The one thing that Lakeland public relations aims for is to persuade your target audience or market to “hear” your message. They should not only “hear” it, they should listen to it, and believe in it. It’s not always easy because there is a lot of strategies involved in crafting a message for your market. Before reaching the larger audience, you must first persuade “influencers” that your products/services are worthy of their time. They will then be the ones to act as your “voice,” convincing the general public that using your products/services is okay.

You see it all the time on Instagram, Facebook, and Twitter. One day, a product is a virtual unknown. The next day, everyone wants a piece of it. The difference is that over the course of 24 hours, an influencer (a blogger or a celebrity) posted about the product on his/her social media account. Boom. Everyone now wants to use that product.

But before a key influencer lets you tap into his/her massive influence, you need to know a few things first. Remember, a celebrity posting about your products/services is not a foolproof way to advertising your company. You still need to find the right influencer, as well as define who your market is and craft the right way to target it.

Know your competition

Who are you competing with? In the baby industry, for example, South Korean brands have suddenly made quite an impression. There was a time when all we know about baby gears are brands like Graco, Chicco, Aprica, Fisher Price, etc. But now, we’re hearing many South Korean brands making their own waves—from products such as playmats to play fences to baby carriers. They are everywhere, and they’ve put a premium on their products by adding a luxurious touch to their reputations. Now, if you’re using a South Korean brand for your baby, you’re “in” the cool zone. Know who you are competing against in order to craft the right message for your brand.

Know your customers’ interests

Before producing and manufacturing your products, you need to know first if these are the interests of your customers. It’s not enough that you’re answering to their needs, you also need to manufacture products that would fulfill their wants and their interests. Anything that could trigger a purchase is good for your business. There is no foolproof way of defining the interests of your customers. You have to do a lot of research, surveys, and discussions to identify what products/services are needed.