In my last “who has the time” post I stressed the importance of planning in the marketing process. It can be time-consuming, but it is necessary so you can put your time and resources into the right places in order to maximize your marketing investment. It doesn’t make sense to spend a lot of money on marketing strategies that don’t work, right?
Well it doesn’t stop there. Once you have succeeded in understanding and describing what you do, knowing who you help and how you solve problems, then you need to get some visibility in the market. But, what does that mean? People have to know about you, and be aware that you exist. Otherwise? No business. But, public relations isn’t just about shooting out press releases to announce stuff about your company, it is about building relationships with the media so that you have the opportunity to provide them ready-made stories they can use and publish. If you have news worthy information and/or have something interesting to share about how you can solve a problem, then a journalist will very likely use that information in a publication or newscast and that results in publicity for your company.
The great thing about public relations is that it is much less expensive, yet more credible than advertising (which you pay for). It is a very underutilized tool for small businesses. Most small business owners just don’t know where to start or how to embark on a public relations strategy and they are missing a valuable and affordable opportunity to get the word out about their company.
I help businesses with cost-effective marketing techniques, and public relations fits the bill! To embark on a public relations strategy, you will need the following to get started:
- A custom media list which can be purchased or organically grown.
- An understanding of what is the best medium to get your message out – what do members of your target market read, watch and listen to?
- The ability to write a press release that grabs the attention of an editor.
- A plan to contact the media and pitch your story. This requires a follow-up strategy and a process for organizing your media leads.
- A measurement system to evaluate your public relations results. You will want to know what is working and what isn’t.
A low-cost option to consider is my BD-PRo Marketing Toolkit which contains all the tools and resources every small business owner needs to do planning, public relations, and business development on a budget. So if you are spending money on advertising or on other marketing tactics that aren’t producing the results you had anticipated, you may want to consider this toolkit which will help you analyze where to invest your marketing efforts and provide you with the right support tools to aid in the efficient implementation of your marketing strategy. It takes the guesswork out of how to start a marketing program and you can be well on your way in just a few minutes. What I listed above is just a segment of what is included in the BD-PRo Marketing Toolkit. For more information, go to www.bdpromarketing.com. Coming up next, I will share more information about how to develop and cultivate relationships and maximize your lead generation efforts……on a budget. Don’t forget to subscribe to my blog so you don’t miss anything.