You want the world to know about your business so I can get as many clients as possible. The best way to do that is by buying ads, right?
Well, maybe. But if you rely solely on advertising, you're missing out on a critical element of business promotion. Welcome to the world of public relations. Public relations is more cost-effective than advertising because instead of paying to have your business included in publications or on websites, you're getting the publication or website to feature your business in their content. As Entrepreneur points out, this kind of publicity can last longer and possibly reach a much larger audience than advertising alone.
I can tell you're excited to get started! Chug another mug of coffee, and we'll get started.
Top 4 Tips to Grow Your Small Business for Less
Define Your Target Audience
Getting publicity starts with knowing exactly who you want to reach. As a small business owner, resist trying to appeal to everyone. Hone in on a niche target audience like "females between 30-40 who engage in organic gardening as a hobby." Your public relations efforts will only connect if they speak specifically to their interests, challenges, and preferences. After defining this bullseye audience, you can research which media outlets they pay the closest attention to for tips and stories relevant to gardening or their lifestyle overall. These should become your shortlist for pitching stories and connecting with reporters.
Know Your Angle
No media outlet will publish a purely promotional business write-up without an angle. That is called advertising, and if they start giving that away for free, then they won't be a media outlet for long. You need to develop an angle to help the media outlet provide information to their readers/viewers.
There are many ways to find your angle. You can connect with a beat reporter and let them know that you are an expert in your field and would be open to providing insights when needed. You can let media outlets know when you are doing something charitable in the name of your business. When a new or updated product hits the market, let media outlets know why readers/viewers should know.
Here are a few sites that have great ideas to get you started:
- Three Steps to Free Publicity for Your Business (Small Business Trends)
- Three Ways to Get Publicity for Your Small Business (Quick Books)
- Best and Worst Ways to Get Publicity (Inc.)
- 9 Tips for Getting Free Publicity for Your Business (Investopedia)
Build Relationships With Media Contacts
Having been in business as long as I have. I have seen firsthand how strong connections with editors and reporters easily differentiate companies that generate consistent publicity from those constantly struggling to get coverage. Set yourself apart by actively developing working relationships with media contacts in your region and industry niche. Send them story ideas when you spot trends among your client base or develop research helpful for their audience. Avoid heavy pitches only designed to promote your company - let the reporter's voice tell the story. This third-party credibility stands out far more to readers than self-promotional content from brands.
Here are a few tips to get on an editor's good side:
- Keep it simple: Don't wax poetic about your business. Keep sentences and paragraphs short and to the point. Stick to the topic at hand. Add quotes to share opinions.
- Write in news format: This isn't as intimidating as it seems. It simply means putting the most important piece of information first and then supporting it with a few key details and quotes. Put follow-up (call to action) information at the end.
- Include photos: An editor will love you if they don't have to assign a photographer to get art for your write-up. Bonus points if you give them a few options (such as one photo of the product or one picture of a person using it). Don't use stock photography; use real, local people.
Follow up
If the media outlet chooses to publish your press release, follow up and thank them for the coverage. Ask them if they are interested in getting more content from your business. It is possible that you could set up a guest blogger arrangement or be the go-to expert when reporters need more information.
Final Thoughts
If the media outlet chooses not to publish your press release, email them asking how you can make your press releases more helpful. I recommend emailing reporters and editors because it is less intimidating for them than being put on the spot by someone who didn't get what they wanted. Keep it very cordial and very cooperative. Odds are, even if your current publicity piece wasn't used, they will remember how helpful you were and keep you in mind when something else comes up in the future.
