Free Advertising on the Internet
Internet advertising, a big and scary media here. Opportunities abound for free, cheap and expensive advertising on the internet. Opportunities to waste time and energy on ads no one will ever see are also abundant. Rather than an all or nothing strategy, look at your options, select ones you feel are most likely to reach your target audience and go for it. So, what are the options, you ask? Below I will begin discussing a few, but remember this is not a comprehensive listing, new ways of networking and advertising via the internet are being developed every day.
Social Media
The first and most prominent option for free exposure on the web is to create your own social media accounts and post to them. But, remember, Content is King. If you fill your social media feeds with advertisements for your products or services, no one will be stopping by to look. People want to be entertained first and foremost, and then educated. Before posting something ask yourself, ‘if this showed up in my social media, would I want to share it with others?’ If the answer is no, try again.
Groups and Forums
Groups and Forums are places online where people gather to talk about a common theme or topic. They can be a great place to network with others in your industry or offer expert advice to potential consumers. Always make sure you read the forum rules, most prohibit posting ads for your business or may offer a specific place to do it. But it is ok to make mention of your business if you are responding to a request for information. Most forums also allow you to put a link to your website in your signature.
Content and Link Exchanges with Complimentary Websites
Webmasters are in charge of creating and maintaining websites. They are often looking for link exchanges and content for their sites. Some will even post news releases from companies of interest to their customers. Beware of exchanging links with companies that have nothing to offer your customers. The link will not give you any value, will irritate your customers, and waste your time setting them up.
Guest Blogging
Being a guest poster on a blog is another great way to extend your reach and put your expertise in front of new potential customers. Make sure to pick blogs that are complementary to your business and reach out to the owner to ask if you could be a guest poster.
Marketing Through Education
The Value of Writing Articles
Seminars for Your Niche Market
By now you are probably seeing a theme, education. Offering something educational for free will usually convince your chosen media outlet to give you something for free, exposure. But the media isn’t the only place to offer your educational expertise. Niche markets like to learn too. So now it’s time to package up all of your educational information and take it on the road to local groups, unions, professional organizations, corporations, police departments, etc. Contact the secretary of the organization or the manager of a department, send them a brief summary of what you have to offer and ask to meet with them. A 30 minute meeting should be enough to convince them to set up a seminar for their group.
Now sweeten the deal, these niche markets also respond well to discounts. Many organizations offer various discount programs and benefits to their members. You may be well served to devise a discount program that these organizations can offer to their members. Then the organization will do your advertising for you.
Many of the ways we’ve discussed for getting free or cheap advertising requires some form of public speaking. Whether on the radio, TV or at a seminar, public speaking can be a daunting prospect. But like it or not, it is one of the most effective ways you can promote your company’s products or services for free.
10 Tips for Successful Talks
Additional Free Publicity Opportunities Generated by Public Speaking Events
Your public speaking opportunity doesn’t end with a successful talk to an interested audience. A public speaking event generates other opportunities to get free or cheap advertising so make sure you exhaust all options.
- Many times conventions or seminars will distribute brochures or flyers explaining the benefits of attending, this could include your name and qualifications.
- Journalists may attend your talk and write an article about you. Better- don’t just hope one might come, invite one or two and offer free entrance.
- Reporters or producers may contact you after seeing a flyer about your talk and want you to do it for them too. (Hint: make sure their name gets on the mailing list for that flyer.)
- Pre-event publicity can be created by sending your press kit to local media.
- You can create post-event publicity with a press release or notice of other talks.
- The host or sponsor of your presentation may refer you to other clients.
- You can get publicity through publications that your host or sponsor publishes (news letters, websites, email and other internal publications).
With all this talk of sponsors, some more examples of where to find a sponsor may be in order. Get creative; unions, police departments, professional associations but there are many more. Find non-profit organizations such as libraries, churches, historical sites, public schools and museums. Or locate special interest groups such as the Sierra Club or Pollution Control Advocates. For profit sponsors could include local corporations or bookstores. Organizations may include Chambers of Commerce, Realtor Associations, etc. Anywhere people gather could be a potential niche market and sponsor.
Press Releases
Press releases are an important tool for gaining free publicity from the media. They are a brief one page description which explains to the media why you or your business warrants media exposure immediately. Some reasons for creating a press release include
- New products being added to you company line
- New services being offered
- The debut of your website
- New management or representatives joining the company
- A new partnership or affiliated business arrangement has been formed
- The company is sponsoring a seminar or convention
There are certain pieces of key information that your press release should contain:
- Contact information including Company Name, Representative Name, Address, Phone Number and email or website address.
- An eye catching headline
- The first paragraph should contain the basic facts regarding the topic in your headline. Be sure to answer the 5 W’s: Who, What, Where, When, Why.
- It is generally a good idea to have an important quote for paragraph 2.
- Elaborate on the basic facts in paragraph 3.
- End with the important details in paragraph 4 (prices, dates, addresses, anything you really want the reader to remember.) Most readers best remember the very last thing they read.
Finally, please be honest with yourself. If you are a poor writer, have someone else write the release for you. There is nothing worse than bad PR and a poorly written article will have your readers thinking your company is run as poorly as the article is written. A good place to find writers looking for some freelance work is your local writers group. Many times these will be sponsored or held at your local library. Another place to look for writers who many not ask for a lot of money is your local high school or college newspaper. But please speak to the teacher involved with the organization first. They can tell you who has the most talent and responsible demeanor.
Be Creative to Find Free Publicity
Opportunities for free advertising and publicity abound. Just be creative and think about where your target market likes to spend their time.
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