Thanks to the Internet, marketing on a budget (in fact a TIGHT budget) is easier than ever. But some small business owners are daunted by the large number of ways to handle their marketing online.
How do you narrow it down to the most effective way, and how can you tell exactly what’s right for YOUR business?
A few small business owners were willing to share their secrets to obtaining free publicity online. Here are a few ways to get the word out about your business without spending a dime:
Social media. While Facebook and Twitter are, as always, essential for free online publicity, don’t forget two other valuable social media sites: Google+ and LinkedIn. Robert Zaiger of New Era Factory Outlet says that although traffic is low, “due to Google’s reliance on their own pages for search engine results, having a Google+ page is essential if you want to be found locally.”
Blogs. Contacting bloggers directly to ask for a pitch is a great way to get free publicity.
Some businesses have had success doing this by offering a free product in exchange for the blogger hosting a giveaway. The business can give one free item to the winner of the giveaway, then offer a discount to anyone else who follows that blog.
Nick Barron, co-founder of Swapel.com, recommends Nibletz, a blog that allows you to pitch for the possibility of publication. “What makes them a great opportunity is that they publish a ton, which means you have a strong likelihood of being covered,” Barron says. He also recommends The Startup Pitch, which invites every startup to pitch to the world at large.
Free press release submission sites: Ed McMaster, director of marketing and communications for Flottman Company, recommends Pitch Engine and PRLog. According to ConnectU’s Eric Wichhart, a list of free PR sites is available on SEO Education’s site.
Journalist Source Sites. Reporters from major publications post a need for a quote, and experts provide one in exchange for a mention. Help a Reporter Out (HARO) is one of the better-known sites for this, but JP Jones of eCommerce for Beginners also finds Reporter Connection and Source Bottle helpful.
Radio and podcasts. Tony Marren, founder of Operation Just One Can, has found a useful site that helps with radio coverage called RadioGuestList.com. Marren has been invited to speak on two major radio broadcasts through this site. Podcasts can also be a unique way to get free publicity.
Local newspapers and media outlets. Hood Web Management’s Kane Jamison reminds small businesses that local media outlets are great resources for publicity.
“Local blogs and newspapers are great if there’s a local angle on your news,” Jamison says. “The key is to have a story to hand them, and finding the right person. Find a journalist who has covered a similar event or organization in the past, and start with them.”
For the most successful promotional campaigns, target sites that are likely to reach your desired demographic. As always, content is everything, so be sure you post information that will engage customers, and interest them in your product.
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