Getting coverage in your local press may not have the kudos of being featured in national newspapers but it often delivers a better return on investment, especially to locally-based businesses.
For small businesses, local newspapers are a more realistic target for press coverage than the national press. Readers of local papers want to read about local news, stories and events so if you can help a journalist deliver this, then you are well on the way to getting valuable press coverage for your business.
As a start-up the chances are your marketing budget is smaller than you’d like, so it’s important to get as much out of it as possible.
Although not right for every business startup, PR is a marketing tool that is well worth considering as it builds both awareness and credibility. It can showcase your expertise while delivering third party endorsement from respected journalists and media outlets.
In addition, PR is great for your SEO; having articles authored by you or quoting you filling up the first few pages of Google is just what a start-up business needs.
So how do you do it? We asked, Chantal Cooke, author of PR Demystified; how to get free publicity by giving journalists what they really need, to share her blueprint for DIY PR success;
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.
However, it is really simple to get free publicity for your business. In fact, the reason that many businesses get it wrong is because they try to over-complicate things. Here are the five powerful and unbreakable rules you must follow when trying to get free publicity for your business:
We’ve all heard it; “You just have to be using social media marketing.”
And the response from many business owners is; “I’m keen to try using social media to promote my small business but I’m not sure where to start.”
If this sounds like you, here are ten simple but effective tips that will help any business starting out with social media, no matter how big or small your budget.
One of the time-tested ways of establishing yourself as a standard in your industry is to win an award. An industry-recognised award serves as an independent endorsement of your company’s quality. And more importantly it’s an evaluation that potential customers are more likely to trust, than any marketing material you can produce.
We know that social proof is one of the most influential factors in a consumer’s decision making. In a survey by Zendesk, 88% of participants were influenced by an online customer service review and consumer reviews are nearly 12 times more trusted than descriptions that come from manufacturers.
Awards are like the ultimate review or testimonial. Usually, they come through from a trusted, independent authority with the expertise to give a well-informed judgement on your business, so your customers and the wider marketplace are going to see that as proof that your business can be trusted.
Writing a book can be an extremely useful tool to help you promote your business or new start-up. Being a book author, immediately gives you kudos and extra authority, but only if your book is produced properly.
In most areas of business, winging it is rarely (if ever) a good idea. Each aspect of your business – be it recruitment, or marketing, or cash flow – requires a strong strategy. You need to know what you want to achieve before you can plan how that goal will be attained.
Publishing a book to support the growth of your business is no different. It may seem a bit more showbizzy – and it does involve a large amount of creativity – but it must never be a vanity project; there needs to be a valid business case for it. (more…)
Press releases are a good way of getting some publicity for your brand, but how do you get your press release out there in the first place?
Many business owners now recognise what a powerful tool a book can be to help them build credibility for their brand and raise the profile and visibility of their business.
A book gives you a terrific platform from which to share your purpose and your vision. In the main, people who have written books about their expertise gain huge respect from others as not very many people ever get around to doing it!
So how should you go about writing and publishing a book that will help you grow your small business? (more…)
Good public relations are essential for any business, but especially so, for small and start-up businesses. If you can persuade editors to run a story about your business, it’s worth a dozen adverts or mailshots. And there’s also the huge added benefit of it not costing you anything!
However, writing a press release isn’t as simple as dashing off a letter to the editor of your local paper. For it to work, your release needs to be carefully crafted and put together.
Here we look at how you should structure your press releases to grab editors’ attention and maximise your chances of getting that elusive, but highly-prized free press coverage.
When you’re starting or running your own small business, you have an endless list of jobs to do. One of the most crucial is generating interest in your business and creating awareness of your products and services.
Big companies can have a team of people to do this and hire a PR agency but as a small business you will probably need to do all your PR yourself. 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 all the journalists you’ve sent it to.
But don’t take it personally, it’s a very common occurrence. And when you hear that 99% of all press releases sent to the media end up in the bin you realise it happens a lot more often than you think.
Free publicity is a great way to spread the word about your business. If you can get your business featured regularly in the newspapers and magazines your target audience reads, it brings your business to the attention of potential customers, and at no cost.
Another advantage of being featured in articles written about your business is that editorial coverage gives you a huge amount of credibility. It’s an independent trusted person talking about your business – the total opposite of an advert, where you are delivering your message.
The good news is that getting media coverage for your small business isn’t difficult if you know what you’re doing. (more…)