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Resolve to Start by Starting

Resolve to Start by Starting

Resolve to Start by Starting

With the fiscal cliff averted and the holidays behind us, it’s time to yet again get back to work.  Many of the firms we represent, dominated by small business owners, attorneys and financial services professionals, are looking at 2013 as the year they more fully engage in marketing.  Most companies have plenty to say, but just don’t know how to say it.

Here are a few tips for the New Year:

Start by Starting

If your business isn’t using social media, then you are behind, but it’s never too late.  My advice to business owners is to “start by starting.”  Registering your company on Facebook is an easy first move, and it’s not just for kids.  In fact, most kids view FB as uncool because their parents use it, which is precisely why every small business should be on FB.  More people visit FB each day than visit Google, and if you look over the shoulder of many American white collar workers, you will see they are viewing FB on a regular basis.  It’s where the eyeballs are, so get to it.

Prepare to Share
When your company has news, be prepared to share it – across social media platforms.  If you write a news release, make sure you distribute it to your e-mail contact list, post it to your FB page, send out a tweet and encourage your employees to do the same.   Of course, a main public relations goal is to have your news published by a major news outlet, but you can reach a tremendous audience by publishing news yourself.  You want to build your name recognition among your key audiences.  Most professional services firms, for instance, are referral based.  By publishing your news to your customers and the friends of your firm, you are increasing your chances of referrals.  Trust me, it works.

Consistency and Frequency (Repeat), Consistency and Frequency (Repeat)
Marketing and public relations is a marathon not a sprint.  While it is fantastic to be featured on CNN or Good Morning America, such great media hits do not make for a comprehensive marketing strategy.  Every business owner should be looking for ways to consistently and frequently communicate his or her message.  If you are publishing an e-mail newsletter, set a goal of distributing it monthly or quarterly and stick to it.  If you want to get value from social media, post daily or weekly.   If you advertise, buy a flight of ads that will cover several weeks or months of impressions.  And most importantly, continue to keep at it.  Augment your marketing efforts but always hit your main goals – consistently and frequently.

Quick and the Dead
The 24-hour news cycle offers up many opportunities, as news outlets (online and broadcast) have massive content needs.  But the world is spinning really fast, and today’s hot issue is tomorrow’s “old news,” literally.  Be prepared to quickly comment on the news of the day and capitalize on opportunities which may be fleeting.

* * *

This and That
I went to two sporting events over the holiday weekend: the Orange Bowl Basketball Classic and the Discover Orange Bowl football game.

In order to buy a beer at the basketball game at the BB&T Center in Sunrise, the clerk swiped my ID.  So, now I’m officially on the grid for buying Advil Cold and Sinus at the pharmacy and for buying a beer at a ball game.  Please tell me they will do the same if I ever buy an assault weapon…

Keep your eye on Instagram.  Two boys in the row ahead of us at the football game spent most of it posting photos and texting on the social media photo sharing site.  I joined it myself, much to the chagrin of my 12-year-old daughter.

Best of luck and prosperity to everyone in 2013.



Author: John P. David

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