Smart Marketing Basics

Writing Press Releases to Market Your Small Business

Throughout my career as a technology marketing professional, I have spent a lot of time counseling small businesses on effective marketing, and helping them to justify investments in marketing.  Often times, they have tried a tactic or two, without understanding what their overall strategy should be, or how different types of campaigns are designed to bring different types of results.

As a small business owner or marketer, it is key to invest in marketing to promote your product or service.  This does not have to be an overwhelming or costly endeavor, and there are many smart marketing plays that are proven for small business.  You can start by downloading our free “Smart Marketing Playbook” article, Using Press Releases to Promote Your Small Business

Writing press releases to promote each of your business successes is a easy, actionable strategy that can fits any marketing budget.  What results can you expect you ask?  Issuing press releases regularly helps to keep your company top of mind with prospective customers; it builds awareness for what you do, and the value you provide; and it is a “smart marketing play” that can get your company known.

The press release has also evolved, from a simple news announcement sent only to journalists and media outlets, into a powerful marketing tool for organizations of all sizes.  With the Internet and social media venues as prominent communication vehicles for both business and consumer audiences, readers can come across your news in several places, and can take multiple actions after viewing your announcement.  For example:

  1. Press releases can be indexed by Yahoo and Google, and shown in search engine results. 
  2. Press releases can be posted to your company website and optimized with your keyword phrases to improve your search rankings. 
  3. Press releases can be re-tweeted by readers to their followers on Twitter, who share the same interests. 
  4. Press releases can be used by your sales teams as conversation starters on cold calls. 
  5. Press releases can be pushed out to mobile phones, through RSS feeds, and redistributed to news syndication and aggregator sites.
Small business owners and marketers should invest some time each month or each quarter to identify a pipeline of potential news announcements, such as a new customer win, product launch, case study release, speaking or training event, or even a special promotion or community program. 
While there are many things to you can talk about, creating the right messaging is essential to a well-written announcement.  You know your business best, but creating a clear and compelling message can be challenging, especially for “non-marketing” professionals.
The answer to this dilemma is to find some easy to use press release templates – there are many available, so be sure to do some research to find some tools that are right for your you.   At, we provide a variety of templates to help small business marketers to get started marketing fast.  If you need more help or resources in this regard, you can:
  1. Check out our marketing templates downloads page
  2. Access our Press Release Tutor interactive templates, and
  3. Subscribe to the Smart Marketing Basics blog for continual marketing tips and help.
I invite readers of this post to also share their comments on how press releases have helped them to market their small business.
Thanks for reading!

Trackbacks & Pingbacks

  1. Three Press Releases to Grow Your Small Business « Smart Marketing Basics pingbacked on 8 years, 11 months ago
  2. Press Release Distribution Strategies for Small Business « Smart Marketing Basics pingbacked on 8 years, 11 months ago
  3. How Technology VARS and Resellers can benefit from PR « Smart Marketing Basics pingbacked on 8 years, 9 months ago
  4. Crafting the Perfect Company Boilerplate Description for Your Press Releases « Smart Marketing Basics pingbacked on 8 years, 5 months ago
  5. Growing Your Small Business with Public Relations « Smart Marketing Basics pingbacked on 8 years, 2 months ago
  6. How to Distribute Press Releases « Smart Marketing Basics pingbacked on 8 years, 2 months ago


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: