A Level Playing Field: Small Business, Big Ideas

Level the Business Playing FieldOf all the ways the Internet has changed our world, one of the most significant effects is how it has leveled the business playing field.  In the past, small businesses had little chance of keeping up with corporate giants in terms of marketing clout, but today the ability to reach and influence audiences is much more balanced.

It’s not just the fact that marketers have expanded reach through the net. It’s also the power of a well-written press release to spark interest, motivate buyers and establish brand strength.

For small business marketers interested in making a bigger splash, check out these three ways to pump up your online press releases and see Fortune 100 results no matter what your size:

1. Use multimedia to add a splash of color to your content

Powerful content goes a long way, but adding a visual boost can be the one thing that keeps those busy readers focused on your message longer.  The Internet audience has a voracious appetite for all things visual – the hundreds of millions of Youtube users are evidence of that.   Feed this hunger by creating video press releases.

Think of the video as a multi-dimensional story-telling tool.  You can incorporate repurposed video from your company archives or newly produced pieces that emphasize your message.  The ideal length ranges from one to three minutes.

2. Tap into the social media spread

Sharing and linking are two words that have to be part of every marketer’s lexicon these days.  The reach of social media through these connective processes expands what might be an audience of thousands into an audience of hundreds of millions.

Even better, the nature of that potential audience is key.  Social network channels share your content not to everyone on the Internet, but to the subset of those people who you most want to reach.  Maintain an active presence on multiple social media channels relevant to your audiences and you’ll have a better chance of reaching and connecting with your target market.

Then, you can provide the content you know they really want.

3. Keep the connection alive across multiple channels

You’ve found your ideal audience and grabbed their attention with compelling content and creative multimedia touches.  Now continue the connection through consistent communications via press releases, newsletters and email marketing campaign.

You can interact with subscribers by conducting surveys and asking for feedback, then craft content that will keep them interested and engaged with you.  Use snippets from past press releases to augment your email content and further reinforce your strategic message.

Above all, to expand your reach and make the best use of the Internet, success depends upon a consistent marketing program.   Create an editorial calendar to keep your content streaming into the appropriate channels.   Remember, sending a press release online to any size audience means that a company of ten can exert as much influence as a company of 10 thousand.

What characteristics did your most successful press release possess? Share them with us in the comments section below!

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P.S. If you need help making sure your press release is at it’s greatest, try our free press release grader.