Why a press release?

People often ask me why press releases are important. The primary goal is to attract media attention and to stay top-of-mind with potential customers. The second goal is to drive traffic to your site so web visitors can learn more about you.

Any time I do a press release, I use both channels for announcing my client's product launch, fundraising campaign, event, business anniversary or other noteworthy news. First, I create a media list specific to my client, the industry and the market. Second, I distribute the press release to both free and paid online press release distribution sites. There are dozens, if not hundreds, to choose from so I try them out to see who gives me the most for the least. Some charge a fee, others do not, and results - specifically SEO - will vary depending on the service. Here are a few I like:

PRWeb.com (paid service)
PRLog.org (free)
Free-Press-Release.com (free and premium)
i-Newswire.com (free and premium)
1888PressRelease.com (free and premium)

To determine which services you like best, take a current press release and submit it to each of the services. After 2 or 3 days, do a Google search on the client name or news item to see where it ranks in the search engines. If you've done a good job, you should see your press release listed on page 1 of Google's results.

Questions? Comments? Email me or post something here.



Virtually Yourz,
Dana Neuts

Follow me on Twitter: VirtuallyYourz
Find me on Facebook, Biznik and LinkedIn

What are your marketing challenges?

Marketing and PR are great vehicles for small businesses, particularly in a difficult economy where a consistent marketing presence is more important than ever. The challenge, however, is having enough time, money and manpower to market to your target audience consistently and effectively.

I want to help you hit that challenge head on; I am working with Kirk Davis at Green River Community College to put together some very specific marketing "how to" workshops that can help you to grow or sustain your business, even during troubled times.

To provide content that is most useful to businesses like yours, I'd love to get your input.

1) What marketing challenges do you face as a small business owner? (e.g., limited time or money, lack of knowledge, lack of manpower, etc.)

2) What marketing tools (e.g., e-mail marketing, press releases, event promotion, etc.) would you like to learn more about?

3) Do you use social media tools like Facebook, Twitter and Biznik? Would you like to learn how to use these tools to increase your social capital?

4) What marketing ideas or tools would you implement on your own if you just knew how?

5) Do you have a marketing plan? Do you update and adapt that plan as needed?

Please e-mail your replies to me at dana@virtuallyyourz.com or call me at 360-920-1737. I value your input and will keep your replies confidential.

Thank you and may you and your business be prosperous in 2009!

Virtually Yourz,
Dana Neuts

Affordable Marketing for Your Small Business

When I started my business five years ago, I had enthusiasm and passion for my work, but a very small marketing budget. I also lacked a marketing plan for getting my message out to my target customer. I have learned a lot along the way and hope to impart what I’ve learned to you. Whether you just started your small business or are in your tenth year, there are some simple, affordable ways to keep your name in front of prospective clients and customers.

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 (e.g., Linked In, Biznik, Facebook, Twitter, 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!

Copyright © Dana E. Blozis 2007-2008.

Define Your Dream Customer

To make the most of your marketing dollar, every business needs to have a firm grasp on its target customer. You probably already have a good idea who your customers are, but what about your dream customers? Who are they and what traits do they have in common? For example, where do they live, what products or services do they buy, and what wants or needs do they have?

For Virtually Yourz, my dream customer is a small business owner who doesn't have the time or expertise to do his or her own marketing. They are males and females, usually between the ages of 40 and 60, of varying income levels, and have usually been in business for two years or more. They are most interested in my marketing and PR services (versus my writing and marketing). Some want help gaining more visibility for their business through press releases, while others want help with marketing planning. Now define your dream customer and develop specific strategies to address their wants and needs. Good luck!

Virtually Yourz,

Dana

Helpful Hint, Compliments of Donald Trump

I'll admit it - I love watching Celebrity Apprentice! Not only was I fascinated by Gene Simmons and his marketing savvy, but I learned a thing or two from "The Donald" as well. One tip I learned from Donald Trump was to always call the phone numbers on your marketing materials before having them printed. It's a simple, fail-safe way to check your copy for accuracy.

I now do the same thing with web links in press releases in my materials, too. A quick click will tell you if the link is active or if there is a typo in it. Simple advice but invaluable!

Virtually Yourz,

Dana