Archive for Public-Relations
Today Jessica Gottlieb wrote a great post about how small businesses should and should not engage online. Jessica makes an excellent point when she says make the best product that you can make. Give the best service that you can give.
The biggest challenge of running a small business is gaining consumer attention. Large companies invest millions of dollars each year to get consumers to notice them. So how will you get your customers attention?
The digital space offers a plethora of opportunities to spread the word about your business or cause on a small budget. Since digital marketing is kind of my thing I thought I would offer some un-solicited advice. All of these tips can apply to both small businesses and non-profits.
- Don’t get caught up in the hype
Do not get a Facebook page because everyone else has one. Get a Facebook page because you are going to use it for a specific purpose.
- Start Your Own Blog
Adding a blog to your website can be in-valuable. I suggest starting a content calendar as a reminder to post regularly. What will you write about? Industry news, special events (before & after), New products, Specials you are running, Links to reviews and online mentions, Newspapers articles about your company. Use your blog to start a conversation with your consumers about who you are and what you have to offer.
- Encourage Customer Reviews
When customers search for your business one of the top results will be Yelp.com. Encourage regular customers to submit a review of your business. Offer special discounts for customers that leave a review on Yelp. Pay attention to the reviews that you receive some of your most valuable insights can come from these.
- Social Media Profiles
I suggest you be as many places as you can be. Create a Facebook fan page. Create a Twitter profile. Join Flickr & YouTube but only if you are going to update them regularly. Don’t create profiles that you will never use. It will make you look sloppy. What kind of updates? Links to your blog posts, event notifications, Specials you are hosting, and new products.
- Blogger Outreach
I know at the beginning I mentioned blogger outreach isn’t the best approach for every business. However, I do suggest checking out local blogs in your area. Often times there will be bloggers that specifically cover local businesses. I would focus on those bloggers. Reach out and let them know who you are and why you are so fabulous.
Lastly, make the best product you can. Give the best service that you can. Don’t get caught up with the hype that digital media can have. If something works for your business then work it!
I am not your typical 22-year old girl. In hopes of getting in the mind of how a 20-year old girl works I decided to do some “market research” on a close friend. Since I am 22 years old I was able to ask the questions most marketers don’t realize they should be asking. Read the transcripts below.
—
Cassie Boorn:
what gets you excited?
20-Something:
free stuff
Cassie Boorn:
what would make u want to buy a product?
20-Something:
thats what gets me excited
20-Something:
umm..coupons, or gifts with purchase lol
Cassie Boorn:
like if we did contesting and people could win a trip
Cassie Boorn:
would that be cool?
20-Something:
yes!
Cassie Boorn:
but would you take part in it?
Cassie Boorn:
or would you be like “i won’t win”
20-Something:
mm..i would probably say i wont win lol
Cassie Boorn:
that is my point!
Cassie Boorn:
what would get you interested?
Cassie Boorn:
what would make u do it
Cassie Boorn:
what if you got free stuff sent to you but you had to tell your friends about it
Cassie Boorn:
would you do it?
20-Something:
yes lol
20-Something:
if u get free stuff, i do stuff
Cassie Boorn:
no i mean
Cassie Boorn:
say we send free stuff to 50 people
Cassie Boorn:
but they have to do post on their wall about a contest or tell their friends
Cassie Boorn:
host a party?
Cassie Boorn:
would you do it?
20-Something:
yes
Cassie Boorn:
or would you just say you did it?
20-Something:
well i would assume u would have to prove u did it
20-Something:
but if i got free stuff, i would tell my friends, or host a party
20-Something:
it would actually be fun to host a party actually..
Cassie Boorn:
so you tell your friends im hosting a party for a brand and they would come?
Cassie Boorn:
this is interesting
20-Something:
well id tell my friends im hosting a party..and there will be free booze..and then they will come
—-
This conversation took place via Instant Messaging. Some words and names were changed. The point is-motivating a 20-Something to take action or get involved is tough. It is nearly impossible. The summary of this conversation…What are 20-year old girls motivated by? Free Stuff and Booze
The point of this conversation is this: You can send college students free stuff. You can pass out free products on campus. You can ask them to throw parties. BUT You have to find a way to motivate them to take action.
Bloggers have no problem writing reviews and tweeting about products. However, Gen Y is a whole new field.
I would love any thoughts/idea/inspiration in the comments.




