Smart Marketing Basics


Press Release Templates for your Small Business Promotional Campaign

Despite a tough economic climate, it is important that small business marketers continue to invest in promotional activities to create constant demand for their offerings. It is a proven fact that those companies that continue to market themselves while competitors fall to the wayside, do better once the economy recovers.

Launching a special promotion or community program is a great way to market your small business, and an excellent opportunity to issue a press release. Running a contest is also a great way to bring some fun and excitement to your brand. You can ask your customers to name your next product, or provide a new product idea, or submit a case study.

Any special promotion or community program “press release” should talk to who the promotion is targeted to and the value that your promotion provides. Your press release should also include specific details such as eligibility requirements if any, and timeframe for the offer. Always conclude your release by highlighting a compelling call-to-action, or “the next step” that your readers should take after reading your news announcement.

In the press release example below, we use the fictitious technology software company Dander-Mufflin, to create a press release promoting a free software training class to customers that purchase a new software license within the next 30 days. This is a good example of how a company can leverage an existing offering to create a compelling promotion that drives sales within a concentrated period of time.

See the image below for what this press release might look like.

 The Press Release headline clearly articulates the offer (a free training class) and the specific audience (law firms challenged with records management costs) that the promotion is targeted to. By mentioning the 30-day window in the subhead, you create a sense of urgency with your readers to act right away. Using quotes from company spokespersons also helps to reiterate key points. In this case, company executive, Scott Michael, highlights the retail value of Dander-Mufflin’s free class, which makes the promotional offer more compelling.

There are many free and low-cost press release templates available online that can help you to easily write a professional release to announce your promotional program. The Press Release Tutor online template series, from SMBmarketer.com, features 5 different types of press releases, including the “Special Promotion Press Release Template”. The Press Release Tutor templates reference example press release content for each type of release, and provide step-by-step instructions on how to put your press release messaging together, making it easy for you to follow along.

Remember that marketing your small business must be a continual investment to be effective, and press releases are an easy and affordable part of your ongoing small business marketing plan. For more information on small business marketing, check out our free Smart Marketing Playbook article series.

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How Social Media Can Improve Small Business Marketing

Need a few tips on how social media can improve entrepreneurship?  Well, I can point you to 98 of them! 

I recently contributed to another article put together by Toilet Paper Entrepreneur, which collected quick tips from several small business marketing experts to create an article titled, “How Social Media Can Improve Entrepreneurship“.  Be sure to check out this article; my contributed tip is #60 out of the 98 total (read tip below).

#60.  Combine Blogging and Twitter for a Double-Whammy
Entrepreneurs must market their expertise, and a great way to do this is with a blog.  Blogs get found by search engines, driving traffice to your site.  each post can easily be broadcast via Twitter earning you more followers and business leads.

Remember, a “must-do” small business marketing strategy is to leverage your own content and industry expertise to build awareness for what you do, and the value  you can provide.  Tactical examples include creating customer case studies, hosting educational webinars, and speaking at industry events (see my previous blog post about this).  Each of these events is worthy of writing and issuing a press release.

Writing press releases doesn’t have to difficult or costly, as there are many good templates available to help you get started.  What is important is to get the message right – your press release must be written in a professional manner to be clear, concise and compelling.  For more help on the topic of press release templates, check out my previous blog post, Five Fast Tips, and check out our templates available at SMBmarketer.com.


Get Your Small Business a Speaking Gig: 32 Tips from ToiletPaperEnterpreneur

I’ve written about the importance of speaking at events as a key strategy for small business marketing. Pitching yourself for speaking opportunities at relevant industry tradeshows or local business events that your customers attend is a great way to establish yourself as a thought leader in your area of expertise, and to get exposure for your small business. I offered up a couple of my favorite tips in my previous blog post, Pitching Your Small Business For Speaking Events.  

My contributions were also featured in a great article compiled by Mike Michalowicz, Author of The Toilet Paper Entrepreneur, in his blog post titled, “Ways To Get A Lot More Speaking Engagements“.  If you are serious about pitching yourself for speaking engagements, then you should definitely check out this article.  It features 32 easy-to-read, actionable tips from a variety of experts that can help any small business get the speaking gig they really want!


Reinventing Themselves – Women Entrepreneurs

I recently read about this new community, http://www.2womenentrepreneurs.com in an article on OpenForum, a small business resource site from American Express (www.openforum.com).  Because we at SMBmarketer.com are all about supporting small and medium businesses, I wanted to pass this along to all you women considering starting  your own venture!  Check it out at:  http://www.2womenentrepreneurs.com/

According to this site, there are 1 million women-owned businesses… Providing employment for 13 million people…Generating $1.9 trillion in revenue… representing 40% of all business!

The site offers some good articles for entrepreneurs, as well as a discussion forum.  Let us know what you think?



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