For businesses that have a small amount of money they can invest in advertising and are looking for increased online presence, we recommend an editorial campaign in conjunction with a Google AdWords campaign. Darren Dahl of the New York Times offered a nice explanation in his Small Business Guide:

Google AdWords are keyword-driven ads that show up along the right-hand side of a Google search page under the rubric “sponsored links.” People who search for terms related to those you select — say, “widgets for sale” — will see your ad alongside the results of their search. How high up your ad appears on the list of sponsored links will depend, in part, on how much you’re willing to spend on your campaign. The more you spend and the more relevant your ad, the higher it will rank. Because AdWords is a pay-per-click service, you pay Google only when someone clicks on your ad.

Darren also offered tips based on examples he collected from business owners:

• Set a Realistic Budget
• Focus on Local Markets
• Narrow Your Keyword Net
• Create Landing Pages
• Stay on Top of Your Campaign …
• … or Consider Outsourcing It

We would also recommend staying organized by keeping all your Google AdWords information in one place. Also, if you have the time to tie the AdWords chosen into seasonal hooks, we recommend you time them with your editorial campaign to make the most of your efforts.

Read the full article at http://bit.ly/3JMjas.

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1. Ignoring Yelp Won’t Make It Go Away. Lauren Hart, owner of the Root (a salon in downtown Phoenix) wisely stated in the article, “When you’re in a trend-driven business, if you’re not keeping up with the trends, you’re just going to get old with your clientele and die.” Brad Keeling, the owner of a chain of dry cleaners, agreed stating, “Ignoring Yelp gets you nothing…You can’t hate the future.”
2. Use Yelp to Your Advantage. Offer discounts on your Yelp page to attract new clients. This has been extremely successful for the Root. When a new customer calls in to make an appointment and mentions Yelp, they receive a free conditioning treatment. Hart also hops online to see if the person has a profile. If she sees they’ve written bad reviews, she makes sure she personally cuts the client’s hair to give her more control over the situation than she would have if one of her employees cut the customer’s hair instead.
3. Respond to Every Review. Even if it’s just to say thank you, taking the time to acknowledge each reviewer’s time and energy can go a long way.
4. Keep Your Head. If someone gives you a negative review, make sure you keep your head and respond in a helpful way. After Hart received a negative review, “she composed an apologetic reply, and, using her Yelp account, sent a private message to the dissatisfied customer. Hart suggested a competing salon and offered to pay for a second haircut there. The result? The two-star review became a four-star review.”
5. Use the Criticism Constructively. When your business does receive a negative review, really listen to what the reviewer didn’t like and make appropriate improvements to your company. As said by Julian Wright, the owner of La Bocca, a restaurant in Tempe, Arizona, “…the reviews help us get better faster.”

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How many times have you looked at an ad in a magazine or on a billboard and been skeptical of the product’s claims or reliability? Most consumers ignore ads or are wary of them. Great products fail to sell simply because there was no excitement built-up or market education, so expensive ads end up being a waste of money.

Public Relations (PR) is a more subtle, disciplined approach with the aim of influencing public opinion and behavior. When you read an actual article about a product or service, or see it covered on TV news, you’re inclined to think that it’s trustworthy. Imagine the world of PR as a pyramid:

SALES!!
Brand Awareness
& Name Recognition
Marketing  -  Advertising  -  Media
Public Relations Public Relations Public Relations

Of course, pyramids are built from the BOTTOM up! Research shows that it takes 4 to 6 impressions of a product or service before most consumers are compelled to buy non-essential items. A sustained media presence in the press will achieve this. PR brings credibility and understanding of the product, so future advertising can succeed.

Paid Space vs. “Free” Coverage

• Ads are extremely expensive and usually not effective unless you spend tens of millions. Consumers are wary of advertising and trained to ignore it.
• Editorial coverage is free and more importantly, is a credible endorsement! Credibility built this way makes PR the top choice for Companies that can’t afford million-dollar ad campaigns.

Total Control vs. Flexibility

• Advertising makes you the boss, as long as you’ve got the cash.
• PR puts the media in charge of deciding size, length, word choice, format and which photos, if any, are used. You have no layout control, but get the full attention of consumers who trust the articles they read in their favorite publications.

PR offers flexibility, credibility and a way to manage your company’s growth cost effectively; that’s tough to get from an advertising campaign alone. For small business with limited budgets, Three Girls recommends building your credibility and public awareness first through PR, which will help ensure the success of your future advertising!

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