Press releases, both online and traditional, are a powerful but often overlooked small business marketing tool. Many businesses think they have to wait until they have a “big story” before they think about using news releases. As with most marketing tactics, success with PR comes from being consistent, not from one big bang.
If you think you don’t have any news to share, here are 5 tips to ideas to help you create your next release:
1. Announce a new product or feature
Do you have a new product, service, or feature that your are launching? Announcing new products can be a great way to improve your visibility and attract new customers. If you resell products and services from other companies (i.e. software reseller), check to see if they have press releases that you can leverage by adding your local information.
You may also want to mail a copy of these types of press releases to your existing customers so they know what else you have to offer.
2. Apply for an award
Awards give your company credibility with your customers. Using online news releases is a great way to get the attention your award deserves. Don’t just wait for someone to hand you an award; find a list of awards and apply for some.
3. Host an event
Successful events need publicity, and press releases are a great way to get the word out. Events like fund raising events can provide business opportunities for several releases – you can announce the upcoming event, share the results, and follow up with a story about how the receipts from the fund raiser were put to use.
4. Announce an employee change
This is an old standby that is still effective. Sharing news about your employees shows that your business is growing and that you value your team.
5. Share your market research
Market research is an effective tool to build credibility and awareness. If you are conducting research to identify industry trends or to build support for a new product, repurpose that information to help demonstrate your expertise.
PR can be a powerful, low cost tool in your small business marketing toolbox – make sure take advantage of them.
