Direct Marketing Copywriter for bankable results, Sonya Carmichael Jones

When money is tight and results are slow, it’s normal to feel overwhelmed about what marketing steps to take next. If this happens to you stop for a second. Then shift your mindset.

Next, take a look at the assets you already have within your own company. Thanks to the internet there are many  low-cost ways to market your business. This could be a white paper, for example. Did you know having a white paper on your website helps strengthen your online presence and helps steer more quality leads to your site. That same white paper can be used to capture contact information of potential customers. Double bingo.

A news release is also a budget-friendly way to market your business. Have you recently conducted a survey? Has your company received several positive product reviews? Are you giving away a free white paper? These are all things you can turn into a news release. More press release writing ideas here.

Need customers? Need sales? With a well-written press release, you can invite potential customers to your business and get them in the buying mood. Optimize your release for search and you substantially increase your ability to reach the most people in the least amount of time.

Sound good? It should because press releases are proven to be one of the most effective ways to promote your company products or services without any money exchanging hands for advertising.

Now for the big question. When should you write a press release? Basically whenever you have something to brag about. This can be when you–

• Introduce a new product or service or when you improve an existing service or product
• Hire a new employee, have personnel changes or when someone receives a promotion
• Host a community or in-store event (open houses, parties, sales)
• Conduct a seminar, class or workshop
• Win a new contract or get a big-name client
• Achieve a major milestone
• Raise funds for a charitable organization
• Celebrate your company’s anniversary
• Publish a book, white paper, case study or tip sheet

No. 1 Earlier I mentioned optimizing your press release with SEO copywriting extends your marketing reach. The first step to optimize your release is to identify quality keywords and plan how and where you will insert them into your content. Keyword tools like Wordtracker, Google Adwords, and Keyword Discovery help you identify words and phrases your target audience is likely to use in their online search queries. Another way to implement SEO is to enclose keywords in your press release title, the body and the call to action. You can find more SEO techniques and tips here.

No. 2 Press Releases with photos work harder at attracting attention and draw the reader in. So if you can include images of company events or any photo that shows you or your company in action, you’ll do better at driving traffic to your website. If you don’t have any photos here’s a nifty alternative: turn your quote into an image.

No. 3 Time your news release to a season or key dates. For instance, enthusiasm on keeping New Year resolutions is typically high Jan through April. You can capitalize on an entire Q1 with releases that cover tax preparation, weight loss, greener living and home organization. Key dates could be the Super Bowl, The Academy Awards, Easter, Valentines or St. Patrick’s Day.

No. 4 Pay close attention to your press release copy. Catchy headlines arouse curiosity. If you need ideas, get them by reading titles of magazine covers and newspaper stories. Other copywriting issues you should watch out for are things like proper tense. Something like, “Today ABC company announced…” is what you would write if your release has more of a hard news feel. Otherwise stick to present tense.

Once you get your news release written, let it simmer overnight. The next day, re-read it and if you find any phrases that sound salesy, take them out. It also helps to read your release out loud. Any words or sentences you stumble over should be replaced because they’ll make readers stumble, too.

How long should your release be? Aim for one page. Otherwise your release might come off dry, plus if you give out too much information you might discourage website traffic.  Finally, proof your release for spelling errors and typos. Here’s a proofreading tip: Read your release backwards.

Your next step is to submit your release. Click here for a list of press release distribution websites.

As a small or home based business owner, managing and getting the most out of your marketing budget is a major concern. But even if funds are tight, there are numerous marketing activities that can pull in generous leads and sales.

Below are a few marketing tactics I cover in Cash Crunch Marketing. Each of these marketing activities is either free or very low cost.

• Create an immediate downloadable offer. Invite your customers and potential customers to download a free case study, white paper, tip sheet, coupon, gift certificate or invitation to a local event. Post this offer on your blog, Facebook, twitter it and put it in the network section of your LinkedIn home page.

• Direct offline traffic to your website. For instance, start your voice mail greeting with your name then follow with stating your website URL. Tip: If your domain name is unusual or has a tricky spelling, spell the name out. You can also include your website address on envelopes and company checks.

• Launch an email campaign. If you already have an email campaign underway, then follow through with a re-marketing campaign. You can do this with email message strategies like, “Are you still out there” or “We miss you and want you back”. Read best practices for email marketing in a difficult economy.

• Do you sell your products or services to other businesses? If so, then generate sales leads with telemarketing. Create a list of 100 businesses that you’d like to have as customers. Then create a script and start calling. Tip: Write a script to use for voice mail messages.

• Use classified advertising. Many online newspapers permit small businesses to place ads for free. Find a plethora of newspapers at all you can read. Tip: You can also advertise in newsletters. Just be sure the newsletter has a large readership and the content aligns well with your audience.

• Create posters and flyers. Post these in subway and train stations, community centers, in the dressing rooms at your gym, in your church lobby. Tip: Enclose your signage in sheet protectors and they’ll attract more attention and last longer. When your offer is over, remove your signage and recycle it.

• Write a news release. Tip: Optimize your release by using keywords relevant to your audience. Remember to give your release a news-worthy angle. Here’s an idea. Conduct a survey. Then turn the survey results into a press release. Submit your release to these free press release distribution websites:
  PRZoom.com
  Free Press Release
  Open PR
  PRlog
  Send your news release to bloggers, too. Tip: Post your release on your website for search optimization. More press release writing tips here.

• Ask for referrals. Tap into your current customer base and ask your best customers to give you the names of two people who would benefit from your offering. Then when you contact those individuals tell them the name of the person who recommended them. Be sure to send your referral sources a hand written thank you.