Too many small business owners spend way too much time and money on PR and forget it connect it correctly to their sales funnel. Here are some simple tips that don’t require a fancy PR agency or mad writing skills.
1. Get crystal clear on your ideal client and what media they consume
If cashflow (as opposed to credibility) is your short term objective, you want to make sure that you create a story that will speak directly to your ideal client’s needs. And then pitch that story to a media outlet that he or she is likely to consume. Go niche with trade publications instead of wide with morning talk shows.
Small, targeted blogs, podcasts and trade magazines often have smaller numbers but very engaged audiences, so although folks outside your niche might not recognize their logo, they tend to convert to sales better. (more…)