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The internet is without a doubt the most exciting marketing opportunity your business will ever have.
It’s never before been possible to reach so many people with so little money or effort. The UK economy may not have emerged fully from the recession – but for those of us who invest our time and energy into smart online marketing, we have the best possible tool to beat this.
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Good publicity can help to propel your small business to another level. Sadly many small businesses don’t make any effort to get any press coverage because they think it’s impossibly difficult to do so.
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At Bytestart, we receive around 100 emails each day from PR agencies and small business owners trying to promote their services. 95% of them go in the junk box within seconds.
In this brief article, we look at ten things small business people should avoid doing when contacting the press via email.
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There’s nothing more demotivating when you’re doing your own PR than spending hours getting the perfect press release put together… only for it to be completely ignored by journalists.
Has this happened to you?
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We receive hundreds of press releases each week in the Bytestart email box. Many relate to small business issues, and plenty of others do not.
Out of one hundred press releases received, we typically might use just five. So, why do some releases hit the mark, and others don’t?
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Managing director of Voicebox PR, Michelle McCarthy comments on why you need to think twice before stopping PR when hard times hit businesses.
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This is a great time to make money selling things on the internet.
Three out of four people will go online to do some Christmas shopping, according to the Deloitte Annual Christmas Retail Survey.
And the confidence they gain from quickly and easily getting goods this way is likely to see continued growth in online retailing throughout the rest of the year.
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Not having the right processes in place to pre-empt or deal with a crisis can easily turn a minor situation into a full-scale disaster. Corporate reputation is a delicate thing, with even the slightest tarnish affecting customer and stakeholder perception, sales and share price.
But how can you protect that reputation and, if the worst happens, defend it? Chris Hewitt, CEO of Berkeley PR provides businesses with tips for staying in control in a crisis.
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Selecting the right public relations agency is an important decision for any business, but is particularly crucial for a small organisation with a limited budget. Chris Hewitt, CEO of Berkeley PR gives businesses some food for thought when it comes choosing an agency.
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“I think it’s called the Internet or something – blogs is it? – I don’t know, I’ve only just got used to letters John, I haven’t got used to all this new technology.”
John Prescott talking to John Humphreys on Radio 4’s Today programme
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If you plan to use free publicity to promote your business, there’s going to come a point where you have to do media interviews with journalists.
Even if you dread the thought, you should welcome them. An interview with a journalist is a sure sign they are planning to run a story about you or your business – and sometimes the better the interview goes, the bigger the coverage.
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These days generating publicity materials is not just about trying to promote your business in the media. It’s also about using those materials to enhance the perception of your business to everyone who has any contact with you.
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Writing a press release isn’t as simple as dashing off a letter to the editor of your local paper. It needs to be carefully put together.
Good public relations are essential for any business. If you can persuade editors to run a story about you, it’s worth a dozen adverts or mailshots. Here we look at how to structure your press releases.
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Here’s a checklist of pointers to help small business owners to raise their firm’s profile within vertical markets.
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So you’ve had a fantastic business idea. You’ve researched it, crunched the figures, and worked out it will be a profitable venture.
Excellent. There’s only one problem… competition… and lots of it.
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Take a close look at any business that has been thriving over the last few years, and there’s a very strong chance you’ll see it has a clear USP, or Unique Selling Point.
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For too long, networking has been seen as the domain of the old boys club and small businesses desperately chasing new business. Recent years have, however, seen a tremendous growth in popularity of networking groups, particularly as a means of generating new business.
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If you have started your own business you could probably tell the rest of us what marketing is all about as you have already made the jump into territory demanding passion, insight and sheer bloody courage.
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Some say it’s an old fashioned way of trying to drum up business. Others believe it’s a waste of cash and the returns are too low to make it a viable marketing method.
But whatever you may think about direct mail, there’s no ignoring the fact that done properly, it can be a predictable and cost effective way to generate sales leads for your new business.
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The current economic climate has led to a necessary change of advertising strategy for big brand advertisers. They have stopped using media for blanket broadcast coverage and begun insisting on tactical opportunities that fit exactly with their communication objectives, minimising wastage of budget and opportunity. In the current climate this strategy is not only wise, it is arguably the only way to plan an advertising campaign.
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