Small Business Marketing Tools to Get You Free Publicity

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.

Choosing the ‘Right’ Programming Language for Your Business Solutions

Most likely there are two reasons why you are reading this article at this moment. Either (1) you are starting a business and looking for the most apt software for the best price that will help you get ahead; or (2) you need to revamp your software and technology to stay ahead in this ultra competitive business world.

There are an endless number of programming languages out there – Is java the best technology for your project or is it .Net, PHP or may be Perl? There are an equal number of databases to choose from – Access, mysql, SQL server or may be Oracle. But the question is – how to choose the ‘Right’ technology which is affordable and can cater to not only your current business needs but to its future requirements as well.

Ideally deciding on the best software programming language for your business solutions, should be a team activity which involves heads of IT and relevant departments and experts from your solution provider. But in case you are a small business owner or just starting-up on your own, evaluating the following factors can help you too, to take the right decision on the technology front.

Key Factors

Budget

The first thing to consider for your business is the costs and the possible return on that investment. Decide the budget based on the return, a product/service is expected to bring. If it’s a product with small shelf life and limited features, you might consider a boxed solution rather than a custom solution. It’s a quick and less expensive way to market. But if this application is the lifeline of your business then you need to evaluate the long-term business requirements and benefits of investing in custom build solution with a high-end technology.

– Choose the right features

What are the features you are looking in your software? What are the shortcomings in your business that can be resolved by having the right system in place? Identify the areas where technology can automate the processes, thereby improving business efficiency and productivity. What features would be required in the long run to accommodate more products or services when your business expands? Discuss these features with your solution provider to decide on a programming language which can handle your business for a long time without being outgrown by it.

– Time to market

If you are developing a time-sensitive product, the most critical factor in its success will be its timely release. It may be your best idea and you may have invested in the best technology, building an error-proof product. But if you are not able to market it at the right time, you may lose to your competition who would have captured the market impulse and brought the product at the right time. Quite possibly, you can lose out on a huge market share. Choosing the programming language which can quickly build the product is the key factor here.

– Scalability requirements

What is the intended life cycle of your product/application? If your business requires it for next 5-10 yrs, there is high probability that you might need to expand its functionality or increase usability. The technology used for such solutions should be scalable and upgradable, with or without vendor involvement. Imagine a situation where you have invested a good amount of money and time in training employees to use a software, which after 2-3 years needs upgradation to meet your business requirements but doesn’t has the capability to do so. Surely, you don’t want to land up in such a situation. So, a golden rule – always clarify with your solution provider about the future business requirements and capabilities of the chosen technology and programming language.

– Application demands

o Performance

If you application sees some peak traffic in certain time of the day which is crucial for your business, then performance is the key factor for your system. It will be important to choose a programming language with ability to handle a large number of simultaneous requests/transactions (supplemented by high-end servers) without affecting the speed and performance of the system.

o Security

If security of your application is of paramount importance, then short-listing a technology with focus on security features is what you need to do. For ex – Java security technology provides a large set of APIs (cryptography, public key infrastructure, secure communication, authentication, access control etc), tools, and security algorithms, mechanisms, and protocols. Zero-in on a programming language which provides the user or administrator with a set of tools to securely manage applications.

o Content change requirements

If your application requires a frequent change in the content or you need to change the look and feel of your website quite frequently, it’s good idea to go for a CMS with features and flexibility to be managed by the system administrator without vendor involvement.

Complex Business Solutions and Simple Applications

Programming business solutions into your company from scratch is a very long and arduous process. Even with a competent IT department, the actual development of an application is not easy to come up with. The hours of employee time that it takes to create the technically challenging programs can be exhaustive. This, obviously, is not very cost effective and it detracts from the work that is normally done by the IT staff.

Running software programs that are specifically designed to take those difficult situations and turn them into easy, point and click solutions is a much more cost effective idea. These are programs that have already been exhaustively created, tested, reworked, and made to be applicable for any business. Yet, there are many business owners that are unsure of whether or not this is a fast and effective way to solve their issues.

Technology in business has become so commonplace that most of the time there is little understanding of what actually goes into its creation. The companies that are able to produce this software and run a reliable service for various companies have invested a great deal of time and money into the process. This benefits your business because that is time and money that you do not have to apply while gaining the easy solution that you require.

How can one software program offer solutions to so many different issues and still be effective? This is what cloud computing is all about. The original program is designed to solve a specific problem and the additional issues are resolved through the cloud. This means that you can take on the additional applications that are required for your business to run smoothly and effectively. Because it is run on the cloud concept, you are not required to take on anything that you don’t find beneficial. Applications that are useless should not have to be required in a package purchase.

For small to medium businesses, the idea of creating this sort of wide spread problem solving software is overwhelming. There are many different software programs that offer a wide range of applications. The time devoted to research and software comparison is hardly a fraction of the time that would be devoted to the creation of such software from scratch.

As technology gains its place in the market and businesses come to rely on technological advancement more every day, the continued development of additional simple to integrate applications will help to continue to improve the outlook for small to medium businesses everywhere. The growth of such development will only serve your company more as you will continue to have easy solutions to those complicated problems.

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