By Jenny Fujita and Joy Miura Koerte, Fujita & Miura Public Relations

These days, it seems like everyone wants to know what’s popular. Not only do search engines list the most popular search terms, but retail outlets list their bestsellers, news websites list their most emailed articles, and blog sites list their most viewed strings. Popularity has become easier to track, and the resulting information easier to use in this era of the world wide web. But all businesses, even if they don’t have an online presence, can make popularity work for them.

Think about your company. Why are people seeking you out? If you look at your records, whether in the form of website statistics or sales, you should be able to determine what’s popular with your customers. You may even figure out the most popular days and/or times that your customers visit you. Developing “bestseller” lists like Amazon.com or Sephora.com to help customers purchase gifts or even creating special sales around popular products are just a couple of ways to use what’s popular to your PR advantage. But remember that the key to using popularity indicators is to communicate them well. Promote them on your website, on-location, in advertising, and in-person through your sales associates.

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