123 eGuides

1 Minute Advice: How Small Brand Marketers Can Get Covered by the Media

Small brand marketers are always strapped for cash, but they sometimes don't consider the fact that public relations, or PR, is "free" and can often be more effective than paid advertising in generating brand awareness.

PR has advanced beyond the basic press release, however. These days, reporters and bloggers are looking for stories that are finely tuned and targeted to their specific audiences. They will cover a small brand, but only in the context of an appealing story idea.

So what appeals to the media these days? See if you can come up with a compelling angle, such as:

1. Human interest: How does your brand help people? Can you feature any customers who have used your brand to accomplish something great or improve their lives? The media loves interesting, inspiring stories.

2. Entrepreneurialism and the economy: Did you start a company and create a brand because you lost your job? Is your business woman-owned? Are you a Boomer trying to start a new career? The media loves stories about people who have succeeded against all odds.

3. Brand relevancy: Can you tie your brand and what it does to a current event or timely topic? For example, could you relate your brand to hot weather, drought, or forest fires in some way? The media loves stories that put a novel spin on what's happening in the world.

It isn't enough to announce a new product or service. Sell the media on something special, unique, dramatic, compelling, or timely about your brand. It could result in a great story about your brand -- one that generates publicity and interest at no cost to you.

For more branding insights, check out the eGuide, Branding 123!

1 Minute Advice: Why Small Businesses Fail at Social Media

Big and small businesses alike are enamored with social media, but small businesses sometimes fail to use it effectively.

Here are three of the big mistakes small businesses make:

1. Personal vs. business use - Small businesses sometimes fail to keep personal and business use of social media separate. A personal Facebook page, for example, shouldn't be used for business purposes. This melds together family/friends and customers/prospects, causes confusion, and is bad for brand image. Instead, a small business should create a separate brand page, a separate Twitter account for business, and so on.

2. Making a commitment - Small businesses have good intentions when it comes to social media, but they often drop the ball because they can't devote the time and resources necessary. Big businesses can assign staff to monitor social media, but small businesses rarely have this luxury. That's why small businesses should start small with a few social media networks and tools they can comfortably manage. The key to social media is to be consistent and responsive. A small business owner must be prepared to post frequently and respond to communications from others. It is wise to set aside time each day to deal with social media effectively.

3. Having false expectations - Small business owners sometimes get frustrated when they don't see fast results from their social media efforts. The reality is social media is about building  relationships. It doesn't often produce an influx of qualified leads or direct sales. Small businesses need to look at social media from a long-term perspective and understand that its value is in building bonds with customers and prospects over time.

Want more valuable insights? Check out our series of 123 eGuides, designed especially for small business!