For many small business owners, finding a way for your company to garner maximum press coverage can be a tricky task. Maintaining the right balance of marketing, advertising and social media can become overwhelming and you may find that another component always seems to be missing from your strategy.
Here are four effective elements I apply to my marketing and PR strategy when looking to generate press for Consultants 2 Go:
- PR – Public relations is often overlooked when small business owners develop their marketing strategies, but one of the major impacts of PR is media relations. Most importantly, utilizing public relations is cost-effective and can assist in public perception of your business. Achieving editorial coverage is your ultimate goal, which will help your target audience see the credibility in your product, and as a result your business will gain greater visibility.
- Award Recognition – Applying for awards is always a sure way to garner press coverage, potential new customers, prospects and business relationships, but most importantly: prestige and credibility! There is no shortage of opportunities, anything from marketing innovation and business growth to green technology awards are available on a local and national level. Take the time to identify what awards apply to your business and follow through with applying. Even if you don’t become a winner, take advantage of broadening your network by fostering relationships with other contestants and media organizations at each award event.
- Social Media – Social media for small business owners is in constant evolution, but it has proven to be a great way to market your business and build a solid community. When using social media, remember your purpose for using these platforms and follow these methods:
- Create a Plan: Set realistic goals, test what works and then adapt your marketing strategy
- Adapt your Content: Tailor your message to fit each social media site
- Interaction is Key: Find the correct balance of self-promotion and sharing intriguing content that is beneficial to your audience
- Utilize Multimedia: Incorporate videos and images into your social media content
- Remain Open to Innovation: Keep your eyes and ears open to the latest trends
- Blogging – Blogging is an effective way for small business owners to draw attention to promoting their products with greater ease and more depth than a press release. The key to blogging is to keep your content interesting and timely. Before you begin, define your goals and write them down, then develop a content strategy for fresh material that allows you to post consistently. Implementing pictures, engaging videos, features from guest bloggers and relevant interviews also helps to switch up your blog content. Lastly, always remember to promote your blog posts on your company’s Facebook and Twitter pages which can reach your entire audience and bring new readers.
Creating a buzz is never a small feat, as a small business owner you have to stay on your toes. Create a plan and stay the course. You’ll know if your marketing and PR strategy is working when opportunities arise that never would have been possible otherwise.
This week's blog was written by Kymberly Sheckleford. Kymberly is an Analyst with C2G Resourcing, a subsidiary of Consultants 2 Go, LLC.
