PRESS RELEASES: The Little (but Still Great) Equalizer
Budgets, by nature, limit marketing initiatives. In austere economic climates, efforts to promote one’s products and services are often set aside when growth is still possible. When business picks up, it can be difficult to reinvigorate past ideas that continue to bear the mark of unnecessary expenditure. As a result, larger companies with greater positive working capital gain an even stronger foothold in their respective industries.
That is why business marketers can never ignore press releases. These low cost marketing tools allow small and mid-sized companies to stand shoulder-to-shoulder with larger competitors. When written well and distributed often and effectively, they can even push companies with tighter budgets in front, especially with the help of Internet search engines. Simply put, one should never ignore an aggressive press release program because they are exceedingly affordable. They are the first tools that every marketer, large or small, should have in their toolbox.
Are there other affordable tools that work as well? Indeed. The concept of Content Marketing is a close relative which involves sharing a wide variety of media with a number of different types of publishers in order to acquire and retain customers. Short videos, for example, can be spread throughout social media and in other online publications. Sometimes they can even go viral, giving a jolt to your company’s visibility and paying for themselves many times over.
There are many low-cost methods of advertising one’s products and services, and choosing which ones are right for your company requires an in-depth understanding of one’s customers, markets and industries. But make no mistake, press releases are for everyone, everywhere, every time.
For more info on this valuable marketing tool, check out this September ’14 post by SMS veteran rep, Rod Fisher.