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.
“Recent research has noted that adding videos to a website can increase visibility on Google, leading to higher page rankings and, subsequently, more visitors to a site.”
Here at SMS, we’ve seen a rise in requests for brief, content specific video presentations that spend less time sharing general information about the company they represent – a traditional approach prior to the Internet age – and more time highlighting specific sales messages. Background and historical information can now be found on dedicated website pages, leaving videos to do what they do best: demonstrating product operation and corresponding innovative concepts.
“Videos are the next best thing to personal relationships in terms of engagement and message sharing,” says veteran producer Scott Norton. “Sometimes they’re even better. A video can be played multiple times at the customer’s convenience and never leaves anything out. They’re also great conversation starters because they cover many basics and allow for engagements to grow in directions that more interest the customer.”
Norton predicts that the speed of production and increased affordability of shorter, more specific presentations will dominate a company’s online presence until the primary source of most company information will be supplied by a shared video link. “The growth in technology allows for a variety of professional-looking presentations, from quick interviews to slick graphics presentations that communicate everything from finely-targeted product information for carefully identified markets to fun and casual shorts like trade-show clips and corporate function footage. We’re already seeing the average consumer sharing video on their phones and tablets everyday, so they’ll be expecting the businesses they interact with to do the same – albeit with better production values and possibly fewer cats.”
Not sure about the cats, but for more from HBJ’s article, click here.
4. Use Discounts Only as a Last Resort – While there are many deals out there, be careful not to quickly discount your products and services. Customers are very smart, they know if they can buy your widget for the sale price of $100 today, there’s a pretty good chance they can buy it later at the same price whether you are having a sale or not. Before you offer a discount try to think of other ways to add value to your product or service?