The Importance of PR and Marketing for Small Businesses Liana DeMasi | Contributing Writer
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tarting a business is an unbelievable feat. You start with a dream and a mission, which then turns into a business plan, product samples, or service ideas, and extends all the way to a digital or physical storefront. From the outset, you’re bound to have the support of your inner circle, and maybe even some connections outside of it, but for true expansion and visibility, you need a PR and marketing strategy. Without one, you’re missing out on a lot.
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“Without marketing, you’re missing opportunities because you’re not in front of people. You’re not in the right places,” says Jackie Zuk, Founder of NEXTonSCENE Media, a 360-public relations company. “You’re also missing out on a chance to grow.” Without proper advertisement and outreach, your sales from your initial customer base is at risk of stagnation. Your current clientele will want updates about new products and services, and any changes to your business model or mission.
While social media and having an online presence can seem daunting, it’s actually one of the best ways to set your business apart. We live in a highly digital and engaged world, one that’s bogged down and overwhelmed by an excess of content. Making your social media or website a different kind of destination helps your business rise above the homogenous material out there. But it doesn’t have to be a whole production. In fact, between 80 and 90% of online customers value authenticity and transparency from the business These marketing plans will also accounts they follow. “If it doesn’t recruit new customers, widening feel organic, don’t do it,” Zuk the scope of your sale’s base. continues. “And don’t post every Without targeted outreach, people day. It’s about engagement, not won’t know your business exists. how much you post. If you’re Word of mouth is an excellent posting for the sake of posting, marketing tool, but with the people are going to know.” advent of technology, a global pandemic, and the rise of social One perk of being a small media, it doesn’t normally serve business owner is that you’re not as the sole route for exposure. plagued by the encompassing (Unless you run, say, a speakeasy). and often disingenuous nature
