When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
- What exactly is PR?
- Why is it necessary for my business?
- How do I start & maintain a good PR campaign cost effectively?
Check out these free tips for a true, do-it-yourself road map to a successful PR campaign.
Let’s start by defining PR. Per Wikipedia PR is “managing the flow of information between an individual or an organization and the public…[and] the aim of public relations by a company often is to persuade the public, investors, partners, employees, & other stakeholders to maintain a certain point of view about it, its leadership, products…”
Now consider what the best platforms are for your target audience. You can accomplish this by finding out how your customers or clients consume your content. Is it in readable form (website, blogs or in print); audibly as an iTunes podcasts; or watching videos via a business YouTube channel? Take a little time to figure that out and then get ready to leverage it (or all of them) like a PR/marketing maven!
A blog is a great tool for sharing information and expertise. Having a consistent voice is important to teach consumers about your company’s perspective and interests. According to the the Social Skinny,
Having your business name out in the media, whether print or social, is a critical element to your image and of public relations strategy. Some cost-effective options include distributing electronic newsletters via free or low-cost email service providers. Try partnering with other local businesses for limelight events and advertisements to boost your brand recognition. Thanks to Forbes, here are some tips for starting & maintaining your media presence.
Participating in networking groups in a big part of getting your business local recognition. Most SBA’s (Small Business Associations) don’t require much money to join and host networking functions regularly. You can also network electronically by joining groups with similar interests through select social media channels liked LinkedIn. This is a great way to increase visibility while sitting right at your desk. For those of you not shy with a microphone in your hand, consider being a key-note speaker for a business workshop.
Most people are on the go constantly and mobile devices have almost become an appendage. So consider getting your audience’s attention on the go with the communication tool of podcasts. Leveraging podcast technology allows you to get your business name and brand message out to potential customers. Make sure your Podcast is short – usually no more than 15 minutes and contains the most value-added content to keep your consumer engaged. To get you started, check out these tips to successfully create your own business podcast.
Viral Video Marketing
Video marketing gone viral is the latest low/no-cost strategy for business to let the internet work for them. So if you or someone at your business is good at presenting, consider creating a YouTube brand channel. This allows the ever-growing audience of YouTube and potential consumers to get to know you & your business on a more personal level. Check out these tips on how to get started, get subscribers and run a successful video marketing campaign.
The Resource Table
Take time at least 2-3 times per month to peruse these great resources to stay abreast of PR tips and tricks.