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With the economic downturn, you and your clients are probably trying to cut costs as much as possible. But to stay competitive, it’s essential to boost marketing and PR efforts now, and keep brand messaging in front of targeted audiences.
The good news is that it is possible to generate publicity that boosts sales without spending a lot of money. “When we first started our business, we focused on grassroots publicity efforts,” says Jessica Cooper, marketing and media relations specialist for PrintingForLess.com. “The results of this strategy, including feature articles in targeted publications, mentions on key web sites and interviews on radio programs, produced the awareness and credibility we needed to grow quickly and build brand awareness. And with current economic conditions, we are boosting these activities to stay ahead of the competition.”
Steve Roderick, co-founder of GoToBilling, also plans to introduce his online invoicing, marketing and billing company to the media as cost-effectively as possible. “We have a targeted PR strategy in place to bring new customers to the web site while keeping costs down, and this includes Web 2.0 tactics and creating extra value for our customers by bundling services.”
What are these companies doing to build publicity and sales on reduced budgets? Here are five of their cost-effective tactics to add to your PR strategy:
1. Optimize your site for search engines.
If you haven’t already done so, add keyword phrases to your web site. Simply visit a free tool like Word Tracker, enter a word or phrase, and you’ll discover what site visitors are searching for pertinent to that item.
Also, take a look at what your competitors are doing. Enter a keyword on Google, or another search engine, and see which companies appear first in the search results. What search engine optimization (SEO) keywords are they using? What words appear in the description and titles for their web site?
Use this information to create your own list of top keywords. Then add them to your web site copy using each keyword phrase about three times per page. Try to provide valuable content without overusing the keywords. Update your web site content using this process, and search engines and new visitors will have an easier time finding your site.
2. Post SEO press releases on free sites.
Prepare a one-page press release announcing an important company event, industry trend or the latest international news related to your business. Offer valuable information and include some of your SEO keywords.
For writing help, follow the Associated Press style found in the press releases posted at PR Newswire, Business Wire and PR Web. You can also check whether or not you have the right number of keywords in your copy by using PRNewswire’s free keyword density tool.
Once you’ve written your press release, post it on as many free sites as possible. Some examples are: 1888 Press Release, Free Press Release Center and I-Newswire. Conduct an online search for “free press release posting” to find industry and niche sites, and create your own press-release posting list. This process takes some time but will help you build buzz on a limited budget.
3. Offer free information.
By offering site visitors valuable content at no cost, you can increase your organization’s sales, credibility and word-of-mouth visibility. For example, create an article containing tips about your industry or provide a regular newsletter with reader-friendly information.
You can also run an online survey using a free survey tool like Free Online Surveys to help you attract and involve visitors with your site. Plus, you can offer survey results in a special report, newsletter or blog entry. And with all your free content, remember to add keywords for the search engines.
4. Take advantage of social media.
Help spread the word about your business by writing a blog, commenting on industry forums, offering free podcasts or webinars, including a “Tell a Friend” button on your web pages, and more. By making the extra effort to get involved with your target market, you’ll build credibility. And when people easily share links to your information and feel you are a trusted resource, they help sell your services for you.
5. Research and make contact with media professionals.
If you haven’t already done so, figure out the media venues your target audience members listen to, watch and read. Then, find the contact information for the reporters, editors and producers at each of these venues who cover your specific industry or “beat.” If you can’t find the information online, simply call the venue and ask for the contact information.
Next, prepare a succinct pitch. Think like a reporter and figure out what each person on your list would like to hear. When you’re ready, call the media member directly, introduce yourself, and offer your expertise and services for future stories. You may not get a feature story, but at least you have started a media relationship that may lead to future publicity.
“As a new entrepreneur trying to turn my business idea of offering self-publishers the ability to sell their books online while raising my son in Germany and the U.S., I found it essential to take advantage of social media, search engines and all media interviews possible,” says Jill Exler, founder of Jexbo. “By putting in some extra effort, conducting the appropriate research, and offering site visitors unique and valuable content, I’m saving money while increasing priceless word-of-mouth.”
These are just a few tactics to add to your PR strategy. And with a little creativity and research, you’ll find many ways to boost publicity at no cost. This will take extra time and effort, but these cost-effective actions will help you and your clients build buzz and stay afloat until you can afford to outsource your PR activities and work with a bigger budget.
Melanie Rembrandt is an award-winning publicist and copywriter and is the founder of Rembrandt Communications. Through her blog entries and articles at Pink Magazine Online, Rembrandt’s Blog and others, she provides PR and writing tips to help entrepreneurs boost sales, awareness and credibility. For more information, access to her Rembrandt Writes Insights newsletter and free reports, visit her site at www.rembrandtwrites.com. |
