Rembrandt’s Blog

Do you think of social media first when it comes to word-of-mouth-marketing?

Well, before you start tweeting, posting photos on Facebook and adding videos to YouTube, tell your story to the media.

After all, if your business is featured in a major news-story on radio, television, print, or online, you can build buzz while obtaining third-party credibility you simply can’t purchase.

With this in mind, here are a few activities to consider prior to posting your news via social media:

• Research specific media members.

Who will be interested in your story and reach your target market?

• Figure out a unique story angle for each press member.

Do you have a client “before-and-after” story to share?

How do your products and services relate to a current trend, holiday or industry event?

Think of a specific story idea for each media member on your list.

•  Pick up the phone.

Contact the media members on your list and pitch your story. You have nothing to lose and some free publicity to gain!

•  Write a press release.

Take your story idea and create a press release. Optimize it for the search engines with the appropriate keywords, or hire a freelance, SEO expert to do this for you.

Post your release on free, press-release sites, http://www.rembrandtwrites.com/FreePressReleasePostingSites.htm, and industry sites or use a press-release distribution service like PRWeb, www.prweb.com, or PR Newswire, www.prnewswire.com.

Also, post the release on your site, and give it a specific website address. And if you haven’t set up Google Analytics to monitor your site activity, you’ll want to do this right away at http://www.google.com/analytics/.

• Use social media.

Once you’ve pitched your story to the press and posted it online, then tell the world about your news using social media. You can provide a link to the specific website address you created for your press release and monitor the results.

Social media is a great way to build word-of-mouth, but don’t forget about public relations in the process. After all, with a simple call or press release, you may garner a feature story that catapults your business to the top of the news fast!

Do you need help with your SEO copywriting, public relations and social media activities? Please let me know here or at www.rembrandtwrites.com. I’m here to help!

John Jantsch, author of “Duct Tape Marketing” and well-known marketing speaker, took a few minutes to share his thoughts on small business PR with me.

Here are his comments:

In your book, “Duct Tape Marketing,” you mention that PR is a “primary plank of your overall lead generation foundation.” Why do you think PR is so important to small business owners?

The fact is that some prospects find an article about your firm in a magazine much more compelling than an ad in the same publication. The third-party endorsement is big. In addition, it really helps resell your existing customers.

How do marketing efforts work with publicity campaigns to build business sales?

A good publicity strategy takes two tactics. Find and develop stories that support the firm’s core marketing messages and support specific initiatives like a sales promotion that partners with a non-profit organization.

How can small business owners develop good stories for the media to help increase positive awareness and credibility?

Understand that journalists don’t care about your business. They care about what their readers care about. Pitch stories that can help their readers get more of what they want. Usually, short of true, earth-shattering news, stories exist not in what you do, but how you do it. Your college reimbursement policy might be an interesting story. Your new product launch may not.

How can new entrepreneurs become good story-sources for reporters?

Read, contribute and be a resource. You probably get more specific information about your industry than a reporter cares to read. Send good content, comment on stories and point out data. Think in terms of giving before you ever try to pitch the big story. Use RSS tools to get a quick view of everything that your targeted journalists are writing about.

What RSS and PR tools do you recommend small business owners use in their publicity efforts?

Google News using the RSS subscribe, Bloglines to subscribe to and read RSS feeds, MySyndicaat to mash together lots of feeds into one custom feed, and FeedBurnerto enhance and easily republish feeds on your web site.

What tips can you provide small business owners who are new to talking to reporters?

Think of them as a target market. They must come to know, like and trust you before you will make much headway. They are often underpaid and overworked. How can you make their job easier? Prove you are a resource – not a pain in the butt.

What marketing tools do you think work best with PR efforts to increase sales cost-effectively?

Make sure you are using all the online PR tools in conjunction with your more traditional outreach. Links back from PR distribution sites can add valuable Google juice.

What action steps can people take now to start their public relations efforts?

Build a media list that makes sense. Don’t forget to include outreach to organizations, associations and school alumni newsletters. These publications are desperate for content and starting small is often the best way to get some PR momentum

What other tips and inspiration can you offer small business owners regarding their marketing and PR activities?

Write a one-page press release at least once a month and send it to your media list AND your customer and key prospects. You’ll be surprised what these extra touches will do for you.

You can read more about John and his book at Duct Tape Marketing. And if you need publicity help, have questions or would like to provide feedback, please contact me at info@rembrandtwrites.com. I’d love to hear from you! Thanks!

(original interview posted at my Nielsen Small Business Resource Center Blog)

Memorial Day is finally here, and it’s time to relax. As a small business owner like me, you probably work many hours and are always thinking of innovative ways to serve your customers and increase sales.

Do yourself a favor, and try not to think about work this weekend.

We all need a moment away from our hectic lives. Plus, many studies have shown that you will think more clearly and contribute more to your business by taking a break on a regular basis.

I know. For many of you, your business is your life. You enjoy it and spend most of your time thinking about it. 

If this sounds like you, here are a few simple steps to walk away from your business this long weekend:

• Turn off your computer and don’t get near it or your office!
• Plan some fun activities with family and friends.
• Try a new hobby that you just haven’t had time to start.
• Enjoy nature. And if the weather doesn’t cooperate, visit a museum or cultural event. You’ll get a breath of fresh air in more ways than one. 
• Visit a bookstore and find something interesting to read that is outside of the business, finance or management section.
• Just veg in front of the television. When was the last time you did absolutely nothing?

Personally, I will be in the ocean scuba diving. No phones, e-mail or negativity. Just my dive buddy and the sounds of shrimp talking!

Hopefully, you will enjoy your weekend and not think about work until Tuesday morning. Then, you will be refreshed and ready to go with a new zeal for life and a passion for making your dreams a reality!

Melanie