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One of the least expensive and potentially most effective ways to
promote your Web site or business is through public relations (PR).
More specifically, word of mouth.
Word of mouth or mention in a published article can generate more
attention to your site than all of your paid advertising combined. You
must, however, tread carefully.
Public relations is different from advertising. When
advertising, your explicit goal is to make your product or company
known. You pay for the right to advertise by purchasing ad space,
buying a sponsorship, or bartering.
When marketing through public relations activities,
however, your explicit goal is to benefit a targeted community by
providing them with something useful. Consequently, you build goodwill
and a solid reputation for your business. You benefit from the
resulting word of mouth.
Online Interaction
Social networking sites, discussion groups, and forums are Web or
Internet based communities where members post topical messages.
These create countless opportunities for business people to
help others by answering questions or suggesting solutions to
problems.
By participating in discussions related to your business,
you can provide valuable information while increasing your site’s
visibility. As you build a solid reputation, other members will be
more likely to use your product or spread the news about you.
Press Releases
Reporters and editors have ongoing space to fill and are always
looking for news that will interest others. If you go about it
correctly, you can earn free press coverage - word of mouth - for your
business.
To get the coverage, however, you have to play by the media’s
rules. Sending them your advertising brochures will get you nowhere.
You will need a press release that will interest the media.
Focus on why the publication’s audience will be interested in the
information. You should also consider the media’s needs when
developing a press release. Reporters and editors are busy people
under deadline pressure and they have no obligation to read your press
release. You increase the chances of your story being reported by
delivering complete, concise, relevant, and newsworthy material they
can quickly read and comprehend.
Leveraging Expertise
If you have experience owning or running a business, then you may
want to position yourself as an expert in your industry or specialty
area. By doing so, you not only educate the public, but also increase
interest in your products through word of mouth.
As an expert, giving information comes first and "advertising" is
secondary. If people see your efforts as a thinly disguised sales
pitch you will lose credibility and may hurt your business. To remain
credible, keep up-to-date on developments in your field and offer
opinions.
By intelligently using public relations, word of mouth techniques as marketing
tactics – online networking, press releases, and leveraged expertise –
you can spread the word about your business without blowing your
budget. |
