Smart Marketing Basics


Writing Press Releases to Promote Your Small Business

Getting started marketing your small to medium-sized business can quickly become overwhelming.  Whether you are an entrepreneur or business principal, or an internal marketing manager, there are many tactical approaches to consider.  Recognize that the discipline of marketing is broad and deep, and best practices can vary based on your vertical market, and whether you sell B2B (a business that sells to other businesses, who in turn sell to another end-user) or B2C (a business selling directly to consumers).  After 20+ years as a marketing professional, I do recommend a couple of smart marketing basics, one of which is Public Relations and writing press releases to promote your successes and accomplishments.

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 SMBmarketer.com, 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.
Please share your comments on how press releases, as well as other marketing efforts you have tried, have helped you to market your small business.
 
 
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How to Distribute Press Releases

Do you know what to do with your press release once you have created it?  Investing in writing press releases to market your small business is an important investment that can yield high rewards for small businesses, for low dollars.  Once you have created your press release, it is important to develop an appropriate distribution strategy for sharing your news with key stakeholders.   Press releases can be posted on your website, emailed out to customers, and used by your sales team to cold call prospects. 

Where possible, you should also send your press releases to appropriate news media so that you can gain media exposure for your business and start building relationships with the reporters and journalists that follow your market space.  If you are just getting started with your journalist outreach, you should investigate using a newswire service, such as BusinessWire, Marketwire or PR Newswire. 

Yes, in our current environment of social media communication tools, newswires might seem out of date, but they do play a critical role, and provide significant value when if comes to helping you with your search rankings. 

For more tips on how to distribute press releases, download the Press Release Distribution Checklist, on the Marketing Plans and Templates page of SMBmarketer.com.  The Press Release Distribution Checklist is a low-cost, easy-to-follow marketing planning tool that walks you through what to do next after drafting your press release, including appropriate reviews and approvals, and a 10-step press release distribution strategy.


Press Release Distribution Strategies for Small Business

Investing in writing press releases to market your small business is an important investment that can yield high rewards, for low dollars.  Once you have created your press release, it is important to develop an appropriate distribution strategy for sharing your news with key stakeholders for your business.   Press releases can be posted on your website, emailed out to customers, and used by your sales team to cold call prospects. 

Where possible, you should also send your press releases to appropriate news media so that you can gain media exposure for your business and start building relationships with the reporters and journalists that follow your market space.  If you are just getting started with your journalist outreach, you should investigate using a newswire service, such as BusinessWire, Marketwire or PR Newswire. 

Yes, in our current environment of social media communication tools, newswires might seem out of date, but they do play a critical role, and provide significant value when if comes to helping you with your search rankings.  I came across a good article/blog post that provides more insight into newswire services, called The Changing Role of  PR Newswires, from GlobalPRblog.  Be sure to check it out.

For more tips on how to distribute press releases, download the Press Release Distribution Checklist, on the Marketing Plans and Templates page of SMBmarketer.com.  The Press Release Distribution Checklist is a low-cost, easy-to-follow marketing planning tool that walks you through what to do next after drafting your press release, including appropriate reviews and approvals, and a 10-step press release distribution strategy.

 

 


Press Releases – How to Convince Your Colleagues to use Press Release Marketing

The goal of SMBmarketer.com is to provide simple marketing plans and templates to small business marketers and entrepreneurs who need simple, actionable tools to help them get started in marketing.  Smart Marketing Basics, our blog discusses simple strategies to help small business owners grow their business, while our featured articles provide more insight into the ten smart marketing plays that can help make your business successful.

Previously, our we featured a post called “Press Release Tips for Small Business Marketers” which recommended some free articles on the subjects of common “do’s and don’ts” of pitching your small business to a reporter, and how to use press releases to market your small business.  These are great resources available at no cost to you.  Be sure to check out this post if you have not seen it yet.

I have heard from other marketing professionals that often times they need help convincing their colleagues, business partners, value-added resellers and other key stakeholders they work with, of the importance of Press Release marketing.  While writing press releases to promote your small business is a “no brainer” strategy to many professional marketers, they often times have to influence their corporate peers to support this activity.

To address this request, SMBmarketer.com has introduced a new, low -cost marketing template, a ready-to-use presentation slide deck available today for only $4.95 from our Marketing Templates Library:

Using Press Releases to Market Your Small Business – A PowerPoint Presentation

Using Press Releases to Market Your Small Business - PowerPoint Presentation

Using Press Releases to Market Your Small Business

Download this 15-slide presentation on how to use press releases to promote your small business. It talks about how the press release has evolved from being a simple news communication device, to a broader tool that supports your marketing, sales, and search engine optimization efforts.  It illustrates when to use press releases and how they can be used in a variety of ways, in an easy to follow format. 

Get your partners and stakeholders on board immediately to support your press release marketing efforts by downloading and presenting this presentation at your next sales meeting, or online marketing event.  Visit our Marketing Templates Page at: https://www.smbmarketer.com/marketing-plans-and-templates/


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 SMBmarketer.com, 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!
 

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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