Inside Small Business | Small Business & Home Business Marketing
Archive for 2008
Free Marketing Opportunities for Your Small Business
John Ingrisano,
Free marketing? Absolutely. As a small business owner, you can network, leverage the Internet, and capitalize on other free marketing opportunities to kick-start your business into high gear. As an SBO (small business owner), my marketing budget ranges somewhere between non-existent and who-are-you-kidding? That’s why my business marketing is strictly “non-traditional,” built around networking, charm and common sense. Here are four things I’ve learned along the way:
1. Cultivate Media Relations. Local newspaper reporters, radio station managers, internet bloggers and specialty magazine and website editors are the greatest source of free publicity. Best of all, they’re always hungry for good stories, and a single mention in the newspaper or a blog in your market can punch up your reputation as a big-dog player, not to mention give your sales a kick in the right direction.
What to do: First, make a list of what makes you and your business unique … the kind of ideas that make people say, “Oh, really? Tell me more.” Next, contact local editors and business reporters. Tell them what you do that makes you and your business unique: awards and special honors, a new product coming out, know somebody famous, have done something offbeat, etc. Also go online to find good-fit sites and blogs that could benefit from your story.
1. Learn How to Write a Press Release…or hire someone who can. Editors love drop-in copy, especially since most newspapers are grossly understaffed these days.
What to do: If you have reasonable communication skills and an ear for journalism, you can quickly learn to crank out publishable copy. Or hire someone who can help you out. Don’t want to do that? Then take photos of your last big event and submit them with captions; or write up short-blurb announcements about special events or sponsorship for the local papers.
1. Share What You Know. Write articles or teach classes. In other words, tell your story to local groups for free.
What to do: Give demos and talks at the local library, YMCA, local Chamber of Commerce … anywhere the audience is relevant to what you do. This not only builds credibility and reputation, but also creates a loyal band of potential customers. And don’t worry about giving a 30-minute presentation, complete with Power Point. Follow what I call the 10-10 Rule: Piggyback a ten-minute presentation to as few as ten people attending another meeting. (For example: give the dinner talk at the local Lions monthly meeting.) Remember, civic and service groups are always looking for good presentations.
1. Leverage the Internet. It’s the cheapest publicity you can create for yourself. You can even market globally, and it’s can be totally free.
What to do: If you don’t have a website, the time has come to step into the 21st century and create one. (While you are at it, buy a cell phone, too.) Need help? There are more site designers around than ants at a church picnic. Put out the word. They’ll find you. Then boost your online presence by social networking, visiting relevant sites, leaving comments about articles, and always include a link back to your site.
There are thousands of ways to promote and market yourself and your business effectively … and if they’re not free, they are nearly so. Start with the ideas I’ve offered above. Then modify and adjust them over time.
Work hard. Make money. Have fun.
For more information, visit www.TheFreestyleEntrepreneur.com, or contact him by email at john@theFreestyleEntrepreneur.com or by phone at (920) 559-3722.
Google This – Build a Custom Branded Channel on YouTube
Bryan Stapp, Loud Amplifier Marketing
Any one can upload a video onto YouTube, Google’s online video community. But if you plan on uploading a lot of video, then you should create a branded experience with your customized look and feel.
YouTube lets you build a brand channel which is a premium (but free) customizable page where you can present all of your video content. It lets you build a centralized video library which acts as a hub for the community to watch your videos and connect with your brand. And while it’s free, quick and easy, it’s something your competitors probably won’t think to take advantage of – giving you a differentiated brand experience.
Here’s how to do it:
Highlight Box – Tell folks who you are. Add an in-depth profile of yourself or your company to engage users.
Channel Graphic – this is your logo, or an icon that would best represent your brand. See how Pepsi did it here.
Subscriptions – here you can promote sub channels or related channels and keep users aware of your latest posts
Play lists – use this to organize and categorize your video content for your users (by product type, usage, technical level, etc,)
Banner Graphic – here is where you place your brand and differentiate your channel by using the channel site background. You can replicate the look and feel of your web site, and integrate an image map that links back to your site.
Featured video – show your best video here as it’s the first thing your visitors will see. You can place your current TV spot; welcome video, or most popular video here.
As with a regular YouTube video post, your visitors will be able to embed the video onto their own website, comment on the video, post a video response, subscribe to your channel for updates, rate your video and more. Check it out at YouTube Help.
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