Any worthwhile marketing plan uses different tools and strategies to achieve its desired outcomes. Advertising, direct mail, email newsletters, education-based marketing, webisodes, tweets, tv commercials, facebook ads, etc., are all used in an attempt to reach the target markets.
But some of them can cost money, sometimes lots and lots of money. If you don’t have a marketing department or a marketing budget, not to worry. You just need a marketing plan. That plan should include press releases. While the marketing landscape has changed enormously in the recent past, one thing never changes and that is the need for content.
All of the channels – not just your “typical” old-school channels like an actual television channel or radio channel – but ALL the channels need content. So, put your thinking cap on and start brain storming about how you can make someone else’s job easier. Someone whose job is to create content.
Say that you’re the owner of an orthotic & prosthetic patient care facility. Say that you have an adorable puppy or an endangered bird or a miniature horse that required some type of prosthetic or orthotic device. You could post the story on your business facebook page, of course. You could show the before and after photos on your instagram account. You could tweet about it. You could send out updates in your email newsletter. BUT, you could also send a press release with photos to… your college alumni magazine or your hometown newspaper or the humane society where the dog was adopted from or the marketing department of the zoo or… there are so many “content-craving” channels out there that need to be fed. Don’t ignore them just because it’s so very easy to feed your own channels.
People expect that you’re going to be marketing to them, targeting them, utilizing your own content channels – like facebook or instagram – but by sharing your content with others you can boost your credibility. Sure, the zoo magazine or your alumni publication might have a slightly different focus or angle to the story but so what? We all can use help getting (and keeping) the word out there. Don’t be afraid to spend a little more time and effort making someone else’s job easier – you’ll be pleasantly surprised at the results!