February 12, 2012
/ by Cision Contributor
Think your small business can’t compete with the corporate big dogs? Think again. Whether your online marketing budget is $1,000 or $100,000, some truths apply across the board. One of the most important – a well-written press release can boost any brand.
While the big players may have different topics to share compared to smaller businesses, the elements of press release success remain the same. You need to provide relevant news in a compelling way to engage readers.
When it comes to press releases, the divide between large and small companies isn’t so wide after all:
No matter the size of their company, all marketers have news they want to share with their target audiences. Yet, the most important messages can get lost if content doesn’t deliver on some key points:
Most importantly, the topic needs to provide value. Whether solving a problem, providing an answer or sharing something new, you should find a way to make your topic matter to your readers as much as it matters to you.
Larger companies may have more to talk about. Mergers, acquisitions, employment news and product launches are all fodder for the marketing machine, but a lot of content can be too much when you consider all the static that Internet audiences encounter daily.
The best tip for businesses big and small is selective messaging. For large firms, that may mean grouping together recent employee promotions and staffing changes into a regular personnel update that covers the latest news.
For smaller companies, an editorial calendar highlighting new ways to use existing products may be all that’s needed to keep readers engaged between breaking news announcements.
In some ways, small businesses have a leg up on the bigger players because it’s easier for them to show the audience a human touch. For example, do you feel more connection to General Electric or the hardware store down the street?
There’s a lesson to be learned from how people consume information. People often make buying decisions based on emotion. According to an annual survey conducted by NewMediaMetrics, customers are three times more likely to make a purchase if they are emotionally attached to the brand and media outlet that brand advertises with.
Marketers should always keep this question in mind when creating content: after reading your message, what do you want people to do?
Those in small business marketing can keep up with Fortune 100 campaigns by focusing on some basic elements. What makes your brand unique? How can your products or services make people’s lives better? Who is your ideal customer?
Once you have the answers to those questions, you can create press releases, blogs, social media and SEO content that rivals even the biggest Fortune 100 firms. With the limitless marketing potential afforded on the net, it’s not how big but how smart you are.
Have you found creative ways to give your small business marketing a big dog feel? We’d love to share your success stories. Post them in the comments section below.
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