Generally speaking, business owners have a grasp on the knowledge and tools they need to go from simply having the title, “business owner,” to being the owner of a successful business. They know the knowledge behind sales and ROI, numbers and metrics, dollars and cents. Simply put, they KNOW they need to make money. Smart business owners know the importance of effective management skills, delegating responsibilities, keeping records, and customer service. Business owners also understand the importance of marketing, no matter how much it takes to turn marketing plans into marketing campaigns.
The number one goal behind marketing is awareness, yet for some reason, the tactics to create public awareness of a business often get pushed to the back of the priority list, along with the owner’s lunch break and returning unimportant phone calls. If you’re a business owner nodding your head in familiarity to the previous statement, you also know you are doing yourself a disservice by not making others aware of your business. You know, as well as anyone – business owner or not, the bottom line expands by others knowing your business exists.
You may have invested time and energy into other business strategies that did not produce the desired results. Most likely, this is because no one knew who the heck you were and why you mattered. So, how do you make people AWARE of your business, let them know WHO you are, and tell them WHY you matter? Like it or not, you need to get into the media.
Despite which news channel you follow and the devilish-perception sometimes created around the all-mighty media, you need to remember “it” (collectively) is mighty for a reason. Media has the power of public awareness. With the right pitch and angle, they are willing to share that power with you through a 30 second spot, three minute demonstration, or half hour interview.
The public will become aware of your business and seek more information about it. They will go to your website and find you on Facebook. They will chat with their colleagues about the interesting spot they saw on the morning show or how they heard of this company that does [insert what you do]! Sooner than later, this awareness manifests more awareness, leading to sales and revenue. Coming from a marketing company, trust us when we say, if you get into the media and look good doing it, your title of “business owner” to “the owner of a successful business,” will change by the airing of tomorrow morning’s news.
Written by Kelly Derrig, Marketing Assistant at Something Creative
Interested on how to get into the media? Check out Something Creative’s Media Training 101 Bootcamp- Get into the Media and Look Good Doing It! on Saturday, December 8, 2012.
Stay tuned for our blog post on the top 5 different ways the media will grow your business.