Category Archives: Brand Communications

How Press Releases Help Small Business

Something really, really big has happened at your company and you’re ready to shout the great news from the rooftops. Maybe you landed a huge new client or partner. Maybe you’re introducing a long-awaited product or unveiling an enhancement to an existing product. Or maybe you just hired a highly respected figure in your industry. Unfortunately, even the tallest rooftops don’t get you too far in the digital age. If you want the press and general public to know about it, you’re going to want to draft a press release.

Most small businesses don’t have a PR firm engaged to help with media outreach, so they need assistance with this process. Writing a press release isn’t rocket science, but it does take some mastery of the form. They’re structured in a specific way to convey information as clearly as possible. Most importantly, the press release has to have value for the reader and it must contain new information. If you have to question whether an item is significant enough to merit a press release, it’s probably better shared through social media or a blog.

Of course, simply writing a press release is not enough. You also need to distribute it, preferably through a digital service, to guarantee some buzz. Chances are, at the very least, a regional or industry publication will pick up the news and broadcast it. With more luck, you’ll get a story in the business or mainstream press. Remember: If you have customers or resellers you can mention it’s an easy way to also get them more coverage which gives you more fodder for doing business in the future.

From there, it’s a matter of leveraging that press release in your sales efforts. Be sure to post a PDF version on your website and have your sales team share it with existing and potential customers. If a customer is already considering buying your product or service and you can show them a press release, it may be enough to tip them over into the buy category. After all, everybody has a brochure and a website, but your good news may be that extra piece of validation needed to convince the customer that this is a worthy investment.

We suggest our clients put out at least a few press releases a year: It shows you still have a pulse and keeps the company’s name in the news. When posted online, press releases also have the added advantage of helping boost your search engine rankings and attracting more visitors because you’re adding keyword rich content to your site. Lion’s Share works with companies to develop press release strategies designed to ensure that dissemination of each release is timed for maximum effect. We also make sure the brand messaging is consistent across all communications channels—carefully crafted to drive sales without pushing it into used car salesman territory.

When handled correctly, ideally by a communications professional, press releases are an inexpensive way to achieve a number of goals and there’s no reason why any small business should not be taking advantage of this virtual megaphone.

Find out how Lion’s Share can help you with press release development and management. Contact us today.

What’s Content Marketing?

In a nutshell, content marketing is sharing relevant and useful information to attract and retain customers. Thanks to advances in technology, content marketing has moved from a peripheral support role to a central and strategically-driven tactic, underpinning other marketing activities in use today. Following are some of the forms content marketing can take:

First Stop: Your Website
Customers, prospects, employees, investors, media, analysts and anyone else that has or wants a relationship with your business will visit your website. That’s why it needs to contain compelling messages, search engine optimization strategies, clear calls to action and helpful content. Ideally, there will also be some continually changing content (see below).

Blogging: A Stream of Fresh Content
You’re the best subject matter expert for your product or service. Blog posts are a phenomenal platform to connect to your target audience, showcase your product and educate the public on its finer points. Of course, a blog’s effectiveness depends on an audience, and you have to cultivate your audience through ongoing posts so your readers have a reason to return.

Articles and Whitepapers: Showcase Your Expertise
Demonstrating your considerable expertise through articles and whitepapers allows customers to understand how you resolve their pain points and why your business is the one they should be connecting with. Almost as important as the content itself, is a plan to distribute it.

Case Studies: Endorsements by Customers
One of the most effective ways to inform future customers about your product and why it’s the best in your market is by telling another customer’s story. A case study is a customer’s account of how your product or service solved their business problem. Case studies are a powerful endorsement and can be used in a multitude of ways to promote your business.

eBooks/Playbooks/Workbooks: A ‘How To” Guide
eBooks, Playbooks and Workbooks all provide instructions that guide customers through a recommended process or activity to use your product in the most effective and efficient way. For your customers, this is an added value and evidence of your commitment to them.

Presentations: Wowing Your Prospects
For many small businesses, part of the sales process involves a formal presentation of your products and company to your prospective customers. A presentation that conveys the information your customers need while addressing their pain points will help win that business.

Videos: Seeing is Believing
Product videos, training videos, customer videos, recorded webinars—all should contain content that is relevant and useful to your customer, while driving them to the next step with a clear and integrated call to action.

Whether it’s a well-researched whitepaper or a smartly scripted video, content marketing can be a powerful tool for driving sales and inspiring customer loyalty. At Lion’s Share, we create a content marketing strategy and plan that addresses each of the different stages of the buying cycle. We determine your customers’ information needs and create powerful content that elicits action—and keeps them coming back.

Looking to promote your business through high quality content? Contact Lion’s Share now.