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3 Tips to Market Your Tangible Product or End User Service

Thursday, February 2, 2012 @ 09:02 AM  posted by Erika Montgomery

When you’re having coffee with a friend, it’s easy to show her your latest gadget or fashion item. In the marketing world, however, we usually need to pique the interest of someone we will never see in person – a journalist. The past several blogs have described concrete and workable ways to grab press interest with pitches and by other means.

What if you are not marketing a product, but a service? A service is something someone needs to experience in order to love and use again. Often a friend will take your recommendation of an auto shop, beauty salon, or restaurant. Our strategies here however, are for those whom you will likely not speak to one on one – journalists.

Here’s a quick guide on how to go about pitching products vs. services:

1. The Pitch. In previous posts we discussed what a pitch is, why it is important, and how it should be formatted. Both products and services should be introduced to journalists and reporters with a professional pitch.

Product: Offer a free sample in your pitch.

Service: Offer an opportunity to try the service for free. Read more

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Keeping Blog Content Fresh

Tuesday, January 31, 2012 @ 11:01 AM  posted by Jennifer Donahue

For many businesses, maintaining a blog is an important part of marketing. But how do you keep up with the demands for relevant content? The truth is, it’s all in the planning.

If you find yourself staring at the computer week in and week out, waiting for inspiration, try these tips:

  • Create an editorial calendar. Plan three, six, nine months or even a year at a time. Start by filling in any upcoming events that are important to your business, then your industry, then your community. New location opening in 2 months? Tease the opening now, and devote a full blog post to the new location as you get closer to the big day. Read more
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How to Write a Professional, Effective Pitch: It’s All in the Details! Six Tips for Success

Wednesday, January 25, 2012 @ 09:01 AM  posted by Erika Montgomery

Everyone is vying for attention, to have his business noticed, to have her product be the focus of an editorial review or TV spot. Do you ever wonder how these lucky people make it happen? It takes work to grab the attention of media professionals. One great way to achieve this is to create a professional, well-crafted “pitch.” In a previous blog, we drafted an overview of the pitch. In this installment, you’ll learn the fine details to further help you gain a media professional’s attention.

“Pitch” is simply the Public Relations (PR) industry’s term for a customized letter—sent via email, never snail mail anymore— to journalists, in an effort to persuade them to cover your story. Here’s the nitty gritty. Read more

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New Year Marketing: 9-Step Plan to Market Like a Pro

Thursday, January 5, 2012 @ 09:01 AM  posted by Emily Sidley

The New Year is fast upon us, and it is not too late to organize your thoughts and create an action plan for marketing your business for success in 2012! A new year brings new beginnings, a chance to clean house, refresh dreams and put all your efforts into focus.

Because time is precious to everyone, we want you to make every minute you spend promoting your business pay off! It’s a great time to plan for success.

  1. The most important step: Set Aside Time for Marketing. Even if you have not yet identified your end results and incremental goals (below), it is vitally important that you set aside time strictly for working on your marketing strategy. We recommend a minimum of two hours per week dedicated only to marketing. Tasks to complete during this time include creating and posting content (pictures, blogs, posts, website updates), networking and following up on leads, and other action items resulting from the work you do in Steps 2 and 3. Later, it will also include reviewing marketing results (see Step 5). If you use a calendar tool like Google Calendar, block out weekly times for marketing work. Block minimum half-hour chunks so that you can complete something significant every time you engage in this work. Read more
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Social Media Mistakes: What NOT To Do

Wednesday, January 4, 2012 @ 11:01 AM  posted by Jennifer Donahue

Social media has rapidly become an integral part of the way we do business. Channels like Facebook, Twitter, LinkedIn, YouTube and Google+ are great tools to engage customers, market your product and build brand loyalty – when used the right way. But too many companies are behind the curve on social media and fail to treat it as a true face of their business. Here are some hints to help you avoid making common mistakes in your social media efforts.

  • Don’t forget strategy. Aimless chatter on sites like Facebook and Twitter is just that: chatter. Know what your goal is with your social media outreach and keep that goal in mind. Read more
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