EnMart Embroidery Talk

Are You Connected?

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28th October 2008

Are You Connected?

One of the questions I see a lot on the forums I frequent is about ways to get publicity without spending a ton of time or money.  Every small business is looking for ways to get known, and most are operating with a relatively small Marketing and PR budget.   If your small business is one of these, you probably have a limited amount of funds, but you have an unlimited need to get the word out about your business.  Here are some tips that can help you accomplish that goal.

The first thing you need to do is examine your connections.   Do you know anyone on the staff of the local paper?  Are any of your contacts people who write industry blogs?  Are you familiar with anyone who works at a local television station?  It is always a good strategy to have at least a passing relationship with the people who work at the local media outlets.  Such relationships will help make it a bit more likely that news about your company will be mentioned.

The second thing you need to do is make sure your news is out there.   Start a blog.  Write and send out press releases.  People won’t know about the great things your company is doing if you don’t tell them.  A lot of people are reluctant to toot their own horns but, when it comes to business, it must be done.  If you do something newsworthy, make sure the news gets to your current and potential customers.

Another way to help your company get known is to become an expert.   Give a class at a local sewing shop. Give a lesson on a segment of the local evening news.   Offer to speak at a craft bazaar or Chamber of Commerce lunch.  The more you share your expertise and knowledge the more likely it is that people will turn to you with their embroidery questions and needs.  Everyone likes reassurance that the people they hire know what they’re doing.  Becoming an expert provides that reassurance.

Getting connected and staying connected, both to people who can help spread the news about your company, and to your customers, requires thought and work.  It isn’t something you can spend half an hour on and call it good.  If you’re truly committed to growing your business, you have to be committed to making connections as well.  It is a lot of work, but the payoff is often increased profits and growth for your business.

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