Smart Marketing Basics


Growing Your Small Business with Public Relations

When I counsel small businesses on how to start marketing themselves, I make sure they build a plan around public relations.  Writing and issuing press releases that announce each of your business accomplishments is critical to building your brand, creating sales leads, and ultimately growing your business. 

Developing your own press release program does not have to be overwhelming or costly.  You can start out small, by writing your own releases, and focusing on three key types of news:

  1. New Product or Service Offering – Something new your company is offering for the first time.
  2. Customer Win or Success Announcement – A new deal, competitive win, or customer case study.
  3. Special Award or Recognition – An award, company ranking or other honor.

Each new product or service you offer, every new customer you win, and any award or special recognition you receive provides an opportunity to issue a press release.  You need a steady stream of news to ensure that you can keep your brand top of mind with your prospects and customers.

New Products/Services
Every new product or service you offer should have its own press release.  Having a robust roster of press releases on your website shows that your business is healthy and active, and  provides validation that you continually invest in your product portfolio.  Customers will be more inclined to work with organizations are constantly brining new value to the marketplace.  Even as you enhance or refresh your existing product line, take advantage of the opportunity to write a press release about it.

Customer Wins
Promoting customer wins, partnerships or other business successes are critical to building momentum for your organization, because they create credibility within your marketplace, and help you to establish a proven track record.   Having reference-able customers is also a must when it comes to smart marketing basics!  Additionally, you can use a press release to announce how existing customers have received value, or ROI from using your solution.  For example,  “ACME Company Reduces Shipping Costs by 50% Using [My Company’s Product]”.  Another strategy is to complete a customer case providing an indepth profile, and then issue a press release promoting the case study on your website.

Awards
Award programs can be a great way to garner exposure and free publicity for your organization, particularly if you have customers doing good things with your solutions, and are willing to talk about it. Don’t wait for awards or special recognition to come along, rather, research industry groups and publications within your key markets or local community to identify potential award opportunities.  Then, put together a calendar of submission deadlines and proactively submit ballots or applications. A well-written press release promoting your special honor can be used by your sales teams, emailed out to your prospect lists, and forwarded to local media outlets. 

Each these three essential press release announcements should follow good press release writing fundamentals, including consistent messaging relevant to your target audience, having a brief solution overview, and a call-to-action so that readers can take the next step.  As a small business marketer or owner, you know your business best, and it’s worth it to invest some time each month to highlight your news.  Be proactive by developing a calendar of potential press releases you can publish each month, or each quarter, to help keep you on track.

Writing press releases can seem challenging at first, especially if you are not sure how to create a good message.  There are several low-cost and no-cost templates and tools available on the Internet, and from press release distribution services that can get help you get started.

If you would like more help on writing press releases, consider the Press Release Primer tutorial guide available for puchase on our Marketing Plans and Templates webpage.  The Press Release Primer includes press release templates and writing tips for each of the 3 key releases recommended above:  A new product/service; a customer win; and an award or special recognition.

The Press Release Primer, a guide to writing press releases for your small business


Three Press Releases to Grow Your Small Business

When I counsel small businesses on how to start marketing themselves, I make sure they build a plan around public relations.  Writing and issuing press releases that announce each of your business accomplishments is critical to building your brand, creating sales leads, and ultimately growing your business. 

Developing your own press release program does not have to be overwhelming or costly.  You can start out small, by writing your own releases, and focusing on three key types of news:

  1. New Product or Service Offering – Something new your company is offering for the first time.
  2. Customer Win or Success Announcement – A new deal, competitive win, or customer case study.
  3. Special Award or Recognition – An award, company ranking or other honor.

Each new product or service you offer, every new customer you win, and any award or special recognition you receive provides an opportunity to issue a press release.  You need a steady stream of news to ensure that you can keep your brand top of mind with your prospects and customers.

New Products/Services
Every new product or service you offer should have its own press release.  Having a robust roster of press releases on your website shows that your business is healthy and active, and  provides validation that you continually invest in your product portfolio.  Customers will be more inclined to work with organizations are constantly brining new value to the marketplace.  Even as you enhance or refresh your existing product line, take advantage of the opportunity to write a press release about it.

Customer Wins
Promoting customer wins, partnerships or other business successes are critical to building momentum for your organization, because they create credibility within your marketplace, and help you to establish a proven track record.   Having reference-able customers is also a must when it comes to smart marketing basics!  Additionally, you can use a press release to announce how existing customers have received value, or ROI from using your solution.  For example,  “ACME Company Reduces Shipping Costs by 50% Using [My Company’s Product]”.  Another strategy is to complete a customer case providing an indepth profile, and then issue a press release promoting the case study on your website.

Awards
Award programs can be a great way to garner exposure and free publicity for your organization, particularly if you have customers doing good things with your solutions, and are willing to talk about it. Don’t wait for awards or special recognition to come along, rather, research industry groups and publications within your key markets or local community to identify potential award opportunities.  Then, put together a calendar of submission deadlines and proactively submit ballots or applications. A well-written press release promoting your special honor can be used by your sales teams, emailed out to your prospect lists, and forwarded to local media outlets. 

Each these three essential press release announcements should follow good press release writing fundamentals, including consistent messaging relevant to your target audience, having a brief solution overview, and a call-to-action so that readers can take the next step.  As a small business marketer or owner, you know your business best, and it’s worth it to invest some time each month to highlight your news.  Be proactive by developing a calendar of potential press releases you can publish each month, or each quarter, to help keep you on track.

Writing press releases can seem challenging at first, especially if you are not sure how to create a good message.  There are several low-cost and no-cost templates and tools available on the Internet, and from press release distribution services that can get help you get started.

If you would like more help on writing press releases, consider the new Press Release Primer tutorial guide available for puchase on our Marketing Plans and Templates webpage.  The latest template from SMBmarketer.com, the Press Release Primer includes press release templates and writing tips for each of the 3 key releases recommended above:  A new product/service; a customer win; and an award or special recognition.

The Press Release Primer, a guide to writing press releases for your small business


Boost Your Search Results with Press Releases

If you are a small business trying to improve your search engine results, you are probably tackling common best practices, such as building a relevant keyword list, optimizing your site content and page titles, and link building with other websites. These are certainly SEO basics to stay on top off.

But also as important, if not more, is creating publicity and news for your organization that drives traffic back to your site. Using press releases to promote your products and services, and your organization’s successes, is critical to driving good search engine results. Not only does your website need relevant content that supports your business offerings, but its needs to feature recently added content. Search engine algorithms keep an eye out for not only quantity of content based on your keywords, but also for quantity and “recency”, or fresh information. Search engines will favors sites that feature a plentiful amount of current, relevant content.

The easiest way to do this is to develop and issue press announcements from your company on a regular basis. Not only should you post press releases on your website, but distributing them over a newswire service or to other internet sites increases the exposure your news can get exponentially. One of our marketing partners, EON from BusinessWire, provides such services, offering users a permanent URL for their news releases, along with options to include photos and images.

The best approach to take is to develop a regular calendar of news announcements you would like to make. These can be recent customer wins, new products that have come to market, special events or education seminars you are offering, even award recognitions you have garnered. There is no excuse not to be creating your own news on a regular basis.

Writing a press release might seem overwhelming, especially for small business owners who are not sure how to create a clear and compelling message. Remember, you are the expert, and you know your business best. That is why we built the Press Release Tutor template – it’s an easy to use, interactive template, that interviews you about your business, then turns your answers into a professionally written press release.

The biggest challenge I hear about when talking to small business owners is having enough time to tackle these basic marketing tasks. They want access to turnkey, easy to use templates and tools that make it easy for them to get started, without investing a lot of time and money up front.

In today’s challenging marketplace, small businesses must invest in marketing basics including search marketing – but why not go for the double-whammy? Use press releases to promote your business as well as to boost your search rankings. For more information on this topic, check out our free article, “Using Press Releases to Market Your Small Business“, available at www.smbmarketer.com.



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