How to get featured in Forbes and take your Financial relations to the next level
Being commercially solid depends on keeping in balance not only the internal arrangements of the company but also positioning a public image and establishing healthy Financial Relations. A great example can be found in Forbes, which has managed to transfer the reputation of a conventional publication to the digital field.
However, the biggest mistake many new entrepreneurs make is believing that it is possible to transfer in its entirety traditional offline dynamics and then applying them into the parameters of managing a digital trademark. But, when the task is to thrive amid a global economic decay, that’s when things start to get tricky.
The answer lies within the mainstream media and news portals; But, there is one in particular that continues to dominate a large portion of web traffic and that is Forbes.
Below I’m going to clarify all your doubts about what the steps are for becoming noticeable in the eyes of the giant communicator, and develop once and for all the Financial relations, production, and reputation processes in 2020 from an Earned Media perspective.
That said, let’s talk about digital media as catalysts for branding.
To be or not to communicate
Nowadays it’s very clear that communication has become imperative for any company, business, or professional activity. Why? Because it matters little to nothing having an “amazing offer” if there’s no one to tell (at least not the people prone to acquire your product or service).
Titans like Apple or Amazon did not get to where they are today by a stroke of luck nor did they start from being valued at $ 1 trillion. Right from the start, all the positioning actions in the market followed the guidelines of media planning; this in turn was subject to concise business objectives – which have made a great impact on the media, especially Forbes and its annual listings.
If we take a look at their current digital campaigns as well as online press coverage obtained in Forbes, we’ll notice that they all comply with 3 basic approaches:
- Maintaining a profile of authenticity before users: The public responds positively to brands that demonstrate transparency and grant additional value alongside prestige besides mere promotion.
- Earning the respect of the industry: Mass exposure can often only be achieved with the support of complementary industries, influencers, and experts who feel connected to a brand message.
- Drawing the attention of a specific target audience: The portrait of potential customers is constituted by the area of the population whose interests make them lean towards precise consumer behavior.
From this, we can understand that it is necessary to coordinate promotion initiatives from a perspective that fits both the nature of virtual ecosystems and the identity of your business.
Bearing this in mind, let’s get to know the character.
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Behind the curtain of Forbes
Created in 1917, it is considered a pioneer of finance journalism, covering business and reports on today’s most prominent corporations.
Since Mike Federle took over as Chief Operating Officer of Forbes in 2011, the portal has shifted its target niche audience to become a consumer publication.
However, its biggest boost came later with the impulse led by Mark Zuckerberg (Facebook) and the Instant Articles tool, which consisted of direct publication on the social network. Although the platform passed the exclusivity phase, it motivated responsive design initiatives and much more aggressive positioning actions.
Forbes’s 50 full-time editorial staff precedes a large network of freelance writers whose contributions are measured by the number of clicks they reach. So far the page has accumulated more than 200,000 links all over the Web, according to figures collected by Amazon’s Alexa.
Top 3 reasons to appear on Forbes
- High publication rate
The portal has managed to adapt the 50 articles from its printed edition to 400 daily editorial pieces coming from journalists all over the world, making it one of the most open sites of influence.
A frequency of publication like improves your chances for a mention, in addition to the fact that there is no single route of entry, as is the case with other outlets.
- Priority to brand leaders:
Being most recognized for its famous ranks of the richest and most prominent personalities from various industries, the domain has characterized itself by giving great visibility not only to the stories of useful companies but to their executives as well.
This is an important fact since the brands that can give prominence to their leaders while these take active participation on social media, considerably increase the traction towards their offer.
- Quality Leads:
Forbes draws the attention of at least 115 million readers worldwide who search for news on marketing, law, taxes, science, and technology. The public is usually made up of other entrepreneurs and individuals with a leading digital footprint.
As part of the e-commerce and network environment, traffic by itself does not guarantee engagement and sales unless it comes from users motivated by the content displayed on your domain.
The rate increases if your home page carries credibility and power of conviction, independent from the topics being talked about.
Making your own path towards Forbes
When we talk about getting featured on an outlet like Forbes it is worth setting a series of questions:
What online sectors will grant you clout?
An online publication like this one counts on a wide variety of communicators divided by economic area, page sections, and editorial lines meant for each topic.
Therefore, the idea is to adapt your profile to theirs, but much more important, it is to know what type of information your readers want to receive and what quality standards Forbes is looking for in a story.
What goals do you want to achieve?
Although the power of the news and prestige play a role in generating opinion, it is not about launching an ad in disguise or expecting to create direct financial relations with Forbes but with its audience, as the page represents only an information vehicle.
The priority then is to align your brand with a newsworthy narrative, problem, or situation relevant to the industry; and generate a track record of links from your Owned Media to justify a subsequent publication, contact or mention.
How will you carry out these actions?
It is at this point that communication channels are tested since there is a mixture of techniques to make your content accessible to the target audience. One thing to keep in mind is to have a broad presence and ta regular online activity that can capture the algorithm.
After breaking down the strengths and reasons to appeal for their attention, let’s talk about the techniques to include Forbes in your Earned Media.
How to stand out from the rest according to Forbes
I want to make it clear that when I talk about Earned Media – although its original concept also covers spontaneous user-generated content – I’m referring to producing the ideal conditions for the feature to be released. You then need to cause reactions from your own content, which must be done to promote digital perceptions.
As I previously suggested, journalists and opinion makers will take this into account when they receive your request, press release, or email, in the same way their readers will.
This can be divided into 4 steps:
Step 1. Create a unique editorial line
If you have created a company from scratch, you surely have a lot of information to share. YES, valuable content is one that provides creativity, educates, and entertains, but avoid falling into the error of improvised writing.
Hence, to create focused messages you have to start from a base that differentiates you from the rest of the offers and links contained in Google. The key for it is in the keywords.
The terms that will identify your company are born from a market study where you analyze: which are the most used search terms, the words positioned by your competition, and those that your company is intending to use.
Once there, prepare a dashboard with all the terms found and use them to extract topics and sections that you will begin to use in your posts.
Step 2. Think about readers, speak to journalists
Here we enter the dialogue component. Within this line, you will take the keyword database and compare it with the conversations held by your potential clients. In turn, use them to track Forbes collaborators according to their specialty.
What will you get out of this? Getting to know the language and the tone that must be utilized to introduce yourself in the online consumption routine of users as well as SERPs from journalists.
You can save a ton of time by following their social media activities or even interacting directly to get them familiar with your brand and what you have to say. This will pave the way for financial relations with clients and the contact to get featured.
Additionally, keep in mind that any information you obtain will further optimization tasks and guarantee the success of the media plan as a whole.
Step 3. Create a business calendar and outline your content
When you get to this step, you will already know the moments throughout the day users and journalists are most active. The idea is to mold the SEO actions around this data and execute them fully.
On the other hand, there is the aspect of content distribution. You want your page to provide a pleasant user experience and capture attention for long enough to generate engagement (and even go viral).
I recommend betting on texts with an extension of 400 words per post. This serves different purposes:
- Maximize the time and effort imposed.
- Increase the authority of your page on Google.
- Facilitate reading and sharing.
- Evade oversaturating your communication channels.
The moment of truth has come. You’ve already proven your online company is important; Still, getting Forbes to seriously consider your request requires making sure to follow these basic rules:
- Be self-aware: You are going to “sell” a story, and for that, you must work from the strength of the topic you chose and the external factors involved. Mention warnings, opportunities, and make a subtle call to action in the process.
- Stay neutral: Journalists are expert spam detectors. Therefore try to be brief in your email, DM, or while tagging them in a post. Talk about the real matter, avoiding sounding patronizing or extremely moral.
- Be relevant: Readers only care about how you can meet their demands, solve problems, or improve their daily routine.
Considering all the previous points, I think it is important to make something very clear: As you are a new character, the contact process must be repeated several times before ultimately getting featured.
Don’t be discouraged by that, because even if you don’t manage to earn a spot immediately, you will be creating a link with journalists and helping your brand’s SEO. Also, keep in mind that being mentioned will help your brand a lot but the best results are obtained from persistence.
Overall, the power that comes with designing a digital PR strategy is the foundation for promoting business outside of the corners of your pages to portals such as Forbes and the collective consciousness of the industry.
The immediate consequence will be cementing the Financial relations with consumers and future content alliances. Ergo, today’s article revolves around just the beginning, the real work is about to come. Consequently, always sustain two main approaches:
- Find your place in the market: Many companies that have followed this line of authority have found that they grow to become a source of reliable information themselves. So, try to channel the results around a meta-objective in the long-term.
- Continuity: Each piece of content must function as one part of the entire platform. In that case, it matters a lot to keep your message and tone cohesive.
I fully trust that, if you follow the basics of this guide, you will be able to deliver the necessary assistance to your outreach strategies and earn a high exposure rate in all your communication channels, from the brand’s website to the social profiles as a leader.
If you’re looking to have a better grip on media relations, I suggest taking a look at the rest of our articles where we break down other marketing and publicity issues you might find very interesting.
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