Running a small business is no small feat. Expert tips for marketing and growing your company.
You may be operating a one-person-business, but there are many resources and tools out there that aren’t just for the big guys anymore. Today we’re going to focus on the power behind press releases. Yes, that’s right; even small business’s can achieve phenomenal growth with the proper use of press releases.
Online marketing and PR expert, Barbara Rozgonyi, founder of CoryWestMedia.com and publisher of WiredPRworks.com is a wealth of information, brilliant ideas, and resources for small and large companies alike. I’ve asked Barbara a few questions about how a one-person-business can benefit from press releases. I’ve learned a lot and I hope you will too… more at The Power of Press Releases for Small Business – Inc., published 2 February 2009
Flickr photo credit: ronnie44052
The recession is putting hundreds of thousands of people out of work each month — 522,000 from companies of all sizes and 175,000 from small businesses, specifically, for January, according to ADP’s employment latest report.
Given these massive losses and a bleak job market, industry forecasters say they expect to see more people turning to self-employment. But who says you have to go it alone? Partnering is a viable option, whether you’re looking to start a new venture or, perhaps, bring someone on-board what you already have under way. This article from Business Know-How contributor and Prime Strategies president Marian Banker outlines a five-step approach to joining forces with the right person. …Steps To Finding The Right Business Partner | SmallBizResource.com: The Essential IT Blog For Small Businesses, published 5 Feb 2009.
Flickr photo credit: chuckp
How and why to write a case study on your small business successes
So your small business just completed a successful project for a client. That is wonderful news, but are you sharing it with others? A well-written case study is one method for reminding your current and prospective clients about the value you bring and why they should choose your company over the competition.
There are sound business reasons for creating a case study. One, it helps you evaluate and document how you achieved your success for the client. Two, it may open the doors to projects with other businesses in the same market, especially if you are leveraging the name of a well-known brand (e.g. “My company’s widgets saved IBM 50 percent on their widget costs!”). Finally, it creates interest in your products and services for those who may want to do more research before choosing a vendor.
So how do you write a case study? Try these 5 steps to write the story of your success:
- Start with the teaser. Was your client ready to throw her computer out the window before you came along? Had your other client’s profits dropped 15 percent before he reached out to you for help? Everyone likes a story, your prospective clients included. So start by telling the tale in a way that gives your study a little oomph and makes the reader want more.
- Follow with the snapshot. Because you are presenting a business case, pull back from your storytelling to give facts about the client company itself. If your client already has a web site or a brochure, use their published information instead of creating your own. They will thank you for that. For publicly traded companies, this information is available at online portals like Bloomberg, Google Finance and Yahoo Finance. Just remember to keep it brief: this case study is about raising your company’s visibility, not theirs.
- Focus on a key problem. Sure, the product or service you provided to your client may have solved several problems at once. Rather than detail them all, target your case study on either (1) the problem for which your solution would entice new clients or (2) the situation for which your company’s comprehensive services created success. In either case, be careful: no client wants to read about how hapless they were before you worked your magic (even if it is true). Write it in a way that casts both you and your client in a good light.
- Brag about your solution. Cheaper. Faster. Better. If you have won your client’s heart by delivering a success for them, yes, it is time to toot your own horn. Detail the solution you provided with testimonial statements, statistics and anecdotes that support your claim. Don’t forget that this is a piece that will be read by your current and prospective clients. Help them see why this success could be theirs as well.
- Make the next sale. Go ahead and welcome prospective clients to contact you for information on how you can work for them. Make it easy for them to contact you by including your contact information prominently on the case study in either the header, the footer or in a sidebar.
Lastly, a bonus tip:
Before you go public, get approval.
For some clients, being part of a case study will flatter them and they will see their own business case in participating (e.g. free publicity, good relationship building with a vendor, etc). Approval in this case will be a mere formality.
For other companies—especially well-established, corporate brands—this may start a lengthy process in which even their legal department will have a say.
Be prepared. For either case, have a draft copy of the study ready to share with your client. Anticipate their questions, especially about how you wish to use the case study, how it will be distributed, and when you will release it. If you have not done so already, formally survey your client about their experience with your company, bringing their quotes into the draft document. And then, finally, let them have a say in the final document.
A case study can be a powerful tool for creating good will, sharing your success and creating opportunities for more work. Are you already making this part of your regular business practice?
Flickr photo credit: Rev Dan Catt