When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
What exactly is PR?
Why is it necessary for my business?
How do I start & maintain a good PR campaign cost effectively? Check out these free tips for a true, do-it-yourself road map to a successful PR campaign.
The Basics
Let’s start by defining PR. Per Wikipedia PR is “managing the flow of information between an individual or an organization and the public…[and] the aim of public relations by a company often is to persuade the public, investors, partners, employees, & other stakeholders to maintain a certain point of view about it, its leadership, products…”
Now consider what the best platforms are for your target audience. You can accomplish this by finding out how your customers or clients consume your content. Is it in readable form (website, blogs or in print); audibly as an iTunes podcasts; or watching videos via a business YouTube channel? Take a little time to figure that out and then get ready to leverage it (or all of them) like a PR/marketing maven!
The Bang for Your Buck by Blog
A blog is a great tool for sharing information and expertise. Having a consistent voice is important to teach consumers about your company’s perspective and interests. According to the the Social Skinny,
Getting Press
Having your business name out in the media, whether print or social, is a critical element to your image and of public relations strategy. Some cost-effective options include distributing electronic newsletters via free or low-cost email service providers. Try partnering with other local businesses for limelight events and advertisements to boost your brand recognition. Thanks to Forbes, here are some tips for starting & maintaining your media presence.
Rubbing Elbows
Participating in networking groups in a big part of getting your business local recognition. Most SBA’s (Small Business Associations) don’t require much money to join and host networking functions regularly. You can also network electronically by joining groups with similar interests through select social media channels liked LinkedIn. This is a great way to increase visibility while sitting right at your desk. For those of you not shy with a microphone in your hand, consider being a key-note speaker for a business workshop.
Earbudding PR
Most people are on the go constantly and mobile devices have almost become an appendage. So consider getting your audience’s attention on the go with the communication tool of podcasts. Leveraging podcast technology allows you to get your business name and brand message out to potential customers. Make sure your Podcast is short – usually no more than 15 minutes and contains the most value-added content to keep your consumer engaged. To get you started, check out these tips to successfully create your own business podcast.
Viral Video Marketing
Video marketing gone viral is the latest low/no-cost strategy for business to let the internet work for them. So if you or someone at your business is good at presenting, consider creating a YouTube brand channel. This allows the ever-growing audience of YouTube and potential consumers to get to know you & your business on a more personal level. Check out these tips on how to get started, get subscribers and run a successful video marketing campaign.
The Resource Table
Take time at least 2-3 times per month to peruse these great resources to stay abreast of PR tips and tricks.
On July 12th I was a part of HubSpot’s highly anticipated webinar “The Science of Inbound Marketing” in which they attempted to host the World’s Largest Webinar. Although they had thousands of people online, unfortunately they didn’t make their goal of surpassing the Guinness Book World Record they had last year. One of the big hooks for it was that depending on how often you Tweeted during the broadcast, you could win big discounts on their upcoming seminar and possibly even free attendance which is worth $600 bucks! So I thought AWESOME – I can surely do that. I mean I am a digital age, multi-tasking gal – how hard can this be?
But despite having great minds both behind it and as the slotted hosts/speakers, it was rather overwhelming to me in a myriad of ways and I was sorely disappointed with it. Their format and dissemination of information truly felt like being on the end of a machine gun – and not the one pulling the trigger I tell ya! It was rapid fire information which caused lack of focus, confusion and even fatigue – all typical of complete information overload in a short period of time. Now I don’t want to give the impression that is was all bad. The information itself was extremely illuminating and the slides gave rock-solid statistics and trends. But it was the METHOD of delivery that was like an assault rifle experience. Now I have NO desire to go to war with HubSpot as I truly respect them as a company and industry leader in many ways. But I feel compelled to say why it wasn’t effective for me and I’m sure many others, that were online. Here’s why…
The webinar started off like many do. Introductions from the moderator as to who the talented speaker will be, what their credentials are and what benefits will be graced upon the attendees. So I removed every distraction, ready with hands on keyboard for note-taking and awaited the flow of great information to make me better at Inbound Marketing than ever! Soon after they began I found myself, a self-proclaimed great multi-tasker, losing ground quickly. I mean we’re talking like A.D.D. Multitasking without any Ritalin-Tweet, read, listen, store this in your brain and look at these slides…all at the same time! And as the information infantry moved in, they wanted more Tweets – no 20 isn’t enough to get tickets, now you need 120 during the only ONE HOUR broadcast to win free entry to this gig. The great slides contained a lot of information of which I could only GLEEN the wealth contained therein before they were on to the next. I counted over 20 during the one hour webinar but I am confident of the inaccuracy of that amount because I lost count numerous times as they flew from one to the next. Once again, it wasn’t a “waste of time” kind of experience. It was a “Gee, I wish they had done it differently” so myself and the thousand others could have really reaped the huge benefits ascribed to it. So what have I learned from this?
Bullet Points for Successful Webinars
Doing webinars is a great tool for networking, marketing a product or service and conveying information in a structured way. But I believe that a few things need to be considered for success of the mission:
Informational Impact – If you are considering hosting a webinar, take your time during it to convey the important information in an ear & eye-pleasing way. If possible, offer the audio or full broadcast on a limited replay for the attendees. As I’ve opined above, if a person can’t take notes during the webinar without knowing shorthand or feels frustrated by the speed (or lack thereof), they’ll lose interest, log off before it’s done and may not tune in again. Allow Absorption Time – You have to disseminate the information in a manner that allows for total absorption via both eye and ear so attendees can formulate solid questions or just make sense of what they are being told or reading. If not, they will not reap the value of your hard work & time as well as your industry expertise. All the Artillery is Not Always Needed – If you have a lot of information, don’t feel pressured to convey it all in one webinar broadcast. Try breaking your information into several webinars or a multifaceted series. If you are conveying good, solid industry information, you will create a following and people will return for more. What better way to earn some Social Media street cred! Who Is Your Comrade? –Isn’t creating relationships at the heart of Webinars? I often think it’s about touching an audience with your business prowess, conveying information that creates dialogue with your contemporaries and building your business network.
So at the end of the day, HubSpot is still the amazing inbound marketing strategy powerhouse it was before this famed webinar and more than likely, I will attend several of their webinars in the future. Just maybe armed with a little Kevlar…lol. What about you? If you attended this event or have an opinion on this subject matter, shoot me a comment.
Maybe you’ve had a successful hair salon for years and your flow of clients is in and out like a Manhattan revolving door. Or perhaps, you just started one and are struggling to pack the chairs and fill the appointment book. Regardless, both need a website. It would seem that the latter would be more in need. But here are the top 5 reasons why both do and how it benefits the one with the successful streaks AND the one that’s a little green at the roots. Because the goals of a hair salon aren’t to create just great client impressions when they walk out the door, but even before they get there or perhaps know that you exist. How so? Read on….
1stShow that You Are a Cut above the Rest ~ Perhaps you can highlight with the talent of Picasso or have the most stylish stylists in a 50 mile radius- if you don’t advertise it, word of mouth is probably not enough to keep your book of business on the incline despite a declining economy. Grooming is one of the “extras” that many people can’t justify when the light bill is due and groceries are in need. In today’s tough economy improving the growth and profitability of your hair salon needs to be a high-priority and this is one tool you’ll want to have in the kit. Having a website shows potential and repeat customers that you really mean business about your business. It reflects another level of professionalism for clients and to the industry. Remember, the goal is to create a great impression on a client both before they come to the salon AND after they see their reflection in the mirror.
2nd Add Social Media Presence to Your Menu ~ Running a hair salon requires interaction with a lot of people and why not let that network work for you. What do I mean by that? I mean getting people to Like You on Facebook, connect with you via Linked-In and chat about you on Twitter. With constantly changing styles, promotions, and products you shouldn’t have a problem finding topics to talk or Tweet about. This is an ever-evolving industry and you can take advantage of that using the free resource of Social Media. Use it to show others that you are tapped into the most current trends in hairstyling, makeup, products or whatever your salon may specialize in. And speaking of specialties, if you have one in particular-like you wax as smooth as a baby’s bottom or have a stylist who coifs with the precision of Edward Scissorhands-then Social Media is the perfect place to create hype about the talents in your establishment.
3rdGreat Referencing Tool for the Trade ~ A website is a great place to let your work shine and the words of your clients work for you. Often, word of mouth helps as much as it can hurt. Letting others “hear” from current/past clients does influence decisions…especially in service-providing industries. Most repeat customers would love say how Thomas keeps their true roots invisible or Shelly is a Shear-tress like no other AND see it in print! No to mention that playing to a client’s ego in this manner, is also another way to keep their business at your business. I mean this is an industry of vanity after all…
4thStylistas, the Cutting Floor to Web Design ~ A great look and feel website should engage visitors and compel them to spend time there. You are in luck in this particular industry because the variety of website designs available can vary as much as shades of blond. But you also have to know which to choose based on your demographics, clientele and other such factors. Don’t forget that when selecting one, it should reflect both your vision for your business and the clientele walking through its doors. Keeping this in mind, don’t fail to have fun with it. I mean it isn’t a law firm for goodness sake-so you can push the envelope of creativity without seeming over-the-top.
5th Picture Perfect Coiffing & Selling ~ Photo Galleries aren’t fabulous only in SoHo but can be just as spellbinding on the www while exhibiting your stylists’ work. There are various choices to do so…like a slide show, a flip/style online book or even a Virtual Tour of your Salon while talent’s in motion. It will be engaging and be a non-traditional way of showing off your talented team.
Decide Who Will Make the Cut ~ If don’t have a salon website already but are now convinced you need one, here are some considerations when choosing a website designer and/or company:
Find one that you feel understands your salons demographics and how to reflect it on the website.
Know that imagery will be crucial for your website. So make sure that you have “web-worthy” photographs to showcase the talents of your team and use stock photography where needed to beautify the site.
Make sure they will write your content with commonly used keywords that are frequently used when searching for hair salons, especially in your geographic region.
At Design Theory, we’d love to help you take your business to the next level of design and success. As such, we now have great packages specifically designed for hair salons that will help you blow away your competition.
So in last week’s blog (http://blog.jpdesigntheory.com/getting-over-the-hump-an-inspiration-for-blog-writers-block/) I mentioned to look out for my upcoming one regarding “coloring in and outside the lines in Social Media”. Well here it is-so let’s talk about how that premise affects our perception, utilization, and ultimate success or failure of Social Media in a business.
I must admit that when the term “social media” came on the scene I thought great, just another “let the whole world know all your business” tool and way for someone to financially capitalize on my personal affairs. But I’ve come to understand both the downsides of it (i.e. cyberbullying, identity theft, etc.) AND the magnificent power of it in the business world. Social Media was created to use the platform of telecommunication to form interactive dialogue between organizations, individuals and entire communities. So, obviously the masterminds behind it meant it for good (rather than those who’ve chosen to abuse its power) and when it comes to utilizing it for business, it is an amazing, free tool that can take your business (and its exposure) to another level. In 2012, none of us can deny the fact that properly using Social Media yields better results than traditional marketing efforts alone.
I saw a quote which said “coloring outside the lines is a fine art” and that person was right when it comes to thinking outside the box in business and the beauty of the broad stroke in art. But when it comes to Social Media, the defined parameters are there for good reason and should be yielded to in order to get the desired results from doing so. Majority of us know that Social Media tools like Facebook and Twitter allow businesses to access an unlimited number of existing and potential customers and perhaps cause exponential growth of your business in various markets. The proper use of these tools could help to grow a small, home-based business into a multi-million dollar conglomerate beyond their current demographic and broadest vision…think NBC’s Shark Tank-like opportunities. But those who know how to stay in the parameter confines of Social Media and play by the rules of it, know that using this medium requires strategical thinking, commitment and tenacity. And it’s only then, that you see the ROI for playing by the rules and staying in the lines established. Such as: Impressionable Artistry ~ Know that current and prospective clients will base their first impression on what they see. If your business has a Facebook page, make sure that it properly reflects your business by mentioning salient points about your business, have links to your company website and location, and keep use of your logos consistent. Lastly…my personal pet peeve – PLEASE SPELL CHECK to avoid SMH’s and ‘s. To Blog or Not to Blog ~ If you are going to blog make sure you are a pretty good writer or use someone else to do so. Blogging is both a craft and great tool…if you can do so effectively and draw “good” attention to your business. Again, you want to spell and grammar check before you post. People will respond with comments and you don’t want something written that will reflect negatively on your business. Remember, once its out on the worldwide web it’s there forever! Use all Crayons in the Box~ Twitter, LinkedIn, Facebook, YouTube, Google+…need I say more. Don’t just use one medium, use them all. The more you post information about your business, join groups, comment on another businesses blogs, etc., it is more likely you will gain a few new clients and followers.
And then we have the scribblers…Those who don’t see any ROI and/ or do more harm than good to their brand/business by misusing the exposure tool of Social Media. Much like a child coloring, if you move too fast or don’t understand the parameters/boundary lines you will end up with a mess. Nothing to hang on the refrigerator – no growth in your business.
This often happens when people don’t do the following:
Take the time to understand it ~ Use the hands of time to figure out HOW YOU WANT and NEED to engage people on Facebook, Twitter, Digg, etc. for it to be successful in growing your business. Because once it’s out in cyber world, it’s there to stay. No balling up the page and tossing it in the trash like it didn’t exist.
Take the time to plan it to properly execute it ~ Make sure your business does their due diligence in research and planning to create a successful Social Media campaign and message. Social Media strategies must be thoughtfully constructed and planned prior to execution to not end up chock full of rookie mistakes or even worse…irrelevant. Also remember that in order to properly manage your businesses Social media that it takes time and consistent communication with other users to build a strong following, brand recognition and respect.
Understand that it’s about the WHOLE picture ~ Using Social Media correctly requires a team effort which should combine company branding, customer service and sales initiatives to constantly interact with the online marketplace and do so in a consistent manner. Yup – use every crayon in the box!
At the end of day, successful Social Media in business is about engagement, creating a trustworthy Social Media identity, client acquisition, increased sales, and better brand awareness locally & globally. Then you’ll have a business that’s gold star worthy!
For those outside the marketing realm, let me help define “branding”. Branding is a signature ‘look and feel’ that leverages all of the resources our industry has to offer to make sure that you will be noticed and recognized by consumers and like industry companies.
Branding is an essential component to any business therefore it’s something you should consistently think about and ensure it evolves on an ongoing basis. Taking time to think about and employ opportunities to promote your brand is both fundamental and key to its success.
Your brand and marketing materials should precisely detail & sell your product and/or service. If they’re not, they’re wrong. You know the old adage of “if it isn’t broke don’t fix it”…well if it is, it’s time to re-think and re-brand.
C’mon, get focused! Your view of your product/service can sometimes be narrow and if it’s your “baby”, it can be hard to be a tough critic. So if you can’t afford to pay for a professional focus group, here is a suggestion. Get together a group of professional friends from various industries and present your products/service. Offering hors d’oeuvres and beverages is a nice form of compensation. What’s most important though is getting their feedback in writing and implementing their suggestions (if they are good ideas…) into your brand/marketing strategies and promotions.
Know your street credibility ~ Your brand image as well as its reputation is vital. It’s super important you know what your client base is saying about you…and even your competition. Being armed with this information will allow you to evolve your branding & marketing strategies to thwart the effects of the good or bad press.
Promote your brand across all landscapes. This should include at a minimum:
∞ direct marketing via mailers;
∞ email campaigns and promotions;
∞ online & in-store promotions; and last but surely not least…
∞ social media, etc.
When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
The Bang for Your Buck by Blog
Earbudding PR
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
Find one that you feel understands your salons demographics and how to reflect it on the website.
