Being a small business, new in your field of service or production, can be an intimidating experience. Everyone else is more established. Everyone else is more well-known. Every other business alright has marketing, ads, social media buzz, promotions, and an entire host of other methods for bringing in more customers and a larger part of the market share into their business in place. Luckily, there’s a way that you may be able to even the field.
A PR firm can help to craft a plan, tailored specifically to your business, to help you expand, to take over market share, and to begin competing with the rest of the market for the customers interested in what you have to offer. They’ll do this with a three-pronged approach to increasing the visibility of your business. Firstly, they’ll begin generating buzz in the media with interviews, positive stories, and mentions in various outlets. Next, they’ll purchase ad space in various forms of media, helping to drive new customers into your doors in order to begin a process that will end with stable growth and long-term profitability. Finally, a PR firm with experience in social media marketing services will assist your business in expanding its presence on the various social media networks most used by the general populace, maintaining a social media page as well as using targeted ad buys to reach new groups of customers.
So, let us assume you’ve hired a PR firm. The first thing they’ll do is put your name out into the local cultural zeitgeist, getting your company positive press with a series of interviews and segments about your business and the story behind the business and the process of opening it, as well as segments about what you’ll be providing the customers, and why they should come to your business for this good or service rather than going to your more established competitors. This will help to paint your company in a positive light, while also giving you space to let people know about soft and hard openings as well. Next, it’s time to increase your exposure with ad buys.
Ad buys will help your company to get even more exposure in the various venues available for advertising. These venues are all time-tested and true, and a well experienced PR firm will know exactly which advertising venue will be best for your company and for you.
Some of the venues your ads are likely to show up in have been around for generations. For example, the oldest sources of advertising are magazines and newspapers and various other periodicals. These have been used to advertise goods and services to people almost since their inception, and, in America, are still a common source of advertising, even having an entire section dedicated to the buying, selling, loaning, and renting of property to the general populace.
Other venues for advertising are much more recent. Radio is a common source for advertising, as well as being a form of media ripe for sponsorship. Sponsorship is when, in exchange for being mentioned throughout a broadcast, a business will pay for part of the cost of operation for the radio (or television) programming.
Television is the final common source of advertising. Your PR firm will purchase 30 second (or a minute) long portions of advertising time that will advertise your goods during the broadcast of shows that are aimed at the same segments of the market you desire to reach. If you’re opening a sports bar, they’ll help you get your ads on air during sporting events.
After all this advertising has been purchased and placed, it’s time to work on social media presence. Social media presence means making sure that you have a page on the major social media sites for people to visit, follow or like, and to help bring in repeat customers. This will be coupled with social media ad buys, purchases made and directed to the segment of the population you’re looking to sell your goods and services to.
After your PR firm has done all this for your business, you can look forward to an increase in business. It isn’t always an explosive burst of business, but a long and sustained growth is more valuable to a business than a lot of short-term gains. With the help of your local PR firm, you’ll be able to make gains in market share, and slowly move into the realm of being able to compete with larger and longer-established companies, and, with luck, eventually you’ll be one of those long-established companies.