Marketing News from
PR Consulting
- June 2019 -

How to save money on marketing: Be nice!

by Patti Rowlson

How do people describe you and/or your business when you’re not around? Do they use words like friendly, warm and inviting? Or, do they use words like arrogant, frustrating, swindler?

Your reputation impacts how much money you must spend on marketing. Have a good reputation? Pay less. Have a bad one? Pay more.

Similar to choosing the right location for a retail storefront, building a positive reputation can save you a ton of money on marketing and advertising.

Example: If you pick a storefront location that is off the beaten path, you may have cheaper rent, but you’ll have to spend much more on advertising and marketing to get people to your door. You may have to offer discounted prices to get consumers to go out of their way to visit you. The $400 more you’d be spending per month on a super visible space is nothing compared to the real cost of choosing the lower rent location.

The same can be said for reputation management. If you have a bad reputation, you’ll have to spend more on marketing and advertising to offset that damage.

You may need to hire a PR consultant or expert marketers to help generate positive reviews and manage negative ones.

By the way, this is not recommended as a quick-fix solution, and I’d never recommend paying for fake reviews! You can partner with a public relations pro to help identify issues, work to improve communication and messaging or change your operations and style to better align with consumer expectations.

On the flip side, if you have a great reputation, your customers will turn into loyal brand advocates. They’ll do a lot of marketing for you for free. Everything is easier when you have built a positive reputation.

Here are two examples, one of a business that has a bad reputation – earned over time – and one of a business that is quickly building a good one.

So... what are the examples?

Where does all that online content come from, anyway?

Have you ever wondered who’s creating all the blogs, articles, website copy, and even Facebook posts that show up in online search results? How do people find the time to write all that content?

If you are like most small business owners, you find it hard to sit down and write fresh content to post online, and you probably don’t enjoy the process. You may not feel confident in your writing abilities.

Yet you probably know that adding relevant, quality content regularly to your website—content that includes keywords for SEO—can be key to improving search engine rankings, which can put more eyeballs on your business online.

OK, but how do I do that?

How to maximize the time you spend on marketing

What’s the area of your business marketing plan that can return the most for your investment? Whether you’re hoping for more money, exposure or customer retention, there are three areas sure to offer bang for your buck.

1. Content. Are your blog and social media consistent and steady, chock full of high-value information? Are posts free of grammatical and spelling mistakes, and is social content on point and lively? Writing can be daunting, but here’s one way to make it easier: Craft a list of 12 elements that matter most to your business, one for each month. Set aside a few hours each month to get down on paper a blog post that addresses that month's topic.

Next: branding
Connect with PRC on these social networking sites for tips & resources throughout the month:

What PRC has been working on:

Creating print ads. When a local business (Bellingham Cold Storage) reached out to us asking for a print ad for a local business publication, we were pleased to offer our services. Our motto here at PR Consulting is "we can help," and we mean it!

Celebrating anniversaries. Did you know that in June we celebrated Matthew's third anniversary with PRC? He started working here just before he left to earn his master's degree in communications and media studies. Happy work anniversary, Matthew!

Recent blog articles you may have missed:

How to successfully outsource marketing
How to run a small business without running yourself into the ground
Copywriting tip: Pivot marketing messages in positive ways
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