Great Low-Cost PR Tactics

December 2, 2007

Public relations can be an effective way to generate awareness and name recognition for your business. PR is also considered to be a low-cost alternative to other marketing tactics such as traditional advertising and media buying. Your PR strategy should begin with the following key elements:

1. Build your target list: Compile an accurate database of key media contacts.
2. Develop your hook: Tell a compelling story.
3. Follow up: Cultivate relationships with the media and stay in touch.

A few other tips to keep in mind:

• Look professional: Your press releases should be crisp, clean and free of errors.
• Call back promptly: Be accessible when the press comes calling.
• Once published, turn your press articles into sales tools or one-sheets.
• Don’t spam the press! Staying in touch with real news is fine; being a pest is not.
• Become a reliable and trusted source from your industry to the media.

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Keep in touch with your clients

November 29, 2007

An electronic newsletter delivered by email is a great way to connect with your customers, share information and deliver news, usually for a fraction of the cost of traditional direct mail. While many factors affect an e-newsletter’s effectiveness, your newsletters must be:

1. Timely — don’t send a newsletter unless you have news
2. Relevant — recipients are much more likely to open and read your newsletter if the content is valuable to them
3. Concise — e-newsletters should be brief and focused

Here are a few tips for keeping in touch:

1. Select an e-newsletter service supplier
Several e-newsletter vendors make creating your newsletter quick and painless. Costs and features vary, but most provide user-friendly, turn-key solutions.

Links and resources: Constant Contact, Bronto and Exact Target are just a few of the services that offer everything from design templates to list management.

2. Build your list and get permission
Develop a database by putting a “subscribe” box on your Web site home page. Make it easy for subscribers by requesting only their email address. Ask their permission with a “double opt-in,” which asks for an email address, then sends a confirmation email asking subscribers to click on a link to confirm their participation. Another way to grow your list: Include a “Forward to a Friend” button on your newsletter.

Links and resources: E-dialog is one company that provides database list management and comprehensive email list services. Most companies, such as eNewsletters Online, allow you to import existing mailing lists and databases. ListPower is another easy-to-use mailing list manager.

3. Develop and compose your content
Start with engaging, compelling subject lines to gain attention. Content should be relevant and useful to your target audience, and you should present it in a straightforward, honest tone. Avoid industry jargon or “sales speak.” Also, design matters! It should facilitate scanning and skimming.

Links and resources: E-newsletter copy tips are available free from The Levinson Letter. Most newsletter services, like MyNewsletterBuilder, offer pre-built templates and design advice.

Check back tomorrow for the rest of our tips…

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Need a web business card?

November 27, 2007

First there was LinkedIn and Facebook, and now you can add Lyro to the list of business networking resources. Increase your web visibility through Lyro.com with an online business card. http://www.lyro.com/ When you join, you establish an “online identity” that supposedly improves your SEO rankings. Their starter plan is free, while a basic plan is $10 (US) per month. Check it out at: http://www.lyro.com/index.php/home

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