, know what events are happening in the country and when their public holidays are. The working week isn’t always Monday to Friday, 9-5pm in every location.
Tip two: Sort out owned media
Getting your house in order before launching into a new market is key. Your website and social media pages can be your first introduction to a new market, so you want to ensure it is up-to-date and relevant. Localise content, where possible, and port your website to that location. Also, make sure the contact details on your website are correct and the news section is up to date. Always remember that when you enter a new market, digital is your shop front and ensure you use it to its maximum potential.
Tip three: Get to know local media
Getting familiar with the trade media, both online and offline, in the various locations, is very important to gain earned media coverage. This also has the dual benefit of establishing you as a thought-leader in your field. Examples of earned media include guest articles, blogging and features. Earned media can also translate on social media, with a re-share of a blog post by a Facebook fan or a re-tweet of a guest article.
Tip four: Build your pipeline
Generate demand by giving your audience what they want; relevant, insightful content. Use blogging, webinars and videos to tell your story, and generate new leads with specific email marketing campaigns and targeted landing pages.
Tip five: Social media
The digital world brings with it so many opportunities on a global scale. On entering new markets make sure you build your social media with relevant localised content. Make sure you engage – social media is a dialogue, not a monologue. Tune into discussions in your local community and share relevant, timely blogs and articles of interest.
Susie will discuss the digital marketing trifecta at the eir Spiders workshop in Cork Opera House on Sep. 12th.