Small Business Marketing Tools to Get You Free Publicity

As far as small business marketing goes, free publicity is gold. It’s not just that you’re getting your company name to the public without having to pay for it; it’s that the news publicity – whether it’s in a magazine, newspaper, or online, weighs more heavily in your prospective customers minds. Even as skepticism reigns, people see information printed by news-type sources (whether in print or online) as being more truthful, more objective, than information that’s paid for by the company (advertising).

But simply sending out a press kit to your local news media won’t guarantee you that free publicity. The cardinal rule you have to follow is that your information must be newsworthy. One of the ways that news media keep their reputation as objective sources of information is that they are – they’re not going to print a thinly-veiled ad for your product or service as a news piece. But if you write a release that accomplishes both goals – offering the news media an interesting, informational story and letting potential customers get to know your product or service – that’s where free publicity really pays off.

To start, you need to develop a press kit as a standard component of your small business marketing materials. Your press kit should include:

Small business marketing press kit component 1: A letter to the editor of the newspaper (or magazine, or internet site) pitching your press release as a story idea. Many components of your press kit can be recycled, but the letter to the editor should change every time to send out a new press release.

Small business marketing press kit component 2: The press release. Your press release is where the journalist will look to find most of the information for her story. In the release, you should describe the news item (the launch of a new product that will revolutionize consumer’s lives, for example). Feel free to quote yourself and others in the press release expounding on the issue (that way the journalist won’t have to contact you or others for quotes when she’s writing the story).

Small business marketing press kit component 3: Your business card. Make it easy for the journalist to contact you.

Small business marketing press kit component 4: Your corporate bio. Journalists often like to add background information into their stories; make it easy by including a corporate bio that offers the important information about your business, including who founded it and when, location, and other interesting tidbits.

Small business marketing press kit component 5: Relevant photos. The keyword here is relevant: include photos of the topic your press release is about. If it’s a new product, offer some interesting photos. If it’s a new day care service, offer some pictures of the employees with the kids. Use photos that will make your story more compelling.

Small business marketing press kit component 6: Testimonials. It can be a great strategy to build quotations from current and past customers right into your press release. But even when you do that, don’t be shy about adding more.

Small business marketing press kit component 7: A data sheet for the relevant product or service. A data sheet with give the details about your product or service (that’s being covered in the press release). Relevant details include pricing, components, materials, size, weight, and part number – if applicable.

You should put all seven small business marketing components of your press kit into a folder – ideally one with your logo on the front to finish off the presentation.

Once you’ve created an appropriate small business marketing press kit, you can think about the kind of media outlets that you want to target. That small business marketing decision should be based on where your customers are – are they online, reading the local daily, or a national newsmagazine? Free publicity won’t mean much if it’s not picked up by your target audience – your prospective customers.

Once you’ve decided the media outlet that you want to target, find out who the managing editor is and send a personalized press kit to her. Or, if the publication is very large, send a personalized press kit to the journalist in charge of your area (for example, the Food journalist if your product is gourmet brownies or the Technology journalist if your product is computer software). You can also send out a press release for mass distribution using one of many online press release wires.

7 Costly Small Business Marketing Mistakes to Avoid

Everybody makes mistakes and entrepreneurs are no exception. But for an entrepreneur with a limited budget, committing mistakes too often can be very costly. It is an open secret in the business world that most of the mistakes that can be committed in business have been committed; so why not just learn from them, saving you the agony of committing them yourself.

With that said, here are 7 costly small business marketing mistakes every entrepreneur must avoid:

1. An Incongruent Marketing Message

To effectively sell your product or service, your customer has to “get” the marketing message. A customer-centric marketing message educates your prospects and persuades them to become customers. Too many small businesses make the mistake of focusing their message on the product or company, instead of how the prospect would benefit by purchasing their product. Prepare the right marketing message with some of these in mind:

o Identify the prospect’s problem.

o Explain to the prospect why the problem should be solved immediately and explain why your product or service is the right solution to their problems.

o List the benefits your prospects would enjoy upon purchasing your product and provide an unconditional guarantee to allay any fears they may have.

2. “Spray-and-Pray” Marketing Instead Of Precision Marketing

The days of marketing as a zero-sum game are over. You must demand accountability from your marketing efforts, expecting tangible results in the form of a healthy ROI (return on investment). Differentiate your marketing messages and target them to meet the specific needs and wants of your prospects and customers.

Many small businesses are guilty of the dreaded “spray-and-pray” marketing ideology, which inevitably drains their resources to the point where it very often leads to their demise.

Do not commit this same mistake, but instead practice precision marketing, where every aspect of your marketing and advertising efforts are measured and tracked for maximum returns.

3. Failing To Realize Marketing Is About Value Creation

To create a sustainable small business, you have to market something of value to the prospect and customer. Marketing is your business and creating value for your customers should permeate through all your marketing efforts. Strive to always over-deliver because customers love to receive more than they expect and the easiest way to do so is to develop a thorough understanding of their wants and desires.

4. Selling Instead Of Educating

You must have heard about the age-old principle that “people love to buy but hate being sold to.” It is a principle that will continue to hold true for ages to come, but unfortunately, many small businesses still fail to adhere to it. The fastest way to get rid of a prospect is to try forcing a sale out of him or her.

Education-based marketing, however, is a powerful marketing strategy to overcome this problem of being sold to. This strategy makes use of giving away valuable information, educating your prospect about the benefits of owning your product or using your service, offered to them as free reports, video cassettes, CDs, or DVDs in exchange for their contact information.

It is a strategy that builds trust with the prospects resulting in a much higher closing ratio. So, forget about throwing a sales pitch and try educating your prospects instead for a higher conversion rate.

5. Failing To Test

The biggest mistake any entrepreneur can make with their business is the failure to test every possible variable most important to their customers. This applies to both online and offline marketing efforts.

I can understand if small businesses faced more difficulty with market testing because of limited budgets years ago, but the Internet has done away with this excuse. It has become so cheap to conduct price tests and sales copy tests and identify what campaigns, keywords, and metrics give you the best ROI online that not testing any of these has become a cardinal sin.

6. Not Following Up With Prospects Or Customers

Small businesses spend a great sum of money acquiring customers, which makes it all the more difficult to understand why many of them don’t follow up with their customers, or even their prospects after the “front end” sale.

It has been well documented that true riches are to be found in the backend sales and the reason for this is simple. If a customer or prospect raises his or her hand to do business with you, it means an element of trust has been established and a business relationship is ready to be formed. They are more then likely to buy from you repeatedly if you make it a point to capture their contact information and develop a follow-up system for communicating with them frequently.

7. Selling To The Wrong Target Market

Never assume that your product or service will appeal to a general audience because this assumption has profoundly resulted in many small businesses shutting up shop. Large businesses are guilty of this too, but you can save yourself from committing such a rash mistake by asking yourself these two questions:

o Who are your customers, or who is your target market?

o Who will use your service, or who will buy your product?

Answer these questions with absolutely clarity and segment these markets by demographics and psychographics to zero in on your ideal customer. The time spent doing this correctly will add nicely to your bottom line.

Just remember that to succeed, you must be prepared to fail, so don’t fear the eventual mistake but learn from it.

7 Small Business Marketing Tips

Small businesses do not often have large budgets. Thanks to the Internet, small business marketing can be a huge success, even without big dollars behind it.

Small business marketing can benefit from new trends in general marketing. These trends point to methods that are inexpensive, innovative, and online.

One of the key online options for small business marketing is search engines. The cost of submitting your Web site to a search engine is minor, but there are some considerations to be made:

1. Your site must be optimized with keyword phrases. Search engine optimization is achieved by including keyword phrases that apply to your company. These phrases must be present enough times to draw the attention of the search engines to your site.

2. Since most small businesses focus on their local market, you should aim your advertising efforts at your local audience. Users have recently begun pushing for better local search capabilities and most search engine companies are responding. Statistics have shown that 74% of Internet users perform local searches. Your keywords should reflect your locale and you should look into local search engines and directories, like your local Yellow Pages, Google Local, Citysearch and others.
If you are a local merchant and your intention is to sell products on the web, one of many tactics is to build your online ads around local content to increase your click through rate.

3. Speaking of local searches, newspaper Web sites have become the top portal in their local areas, especially among the coveted 18-34 demographic. Traditional newspaper advertising is generally beyond most small business marketing budgets, but the online versions offer more affordable ads on the “back” pages – those that are not visited as often but are rich in content.

4. Another exciting small business marketing method is the weblog, or blog. A blog offers your business a good way to have an inexpensive, two-way conversation with your customers. Write a blog for your Web site to give your customers and prospects an additional reason to visit your site.

5. Podcasts are among the newest small business marketing techniques. A podcast is a multimedia file (think radio broadcast) distributed by paid or unpaid subscription over the Internet. Podcasts offer you a direct way to tell your prospects how your product or service can benefit them.

6. Many small businesses can use online seminars or demos, also known as webinars, to demonstrate and promote their latest products. Online demos are an ideal tool for small business marketing because they are relatively easy to produce and allow you to reach a wide audience without ever leaving the office.

7. A strong online presence is a critical component of any small business marketing campaign. Why? Because the Internet offers advertising options that are relatively inexpensive. Because 87% of consumers research purchases online before they buy. Because 63% research online and then visit a bricks and mortar store to complete a purchase. And because demographic trends show that the most desired customers are most accessible through online means.

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