There is only one thing in the world worse than being talked about, and that is not being talked about. Oscar Wilde.
Aѕ a ѕmаll buѕіnеѕѕ owner, you рrоbаblу devote ѕоmе tіmе perusing the FB , New York Times, Fast Company, and other рublісаtіоnѕ lооkіng for thе lаtеѕt buѕіnеѕѕ news that may іmрасt on уоur own organization. Hоw many times hаvе you run асrоѕѕ an аrtісlе that tаlkеd аbоut a nеwѕ еvеnt аt оnе оf your competitors? Oddѕ аrе, thе рареr didn’t ѕеnd a rероrtеr tо find оut thаt уоur competitor juѕt ореnеd a new branch office; уоur соmреtіtоr mоѕt likely sent a wеll-сrаftеd press rеlеаѕе tо land thаt соvеrаgе.
As a small business owner, Ezralea Robbins, CEO and master mind behind Mountainside Spa, wasn’t sure where to start when it came to getting press and social media for her business. You see, from her perspective, everything was normal, and nothing about her biz was interesting. The problem with her situation is the same with loads of business owners- When you work in your biz every day, you don’t see the interesting things, but I do. How would you like to change that?
Start with basics of what’s happening in your business to begin curating the newsworthy gems along the way. For Ez, we crafted a press release based on the idea that the spa expansion that she had just undergone was phenomenal! We decided to move forward and let the media know about it. We held an open house to celebrate the High Six Figure Expansion, and guess what? The press bit, and we ended up with 4 reporters there the night of. It was great publicity for the spa, for the lodge, and gave her lots of content to leverage all over social media (we’ll cover how to do that in this post). So where shall we start? With the ideas!
Here are some ideas for that exact moment when you are preparing to launch. Brainstorm relevant to your business topics and ideas from below, and them go to make a great headline here.
1. What is new about or in your business?
Examples: New executives, moving/expanding office or shop location, new products, new services, new partnerships, etc.
2. What is different or distinctive about your business?
Examples: Do you help disabled kids attend summer camp; help married people have a better sex life; help stay-at-home moms start businesses; provide on-site equine massage therapy.
3. Do you have an upcoming event that you would like to publicize?
Examples: Conference, open house, customer appreciation bouncy house, etc.
4. Can you make your products or expertise relevant by piggybacking on current news?
Examples: A recent news story lands about massive layoffs in your community, and you are having a difficult time hiring
5. Have you done or could you compile research in your field of expertise that would merit press coverage?
Examples: Staggering statistics on what happens when a teen mom turns 20
7. Could you sponsor or create an interesting contest or award?
Examples: Business sponsoring charity drive for shoes at local elementary school
7. Is there an anniversary or holiday you could align your business with?
Examples: In their 7th year, local company holding contest for non-profits to get security system- go vote for your favorite
8. Is there a trend happening in the general population that your products or services align with?
Examples: With the rise in claims of harmful filler ingredients in non-regulated health supplements, this company takes us on tour of their production facility to prove they are all for the health
9. Can you provide a solid, but surprising twist on opinions or stories circling in the media?
Examples: Recent polls suggest people in the community want throw out more plastic bags, but local bag manufacturer has a different opinion.
Strategy 1 – Funnel (Service) What does someone have to have lined up in a service organization, such as an auto mechanic shop or an appliance repair company? Since this is a potential lead source, they need to be ready for those leads to come in. What is the special they are promoting? Do you have it listed on your website or have a big sign on the lawn out front? Do they have an event coming up to make a bigger deal of the promotion?
Strategy 2 – Funnel (Membership Org) What’s next for a business that has a membership structure, like a chamber of commerce or a club?
Make sure that interested parties can easily see what is in it for them when they go to your website. When they arrive on your website, a downloadable info sheet on something that people always ask about is a great way to capture interested parties.
Strategy 3 – Funnel (Product) What does someone have to have lined up if they are selling popcorn or a clothing line? For products, make sure your website lists out the distribution sites, amazon links, etc.