The value of good press is undeniable: improved website traffic, loyal client base, new customers, and an edge over your competitors. It’s no wonder top brands roll out millions of dollars on PR every year. Small businesses don’t have deep pockets, but with some effort on your part, it is, in fact, possible to get free press. Read on to learn some great ways to get free but high-quality press for your business.
One of the easiest and most cost-efficient ways of getting free press for your business is by making yourself a reputable expert in your local community or niche. Writing high-quality and timely pieces on topics of your expertise can help you to get noticed by reporters and writers of local publications. If you do get recognized, your name and company could get featured in these and larger publications, and if they link back to your website this will help your off-page SEO.
One way to do it: Help a Reporter Out (HARO)
With this platform, you can sign up as a source or expert in your niche. You’ll then receive three emails per day with opportunities that match your knowledge and experience. If a journalist likes what you have to say, he or she can connect with you and even link back to your website.
Write your own press releases whenever there’s a newsworthy occasion in your business. Publish them on your blog and promote them on your social media pages. Provide your insights on a breaking news event, in particular, could get you quoted in a larger publication.
One way to do it: Google Alerts
To monitor important news in your niche, consider setting up Google Alerts for topics in your expertise, community, and industry. It’s also a great tool for monitoring your online reputation.
Once you publish a blog post, there’s more you can do to promote it via email and social media platforms. Find content distribution websites and platforms that can help generate free publicity via your blog posts. Some examples include:
There are many reporters, influencers, and journalists in your niche and geographic community who are potential sources for free press. However, viewing them as a “source” is the last thing you want to do. There is an etiquette to approaching these writers.
First, find those who are most relevant to your business. Don’t just be on the lookout for such reporters—proactively seek them out and keep them organized by category or location in a spreadsheet.
One way to do it: Hey.Press
This site helps you to monitor news and trending topics for a keyword or company, and will identify journalists and articles they’ve written about those topics.
Another way to do it: Check out our post on How to Find Micro-Influencers to Promote Your Business
Next, find and follow them on LinkedIn, Twitter, Facebook, Instagram, and other industry sites, read their blogs, and familiarize with their content. Once you know their style, what’s important to them, and what can be helpful to them, you can engage with them in a mutually beneficial way and build a positive relationship. Make it interesting and beneficial to engage with you. This might create organic opportunities for free press, but if not, will open the door for you to reach out.
More times than not you will have to proactively reach out for free press. Having a pre-existing meaningful relationship with them puts you at an automatic advantage over other business owners who are reaching out cold, but you still need to proceed with the proper etiquette. You may want to reach out through the platform they are most active on, via email.
Make sure your email is short (less than 200 words), to the point, and includes a captivating but relevant subject line. It should refer to something the writer has written about recently, and should contain information about your business, including:
· Your business name
· A link to your website
· A description of your business in not more than 75 words.
One way to do it: JustReachOut.io
This platform helps you to identify topics and specialists for the topic or industry of your choice, provides the contact info for relevant journalists, and even email templates for reaching out.
Another way to do it: Check out our post on How to Reach Out To Bloggers and Social Media Influencers
Getting press for your business is important for increasing your visibility, boosting your credibility, and building your reputation. You may not have the budget for paid methods, but the above free tactics should get you off on the right foot.