Get as much free press as possible. Does your business offer something that no one else offers? Do you have a unique situation that may make your business a human interest story? If so, pitch it to the media! The media are always looking for great stories, and your business may just be the next headline. Yes, many companies have PR professionals who write press releases daily and send them to different mediums, but half the time they go unnoticed. Build up your media contacts, and offer yourself as an expert in your field in the case that they need one. This helps get your foot in the door and your name in the press.
Don’t forget your website. Every small business needs a website, period. This is an inexpensive way to show people your business. Be sure to do it right. Don’t have a disorganized, out of date website live – it can only hurt you. Spend at least once a week updating information and adding new things. If you are unable to create or maintain the website, find a local business that provides this service. Not only can you write off the expense, but you can save yourself some time too.
Network, baby. Don’t just sit behind your desk – get out there. The more contacts you make the better. Arm yourself with a pocket full of promotional items and go around to other businesses or groups that more than likely could use your service. Tell them what you do and how good you do it (here is where your key messages come into play). Even throw out a few bonuses – give a free service or product away to be raffled off for non-profits or other organizations. Talk to your friends too. Don’t harass them until they use your service; instead, have a barbeque or party and discuss your operation, and ask them for insights. They may help you see any blind spots you missed, or better yet – give you a few names of people who are in need of your service.
Love the ones you’re with. Make sure that you provide the best customer service at all times to those customers you already have. This is where you save the most money. Since they are your biggest PR tool, treat them well. If they are well known within the community and happy with your service, use their testimonials on your website or other promotional items. It could help you.