Press Ahead - Using the Media to Promote Your Home Business

Marketing your business is always a top priority but it can be expensive to carry out properly. As the owner of a small home business, you would do well to make use of a very effective branding and marketing tool that is free at your disposal, your local press.

Putting up an ad in your local newspaper, or airing a commercial on your local radio or TV channel can be costly. What's more, being over-exposed to advertisements, most people ignore them. You need to be a pro, or hire one, to get your ad noticed and get a good return on your investment.

Fortunately, there are other ways to reach your potential clients through the media. No matter what your business is about, you have something to share with your community. And this is just what local media wants to know about.

Get in the habit of providing the media with news about your business and your field of occupation. Granted, not everyone will publish everything you send them, but if you phrase your press releases in the right way and have the right mailing list, you may find your name in the paper more often than you think.

Writing a press release is easier than you think. Check out this page by Dr Randall Hansen for a simple and effective guide on how to write a press release.

Pick your subject matter wisely. Try to find topics that would be of interest to local readership. If you want to tell the world about a new service your business now offers, explain what is special about it. Try to relate to it in current events if you can.  

For example, if you offer an at-home dog obedience training service, you might want to mention a recent dog-biting incident in your area and explain how obedience training could have prevented this incident. Explain how your service brings at-home dog training to your area for the first time.

Carefully construct your mailing list. Visit the websites of the relevant newspapers and media stations and look up the reporters that cover the niche of your business. Contact those reporters and ask them for permission to include them in your media release mailing list. You might be surprised at how appreciative they may be. For those reporters, a well- written press release can be a great time saver!

There's more to tapping the media then press releases. Become a constant contributor to your local newspaper. Offer to write a column about the subject of your expertise. Or maybe your own spot in the local morning show? Share your expertise with the public. If your home business concerns paralegal or financial services, write a weekly column about relevant issues. If you're dealing with animal behavior, offer a weekly dog or cat behavior tip. You don't need to promote your business directly. Just make sure each article is followed by a short bio that includes your web address. Get your name out there and brand yourself as the local expert in your field.

Incorporate the media into your marketing strategy. It may take some extra time but could prove to be a wise decision and help your business flourish in the long term.