This guest post is part of our ongoing Small Business Perspective series, and is written by Monique Wakefield, owner of Paws-n-Tails in Dallas, TX.
Last month I discussed how to use the internet to boost your business. Another great way to increase your exposure is networking with local newspapers, radio stations, and television stations. You want to become the local advisor for people needing your expertise, and any exposure in the media will help boost your credibility and draw in new business.
It is always better to advertise without seeming to advertise. One way to do this is writing an article for your local newspaper that will highlight your business. For example, since I am a dog trainer, I could write about dog safety around children. This would help get anyone who is a parent interested in dog training to prevent mishaps. Capture your audience with advice they need. When you write articles or newsletters, think like your customers. If you own a furniture shop, think about how you can help your customers maintain the furniture they buy from you. Small bits of useful advice are easy to digest, and people will remember you for it.
If you are ever given the chance for a radio interview, or something to that effect, jump on it. Radio allows you to give a little bit more of your personality than printed media, and it will help people become more familiar with you. You have to be a little more careful on the radio, since mistakes are often as desirable as good advice, but a well thought out radio interview is hard to beat in terms of positive media exposure. Ask your local radio station if they would be interested in a segment where you give advice to callers. It is a little harder to come by this sort of exposure, but even a short advertisement on the radio can be very rewarding.
The most likely way you will ever get on television will be with a short local commercial, and these typically require at least a decent marketing budget. However, small businesses can occasionally find themselves on a “hometown heroes” segment with their local news station. It is worth a fair amount of networking and effort to find a way on to one of these segments, because the only way you could possibly beat it is to get your own show. If you do get your own show, congratulations, and let me know how you did it. My point here is that any exposure on television, aside from “Cops” is going to help your business.
Try promoting your business using one of three strategies above. Each one will help build your business. Be sure to be knowledgeable and detailed when giving advice. Make sure your tone and personality come out in being interviewed, and always give accurate examples and cases that were resolved using your advice.
Monique Wakefield is the owner of Paws-n-Tails, a Dallas based pet sitting and dog training business which employs positive pet training techniques. To learn more about Monique and all of our Small Business Perspective Authors, click here.
