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How SMBs Can Leverage PR for Cost-Effective Marketing in a Tight Economy

5 Mins read

Inflation is putting the brakes on growth for many small businesses. As operating costs rise and consumer spending tightens, small-to-medium-sized businesses (SMBs) face a stark reality: marketing budgets are historically and often the first to get slashed. As a result, many are forced into marketing survival mode, focusing on immediate needs rather than building a long-term strategy for expansion. This approach, while understandable, can limit growth and leave smaller brands overshadowed by their big-budget competitors.

One area SMBs often overlook is public relations (PR). PR is typically seen as a “nice-to-have,” making it a lower priority in a company’s budget planning. However, PR is a powerful tool to drive long-term brand awareness, credibility, customer trust, and ultimately, revenue.

Many SMBs believe PR is out of reach due to the high costs of hiring an agency or an in-house communications pro. Here’s the good news: SMBs can start building this brand awareness without breaking their budgets. In fact, there are several strategies and platforms available that make PR a fairly cost-effective marketing tool in a tight economy. Let’s explore some of these tools to get your brand the recognition it deserves.

1. Customer Advocacy: Empowering Happy Customers to Share Their Experiences

Your customers are your best marketing asset. Word-of-mouth recommendations and genuine reviews can make a significant impact on prospective customers and your businesses’ reputation. Research shows that 91% of online shoppers always read reviews before making a purchase. Brands like Glossier and Warby Parker have built their reputations largely through customer advocacy, and you can do the same.

Encourage satisfied customers to share their experiences on social media, leave positive reviews, or participate in case studies. This doesn’t just boost your brand’s credibility; it also creates no-cost, authentic content that you can share across your marketing channels. Consider setting up a customer referral program that rewards advocates for bringing in new customers. By highlighting your customers’ stories, you make your brand more relatable and trustworthy.

Actionable Tip: Start by identifying your most loyal customers. Ask them for testimonials or create a simple customer referral program. Then, feature their stories on your website, social media, and email newsletters to amplify their voice.

2. Strategic Partnerships: Collaborating with Complementary Businesses

Collaborating with businesses that complement yours is an often-overlooked strategy that can open up new audiences. Partnerships can take many forms, such as co-hosting events, creating joint marketing campaigns, or offering bundled products or services. For instance, a small coffee roastery might partner with a local bakery to create a special product bundle, reaching each other’s customer base and increasing brand awareness.

These partnerships are especially powerful because they can be done at little to no cost while doubling your promotional efforts. By aligning with reputable brands, you reinforce your brand’s credibility and trustworthiness.

Actionable Tip: Look for businesses that share a similar target audience but aren’t direct competitors. Reach out with a proposal for how you can both benefit from a collaboration, whether it’s a social media giveaway, cross-promotion in newsletters, or a joint product offering.

3. Targeted Media Outreach: Connecting with Journalists Without an Agency

Effective PR isn’t about blasting out a generic press release to every media outlet. It’s about building strategic connections with journalists who cover topics relevant to your business and its story. These connections will ultimately give you a voice in the market. While hiring a PR agency might be out of reach from a cost perspective, there are platforms  and strategies SMBs can use to get in front of and build relationships with the right media contacts.

One strategy is creating a digital press kit. A press kit is a comprehensive package that includes your company story, product information, high-quality images, logos, and contact details. It’s a one-stop resource for journalists, making it easier for them to quickly understand your brand and feature it in their stories. Having a press kit available online not only saves journalists time but also increases your chances of getting media coverage by providing them with everything they need in one place.

Platforms like Press Hook allow small businesses to streamline the tedious process of building and hosting digital press kits. Additionally, these types of platforms can match brands with relevant journalists, allowing you to be featured as a source in stories without having to conduct cold outreach.

Actionable Tip: Instead of cold pitching reporters, create a digital press kit that includes your brand’s story, product details, images, and contact information. Ensure it’s easily accessible on your website for journalists to find when researching new stories. Additionally, leverage media query and matching platforms to respond to relevant opportunities where you can offer your insights or product information without the need for full-time PR agency support.

4. Leverage Social Media

Your social media platforms are some of the most cost-effective PR tools at your disposal. Share your story, mission, and products in an authentic way that resonates with your audience. When you gain media coverage, don’t just post the link, create engaging content around it. For example, share a behind-the-scenes video of your team’s reaction to the coverage, or a carousel post highlighting key takeaways from the article. This personal touch not only amplifies your media mentions but also builds a deeper connection with your audience.

Actionable Tip: Create a monthly content calendar that includes regular posts about your media coverage, customer testimonials, and brand stories. Use storytelling techniques – like sharing your journey or behind-the-scenes content – to make your posts more relatable. Tag the journalists and publications in your posts to foster relationships and increase visibility.

5. Amplify Your Earned Media Coverage Strategically

Once you secure media coverage, it’s important to leverage it in ways that go beyond simply sharing it on social media. Create a dedicated press page on your website to compile all your mentions, which not only boosts your SEO but also serves as a resource for potential customers, partners, and journalists. Additionally, include your media features in sales pitches, marketing materials, and investor updates to reinforce your brand’s credibility across all touchpoints.

Actionable Tip: When promoting earned coverage, go beyond the basics. Repurpose the content into a blog post discussing how the media recognition aligns with your brand’s values or use excerpts in case studies to showcase your brand’s expertise. Make sure to link back to the original article on your press page to drive traffic and increase visibility.

The Bottom Line: Level the Playing Field

In an era where big-budget competitors dominate the marketing landscape, SMBs can and should still effectively promote their brands by leveraging cost-efficient PR strategies and platforms. By turning happy customers into brand advocates, forming strategic partnerships, engaging in targeted media outreach through PR platforms, and amplifying earned media coverage, small businesses can level the playing field and build a strong brand presence.

Michelle Songy is a serial tech entrepreneur and the founder and CEO of Press Hook, a media relations platform that connects brands, media, publicists and journalists. She has a passion for helping small businesses and startups get the media exposure they deserve without the high price tag. Learn more at presshook.com and on X (Twitter) at @thepresshook.

Press kit stock image by Artem Samokhvalov/Shutterstock

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