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.
The Basics
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!
The Bang for Your Buck by Blog
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,
Getting Press
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.
Rubbing Elbows
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.
Earbudding PR
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.
Trust is one of the hardest things to give to another person in our personal lives let alone in business. However when we do decide to give it, it’s because the person has portrayed themselves in an unquestionably, trustworthy manner or have at least projected some character attributes which tells us it’s worth the risk. But before we ask a client to “ink the deal” they have to measure what’s said & done in dollars and cents and when 5 digits are on the line, they employ a vetting system like the DC Secret Service! Can you blame them?
In website design and branding, gaining and maintaining the trust of a client is ÜBER important. It’s a plastic surgery kinda trust-especially since a company’s website and branding materials are exactly that-their face to the world. If you’re on my side of the pitch table, here are some key points you might contemplate (or employ) before your next prospective or retained client meeting.
Don’t let your competency raise eyebrows! You’ve heard the old cliché come with your “A” game. When you meet a client for the first time, I say come with as many letters between A to Z as possible! Don’t just dress for success but prep for it with research! Know specifics about their industry and who their competitors are. Know about that company’s trends and how it has grown and/or morphed. Know what’s out in worldwide media about them – the good or bad press. Don’t be comfortable telling them what they already know but wow them with something they should know. You’ll have a better chance at gaining their professional trust and ultimately add more In God We Trust’s into your wallet. Engage your client into a dynamic conversation – one that requires Q & A from the BOTH of you. Questions FROM YOU TO your client conveys that their voice is important to you. Not like you don’t know anything but like you want to glean or learn something from them. For some, going in with a “wait till I show you what I can do for you” kind of arrogance can really be a turn off and leave prospective clients feeling less trustworthy of YOUR motivations with THEIR business. Likewise, this applies to repeat customers as well. It’s even more important to talk less and listen more for an ongoing, “worthy of their trust” relationship.
Plug into what’s up with the industry headliners! Who are your clients’ competitors? What are the industry trends of similar/competitor clients and how do you one up them? Their trust of you and your abilities is not just tied to your portfolio of projects but also based on your ability to offer innovative solutions to move them ahead and become industry leaders as opposed to followers.
Say I Do & Mean It! When you give a client an expected date of completion or they’re the one giving you the deadline, MEET IT or DON’T COMMIT! Nothing is worse for a budding business relationship or repeat business than not making it to the finish line. Especially when it’s the first leg of the race! Give reasonable timetables and make sure that if there are hiccups along the way that alter the timeline, communicate with the client before they have to call you.
What’s your rep? Growing up my father continually emphasized that “what people think about you can hurt you”. This has far worse consequences in the working world than the hallways of high school. If you’ve proven to be unreliable, gave shoddy work for good payment or burned professional bridges {or in some other manner} with clients, you might be the butt of a blog instead of the author. Remember, word of mouth can be the best advertising or your worst adversary. What a client thinks of you affects not just your relationship with them today but your future with all others too.
Want better customer retention and loyalty? Start earning it by giving them your best, prove your competency and follow-through with all commitments to show them you value their business and the relationship.
Call to Action: Shoot me a line and tell me – How Do You Measure Up?
Is it really necessary for a small company to have website? Can I really make SEO work for me?
Can blogging really benefit my company? Is this all just a waste of time and is any of this profitable?
In a very Dr. Phil-ish candidness, you bet your butt they do! And here’s why:
1. I’ve said this to potential clients, current clients, on previous blogs and to my friends…YOU NEED A WEBSITE! Whether you live in a big city or small town, the truth is that most of the world doesn’t know you exist. Unless your business has a product or service that is exclusive to your geographical region, you need to expand not only your mind but also your client list and profit margin. How else can a small company in Nebraska acquire a client in Maine?
2. If you have sneakers, you need laces. Since you need a website, you need SEO. It’s the only way to get higher rankings in the major search engines for your company with limitless advertising. Yes, it can be a little time-consuming at first if doing so yourself (or you can just hire someone to do it…see www.jpdesigntheory.com) but it is worth the time and your dimes. 3. Do you see the visual example of a necessary principle? The more you or someone else writes about your company and services/products exposure expansion & growth.
4. It’s evident from all the market growth and promotion of social media, it is not only big now but it’s here to stay.Customers are savvy enough now to use it to their advantage and that directly benefits your company if you get on board. Especially since customers are utilizing all the tools the worldwide web offers to discuss product/service experiences and research them prior to purchase. In the end, I hope these answers to common questions help you to understand the importance and necessity of websites, SEO and blogging. Can’t wait to see YOU on the www!
For a modern lesson on a classic fundamental, let’s take it back to elementary school for the 5 W’s (and 1 H) for a moment shall we? Who, What, Where, When, Why & How…although not in that particular order. WHO…you of course! Don’t think blogging is for you or beneficial to your company? Read on my friend… WHAT’s the point of business blogging? To communicate clearly to a wide variety of readers (either from your business sector or to one who is interested in acquiring your company’s expertise) and reach them on a virtual yet tangible level that says wanna do lunch…via Skype?
HOW can a blog work for your company? Let me pass on what I’ve come to understand. Basically, if you are a small to medium-sized company, more than likely you have a limited advertising/marketing budget if any. This may in turn affect your ability to rub elbows with your industry-related business colleagues and the frequency of networking opportunities. But guess what? If you have a semi-talented employee who can write pretty well or hire a content writer like myself (hint, hint-plug, plug) you can be well on your way to leveraging social media to your advantage and profit margin. WHY and the WHAT points are somewhat synonymous. You (or your superiors) want to have a corporate blog which elevates you/your company to a WORLDWIDE PRESENCE. This taps you into the local and global business market by creating dialogue via your company website to an UNLIMITED number of people for almost FREE. Need I say more? Ok but just because I can hear the anticipation… WHERE is Waldo, Jane, Bob or whatever your name is? Where do you pow-wow and have your swank & usually expensive lunch meeting to seal your deals? Your couch if you’re lucky! In 2012, most freelance and small business owners work from home or out of a local Starbucks. You can save time and money with this fantastic networking tool by using a little of Father Time and a smidge of talent to take your business to the next level and into an unlimited marketplace. No expense account required. WHEN you choose to use social media to your advantage, you win-plain & simple. Oh and today is a great day to start.
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…
The Bang for Your Buck by Blog
Earbudding PR
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
