Smart Marketing Basics

How Technology VARs and Resellers Can Benefit from PR

I attended the Microsoft Worldwide Partner Conference this summer, an annual event that convenes thousands of technology partners under one “convention center” roof.  It is quite a gathering of technology entrepreneurs and small business owners who are committed to building their business by learning more about the latest in Microsoft products and services.

While building out your technology solution strategy is a key component for any technology VAR or reseller organization, it is also important to consider other marketing investments that are essential to growing your business.  I have worked with many VAR organizations throughout my 20+ year career as a technology marketing professional, and a key area for investment that often gets overlooked is publicizing your own business. 

Investing in public relations and other marketing activities are keys to any successful organization.  Often times, business principals can become quickly overwhelmed by the deep discipline of marketing, and put off getting started.  It doesn’t have to be this way — by committing to a few smart marketing plays, a reseller organization can quickly get started.  Issuing regular press releases on your business wins and successes is a ‘ no-brainer’ tactic that doesn’t require a lot of time and dollars up front. 

I often coach small businesses to create a calendar on a quarterly basis that can highlight some news items to target, and then commit to creating press releases for each one.  For example, announcing a new service offering, a new customer win, or an upcoming training or webinar event you are hosting, are all opportunities to generate publicity for your organization.   You can use press releases to highlight the wonderful things your company does daily as part of its regular operations!  The goal to creating a steady stream of news is to keep your brand and company top of mind with your prospective customers, so that when they are ready to buy, they naturally think of you. 

The press release has really evolved over time, from being only a tool sent only to journalists and media outlets, to become a great way to create recent and relevant content about your business.  Creating and posting press releases helps your website content stay fresh and can improve your search engine rankings as a result.  Additionally, press releases are a great tool to provide your sales team with, to send out to their prospecting and customer lists.  They can also be great conversation starters during cold calling or business development campaigns.  Lastly, press releases can be sent to your customers and other external partners and stakeholders to show how you continue to innovate in your industry.

Writing your own professional press releases doesn’t have to be a costly endeavor.  There are several templates (both free and low-cost) that are available to walk you through this process, step-by-step.  If you simply Google “how to write press releases”, several resource options will come up for your consideration. 

If you would like more information on press release templates for small business marketing, you can check out these links on our website for more information:

Small Business Marketing Advice, free article downloads and blog from
Marketing Plans and Templates, low-cost downloadable templates from

Please feel free to post your small business marketing experiences and comments!  Thanks for reading.


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