The value of networking
Social media may be the most fashionable method of promoting your business, but it's worth remembering there are other channels you can use. And, in particular, local networking and promotion can build a solid base for you to build on as your company grows.
So how do you make a splash locally? There are two ways you can get your name known: among your peers in business and in the community.
The first method is to tap into the wealth of advice, knowledge and promotional opportunities available from your peers. According to Andrew Smith, founder and director of PR company Escherman, networking events can be a big help to any aspiring entrepreneur: 'Networking events can be a great way to meet fellow business owners to share ideas and tips or to get free business advice. As a general rule, it is worth keeping an eye on local Chambers of Commerce events as well as Business Link for this kind of networking.'
But try to make sure that the events you attend have a purpose beyond just networking if you want to make the most of them. As Chris Holder, co-founder and partner of BrandX PR, puts it: 'The best face-to-face networking opportunities are those where the people attending have a joint purpose – things like business seminars, industry round table discussions or taking part in a judging panel at an event – rather than those events that have been specifically arranged just for networking.'
Use local media
The second method of getting your community behind you is by setting up strong public relations with your local media, such as newspapers, radio and even local TV. Newspapers in your community can be a powerful way of getting your business and your idea promoted to a wide range of potential customers and advocates. The key is to understand your local media and help them as much as they can help you.
According to Andrew, you should 'take some time to properly research what media would be most relevant to you. If you know your prospects and customers read the local paper, then add that to your target list. At the same time, don't be afraid to think about local radio stations or even regional TV news.'
Make your business story relevant
Once you've found your medium, you need to look at what makes a story relevant for the paper's market and tailor your approach accordingly.
Chris says: 'You need to think about whether what you have to say is truly newsworthy and why the reader or listener would be interested in hearing about you and your company – for example, are you doing something new or different? For the local media it really needs a local angle, so think about how what you are doing could impact the local community.'
And don't underestimate the power of pictures. 'If you think about your local newspapers, a lot of stories are photography-led, with a striking or humorous picture to illustrate what's written. Providing a supporting image could help you get your story published, as it saves the publication sending a photographer out to you,' Chris explains.
Then there's your approach. When talking to journalists to persuade them that you have a story for them, preparation is everything. 'Being prepared for this call is crucial,' explains Andrew. 'You'll need to have your story packaged to sell in 30 seconds and pick your timing. If it is a weekly paper then avoid the days before publication. If a paper comes out on a Friday, contact them on a Monday.'
Finally, as with any form of networking, instant results shouldn't be the only evidence of success. Maintaining a great relationship with your contacts can prove more fruitful over time. Any businessperson knows that it's your reputation that matters and building it up slowly is crucial to having a memorable and successful business.