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Marketing And PR Tips To Grow Your Small Business


It’s time to take the next step and grow your customer base with some marketing and PR muscle. No matter the size of your team (even if you’re a team of one), there are marketing and PR strategies you can get started on today and see real, tangible results to grow your business.

First of all, we have to know what is the difference between marketing and public relation (PR)? Marketing refers to the promoting, advertising, and selling of your product or service. Public relations refers to the management of communications between your business and the press and general public. The two work hand-in-hand to help customers discover your business.


Here are a combination of marketing and PR tactics how to grow your business:


#1. Developing Brand Identity

A brand identity is important. Developing a brand identity early on will help set the direction for your marketing. It also create the consistency needed for customers to remember your brand and what is strands for. For this case, you have to create your mission statement, information about your target, key brand messages, tone of voice, look and feel, and graphic assets (logo, images of your product, app icons, brand colors).


#2. Target Your Audience

You need to understand your customer to maximize your sales. You need to decide which key customers and markets you want to target. Group them by location, group them by market sector, and so on. Define them in as many relevant ways as possible related with your business: are they male or female? Are they married? Are they college student? Are they office worker?


#3. Identify Key Websites & Publications

Having selected your target audience, you have to figure out how and where you’ll market your message. There are many marketing channels: digital (search engine marketing, social media, email marketing, display, video, content marketing, viral marketing) or traditional (TV, radio, print, outdoor, in-store, event marketing, grassroots). The digital media is more affordable for small businesses.

So do to identify relevant websites and trade publications where you would like to get press coverage.  There are many niche trade publications and websites with editors who will be happy to get interesting press releases for the specific market sectors they cover.


#4. Media Packs & Editorial Programmes

Get a copy of the media pack and editorial programme of each of your target publications.   The editorial programme tells you the topics that will be in future publications, which editors will be interested to receive press releases about.  Most have them on their websites, which can be downloaded as a pdf, or you can e mail their sales department and ask them to send them to you.


#5. See What is Newsworthy

If you are struggling to know what is “Newsworthy” to write about,  you can get lots of good ideas and inspiration by looking on the websites and in the trade magazines you want to target to see what  news and feature stories have been published.   Almost certainly, if you then ask around within your own business you will find suitable PR stories about:  new products, new contracts won, application case studies, safety or quality approvals awards, investments, expansions, new appointments or other news about your business.


#6. Find Out to Whom You Should Send Your Press Release

As part of the research about target publications, get the e-mail address and phone number of the person(s) who handles press releases.  This is usually the editor or an editorial team.  Look out for sector specialists if it is a big publication. Editors now are happy to receive press releases by e mail.  Some publications have sections on their website to post press releases.


#7. Involve Your Suppliers and Customers

You can make a press release story more appealing to editors if it is not just about your business alone.  Editors generally hate getting press releases from Companies that are blatant adverts, but like genuine news and interesting business partnership stories.  Getting one of your suppliers and/or customers involved is a really good way to create an interesting press release news article with editorial appeal.  Most companies are happy to be featured, but will want to approve the press release before publication.

Press releases are an effective way to get your products and services noticed and talked about. It can be as simple as writing an interesting news story about your business, products, people, applications, customers or suppliers, which is then circulated to key trade publications, websites, and to local and regional business publications. This is something that any company can do, which can generate thousands of pounds of free publicity.


#8. Turn Fans Into Evangelists

Word-of-mouth, people discovered our service, loved it, told their friends about it, and their friends told their friends. Aim to turn your early customers into a marketing army by equipping them with the tools they need to spread the word. This way really best thing that you can do for growing business.

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