by Katja Schroeder, Expedition PR
As a startup, chances are that you only have a limited budget for your marketing program. However, getting market visibility is crucial to your business success. How can you compete against large companies with vast marketing resources? Public relations can be a powerful and efficient tool to reach your customers, if used smartly. While you might not have the same marketing budget as your competitor, your advantage will be speed and focus. Following are eight PR and marketing tips to get your company on the map.
1. Focus on key influencer network: Scan the media, the blogosphere, social media and industry events to identify the top 15-20 influencers in your sector (media, analysts, academics, etc.).
2. Compile corporate quick facts: Develop a one-page backgrounder on your business: who you are, and what you offer to whom. Include third party validation, such as awards and market stats, as available. Turn technical language into simple words that clearly explain the business value of your product or services. If your grandmother can understand your description, you’re good to go. Post it on your site and social media platforms like LinkedIn and Google+.
3. Include key words in press materials. Make a list of your top 10 key words. Use GoogleAdwords’ search-based keyword tool to find the right key words that improve your search engine pick up and website traffic. Use those key words consistently in your website and press materials and as tags.