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For small businesses, figuring out how to get free publicity is another challenge, besides handling advertising and working together on a marketing strategy. You need to figure out how to reach your target audience. How do you know they want to use your product or service if they’ve never heard of you?

Public Relations is the practice of managing communication between an organization and the public to create a positive perception. Promotion is the end result of these communications. You don’t need a publicity budget for free publicity.

There are many free promotional opportunities that small businesses can take advantage of. People are attracted to emerging, especially in our current “always on” environment. Get more guest bylines, podcast invites, or journalist requests, and more people will want to hear from you. They will also be interested in the products and services you offer.

It’s easy to get your existing customers talking when you’re promoting your business. Word-of-mouth marketing is not only effective, but if you get the approval of your friends and family, you are 4x more likely to convert.

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“By sharing, liking, and commenting on your social media posts, you’re helping your customers get the word out about your business without spending a fortune,” says Ender co-founder Eric Algren. In return, you get access to new business.”

Shawn Munoz, Brand Manager at Pure Relief, uses rewards programs to incentivize customers to create content. Whether you sign up for a mailing list, purchase a product, or spread the word about your brand on social media, every action earns you customer points.

“For example, customers can earn 50 points by uploading a photo image of our products along with a personalized review,” says Shawn. “Video reviews are featured on social media through posts and stories to earn 75 points and increase exposure to our business and supporters.”

“We want to see our clients close deals for their efforts by creating programs that are supportive and mutually beneficial,” says Shawn.

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For existing customers, use endorsements in promotional campaigns to further build trust. Mark all potential touchpoints with customers, including:

But how do you collect reviews in the first place? Pearl Lemon Cafe’s Deepak Shukla uses QR codes.

“Going one step further and taking names off the menu in actual reviews or referring to the area also helps optimize Google Maps, such as being searchable online. , the research process together with the whole.”

Cody Arsenault, founder of Baby Waves, collects reviews by emailing you after purchase 14-20 days after purchase. Customers receive discounts on new purchases in exchange for proof of the reviews they share.

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“It’s worked really well for giving us free publicity and reviews,” explains Cody. “I’d say we got about a 5% acceptance rate for this offer. It’s a true win-win. Customers get discounts, we get social media exposure and repeat buyers!”

Social media has made it possible for small business owners to reach their target audience no matter who they are, what they are interested in, or where they live. However, algorithmic changes have made it harder to connect with people who already follow your business account. Social media platforms are pushing brands towards a paywall model.

Work with influencers and creators to address these organic access barriers. With the rise of TikTok during the COVID-19 pandemic, it is estimated that 50 million people worldwide now consider themselves “creators.” This is likely why half of the marketers surveyed plan to work with influencers to develop co-branded products in the next year.

Get on the creators radar by donating free products. It costs money to produce the items you send, but free promotions won’t cost you a penny, especially if they’re inspired by you, your product, or your brand.

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Entrepreneurs is a support group. Many of them are just trying to get new customers without spending big bucks on advertising.

“Work with other businesses in your industry to cross-promote each other’s products or services,” says Darren Litt, co-founder of HiA Health. This can include joint social media campaigns, running contests, or meetups. You can include exchanges: You can team up with other businesses to reach a whole new audience.

Haley Hamilton Berger, founder of Haley Hamilton Art, takes the following approach to promoting her own business for free. This allows her to expand her network and reach new audiences.

“In addition to promoting workshops through my social media pages, website, and email marketing, the groups I partner with do the same,” she says.

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Haley’s free promotional strategy contributed to a sold-out first in-person workshop. One attendee enjoyed the session very much and introduced Haley to other craft studio owners in the local community.

Guest blogging works by publishing your content to other websites. This is a great way to get free publicity to help with your Search Engine Optimization (SEO) and build backlinks to your website. All you have to do is invest some time in writing an essay that showcases your expertise.

“Thought leadership and brand partnerships are two of the most effective ways to build brand awareness and build reputation,” said Alexandra Fennell, Co-Founder and CEO of Attn:Grace. Show off your professionalism when you guest on business podcasts or write posts on popular blogs and sites like LinkedIn.

“People who see that content already trust the publisher, so they will trust your insights and validate your brand,” she says Alexandra. “Whether you’re posting on your website or on a brand partner’s platform, content is king.”

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As small business marketing costs increase, consider email as a platform that will allow you to connect directly with your customers in the long run.

Create a newsletter to share behind-the-scenes content, special offers or expert advice. Encourage people to subscribe to your email list with lead magnets like:

“Brands often use a customer’s inbox or text message as a basis to drive sales and get in the way, causing customer churn,” says Yogaste co-founder Brandon Brosnan. Or, keep in touch with your users by sending them customized, relevant, and valuable content, such as tutorials on how to use or maintain a product they’ve purchased.

Instead of using texts and emails as an opportunity to drive frequent conversions, they can become another funnel to create real, useful interactions with your customer base.

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Awards go a long way in building trust in small businesses. They also offer free promotions (must be won).

Submit your strongest accolades, including positive customer reviews, award-winning past awards, and recommendations from industry experts. The submissions that catch the most attention will stand out from the crowd.

You do not have to win any prizes or contests to use this as a free promotion. If you’ve been nominated or runner-up, proudly display it on your website to encourage people to buy.

Who likes freebies? We all seem to be like that. Research shows that Instagram accounts that donate regularly grow 70% faster, receive 3.5x more likes, and 64x more comments than accounts that don’t.

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Use contests as part of your promotional strategy. Challenge your customers to work with your products, upload videos to social media and tag your brand. This will give you tons of user-generated content that you can repost to further promote your brand for free.

The Sonoran Spice Company is one brand that uses this tactic for free publicity. “We created the Carolina Reaper Eating Challenge, where customers record for eating the world’s hottest chili,” says e-commerce manager Jason Marston. (What brave man could resist?!)

“We send free shirts and coozies to people who dare to do it and submit a video recording of themselves, which makes for great content and laughs.”

People participate in the Sonoran Reaper Challenge and upload their entries to YouTube to get free advertising for Sonoran Spice.

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Jason added that word of mouth for these contest-style videos helps drive brand awareness. “Recently, when this mega YouTube channel featured a product on their Tri channel, they had a product that went viral, amassing over 240,000 views in two weeks. This increased sales of that product by more than 1,300%.

“You never know who will share something or what kind of press you will be naturally attracted to.”

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