We are onto M in our series, and this week we are looking at the marketing and public relations industry. Marketing and PR is often seen as a hard industry to break into. There are a lot of rival firms – some big and some small – and new businesses often have trouble figuring out how to stand out. But with a good amount of experience, the right contacts, and enough work ethic, it is possible for a company to succeed in the growing marketing and PR industry.
What do you need to start a business in the marketing industry?
Most experts say that the most important factor to a new firm’s success is marketing experience. You need friends and contacts to really succeed. And while it is totally possible to build a successful business with no experience in the marketing industry, it’s really, really hard. There are a lot of lessons you learn about marketing and PR by working within the industry, and a major part of that industry is who you know. Networking is much more effective than cold-calling.
The traditional sales funnel is dead, at least according to McKinsey & Company – a global management consulting firm. Replacing it is a circular sales cycle. It used to be that marketers could rely solely on direct mail and other marketing initiatives to “push” information to consumers. Since consumers’ information channels were limited, and research avenues were often hidden from the public, consumers relied on various marketing initiatives to make decisions about future purchases. Today, consumers can easily “pull” information to them online through social media websites and review-based sites like Yelp. This diminishes the power of focused marketing initiatives by companies. Consumers now rely on strong word-of-mouth over a corporation’s advertising campaign so if you want your small business to succeed, you’re going to have to change the way you reach your customer base. Continue reading
Last month, we conducted our first ever MyCorp 2012 Survey for Small Business with five quick questions on the state of small businesses in 2012 and beyond with questions that focused on consumer spending, business spending, predicted growth of the business in 2013, the social media outlet you’re looking to establish for your brand, and quite literally the state of your small business – where you’re putting your business out on the map and which states are the most popular to form a small business in!
We tallied up the votes on Constant Contact, conducted the random drawing for our lucky $50 Starbucks gift card winner (congrats to Elizabeth Sneed!), and the results are in from our voters! Continue reading
A few weeks ago, we wrote on why you should outsource your PR to another firm. But even if you find a great firm with excellent contacts, you cannot expect them to do all the heavy lifting for your company’s PR! Our current firm is wonderful, staffed with some of the nicest and hardest-working people we’ve ever met, but if we want to get the most for our PR dollar we have to step up our game as well. A good PR firm can get you great coverage, but you can spread the word even further if you take a few steps right from your office.
Make sure all the pieces of your PR campaign fit together
1. Use Social Media!
We know, we know – we’re starting to sound like a broken record. We probably tell our readers to use social media in some form in nearly every blog post we write, but there is a good reason for that – it works. In a survey by BRANDFog, 77% of respondents were more likely to buy a product or service from a company that uses social media.
If you got an article published thanks to your PR people, or were featured in a story, don’t just expect viewers to find it. Tweet it out, post it on Facebook – spread awareness! Taking a few minutes to plug a link that makes you look good is a no brainer, so remember to try and push viewers to whatever your PR firm is working on. Continue reading
December, thanks to its proximity to a wide array of religious holidays, has sort of become the unofficial month of giving. Come Christmas/Hannukah/Festivus/Saturnalia, living rooms across the world will be filled with crumpled wrapping paper, discarded boxes, and happy faces. We absolutely love the Holiday Season because of the level of generosity that seems to radiate from everyone.
Of course, that generosity doesn’t stop at families and friends. Charities typically register record levels of donations during December, and many have events throughout the month specifically to gather as many donations as possible during the “month of giving.” Businesses typically love to do their part as well, holding their own events to try and help sponsor charities. But an all too frequent problem with this has once again been seen, though it was in a place only possible in our highly connected, social media driven world. Continue reading