Whether you’ve been an entrepreneur for five decades or five weeks, you know the importance of getting the word out about your business. One way to earn credibility and set yourself up as a subject expert is to get featured in the media. If you know how to use HARO (an online service that connects journalists and sources), you’ll be better equipped at getting your business noticed both offline and online.

But, what is HARO and how can it get your business media attention? I’m sharing everything you need to know about HARO below, along with how you can use it in your business practices. Keep reading to learn more.

What is HARO?

HARO stands for Help a Reporter Out. It began as a Facebook group in 2008 to help reporters and journalists gain feedback directly from the public. It later transitioned into a mailing list and was ultimately acquired by Vocus, Inc., which later merged with Cision Inc.

Before HARO was around, businesses often had to pay a publicist or public relations firm thousands of dollars to be featured in a media outlet. They may have also written and sent out their own press releases in hopes of getting lucky enough to get the attention of a journalist.

These days however, getting media attention can be as easy as answering queries sent to your email via HARO. It’s essentially a media and source matchmaking platform, where people can sign up as either journalists or sources.

A business can benefit from both options by strategizing connections accordingly. I’ll explain how to use HARO in more detail below.

How to use HARO as a journalist

When journalists sign up for the platform, they can post queries related to content they are developing. This content can be:

• Podcast episodes
• Radio programs
• Web content
• Newspaper articles
• Magazine articles
• Television programs and more

If you’re learning how to use HARO for the first time, it might help to view a visual breakdown. Here’s a peek at what a blank query looks like from my own account:

The journalist shares what media outlet the content is for and the outlet’s URL. They can then choose whether to remain anonymous or publicly share where the content will be published.

Next, they will include a short summary of what they are looking for, followed by a more in-depth query. The section beneath the query is reserved for requirements that sources must meet if they hope to be selected as a contributor.

Finally, journalists will fill out the deadline and submit their queries to HARO for approval. If they are approved (and not all of them are), the queries are then sent out to an email list of potential sources.

Typically, HARO will approve or deny the query about one or two business days prior to the deadline. If a journalist has a quick deadline and needs answers the same day, they can click “Urgent” and HARO will post the query on Twitter to get instant responses.

How to use HARO as a source

When a source is exploring how to use Haro for the first time, they’ll begin with the three step sign up form. Here, they can choose the frequency of emails they receive. Emails are sent out Monday through Friday in the morning, afternoon, and evening. They are then broken down into different categories that include subjects like:

• Business and Finance
• High Tech
• Biotech and Healthcare
• Energy and Green Tech
• Lifestyle and Fitness
• Sports
• Entertainment and Media
• Public Policy and Government
• Education
• General
• Giftbag
• Travel
• UK

The queries in the emails vary greatly depending on what journalists are seeking sources for. Some sample topics might include:

• How to be successful with cryptocurrency
• The best holiday gifts for men over 40
• Tips from relationship counselors on how to find a date using online dating services

I’ve also seen generic queries and ones that are so hyper-specific, I wonder if the journalist was able to even find a source at all! You honestly never know what will pop up as a query. Plus, anyone can sign up and learn how to use HARO for free.

Alternatively, Cision also offers premium subscriptions starting at $19 a month. This paid option gives you additional opportunities to increase your chances at getting featured. But It’s worth noting that a paid subscription doesn’t guarantee you’ll be chosen as a source.

My experience using HARO

As a journalist, I’ve learned how to use HARO for many different types of stories — including this post. Some of the queries I’ve sent out include:

• Podcast promotion tips
• Travel agent success ideas
• Tax deduction advice for small business owners and more

The reason I love HARO so much is because you can be as specific as you’d like with your query. You can then find the exact sources you’re looking for to help enhance your content and add credibility to your posts.

Why I like HARO’s anonymous feature

One you understand how to use HARO a little better, you might decide to utilize their anonymous feature in the settings. I always opt to make the outlet I’m gathering materials for as “anonymous” because I don’t like to share posts until they are live – or at least guaranteed to go live. Sometimes stories get killed midway through production and it can be very frustrating when you get an email from a source wondering what happened to the post.

Breaking the news that a post never went live could be quite disappointing for any sources involved.

I’ve also noticed that disclosing your outlet’s name sometimes skews the responses you get. For example, everyone wants to respond to a query from Forbes, but they may not want to respond to a query from a smaller website.

Note: If you are a journalist representing an online-only or business website, make sure to check out the HARO rules for journalists before getting started — especially if you’re not sure how to use HARO. You don’t want to violate any rules that could deny your query or ban your account.

Keys ways HARO has helped me

I’ve also used HARO as a source for both myself and for clients I ghostwrite for. It’s a fabulous tool for:

• Getting backlinks to your website
• Establishing yourself as an expert in your field
• Contributing to the content that matters to your niche

When the  queries go out in the morning, afternoon, and evening, there could be 50 or more responses per email. Again, queries are all broken down by category, so sources can skip to the subjects they want to contribute to.

I’ve never personally paid for HARO’s premium plans, and don’t know anyone who has either. But if you want to know how to use HARO with additional subscription-based features, here’s a glimpse at what they look like and what they offer:

What niches benefit the most from HARO?

I’ve yet to see a niche that wouldn’t benefit from learning how to use HARO. Because of the different categories, and the wide variety of queries created across all of the categories, I would bet that any business could find some kind of query to respond to – even if your business isn’t directly related to a category.

And, if your business doesn’t have anything to contribute the first time, you can always expect a new query within the next day, week or month.

It’s okay to hold out for the best queries you feel are a match.

Now that we’ve covered the basics of HARO, let’s take a closer look at how to use it to get your small business in the news!

How to use HARO to benefit your small business

First, the bad news. Don’t jump into HARO expecting to land a feature in Forbes the first day. While this can certainly happen, it’s highly unlikely. There are many small business owners just like you who know how to use HARO to get media attention.

Perhaps Sharon Geltner, a successful multimedia journalist who’s written for publications like Forbes and the New York Times, says it best:

“I won’t kid you, using HARO means I kiss a lot of frogs before I meet the prince. But it is well worth sorting through amphibians to eventually ascend to national media outlets – which would otherwise be very hard to do.”

With this in mind, here is my best advice on how to use HARO to get in the media:

1. Have a website up and running. Make sure to have an “about” page available, so journalists can learn more about you.
2. Sign up for an account as a source on HARO. This will grant you access to media queries you can respond to.
3. Choose the frequency of emails you would like to receive. Email newsletters are sent out to sources three times a day and can range from 10-100 queries.
4. Create a plan of attack. Think about what your business is all about, what market you are trying to serve, and which outlets align with your business values.

Editor’s note: If you need help setting up a website, check out GoDaddy’s Website Builder to easily get started with no tech experience necessary.

Pro Tip: Don’t respond to every query!

Instead, choose the ones that most resonate with your ideal audience. Seek out queries that you would be best suited as a source for.

Once you start receiving queries, read them carefully and start responding.

Be prepared to respond quickly!

Some journalists get dozens of pitches and don’t have time to read each one. They may decide to stop accepting pitches after receiving a few decent responses. Pitches that come in too late risk getting buried at the bottom of their priority list.

For example, one of my most recent HARO queries had 56 responses and I was only able to use 11. Though I got a lot of great responses, I went in the order I received them and chose the first 11 that worked for my content. I didn’t even read the rest!

However, that’s not to say you should rush when responding to queries – not by any means. Always give thorough and well thought out responses, but don’t wait several hours to figure out who you want to respond to.

Real world examples of how to use HARO for your business

To help you determine your plan of attack, let’s look at some real world examples of sources that know how to use HARO successfully.

Hugo Guerreiro, The Men Hero

Hugo Guerreiro, founder of lifestyle and men’s fashion blog The Men Hero, says that HARO has been wonderful for building his domain authority with backlinks. He says, “It’s free and takes less time than pitching to other websites to provide you with a link or write a guest post. I have built all my backlinks with HARO, since my answers have been chosen multiple times. I would advise anyone who wants to improve their blog authority to answer HARO questions.”

Jackie Blanchard, Fortress Development Solutions

Jackie Blanchard is a social media marketing specialist for the construction development company, Fortress Development Solutions. She says HARO has been great at getting “niche industry opportunities” and adds that it has also helped her company “get in front of a national audience.”

“The more articles we can collaborate in, the more opportunities our potential customers will have to find us. HARO is very user-friendly and we get emails daily with potential opportunities. I scroll through and if we’re a good fit I reach out and share our story.”

Her best advice for sources looking to get selected is to be open. “The more information you share, the more likely you will get chosen for follow-ups.” She also notes that it helps to get email notifications, so you can be among the first to respond. “Always answer all questions and offer your company for future needs.”

Additionally, your response should be thorough, yet straight to the point. I’ve gotten responses that were as short as one sentence and as long as three pages. The three pages were overkill!

Stephen Curry, CocoSign

Stephen Curry is the CEO of the online signature platform, CocoSign. He says that HARO has become the best means of getting his business featured in the media and that it has “proven to be the best backlink generation technique.”

His best advice for sources is to:

“Read the requirements that the reporter has given. If you feel that you have a unique point of view and insight on that query, use your best words to describe it as clearly as possible, and you’ll see that query getting accepted in no time. The chances of getting selected as a source get much higher when you provide credible content in less time.”

Related: How to get backlinks to a small business website

Patty Malowney, Badass Web Goddess

Patty Malowney is the social media marketing and SEO expert for Badass Web Goddess. Her best advice on how to use HARO is to:

“Use HARO consistently every day. They send out queries three times a day. Go through every single one of them. If you miss one, you could miss an opportunity. When you find a query that interests you, respond back promptly. Make sure what you write is quote-worthy. Think about whether or not the author can easily use what you say in a quote. If not, condense what you have to say into a bite-size quote.

Don’t get discouraged. You have to send pitches regularly and be patient. Sometimes you won’t hear anything back for a month or longer. If you stick with it, you’ll get better at your pitches and will be selected more often.”

Alex Shute, FaithGiant

Alex Shute, founder and chief editor of the Christian lifestyle website FaithGiant, says, “HARO has been a reliable source of media attention for our website and the best way to utilize HARO is to choose queries that are related to your website’s main topic and interest.”

His best advice for getting selected as a source is to write answers that are “straight to the point yet incorporate your own experiences related to the queries.” He also adds that your goal for answering should be “both helpful and genuine.”

When it comes to the length of your answers, Shute recommends aiming for a happy medium:

“It’s all about finding the right balance between one that’s short enough for both the recipient and the would-be readers to not lose interest easily, but also be long enough to be informative, engaging, and compelling. This can be the difference between someone opening it or sending it to the trash. A well-written answer to the HARO query can save the day.”

Remember, the end-game is to offer answers with substance in a timely manner.

Greg Jenkins, Bravo Productions

Greg Jenkins, founder and partner of Bravo Productions, has been using HARO for the last 13 years. He says “it has been a great experience in not only getting our company’s name out to global audiences, [but] it’s also been beneficial in educating consumers and various audience demographics about the profession.”

To highlight his point, Jenkins notes that “topics run the gamut” and can include examples like:

• Quick party fixes for Health & Fitness Magazine
• Budget tips for websites like Brides.com
• Super Bowl party tips for publications like the Atlanta Journal & Constitution
• Party planning advice for Costco Connection Magazine
• Security and risk management advice for publications like Smart Meetings

He takes things a step further by sharing any content his company is mentioned in on Twitter, Facebook, LinkedIn and more. This helps Jenkins:

• Build up his social fan base
• Set himself up as an expert in event planning
• Increase brand awareness

Knowing how to use HARO helps give your small business the upper hand in marketing and Jenkins reports:

“We find using HARO is a means to distinguish our company from the masses and competitors. There are a plethora of event and party planning companies in every city. When included in an article, it’s one way to distinguish our company from those who may not receive the same media exposure.”

His best advice for a source is to, “Be specific in your answers. Vague responses to questions will not help the journalists or the end reader if your input adds little to nothing in the story.”

Jenkins also adds that you’ll want to make sure you edit and utilize spell check for grammar before sending responses to journalists. He suggests keeping an eye out for typos and making yourself available for any follow-up questions.

Linda Pophal, Strategic Communications

Linda Pophal, founder and owner of Strategic Communications, uses HARO as both a source and a journalist. She says the most important thing is to “only respond to pitches that you are truly qualified for.”

Pophal also notes that HARO, in her opinion, has been overrun “by trash responses from people [clearly] seeking only to attain backlinks.” She adds that these responses often use content generation tools to develop their responses, which typically don’t offer any valuable insights to her queries.

“If you don’t have the credentials [or] expertise the reporter is looking for, don’t respond. If you do, and do so repeatedly, you’ll fall off their radar screen and likely be blocked. I have a number of names I’m now familiar with that I now delete responses from without even looking at them because their input has been so irrelevant or off the mark.”

Finally, she acknowledges that journalists are busy and more likely to use “detailed written responses than to take time to interview sources.”

“Providing relevant detailed information can boost the odds that your input will be used. A side benefit is that, since you’ve actually documented your response you’re more likely to be quoted accurately.”

Ryan Stewman, Break Free Academy

Ryan Stewman, founder of Break Free Academy, reports that the two most important things for him are consistency and delivering value. He says:

 “I’ve been using HARO for three years now. I answer one to two email queries daily. If you add it up, that’s 700 or so opportunities per year to get published from HARO.”

When it comes to getting published, Stewman says his experience as a source is to “give the reporter the information they are looking for.”

“Most people fail to get published because they made their replies about themselves, instead of about the needs of the reporter. The key to getting the most out of HARO is to consistently answer queries daily, and answer them according to what you think the reporter wants information on, not about yourself.”

Key takeaways and next steps

To close things out, I’ve rounded out some final tips to get your business featured in the media using HARO:

1. Don’t wait. Start learning how to use Haro right away. There are hundreds of opportunities every week, and your business might have the exact insights journalists (like me) are looking for.
2. Give thorough and valuable responses. Read queries carefully and answer all questions appropriately. If you want to get selected, holding back won’t do you any good.
3. Answer truthfully and don’t hype yourself up. No one likes to find out their source isn’t as amazing as they claim to be. It’s also a quick way to land yourself on a blacklist for many websites.
4. Have a bio and headshot ready. Many journalists will want to feature your information alongside your quote or answer to a query.
5. Don’t forget to include contact information. Add this to your emails in case a journalist wants to follow-up.
6. Keep pitching via source requests. You never know who is looking for a source, or which pitches will be selected.

What are you waiting for? Sign up for HARO and start working on getting your business in the news today!

People have to trust your brand enough to buy it and become loyal customers.

The pandemic has forced brands to re-strategize, with more people shopping online. However, most will only shop from brands they trust. According to the Edelman Trust Barometer Special report in 2020, 70% of consumers believe that brand trust is more important today than ever before. This belief cuts across all genders, age groups, and income levels.

What is brand trust?

Brand trust means how much confidence customers have in your products, services, or business as a whole. It reflects on your brand and whether it delivers consistently and stays loyal to its values. The way customers feel about your business is essential. It plays a significant role in building your reputation and your bottom lines.

Most people prefer shopping from a store they know and have built trust.

Advancement in technology means customers have more choices on where they shop. Shopping in an online store across the globe is not an issue. The question is, can they trust that business to deliver their items? How can they be sure that their problem will be solved and that their goods will not be delayed?

This is where you look to build brand trust. If the customers trust your brand, you have proven over time to be reliable and trustworthy.

Why is brand trust more important than ever?

There are millions of online stores. When you start an online store, you are not selling anything new under the sun, and your competitive edge can only come from building brand trust. The 2021 Edelman Trust Barometer says that people now trust businesses more than they trust the government, NGOs, and the media.

Brand trust has several benefits to your business:

Impacts customer buying decisions

Trust keeps bringing customers back to your brand. Customers who trust your brand will always choose you over other brands. Once you build brand trust, they become loyal and recurring customers, which increases their lifetime value.

Brand advocacy

Customers who trust your brand are more likely to tell others about it. Word-of-mouth advertisement is a powerful tool that drives more business. Satisfied customers will go out of their way to tell others about your brand and their experience. This type of marketing is a simple yet powerful reputation builder that will attract new business. In the Edelman Report, 78% said they would most likely repost or share content from their trusted brand, recommend it to others and defend it from critics.

Brand loyalty

Satisfied customers will keep coming back. They will remain loyal, and no matter the types of storms your business faces, they will keep it afloat by coming back time and again. 75% in the Edelman report said they would buy from the brand, even if their products were not cheap. 46% said that they trusted most of the brands they purchased.

In the aftermath of the global pandemic, people expect brands to take a stance and inspire hope for the future, advocate for more change and use their brand to better society. Brands have to steer clear of rapid responses and think long-term. Brand trust sustenance is a conversation that needs to be had every quarter for at least the next five years.

Build brand trust through digital marketing

Once upon a time, all a business needed for it to thrive was an easily recognizable brand. Today’s consumer demands trust before they can buy. The internet has changed consumers’ outlook on things. They can easily search for brand information online before they purchase, and most do. They have to look for reasons why they should trust your brand before investing their cash in your products or services.

You can build trust via digital marketing in several ways, including:

Evaluate brand sentiment

Brand sentiment is a critical metric you need to watch. When you focus on the numbers, you only get a shallow perspective of things. Just because your brand gets many mentions online does not mean it is doing well. These mentions could be, in reality, bad reviews from customers.

Evaluating your brand sentiment determines the attitude or feeling toward your product, brand, or services.

Analyzing brand sentiment is made easy via media monitoring tools. With these tools, people tend to express their opinions via social media channels like Instagram, Facebook, Twitter, etc. It’s impossible to search for all mentions manually and evaluate them, making media monitoring tools the best way to assess brand sentiment.

These tools analyze all your online brand mentions. This gives you valuable insights into how potential customers perceive your brand. The tools determine whether the mention’s sentiment is negative, neutral, or positive. However, a computer cannot detect nuances in a language such as sarcasm, so the tool cannot give you 100% analysis. It gives you a general overview of the sentiment.

Make your company mission clear

Your mission statement should define your brand’s business, objectives, and how you intend to reach the set goals. Your brand’s mission is the business’s foundation. This mission sets you apart from your competitors and defines how you value your clients. Other than stating what you do, you need a well-written and concise mission statement.

This goes a long way in making your brand more authentic and gives it a human face.

Consumers are already bogged down with online adverts. It becomes a challenge to connect with potential customers organically. Your mission statement should guide your marketing strategies. Build a brand voice that customers can relate to.

Understand customer behavior

Knowing your customers better allows you to get more business. When you understand your customer, you know how to give them better service. As a result, you forge good customer relationships. When you understand customer behavior, you can identify their purchase patterns or preferences, which allows you to anticipate their expectations and needs. You can do this by:

Tracking the customers’ behavior In real-time

You can only track the customers’ behaviors with tools that can give you a glimpse into their behavior in real-time. You can invest in a CRM (customer relationship management) tool that allows you to view and analyze their activities in depth.

Categorize your customers

Tagging the customers in one general group leads to cross-selling campaigns with no tangible results. Understand how to separate the customers and on what parameters. Group them in purchase frequency, type of products they buy, geographical location, etc.

Once you have the categories, it is now easier to create precise cross-selling and marketing campaigns. The messages in the campaigns are targeted at specific categories and drive value for your brand and the customers.

Encourage user-generated content or reviews

Today, most customers are millennials, and they are on social media discussing their favorite brands. This is crucial for any company trying to build brand trust. User-generated content is an excellent opportunity for your brand to show how real-life people use your products and build brand confidence.

Ensure you share the customer endorsements on your social media handles. You can also have the content featured on your website’s testimonials page. Other than your regular customers, allow other trusted sources to vouch for you. You can showcase your collaboration with other brands, share photos and videos from reputable sources, and use influencers in your industry to push your agenda.

Provide valuable content

In digital marketing, content is everything. Quality content on your blog, social media, or company website can do a lot by setting you up as a thought leader and authority in your industry. Before you write any content, do due diligence and check what your competitors are posting. Find gaps in their content and write content that will fill these gaps. Your content should be engaging, more detailed, and generally better than your competitors.

Stick to the 80/20 rule of content creation. 80% of the content should be non-promotional and impart valuable information, and 20% talk about your brand. This engages the customer and tells them they come first. Remember this when creating a video, writing a blog post, or posting on social media.

Have a solid, active presence on social media to engage with customers

When customers have an issue and raise it on your social media page or website, you have to be at hand to respond. Chatbots can be a part of the solution, and customers like to get prompt replies. A social media presence is beneficial for projecting your brand voice. Clients will be happy that someone listens to their problems and works on a solution as fast as possible.

Respond to your reviews

When you encourage reviews, you demonstrate that you value your customers’ opinions. You cannot please everyone, and there will be negative reviews. Responding with transparency can turn a potentially ugly situation around into a favorable one. If you mess up, do not hesitate to own up and apologize. Customers will be happy with your honesty and your willingness to rectify the mistake.

Initiate and participate in industry conversations

When you initiate and participate in industry conversations, you will be recognized as an authority in your field. You will also be recognized as an industry thought leader. Ensure you are knowledgeable and have done your research to impart useful and accurate information.

Take advantage of customer testimonials

As mentioned, customer testimonials can act as proof of your trustworthiness. Post the testimonials on your website testimonials page. Most customers read testimonials before they can fully trust a brand. If they find unbiased feedback on your website, all the more is why they should trust your brand.

Share trustworthy links

Links are a crucial asset. They connect your business with the online community. The links you share should always lead to reputable sites. Your content posts should refer to sources that provide curated content. Branded links will serve you well on social media as they give your followers a clue of what they are about to click.

Branded links have a custom domain name with a keyword in its slash tag. When you associate reputable links with your brand, your followers know you will never lead them to phishing sites or spam. This trust can boost your click-through rates by a huge margin.

Be transparent and keep promises

Customers need brands to be honest and transparent in their actions. You can show your customers how truthful you are by turning away potential clients that are not a good fit for your brand. This demonstrates your integrity and shows you are not only after money but service-oriented. Honesty creates a good impression on customers.

Keep your promises to clients — they will remember it and keep coming back because they already know they can trust you to keep your word.

Partner with authoritative brands

Partnering with authoritative brands has significant value in building brand trust. It sends a powerful message to your customers that they can also trust your brand. A brand partnership is an agreement between two brands to use both brand names in an alliance.

This tells your customers that you are an authority in your field, and they can trust you to deliver what you promise. Your brand also gets a more extensive customer base from the alliance partner, who will trust you because a brand they trust believes in you.

Own up to your mistakes

No brand is perfect. When your brand makes a mistake, own the mistake and apologize to your customers. Your loyal customers will not run. Instead, they will empathize with you and appreciate that you have owned up to your mistake. Trying to defend your brand when an error has happened only serves to make things worse.

Ensure your site is secure

Website security is crucial in building brand trust. In this era of cyber-attacks, the first thing you need to do is ensure your website is HTTPS (hypertext Transfer Protocol Secure). An HTTP URL sends a signal that it is not safe. Remember customers submit sensitive data over your site, especially when they make purchases. If they realize your site is not secure, they will not trust you

Use trust badges on your site to make it more trustworthy. Trust badges are symbols on your site that tell visitors that your site is legitimate. It also assures them that all there is collected data via secure and reputable third-party providers. Having the PayPal, Visa, MasterCard, etc., badges as payment options on your site can increase trust levels in visitors.

Allow your team some time in the spotlight

In the attempt to make your brand more human, it pays to allow your team to shine. Let the consumers know your team members and enable them to put faces to the names. This fosters a good relationship. Include a “Meet the Team” page and allow the team to shine in the spotlight. Post the good reviews left by clients about each team member. It builds trust and boosts morale among your team.

Use social proof on your website

Social proof comes in the form of testimonials and positive client reviews. This goes a long way in attracting new business to your brand. As mentioned earlier, customers trust reviews and opinions from other customers than they do your content.

Most consumers read at least ten reviews before trusting a brand. About 70% of consumers research by looking at several review sites, so it pays to use multiple sites for your brand as social proof.

Keep your brand consistent

Never go off-message. It will destroy the brand you are working hard to build. Keep your brand colors, log, personality, and tone consistent from day one. Consistency is significant in building brand recognition and awareness.

People should recognize your brand immediately they see it. For example, the Apple signature of a bitten apple is recognizable everywhere you go. When you go to any country globally, you will get the same product quality as the origin country. This is consistency. They have never changed anything about their brand, and it is easily recognizable anywhere.

Conclusion

In an increasingly technological world, building brand trust has become a crucial part of online businesses. A consumer has to trust your brand before they part with their money, and it is up to you to build their trust in you. Your brand is not what you declare it is. Instead, it is what consumers say it is.

If all you get are negative reviews, your business will fail.

Come up with strategies that will cultivate brand trust. Positive customer experiences ensure that your clients become loyal and recurring customers that refer you to others. Foster relationships by creating an authentic and human face that customers can relate to. Once you build that trust, ensure you maintain it by being honest and owning up when you make mistakes.