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There has been a lot of excitement in the wake of President Obama taking office, including the very first major enactment of his career, namely the American Recovery and Reinvestment Act of 2009. Before it was put into law, for good reason, there was much discussion of the dire need to help our small businesses that, under any economist’s objective point of view, needed help in this troubled economy. And because it addressed small businesses, there was talk that it had created a new Stimulus Loan Program so small businesses could receive needed capital. But before we get too excited, let’s examine if there really is such a new creature under the Act.I have good news and bad news. The bad news is the Act does not create a new Stimulus Loan program. The good news, as I will discuss in a moment, is that there are SBA loan programs that fit the same bill. An examination of all 1,200 pages of the Act demonstrates that not a single dime is allocated directly to small businesses, or for loans/lines of credit. Quite frankly, except for disaster relief (SBA’s FEMA loan program), the Federal government has never been in the business of giving away or loaning monies directly to businesses. Instead, the Act took the existing SBA loan programs and simply made them “new and improved”. In previous articles, I describe how section 501 eliminated the SBA guarantee fee which was collected from the borrower on closing and sent to Washington to help defray bank losses if there was a default. And, section 502 increased the guaranteed percentage for such losses up to 90% on all SBA loan products except SBA Express (which candidly is not being used very often nowadays). So it is more like “Same programs, better termSo what does that mean to small businesses? As a bottom line, does the Act help us in any way? If you’re looking at some new drastically different loan program that will save the day, you will be disappointed. But if you’re looking at improved programs which hopefully give more incentives to banks making loans, you’re more in luck. For example, the popular SBA Community Express Loan Program is now stronger than ever with gives you more of a chance to receive one of the loans. Here are some of the beneficial terms: Loans from 5K to 50K.
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According to the U.S. Census Bureau there are now more than 1.6 million Hispanic-owned businesses in the United States generating approximately $222 billion in revenue for the economy. Despite the numbers, and the fact that this segment is growing exponentially, few resources and information are readily available today to help Latino entrepreneurs start, run and grow their businesses.

Because more and more Hispanic SMBs are now online with some type of Internet presence, there is a need to provide best practices and sound advice on how to monetize and build successful online businesses. This document address that need in five easy steps. It provides insights into:

o Monetizing your online presence

o Leveraging Blogs and Wikipedia for marketing purposes

o Free content sources for your site and

o Cost-effective, proven web site traffic-building tactics

Rather than a “deep dive” into each of these topics (each of which could be the subject of its own White Paper), this document is intended to provide a uniquely Hispanic angle to the opportunities that the Internet offers today to the Latino entrepreneur.

I. Turning your content into Dinero with Search & Affiliate Marketing

One of the hardest things for U.S. companies of all sizes is to produce content that is relevant to Hispanic online audiences. I cannot tell you how many times in the last few years I ran into Marketing executives of Fortune 500 companies that asked me things like: “Do you know anybody that can produce good copy in English for the Hispanic market?” Or “Do you know if Spanglish is appropriate for X segment of the Latino demographic?”

Meanwhile more and more Hispanic entrepreneurs are publishing sites that, unbeknownst to them, could generate new revenue flows for their businesses. You see, it turns out that there are thousand of advertisers out there that are willing to pay money to reach your site’s visitors and the way this is done today is through Paid Search and Affiliate Marketing. Let’s look at each of these so that we can begin to understand how you could to turn your content into Dinero:

Paid Search

The model is actually quite simple. The way search engines such as Google generate a good part of their revenues is by charging advertisers for clicks from their search results to the advertisers’ site. This is what is commonly known as “paid search”. Yahoo! and Microsoft’s MSN are also players in this space.

Search engines evolved this concept to the embedding these key words on third party sites and to share some of the revenues with the site’s owner. So how does this work exactly? Let’s say that an airline is interested in reaching consumers that are interested in flying to Mexico. Meanwhile you run a site with content about Mexico. You can open a Google AdSense account and by simply adding a line of code to your web site, Google will add a text link to the airline’s site. Any time a visitor to your site clicks on the text link, both Google and you make money. How much? On a single click probably not much more than a few cents. The game however gets interesting as you build traffic to your site. A couple of things you should know:

o With Google in particular, you have to accumulate at least $100 in AdSense commissions before they pay you. If your site has very low traffic, this could take months.

o If you click on the words yourself, Google will close your account pronto! They know when you do it and so resist the temptation por favor.

o Not every click through pays the same. I have seen Google pay $1.00 plus on a single click. It’s all function of how much their advertisers are willing to pay for those clicks. It is demand and supply and you as a publisher do not always know how they come up with your commission. Don’t worry about it; just be happy that you get paid.

o Lastly, Google is not the only player in the space (just the biggest one). Yahoo! is also an option for you.

Affiliate Marketing

Online Affiliate Marketing, like paid key words, is also a pay-per-performance revenue model. Basically, advertisers pay large affiliate networks (such as Commission Junction and LinkShare) for conversions generated by sites that belong to the network. Que? It works like this: the affiliate network provides your site with banners and text links to sites of merchants that offer products of interest to your visitors. Whenever one of your visitors clicks on the banner or text and actually ends up ‘converting’ (i.e. buying a product, registering et cetera), the affiliate network pays you a commission.

Example: you have a site for home based entrepreneurs. You set up an account with an affiliate network and they provide you with banners for a PC manufacturer. Clearly a PC is a product that could interest the owner of a home-based business. And so if one of your visitors clicks on the banner and ends up buying a PC from the advertiser, the affiliate network will pay you a commission.

Now, this model is great for the advertiser because they are only paying out if a conversion takes place. If there are no sales, they are still getting millions of free impressions from the publishers in the network. So the question is: why is this so great for me? One reason is because if you have unused real estate in your site and decent traffic, you may earn some revenue which was not there before.

Naturally, it is a lot easier to make money from a program like Google’s AdSense than it is from affiliate marketing and that explains in part why the former is so much more popular than the latter.

One consideration in either case is the possible impact to the aesthetics of your site if you add key words or banners to it. This is not for you if your company has with a fancy Flash site.

II. Blogging Yourself to Fama

So what’s all the ruido about Blogs? It is simple: Blogs have made it possible for every day people like you and me to become publishers and content providers. This, coupled with the ease with which you can set one up, is why they have become so popular. So why are they important for a Hispanic business owner? Well, it just so happens that you may know more about a specific subject than just about anyone else and someone out there is interested in that knowledge and your opinion.

Blogs then are a great tool for you to become a recognized, visible subject matter expert. Even if your blog does not establish a huge following, it can give the credibility that often times is so important in getting new customers. Now, I will be honest, if your business is a landscaping business chances are that running a Blog will not help you much in getting new customers. You may still want to maintain a Blog for your own benefit, but it will not be a lead generator for you.

On the other hand, if you are in one of many services professions – specially one that is marketing to large corporations or other audiences that you know are online – then a Blog is a great tool for establishing yourself as an authority in your field.

As an added benefit, a Blog can help you drive traffic to your site since you would normally point a link to your site from your blog. This is particularly effective if over time your Blog begins developing a following. You will find that over time other bloggers will begin linking to your Blog, which means increased awareness and traffic for your business. By the way, you can also monetize your Blog like you would any other site by adding Google AdWords to your Blog,

Ready to start your Blog? Set one up quickly and easily with free services like Blogger.com.

III. Content? It’s Gratis !

You’ve heard it before: “Content is King.” And it is true: nothing keeps customers glued to your site like good, relevant, up to date content. Your site may be good for a visit or two but if you really want customers to build a relationship with your company and your brand, you need that fresh content.

Problem is that most of us are not exactly content production machines. Many of us seem to us struggle with producing even the copy for the company’s brochure. If we were in the business of producing great content every day, we would be running Univision or Telemundo.

Here’s the good news: online content syndication has changed all that and today your site can benefit from frequently updated, relevant news and content pushed to your site without you moving a finger.

So how does that work? Simple: you can add news and content to your site by simply adding some html code from news “syndicators” like Yahoo! and Google. Take the home page of bikesforclunkers.org for example. The news on the home page are updated several times a day but the content is “pushed” by Yahoo! News without any work on my part. The best thing is that you pick the subject – any subject – and whenever the wires and PR distribution services release a news item related to your preferred subject, your page is updated “automagically”!.

Let’s say your site is all about tortillas and you want the greatest and latest news about tortillas on your site. Simply visit news.yahoo.com, do a search on “tortillas” and on the results page look for the XML icon. Copy and paste the code behind this icon onto your site and listo!! Google News also offers this feature.

Want more? Now major news and media giants like Reuters are getting into the game and have started to offer free video feeds for 3rd party sites.

Of course nowadays everybody is getting into the content game (as we discussed above) and so you are not limited to big news sources to enrich your site with great content. You can also add Blog feeds to your site and use great content from others in your site. Por que no?

IV. Wikipedia: More than Colaboración

Many people think of Wikipedia simply as an online encyclopedia; a place for the kids to do their homework. Turns out it is much more than that: it could be one of your best online marketing tools. Why? because Wikipedia is not “owned” by any one individual editor and this means that provided you have somewhat of a brand or story behind your company or its owners, there is an opportunity to let this great tool tell the world about it.

Let’s take for example the now famous Homies figurines. Now, I love the Homies, but I would say that they are hardly in the same category as Cesar Chavez or Einstein (both extensively written up in Wikipedia). But sure enough there is a complete entry in Wikipedia about the Homies, complete with a hyperlink to the product’s official web site.

Now, I am not sure who actually added the entry. All I can I say is that searches for Jarritos, Goya Foods and Fernando Espuelas all returned comprehensive write ups. Now, a word of caution, “vanity” Wikipedia entries are not allowed and so this tactic may not be appropriate for every company and entrepreneur out there. But provided that your company has an up and coming brand or you are an up and coming entrepreneur, then this may be the right thing for you.

To get started, simply create a Wikipedia account (it is free) and start familiarizing yourself with this fascinating collaboration tool and all it has to offer.

V. Build Traffic the Cheapo Way

Ah … the million dollar question: so, how do I build great, sustainable traffic to my site .. without spending tons of money? Well, by now you probably know that it is not easy, unless you happen to be sitting on the next mega-viral, social networking site. The good news is that it is possible. However much like building your business, it will take some work and some time. Also keep in mind that that the most effective tactics will do no good unless your product and or content are any good. But assuming that there’s a market / audience for your goods, here are some tactics that could bring you incremental traffic and business to your site:

o Search. We all want to be on that top search results spot in Google and Yahoo!. But the truth is that it is not that easy and in fact an entire industry has blossomed around helping companies get a top search engine ranking. However there are a couple of things you can do to help your search position. First, be sure to re-submit your site at least 2-3 times a year. Search engines are constantly changing the algorithms that assign a site its ranking and so it is a good practice to re-submit your site every now and then.

Another good practice is to reach out to those few that have the top rankings in the search results page and request a link from their site to yours. Here’s a great example: as of November 2006 a Google search for “hispanic small businesses” yielded the smallbusinessnotes.com site as the top result. This is the position I have always wanted for my site but in lieu of getting this spot we managed to get a hyperlink from that site to ours thus getting some nice “flow through” traffic.

Curious about paid search? Assuming that you have a budget, I will say that it works and that its performance based model is better than conventional banner advertising. If you want to try it out, both Yahoo! and Google offer trial promotions that will reward you up to $75 in clicks in exchange for a one time $5 set up-fee. This is a super bargain and a great way to “test drive” paid search. I sometimes post the addresses to these offers in the HispanicSMB.com Blog.

o Foros. Consumers love forums. They love posting, replying and generating controversy. Forums are where a good part of the Word of Mouth takes place in the Internet. They are also a great, free way to drive highly targeted traffic to your site. Simply sign up for one of the major portals, select the most appropriate forum dealing with your product or service and simply post a short friendly comment about your offering with a hyperlink to your site. Please keep in mind two things: a) some forums have restrictions on inclusion of hyperlinks to 3rd party sites and b) if you post on a high traffic site your posting will rapidly disappear under newer topics and so you must do this periodically and consistently in order for the clicks to sustain.

o Links Exchange. This is a highly effective, yet time consuming, tactic for increasing traffic to your site. In addition to delivering incremental traffic to your site, incoming links are important because they improve your search engine ranking. Search Engine Marketing experts will tell you that one of the key variables in search engines’ algorithms is “popularity” as measured by the number and importance of the sites that link to your site. And so getting others (sites and Blogs alike) to link to your site is well worth it. Please remember that whenever requesting a link to your site, the other party will invariably ask that you do in kind and so if you do not have one already, be sure to set up a ‘links’ page on your site (provided it does not ruin its aesthetics). Lastly, please stay away from link exchange networks: they rarely ever deliver quality traffic.

o PR. Used to be that in order to get your name out there in front of the world you had hire a top notch PR agency. And while this is still true if you want to be on the front page of the Wall Street Journal or La Opinión, there are some tactics that work very well for the business owner on a budget. First, pick a subject for your press release. It could be a new product, geographic expansion or maybe even a new star hire. Next, write the press release. Here you may need some help, but if you go online and read a few of them you may just be able to hack it yourself. Next, is the key part: distribution. One of the best options is PRweb.com which for well under $100 will distribute your press release around the country, regionally or locally (your choice) through Google News and Yahoo! News amongst others. Because so many sites syndicate Google and Yahoo! news you will find that coverage can be quite good. PRWeb.com will naturally also include your press release in their site and so you can use the unique address (URL) of your press release and forward it to local or regional media who may pick up the story.
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It’s unfortunate but true that many small businesses have the attitude of “just leave me alone and let me do my thing.” They do not seek or welcome attention from any outsiders, especially if the outsiders are the media, the government, or some kind of consumer or advocacy group. It’s the classic head-in-the-sand approach: “Maybe if I ignore them, maybe they’ll go away.” Perhaps there was a time when the marketplace would tolerate this kind of fiercely independent attitude. But that time is past.

Today’s marketplace is no longer merely competitive, it is hyper competitive! The shelves and racks of our stores and malls are loaded with dozens of “me too” products. Bankers now sell insurance and insurance salespeople now offer CDs. A single “mega-dealer” might carry a dozen or more car brands, and literally hundreds of models of automobiles and trucks on a single square block lot. It seems like every major interchange along the interstate now has to have at least two sprawling truck stops catty-corner from one another, with one or two fast food joints thrown in nearby. Did you ever expect to see the day when hospitals would advertise on billboards and television, like soft drinks or fast food joints?

A recurring theme you will encounter again and again in my books — because I think it’s that important! — is that in this complex competitive milieu it’s critical for you, as a small business to differentiate yourself in as many was as possible from your competitors. Positive publicity is one of the most powerful, and yet under utilized promotional tools available to small businesses and organizations to help accomplish that goal. Why should my small business, agency, or group seek out positive coverage in the media? Is it really worth all the time and hassle? Here are a dozen very good reasons why you should be generating as much favorable publicity for your business, agency, or group as you can:

1. It is simply a smart dollars and cents investment in your business’ or organization’s future (read that as survival). Whether you measure your “profit” in terms of dollars left over after expenses are paid or in terms of more contributions, more members, or more clients served, promoting your business’ or organization’s name and activities is no longer an optional “it would be nice if” task; it’s critical to your survival!

Every positive article or photo published in the daily newspaper, every favorable one-minute clip on the early evening news, every complimentary mention in some specialty newsletter or magazine is FREE! Sure, it may cost a little bit of staff time, some duplicating and postage expense. But it did not cost you anywhere near the big bucks that the same number of column inches in the newspaper or the same amount of airtime on the TV news would have cost if you’d paid for it like advertising.

For example, a half-page ad, which is about the same amount of newspaper space as a good sized feature story, will likely cost $500 to $600 in a small town daily, perhaps $1,500 in a newspaper in a medium-size market, and as much as $3,000 or $5,000 in a large metropolitan newspaper. If you had to pay for a one-minute story on the TV late evening news like an ad, it would run you $200 to $250 in a small market, $500 to $1,000 or more in a medium market, and $2,500 to $4,000 in a large urban market.

State and local tourism promotion agencies generally spend most of their budgets on writing and sending out their own news releases and on bringing in travel writers and editors for what are called “familiarization tours” (known as “fams”) to generate articles and feature stories about the state or local area’s attractions.

Yes, they do run paid ads from time-to-time in selected media, but this is generally only a fraction of their over all promotional budget. A state tourism agency I’m familiar with did a cost vs. return analysis on their publicity efforts. Over the years, the bureau kept records of the articles and TV features that appeared as a result of its efforts; it estimated that there had been about a 4 to 1 benefit to cost ratio. In other words, if the tourism bureau had paid for the “free” editorial space and airtime it had received, like advertising, it would have cost four times as much as it had spent on the news releases, media kits, and “fam” tours. That’s not a bad return on investment.

2. You get much more “bang for the buck” in terms of audience attention with editorial coverage. This is a kind of corollary to number 1, the opposite side of the same coin; only here the focus is on audience attention rather than on dollars spent. What I’m suggesting is that on an inch-for-inch basis (using print media) or a minute-for-minute basis (using electronic media), you will get far more reader or viewer attention from free editorial space or time than you will from an equal amount of paid ad space or time. In other words, they — whoever it is you’re trying to reach — will be much more likely to actually see, and even more importantly, pay attention to your message if you are able to deliver it through a positive mention in the newspaper or on a TV newscast than they are through paid ads in the same media.

Just think for a moment about how you read newspapers and magazines, or how you watch television or listen to the radio. If you’re like most people, you read most of the articles (or at least the headlines) in the newspaper but at the same time, skip over the ads. That is, unless you’re specifically looking for something. For example, you need tires so you look for an ad from someone who is having a tire sale; you’ve been thinking you need a new sport coat and you notice your favorite shop has announced its new spring arrivals; only then do you notice the ads. Or you watch the TV news stories with interest but pick up the paper and read a few paragraphs or carry on a conversation with your spouse or go to the kitchen (or bathroom) or just hit the mute button during the commercials! Sound familiar?

I know of a small manufacturer of a specialty garden tool who has tried display ads in various gardening magazines, but finds he gets two, three or more times the number of responses results, in terms of inquiries or actual orders, from just one mention in one of those same magazines’ new products columns.

3. It’s just good sense to build your “bank account of goodwill” with the media and the community. If it’s true we’ve moved into a new era of competitiveness in the economic marketplace, perhaps it’s only slightly less true to say that we’re also entering a new era of contentiousness in our organizational and personal relationships. Individuals and organizations seem willing to sue one another at the drop of a hat. Advocacy and special interest groups, with their “in your face” confrontational approach to everything, sprout with the ease of dandelions. The Internet has become easily the world’s most powerful word-of-mouth medium (read that as “rumor mill’), where anyone can say just about anything about anyone else, and often does. Legislators promulgate laws that run to 1,000 and more pages. And regulatory agencies issue voluminous and highly technical manuals of rules and regulations on practically a daily basis. And, of course, the media seem to delight in reporting corporate scandals and controversial issues.

What seems to be emerging is a new expectation of corporate and institutional accountability on the part of the public. Perhaps it’s the long-term fallout from Watergate, Three Mile Island, and, more recently, Enron and Worldcomm, in which there was a perception that the politicians or corporations involved were less than open and honest in their dealings with the public and the media. This perception contrasts especially with the public’s highly favorable attitude toward Johnson & Johnson after that company’s enlightened handling of the Tylenol tampering case in 1982.

It seems clear that if it hasn’t happened already, we are certainly nearing the end of the time when even small local businesses or organizations can get away with a “just leave me alone to do my thing” attitude toward the community and the media.

Sooner or later, every business is likely to need something from the community: a zoning change to put up a new building, a variance on a sign ordinance, a city (or county or state) economic development grant (or loan guarantee) to create more jobs, a long-term lease to use city property for storage purposes, permission for a new curb cut, or an extension to a street or alley to improve access to its property.

All these “needs” involve an approval process that almost invariably includes a public hearing, with the opportunity for interested or affected parties to have their say. Very often that “say” takes the form of virulent and totally unexpected opposition.

Now, I’m not suggesting that a regular program of positive publicity for your business will guarantee that you’ll never be faced with neighborhood opposition to your request to rezone a piece of property so that you can build an addition to your building or that some local advocacy group will never issue a critical statement to the media finding fault with one of your policies or procedures.

However, what I do suggest very strongly is that a diligently conducted publicity program that regularly generates favorable coverage in the media is like building a bank account of goodwill with the community, the media, local government and even regulators. Even if it can’t altogether head off any given controversy – and, anyway, how would you ever know if it did? – it may well mean that you’ll at least get less hostile, and perhaps even favorable, treatment in the media, which in turn means less harsh treatment in the court of public opinion.

4. You simply have a right to more media coverage. As a business or organization that involves people and interacts with the community, you simply have a right to more space or airtime than you are probably now receiving. It’s part of the fundamental openness of the democratic process. The fact is, most businesses or organizations do not get their fair share of media coverage; usually because they haven’t bothered to tell the media about the interesting and legitimately newsworthy things they’re doing.

When I was a newspaper reporter, I always looked forward to doing feature articles on local businesses for the traditional year-end special section — we called ours the “progress edition.” I was constantly amazed at the many fascinating and previously untold story ideas I discovered in virtually every business or organization I visited. When I would tell the folks at the business, “This is a great story! How come you never told anyone about it?” they would look at me disbelievingly and answer, “Gee, we never thought anyone was interested.”

I think it may be one of those “can’t see the forest for the trees” things. As a business or organization that is involved in its activities on a day-today basis, there doesn’t seem to be anything unusual or noteworthy about those activities. You take for granted that if you’re familiar with your activities, everyone else is as well. But the fact is, most small businesses and organizations have many reasons for sending out a news release, a topic we’ll explore much more fully in the following chapter.

5. It’s free! For often capital-poor small business start-ups, the free publicity that is available through the media may be the only way they can afford to reach the public. Charles A. Hillestad, who, with his wife, is the owner of the Queen Anne Inn, says he used “audacious” public relations to help launch their ten-room bed and breakfast operation near downtown Denver, Colorado, according to an article in Marketing News.

Hillestad was able to generate mentions of his inn in such prestigious publications as the New York Times, as well as in Inc., Elle, and Bridal Guide magazines. Among the various “tricks” he used to generate free publicity was sending articles about the inn to magazines outside of the travel industry. For example, by customizing articles to the specific editorial approach of each magazine, like focusing on the inn’s antiques for an antiques magazine, or sharing some of the inn’s recipes with a food publication.

6. It’s more believable (and more memorable). Even if your business can afford to and does use paid advertising as a promotional tool, you should still make the maximum possible use of publicity. Why? Because people simply have more faith in what they read in the editorial columns of a newspaper or magazine and in what they hear from TV or radio commentators than they have in paid advertising.

News is more believable than ads. Everyone “knows” that ads are mostly fluff and hype (read that as exaggerations, if not outright lies). And everyone “knows” that if you read it in the newspaper or see it on TV the news that somebody has (more or less) checked it out and that, therefore, it’s (more or less) “the truth.” Now, I recognize that both of those statements are gross over-simplifications, but I would also suggest that it’s a pretty accurate of our general reaction to news and ads.

What’s more, news articles are generally more memorable. My friends Xochi (pronounced so-chee) and Mitch Pannell opened their flower and gift shop several years ago. Just as their grand opening date neared and they were eagerly anticipating the arrival of their inventory, UPS went on strike. With their opening just days away and their shelves virtually empty of gift items, Xochi called the local newspaper, who came and took a picture of the couple looking anxiously out the front window of their store hoping to see a UPS truck. The photo ran on the newspaper’s business page under a headline that said “Where’s UPS?” What is interesting about this little anecdote is that now, years later, people still mention that photo.

7. You can definitely “sell” with publicity. Sales pitches are by no means limited to paid advertising. I return to the tourism agencies, and, by extension, the entire hospitality industry, mentioned earlier, as a classic example of what I mean. Just look at how effectively they have used positive publicity as their primary sales tool over the years. Make no mistake about it, all those rah-rah feature articles about fun places to go in a travel magazine, and all those favorable restaurant reviews in a newspaper are most certainly selling you on those spots as somewhere you should visit.

What’s more sales-oriented than a direct-mail catalog? Most generally it’s nothing but ad-like pitches for some company’s products, right? But take a look at the Patagonia catalog, a highly successful outdoor clothing and equipment mail-order house. You’ll find page after page of “articles” written by staff members and customers about their adventure trips where they used their Patagonia clothing and equipment, rather than the more conventional photos or drawings accompanied by a description of the product and the price. Patagonia catalogs are avidly read and jealously guarded, more like a treasured magazine than just another mail order catalog.

8. Publicity can even generate revenue. More than one organization has successfully converted its free-distribution newsletter, originally published as a public relations or promotional tool, into paid subscriptions. This has been a particularly successful approach in the health and fitness industry.
In addition, there is always the possibility of putting together a collection of articles you’ve generated and originally distributed as news releases to generate free publicity into a pamphlet or booklet and marketing it. For example, this might work well for a how-to business, such as a hardware store or home center. Finally, sometimes you can even get paid for writing an article for a magazine or journal, especially if you have some unique expertise to offer (see item 12 below).

9. Regular exposure in the media legitimizes your business. As mentioned earlier, there is a subtle but nonetheless very real perception people have that if something’s in the paper or on TV it must be important. The media themselves foster and promote this attitude because it makes their role seem more important, more indispensable. If your name shows up regularly in a positive way in the media, it helps pave the way for when your business goes to see the bank for an expansion loan. Regular mentions in the media say to the community, “We’re here to stay. We’re neighbors contributing to the economic well being of the community. We’re not some fly-by-night outfit that’s here today and gone tomorrow.” Regular mentions of your business and its people adds to your prestige, your credibility, your stature.

10. It can help you recruit good employees. You might think this item ought to be included under the last one, but actually it deserves stand-alone status because it’s going to become increasingly important in the years ahead. Changing demographics and life-styles suggest that there will be increasing shortages of skilled and experienced workers in many fields.

So, when you run your ads in the classified section or post a job to an online job bulletin board for the people you need to hire in order to expand and grow, what’s their reaction going to be? Are they going to recall reading and hearing positive things about your firm and therefore think, “Yeah, that’d be a good place to work. You can get ahead there; they always seem to be promoting people. They seem to be interested in their employees. Wasn’t there something in the paper about a new training program they just aalunched?” Or is their reaction going to be something like, “Why would I want to work there? I’ve never heard of them.”

11. You can do it yourself. If you don’t have a background in marketing and promotional work, successfully generating favorable exposure through news releases is easier to accomplish on a do-it-yourself basis than through paid advertising. A paid ad campaign, especially if it involves a highly competitive marketplace and extensive use of mass media (particularly TV), requires a good deal of sophistication to be effective. With publicity, you can “dash off” a basic news release and still get the attention to a reporter or editor.

12. You can become a media “source.” Finally, it’s simply a good idea to develop relationships with the media in the same way that it’s a good idea to develop other kinds of friendships in the community. Today’s buzzword for this is “networking.” The fact is, writers and reporters are always on the lookout for “sources,” especially at the local level. For most reporters, especially at the local level, nine out of ten of their “sources” are people in various specialized fields whom they have come to know and trust and whom they call on for background information to help them understand a complex issue they’re reporting on. In many case, a “source” is quoted directly, thus giving yet another positive plug to the business or organization the source is affiliated with. But, even you’re not quoted directly in the story, think of the important influence you could have on how the media reports information vital to your field.

Publicity is free or very low in cost, especially by contrast to paid advertising. Publicity is a very powerful promotional tool, perhaps even more powerful than advertising. Your competition is probably not utilizing publicity as a major part of its promotional program, since so few small businesses do. And publicity is relatively easy to accomplish, in fact, with the right approach, the media will very likely do most of the work for you. With all these advantages, how can you not take a good look at implementing a more proactive publicity program?

As far as small business marketing goes, free publicity is gold. It’s not just that you’re getting your company name to the public without having to pay for it; it’s that the news publicity – whether it’s in a magazine, newspaper, or online, weighs more heavily in your prospective customers minds. Even as skepticism reigns, people see information printed by news-type sources (whether in print or online) as being more truthful, more objective, than information that’s paid for by the company (advertising).

But simply sending out a press kit to your local news media won’t guarantee you that free publicity. The cardinal rule you have to follow is that your information must be newsworthy. One of the ways that news media keep their reputation as objective sources of information is that they are – they’re not going to print a thinly-veiled ad for your product or service as a news piece. But if you write a release that accomplishes both goals – offering the news media an interesting, informational story and letting potential customers get to know your product or service – that’s where free publicity really pays off.

To start, you need to develop a press kit as a standard component of your small business marketing materials. Your press kit should include:

Small business marketing press kit component 1: A letter to the editor of the newspaper (or magazine, or internet site) pitching your press release as a story idea. Many components of your press kit can be recycled, but the letter to the editor should change every time to send out a new press release.

Small business marketing press kit component 2: The press release. Your press release is where the journalist will look to find most of the information for her story. In the release, you should describe the news item (the launch of a new product that will revolutionize consumer’s lives, for example). Feel free to quote yourself and others in the press release expounding on the issue (that way the journalist won’t have to contact you or others for quotes when she’s writing the story).

Small business marketing press kit component 3: Your business card. Make it easy for the journalist to contact you.

Small business marketing press kit component 4: Your corporate bio. Journalists often like to add background information into their stories; make it easy by including a corporate bio that offers the important information about your business, including who founded it and when, location, and other interesting tidbits.

Small business marketing press kit component 5: Relevant photos. The keyword here is relevant: include photos of the topic your press release is about. If it’s a new product, offer some interesting photos. If it’s a new day care service, offer some pictures of the employees with the kids. Use photos that will make your story more compelling.

Small business marketing press kit component 6: Testimonials. It can be a great strategy to build quotations from current and past customers right into your press release. But even when you do that, don’t be shy about adding more.

Small business marketing press kit component 7: A data sheet for the relevant product or service. A data sheet with give the details about your product or service (that’s being covered in the press release). Relevant details include pricing, components, materials, size, weight, and part number – if applicable.

You should put all seven small business marketing components of your press kit into a folder – ideally one with your logo on the front to finish off the presentation.

Once you’ve created an appropriate small business marketing press kit, you can think about the kind of media outlets that you want to target. That small business marketing decision should be based on where your customers are – are they online, reading the local daily, or a national newsmagazine? Free publicity won’t mean much if it’s not picked up by your target audience – your prospective customers.

Once you’ve decided the media outlet that you want to target, find out who the managing editor is and send a personalized press kit to her. Or, if the publication is very large, send a personalized press kit to the journalist in charge of your area (for example, the Food journalist if your product is gourmet brownies or the Technology journalist if your product is computer software). You can also send out a press release for mass distribution using one of many online press release wires.Auto Accident Attorneys California - If you have been in an auto accident, and need legal assistance, it is best to contact an Auto Accident Attorney familiar with auto accident laws. The potential for claiming compensation for a Motorcycle or Car accident that caused injury is high.
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At this very moment there are AT LEAST 9 other companies competing for YOUR customers.
How will you convince them to buy from you?

Peter Piper picked a peck of pickled peppers – ever wonder what did he do with them once he’d picked them all? Marketing is the process of picking, preparing, and pricing a product (or service) to promote for purchase. Peter may very well have gone into the salsa business, opened a produce stand, or a restaurant. But how did he draw customers in and get them to buy his spicy product?

The success of any business depends upon its ability to attract, and retain, customers. When you started your company you decided many of the marketing strategies needed to bring a product or service to market. These strategies include how your business solves a problem or fills a need, and who your target market is, then you open the store. Now it’s time to drive traffic to your front door.

Promotion is the process and the product of “getting out the word”. Rarely does a product or service arise that does not require some type of promotion to generate sales.

There are three major strategies to connect with customers. Although each method can be effective independently, utilize a combination for a well-rounded marketing plan. A multi-channel approach utilizes Advertising (the production and placement of ads) with the personal interaction of Sales, and the least expensive – yet least controllable channel, Public Relations. Armed with all three, savvy business owners construct an arsenal of promotion tools. Your must determine which form of which method to use when and with whom – then evaluate cost effectiveness by a cost per response ratio.

Advertising is, in its most simple form, the practice of informing the public about your goods or services – and compelling them to make a purchase. You control the message – which should be consistent with your identity, the placement – which should be targeted, and the frequency and timing – which should be often enough to remind your customers of who you are and what you do. Many believe that the average person must be exposed to an ad piece seven times to be motivated by it. The message should produce awareness and effectively maintain a positive image of your company, goods and services – while persuading the public that your goods or services outperform competitors.

Getting the 411

When it comes to deciding where to spend advertising dollars, start with the basic Yellow Pages ad. All directory ads have one thing in common – they supply information to a consumer who is ready to buy a product or service. Therefore, directory ads represent the one time when you need not convince the consumer to buy – you just need to convince them to buy FROM YOU. Your ad will be surrounded by competitors’ ads for the same or similar goods and services.

So, how do you convince the customer to hire you? First, your ad has to be seen. Second, your ad has to scream experience and reliability. Getting noticed is priority, so make sure your ad is under the heading that is most commonly sought after for your product or service. You don’t want an Air Conditioning business listed under Retirement Homes. Often there will be multiple categories for an ad under, so look through the book before you place the call. Multiple listings should also yield a discounted rate.

Size matters! The bigger the ad, the more noticeable it will be, and the more information you can include. Look at competitors, look at your budget and then purchase the largest space you can afford. Content must-haves include products/services offered, years in business, licensing, any seals or other reliability sellers, logo, location, phone number, hours and website address.

As with all your advertising monies spent, keep a record of which promotions return the best – so make it a point to ask new customers how they heard about your business – track and repeat the winners, dump the losers. The directory ad is just the beginning.

What’s black, and white, and read all over?

That old riddle is not far off the mark. Truth is, newspaper ads are location driven, and reach a broad audience. The broader the audience, the more difficult it becomes to target your specific customer. Difficult, however is not impossible and newspapers are often a fine tool for getting out the word.

Carefully select the title, section, size, frequency, content and design of your ad – and the offer is crucial, so test a few different ones.

Remember that dailies are short lived – today’s news is tomorrow’s recyclable. Frequency is often the solution to this challenge. Repeat ads build recognition and credibility. As the number one media for local advertising, competition in the newspaper arena is nearly as fierce as in the case of directory ads, so consult a marketing expert for help with the intricacies of newspaper advertising. A professional advertising agency will design and place ads for you. Leaving the important design decisions to your newspaper sales rep is NEVER a good idea.

Local Yocals

Local magazines, co-op mailers, and freebies are usually mailed or made available on a weekly, monthly, or quarterly basis. They target convenience by hitting small segments of households or businesses within a limited radius – and they’re usually more affordable than daily papers. If your product or service is location reliant, this type of ad should be in the mix. Include an incentive coupon or such to drive initial sales. If you live close to your business, watch what comes in the mail daily – examine each piece and think like a buyer…is it something you normally open and read? What prompts you to buy? If you’re not interested in a publication, others may feel the same. Be critical and be selective. Most mailers of this type are printed on a higher quality paper stock than newsprint, and color reproduction is often improved to give you more options for creating an attention grabbing ad. On the downside of these publications, they’re often unsolicited and therefore readership numbers are harder to gauge than subscription publications.

Hitting the Big Time

Regional and national consumer magazines and trade journals have a longer shelf life than newspapers. Major magazines have extensive reader demographics, and allowing extremely targeting placement. If you’re a local business, most nationals have small target ranges, and if you have a website, in many cases you don’t even need to remain local only! Keep in mind that the audience size you select will impact the ad cost just as much as the size and type of ad you place. One drawback to monthly publications – lead time. Often you may wait months to see your ad in print. Research a few publications, compare rates and readership, then decide if your budget allows for magazines – the caviar of publication ads.

Get To the Point, Please

Targeted, response rate driven, and design unlimited, direct mail is often the most attractive form of print advertising for any size business. Costs are controllable and response rates measurable, and repeatable. Choosing your mailing list is the first step. If you’ve developed a list of prospects, and repeat customers, start there. If not, renting a list is as easy and affordable.

Most direct mail packages include an envelope, sales letter, flier and a response card. The complete package cost will depend on quantity, paper, ink colors, and level of personalization. Professional design is a great way to ensure a consistent look, effective copy, and a better deal with the printer. Most design firms will have a relationship with a local printer. Advertising pros can help ensure your mail pieces are cost-effective and achieve results. Direct mail doesn’t have to cost a small fortune. Numerous formats of direct mail pieces offer low cost without sacrificing creative options. Postcards are the most inexpensive form of single mailing, offering a multitude of paper and design options.

Self mailers also offer significant savings over the four piece mailer package. Three or four panel fold outs can be designed to include a letter, response card, flier and envelope all in one. While economical in production and printing costs, one drawback to self mailers is their uncanny ability to resemble junk mail. Make sure the outside copy compels the prospect to open the mailer. In this arena especially, it’s highly recommended that you test a small portion of your list, no more than 10% of your names, with any one content. Changing your outside copy can be as inexpensive as a black plate change. Code your tests and mail several at once to different random samples, then record the response rates, analyze the results and go with the most effective. You’ll want to see response rates in the 3-5% range to judge any direct mailing a success.

Before responses start coming in, make sure you’re prepared to follow up leads quickly. Fulfillment, whether it’s information, a sales call, shipping a product, or performing a service, will indicate your company’s level of customer service. Don’t create a fantastic piece, mail an expensive list and then, fail to follow through. Scale your mailings to fit your company’s capabilities.

When creating a brochure or catalog, professional photography and copy writing are critical. Once you gain the interest of a prospective customer, you now have the responsibility to wow them with a fast following of a great piece. Brochures can be bi, tri or quad folded, printed on paper that looks and feels good, and must be designed to close a sale. Testimonials, examples, locations, service guarantees, everything that’s good about your company product or service is here on the brochure.

Catalog page counts, paper quality, overall piece size, image quality, four color vs. black and white, photos vs. illustrations must be decided prior to design. It’s an extension of your brand, so be consistent.

New Tool of the Trade

The Internet is the most required form of advertising in the new economy. The internet affords even the smallest company the opportunity to compete with the big boys by increasing access to otherwise unreachable markets.

When you’re really ready to get out the word about your business, there’s no better tool for advertising across town, or around the world, than a website. You cannot grow your business exponentially without a web presence.

It doesn’t really matter what type of business you’re in, a website will work for you. Your competition is or will be there, so decide now – will it be your place or mine that customers visit for information, service and convenience – and ultimately, to spend their dollars. The capabilities of the web for instant gratification, visual stimulation, and information make innovation achievable for even the smallest of businesses and tightest of budgets. Whether you operate a restaurant, retail store, wholesale company, a hotel, or any product or service oriented company, there is an effective, online marketing plan for you. Look at your goals for the next year, next two years, or next five years. If they include opening new markets, improving customer and vendor communication, or reducing overhead, while increasing sales, then you have no choice but to include the internet in your plan and budget. A professionally designed website will help you achieve your business goals.

Setting goals will help ensure your web development dollars are well spent. You can expect increased revenues to recoup the cost of developing and maintaining your site if you plan wisely. A dynamic, up-to-date site will receive more traffic, and achieve its marketing goals faster, than a minimalist or non-existent web presence. The value added by an internet presence is unmistakable. Many firms stimulate in-store sales via their website, or encourage a completed sale via the site or by Email, fax or phone. Plus you’ll increase your customer base via exposure to new markets and via viral marketing. Your site will enable you to respond faster to market trends, new products, customer requests, vendor confirmations, and keep your company on the cutting edge. In today’s new marketplace – customers demand this level of response. The possibilities are endless, and the technology is constantly changing, as are the preferences and tastes of the market you serve. Call on a professional to tie together your goals with the latest technology and trends. A professional advertising agency will take the time to discuss your goals, business model, customer base, and budget with you – and develop a complete plan that is consistent with your brand identity, in line to meet your future expectations.

Back IN the Box

Once you’re online presence is established, the natural progression is to incorporate Email marketing. Now deemed as one of the fastest growing and best performing advertising forms, Emails can accomplish a multitude of tasks. As a customer service tool, it provides many of the functions of a traditional call center: order summaries, confirmations, shipping updates, billing info, past due and backorder notifications. Customer inquiries can be handled via incoming Email. As a marketing tool, they should coordinate with your marketing mix.

First, keep it all in the family. Don’t prospect for customers with Emails and run the risk of blacklisting yourself. Develop your own permission based list of addresses.

ALWAYS have a Reason for the Campaign – while it’s important to be in the spotlight with customers, be careful you’re not wasting their time. Consumers want information that is useful. So whether you’re sending a Newsletter, Coupon, New Product Announcement, or an Order Confirmation – make sure it’s news they can use. And try to sweeten the offer – keep Emails specialized and offer deals, info and specials not readily available through other means. Offer “Secret Sales”, “Limited Editions” and “First to See” promos. Always offer your best products or your top selling services.

When designing and writing your Emails, mix it up. Keep graphics and layouts ever changing to add interest. Be sure to keep the images small so they’re quick to open and draw on the screen. Pay special attention to your subject line. Avoid SPAM trigger words, and write a subject line that’s broad and clever. Personalize your messages: use buying habits or preferences to target your efforts. Or, at least use their name. Be clear with your call to action by providing “Click Here” links. Test – Test – Test different ideas and keep track of responses. A professionally Email is critical, employ the services of a writer and graphic designer. Emails greet your customers just as a salesperson would. So, put your best face forward.

Taking Up Cyberspace?

Just like opening a retail store on a busy highway or in a crowded mall is important for traffic and sales, optimizing your website and advertising it on busy, crowded search engines is important too. You pay top dollar rent for prime commercial real estate, and search engine marketing may cost you some coin as well. But if you design and host your site with a professional team, you can bank on high level marketing tactics for drawing traffic to your site. The use of keyword optimization within your site, and externally via pay-per-click ads, viral marketing techniques, and a full-service, well-rounded, marketing plan will ensure your site is not just taking up cyber-space.

SEO (search engine optimization) is cost-effective when handled correctly. The challenge is to find prospects who are thinking about your product/service at the exact time that you’re there to sell. Search engines make it possible to target prospects at that very moment. Develop your website with keywords, meta tags, titles and descriptions that coincide with your content, and then submitting to search engines and directories is important to get you noticed.

Add content that’s useful and specific to your industry. Search engine spiders will read through all the content and other data to index your site for display when a person types in a search term or phrase. Selecting the top terms is part of the challenge, placement is important and relevance is a must.

Purchasing Pay-Per-Click or Search Words on an engine can be as complicated as brokering stocks, but your professional ad team will weed through the mix and prepare a plan for your business and budget.

Ride the Wave of Air

Any discussion on marketing is not complete without the queen and king of advertising mediums: radio and television. While these venues have long been out of reach for small business owners, the growth of cable TV stations, and satellite radio have opened up more market possibilities and makes these venues more affordable than you might think. Before exploring each medium individually, let’s point out two golden rules for the success of radio or television campaigns. First, place ads when people are listening or watching. Second, keep ads placed tightly together for the best results. Repetition is important as it’s so easy to switch the station or leave the room during the commercials. Plus, if the audience misses the address, phone number, or web address, they just can’t replay the ad. Make sure commercials run close together in a time slot that has an audience in your target demographic.

Radio often allows negotiable rates for ads. You may be able to barter airtime by offering your products or services as contest prizes. Radio listeners are often quite loyal to their favorite DJs, making endorsements very effective – having the personality read your commercial is equal to an implied endorsement and often as effective. Use your radio campaign to support your print campaigns. For example, announcing your coupon in the newspaper or watch your mailbox for our offer. Since radio is not very effective with in-depth, complicated ads, it does boost other marketing techniques quite well. Placement is key, so be sure you know who you want to reach with your ads. Radio sales people will try to sell you a package plan that splits your ads up – BEWARE! Just as placement is key, frequency is super important as well, so although you may be tempted to go with their package since you seemingly get a lot of ad space for the dollar, look very closely to be sure your ad will be heard by the same audience four, five or six times . Concentrating your ads around the same run times on the same station within a short time span will not only get your message heard, it will also make your company look bigger than it is since the audience assumes you’re running ads even when they’re not listening. Once you’ve decided on a frequency plan, get your commercial written. Simple, creative, conversational ads with clearly defined benefits and a crystal clear call-to-action are a must for an ad. Stand out commercials get your message across and get the audience motivated.

All Hail the King

TV – the great American pastime is certainly the golden child for advertising campaigns. More people spend more time watching television than pay attention to any other medium. TV offers proven persuasive power – it simply works. But with most golden opportunities, there’s a cost involved. And with TV, it’s a big cost! Let’s summarize what you should expect for your money:

1. Instant validation

2. Target audience reach

3. Diverse audience reach

4. Creative opportunities

Now about the cost…a 30 second commercial during prime time may cost 10 to 30 times more than a comparable radio spot. That’s just the cost of the spot, that does not include writing, talent, set design or location, filming, and editing services. Cable TV may offer some bargains as compared to broadcast television. Often you can target a specific niche even better in the cable arena. When you advertise on television, you open up a world of creative possibilities. You’re competing with other stations, the refrigerator, the rest room, and umpteen other distractions during the commercials of any show, so it pays to create an ad that grabs attention instantly and remains in the mind of the audience. Don’t settle for the TV station’s in house production, get a professional agency to help you create the best ad for your money, one that not only captivates, but is in line with all your other marketing.

Like radio, TV ads are fleeting, and you have to repeatedly hit your target market. Count on five to seven exposures for it to stick. Make sure to buy spots during times and programs that suit your product or service. Most stations offer packages, “fringe” time spots, and adjacencies for less than pick and choose times – these may work for you.

If your budget allows the addition of television advertising, by all means, contact a professional. Properly executed, your TV ads can and will be the crowning achiever in your marketing arsenal.

Get Directly to the Point

One tried and true method for growing a business is to employ a sales force. Of course, as the business owner, you are constantly employed in direct sales for your business. You talk to family and friends, people who enter your storefront, or call you on the phone, you pass out business cards to anyone who will take one. What you do every day is a combination of sales and networking: the practice of connecting. Let’s say your brother needs his house painted and one of your customers is a painter. Your painter’s wife wants a new puppy, and you uncle owns a pet store. These types of personal connections are the backbone of the small business.

Make the Connection

Formal networking starts with joining a club, association, or business group. Some groups are designed specifically for networking, others for business to consumer relationship building, and still, some others are service oriented, so choose with care. When you consider the groups in which to invest time and money, consider who your target market is and whether you will reach that market via that group.

Once you join, explore every opportunity to make connections. When attending events, focus on the quality of relationships rather than the quantity of contacts. Grow relationships since the better contacts know you, the more apt they are to recommend you. A good first impression – firm handshake, good eye contact, active listening – is as important as fast follow up. Show an active interest in the contact whether they’re a potential customer, or a potential referral source. Build your network of connections this way and as you do, continue to connect via a newsletter, Ezine or postcard mailing. Send connections timely and business appropriate clippings, or news stories. Build your network well and you’ll have an ever increasing sales force at work.

The Host-ess with the Most-ess Business

Hosting events is a fantastic way of keeping in touch with existing contacts and for making new ones. When you look at the cost of hosting an open house, seminar, sporting event, or party, and the buzz it can create in the marketplace, it’s a surefire advertising method that’s sadly too often overlooked. Seek out co-sponsors and donations of goods or services from contacts. This will not only cut your costs, but it strengthens relationships. When planning an event, keep track of costs and be ready with a follow-up campaign for converting the leads into sales.

There’s No Business Like Trade Show Business…

Trade shows are another good way to make sales happen. If you plan to exhibit, you must plan well, execute well, and finish well. Pick the right show, set clear goals, create a dynamic display, and man your space with people who are aware of your goals and can engage the show visitors. Draw a crowd to your booth with demonstrations, contests, and giveaways. Have plenty of attractive, accurate printed materials on hand, and be ready to do business. An advertising agency can help you create the right display, promotional pieces, and printed collateral to make your company shine at the show. As with all forms of networking to build sales, follow-up is key to your success. Make sure you’re getting the names and numbers of the prospects at the show, and contact them immediately after the show concludes, whether by email, phone or mail. The better you follow through, the more successful your trade show marketing investment will be.

Use the Force…

Every business needs to gain a edge over the competition. The statement “there’s enough business to go around for everyone” is often made by a soon to be out-of-business owner. Sales don’t happen by accident. Good salesmanship is critical for the small business owner, since in many cases, he or she cannot compete with big business on selection, price, or delivery. Training a sales team to represent who and what the business represents is critical. Every person who represents your company is a salesperson for you. They must know the company mission, philosophy, rules, policies, merchandise, services, pricing, delivery standards, and target customer. Businesses should employ creative techniques when training for sales. Stepping away from the traditional, expected method of “May I help you?”, and into a new, out of the box method of customer contact is crucial to getting the edge. Become memorable, go beyond expectations, adapt the message, use showmanship. The best part of a sales force is that they’re people. And people are flowing and adaptable. Once you print a business card, produce a commercial, host an event, it’s done. But with person to person contact, each situation can be customized to fit the customer – right at that moment – making your sales team a force that can make your business stand out above and apart from the competition.

Stop the Presses!

While direct, personal sales may very well be the most controllable of all marketing techniques, Public Relations is likely the least controllable, but arguably one of the cheapest ways to get out the word you want people to hear. That’s because public relations, by definition, is all about influencing opinions. As a business owner, the opinion you want your buying public to have is that what they need, you have, and you have it faster, better, cheaper than anyone else. Relating to your buying public is part of what you do everyday, but there are some important tools that a PR firm will use to create positive buzz.

Just the Facts

Probably the most basic tool in your marketing arsenal is a press kit. Think of it as a company introduction and overview. Use it to introduce your business to the media and to potential investors and employees. Post a copy on your website. Your kit should be current, accurate, and should include: company statistics (years in business, number of employees, locations, sales figures, client list), history, owners/shareholders bios and photographs, a press release, contact list, and a cover letter. You may want to use your kit to introduce your executives as experts in a particular field, and therefore make them available to the press as a source.

Extra Extra Read All About It

More than just a part of your press kit, press releases are good ways to keep media contacts current on what’s happening at your business, and to announce important, timely and newsworthy events. It’s important that press releases are written properly. Your subject should be newsworthy, meet the needs of the target paper or reporter, and remain somewhat neutral in tone. Being pushy or self-serving will not get your news published. Keep your information basic, accurate and on one page. Once you have your press release completed, send it to newspapers, magazines, trade publications, TV and radio news sources, and to the publishers of newsletters that cover your industry. Used effectively, press releases are a powerful public relations tool for marketing your business.

It’s in the Air

Public relations involves many different ways to promote a positive spin on a product, service or company. Yet one thing these methods have in common is their cost. For the most part, gaining a positive public image can be one of the least expensive ways to market. Attaining news coverage by supplying information is one way, but actually creating the news is a great way to get the word out about your business. Companies and individuals create news every day by using publicity stunts, authoring books, appearing on talk shows, making public appearances, performing community service, and sponsoring events and teams. Most of these methods are free, or inexpensive ways to get publicity.

Tying it All Together

The success of a business depends upon its ability to attract, and retain, customers. We’ve covered the three major strategies Peter (and you) should be using to connect with customers. However, before you start throwing time and money into advertising, direct sales, and public relations efforts, you have a little more work to do.

Your company, products and services are identified by your brand. Your brand identity includes your logo, your color scheme, your packaging, your trucks, invoices, your store or office environment, and all of the elements that the public sees. It’s your image. And in keeping with your brand image, consistency across each and every marketing effort you put forth is vital. Your customer must see your company as a cohesive, well oiled machine that has its act together. Everything from employee uniforms to advertisements, to labels, must portray a consistent look and feel. A consistent marketing strategy across all channels boosts confidence, and revenues. That’s exactly what a full service creative advertising agency offers clients — consistency of brand identity across all marketing efforts.

When a company picks, preps, prices, and promotes products and services using cohesive, targeted advertising, a trained, creative sales force, and grasps every opportunity to encourage positive public opinion, that company has constructed a well-rounded arsenal of promotion to get out the word. Get the customer in the door, deliver what you promise, do it better, faster and more memorably than your competitors, and customer retention levels will soar, as will sales, and profits. A happy customer is a repeat customer. And a loyal customer will tell others about you… and now…you’re getting out the word.

Peter, with all his peppers, would be proud.
Silk ties |

News releases. I recommend to clients that they distribute three to four news releases (better known as press releases) each year. This gives clients an opportunity to shout news out to the world about new products, services or partnerships; key hires; industry awards and certifications; new locations; events and more. News releases should be distributed on a timely basis to local media, trade publications and online. In addition, a well-crafted news release makes a great direct mail piece or a nice addition to your sales or media kit. Depending on whether you do the writing and distribution yourself, costs are variable. Distribution costs will also vary. Distribution via e-mail or fax is virtually nothing. Online distribution varies. Many news distribution sites are free, but I like to include a contribution to PRWeb.com to guarantee inclusion in popular search engines.

Online forums and networking sites. As social media continues to grow, relevant online forums and networking groups (Linked In, Connexions, Konnects) are a great way to interact with professionals and prospective clients. By actively participating in Q&A forums, you expand your reach. To take full advantage of these free opportunities, make sure you complete your online bio; include your contact information and web address; and participate regularly. Such participation can also help to position you as an industry expert.

Referral program. About half of my business comes from client referrals. To let clients know I appreciate their referrals and to encourage them to keep sending them to me, I include my referral program in my business agreement. In exchange for a prospect who does business with me, I offer the referring client two complimentary hours of writing, editing or marketing services. Aside from my time, this costs me nothing and benefits both my clients and my business.

Newsletter. There are so many affordable e-mail services these days that sending an e-newsletter to prospective clients is a no brainer. The service I use costs about $5 per month, and it not only maintains my e-mail lists for me, but it provides templates and tracks reader stats. Clients can opt-in, unsubscribe or change their e-mail address at any time. This is an inexpensive way to stay in touch with clients and prospects.

The next question, of course, is how and when to implement the above. I recommend pulling out your calendar and scheduling time for marketing and business development. Schedule a news release for each quarter, or at least three times a year. For online forums and networking sites, set aside a certain amount of time each week to participate. A referral program requires a little bit of set-up time and a notification to clients of the new program, but aside from that, it doesn’t require much time. For your newsletter, I recommend sending them to clients at regular intervals. If you can’t manage biweekly or monthly, at least put together a newsletter on a quarterly basis. Save ideas in a folder so they are all in one spot when you’re ready to get started.

Try these ideas for at least six months and watch your business grow and, if you find that one method works better than the others, focus your efforts in that category. Enjoy your new affordable marketing solutions!

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