Use Ads and PR to Help Customers Get to Know Your Business

Forget the old adage that "familiarity breeds contempt." In the world of small business, familiarity breeds sales.

When your customers are familiar with what your company does--its products/specialties, areas of expertise, accomplishments, etc.--you have a head start on making the case that you're someone they should do business with.

Two key elements of every marketing strategy are advertising and public relations (PR). Each has tools and tactics that should be carefully evaluated before making any kind of decision about using them.

Advertising is the more readily recognized tool, encompassing placements in newspapers and publications, TV and radio spots, and online ads, as well as direct mail and email pieces. An ad's cost depends on many factors--size, media channel, location/frequency, duration, etc. It's often up to the business to supply the ad design and copy, though many outlets will do it as part of the cost.

Even a simple ad can do a great deal: promote your products/services, announce a sale, introduce your business to a new market, or simply reinforce your "brand" identity. Though ads are intended to generate sales sooner than later, it may be some time before a customer decides to buy because he or she wants to learn more about you. This is where consistently becomes a necessity, however, using ads as the mainstream affect for your branding can be costly.

In PR, the emphasis is on raising awareness about your business, and creating a positive connection with a customer need, interest, or concern. Because most media channels will share that information for little or no charge, PR offers a huge return on investment when used effectively.

But you must have news that's worth sharing. Things that may seem important to you may not be relevant to your intended audience. Imagine you're a customer with little or no familiarity with your business, and think about what might appeal to you. Some things are easy, such as adding a new product or service, opening a new location, or reaching a milestone anniversary. Some other ideas are definitely worth sharing, such as joining forces with a local non-profit organization to help them grow, or reaching new milestones as a company. These are all noted PR suggestions, that come with flexibility, especially if your small business is a smaller community.

You could also offer helpful information related to your product or service. If you're an accountant, for example, a list of tips for getting organized at Income Tax time may be perfect for time-crunched taxpayers. (We are just 13 days from the official start of tax season) Gift shop owners can prepare a list of innovative ideas for specific holidays, or acceptable items to send service personnel overseas.

Ads and PR are successful only when they are well planned and executed. Examine what other businesses do--particularly your competitors--and see what seems to work for them. There is no sense in re-inventing the wheel, however, tread lightly when it comes to duplicating their strategies. There needs to be a difference that is unique to your business. Carefully research the various tactics and channels to make sure you have the right message for the right audience, and then select the most efficient means for making that connection. Now, don't just sit there, get busy planning your next campaign!

Get Focused. Get Busy. Get Launched!

P. Simon Mahler, recently nominated as an 'Expert' Influencer in North America for small business, currently volunteers for the SCORE organization as part of the "Mentors to America's Small Business." Dedicated to building stronger economies in small communities and launching his next start-up, Pando Logic, Simon is committed to the future success of each and every small business. He is always available to take calls for action and is willing to mentor to every small business out there across the globe. Find him on social media and connect to get growing!

Twitter: @simonsayslaunch LinkedIn: psimonmahler