Sometimes you just have to trust your gut

There comes a point in your business where you have to put down the books, the INC and Entrepreneur Magazine and the tips you get from your colleagues to listen to the inner voice in you that says, "I need to trust my gut." It's extremely easy to want to do everything right when it comes to your business. And believe me I understand. I've made a lot of mistakes, missed out on a few deals, and tried to replicate strategies others have used that didn't necessarily speak to what my business is about.

At the end of the day, I have to trust myself. I have to not be jaded by the formulas of marketing or business management and simply trust that I'm making all the right decisions. It took me an entire year to come to this realization and to be honest, it feels good.

I truly believe that business and marketing exist simply off of great ideas, experimentation and passion. Don't loose your passion in too much know-how rhetoric and books.

Free Things Small Businesses Can Do To Keep Their Customers During A Recession

You can’t watch the news or read the paper without hearing or reading about government bailouts, job losses and a slowing economy. Now more than ever small businesses have to find creative and low cost ways to keep their customers during a time where people’s budgets have tightened and their hands are sticking to their wallets.

Here are a few tips for small business owners to maximize their resources without spending a dime:

Revamp Your Website- Sometimes it’s not what you say, it’s how you say it. Let your customer know that you care about their needs and tell them why your product or service is better than anything else out there.

Hire Interns – Need some extra help? Offer industry experience to students looking to trade work for school credit. Increase your productivity and organization with the extra help.

Increase your word-of-mouth marketing - A satisfied customer will tell 3 satisfied customers. Reward your current customers with discounts and free services when they recommend a friend. You’ll increase customer loyalty and generate leads with little to no effort.

Repackage your services or products- Package several services or products together for a flat rate. Especially today people are looking for the most bang for their buck. Make your customers believe that they are getting more for less.

Offer Exclusive Information to repeat customers- Let them know before anyone when your newest product will be coming out, invite them to a special customer launch party where they can receive a percentage off of their purchase.

You know your business the best. Brainstorm with your employees, consult a colleague and pitch your ideas to your friends. There are many more things that you as a business owner can do in order to not spend a dime and enhance your marketing.

Do It Yourself PR books

Over the summer I decided to follow a few books written about pr tactics and strategies that a normal person without any pr experience can follow. These do it yourself guides are excellent ways for you to increase your knowledge about pr while getting helpful tips that you can use to implement into creating your own campaign programs. Check these titles out. In the future my colleagues and I will be reviewing books that we have read and believe will be helpful to you in developing your marketing strategies. These authors break everything down in easy to understand ideas and concepts.

1. The New Rules of PR and Marketing, by David Meerman Scott
2. Guerrilla Publicity, by Rick Frishman, Jill Lublin, and Jay Levinson
3. Complete Publicity Plans, by Sandra L. Beckwith
4. Writing Winning Proposals: PR Cases, by Tom Hagley

6 Things To Know Before Hiring A Public Relations Firm

Don’t jump blindly into the arms of a public relations firm that doesn’t understand your goals and vision for your growing company. Just because your friend of a friend had a great experience with XYZ PR firm it doesn’t mean that XYZ firm is a perfect fit for you.

But before you begin the task of interviewing a prospective pr firm save yourself some time and headache by knowing what your goals are and how they will fit in with your business’ marketing plan. These tips will assist you in identifying your goals and using those goals to find the right pr firm that will suit your budget, reach potential customers and create much needed publicity.

1. BUDGET - Knowing what you can afford will help you narrow down what type of firm to hire and what sorts of promotions you can implement. There are some pr firms that charge up to $30,000 to implement a 3-month campaign plan. If 30K is too pricey for your company’s budget focus on smaller firms or independent freelance professionals. You can also ask for individual services such as a press release or press kit to start your pr efforts on a limited budget.

2. AUDIENCE - Know your target market and who it is you need to reach. Many pr firms work in niche markets and have an array of connections with media contacts in their particular industry. If you own a restaurant, look for a firm that has had prior experience working with other restaurants.

3. TIME - When are you looking to start your pr campaign? Is there a major event your company holds? Give your prospective firm time to design an effective campaign plan for you. Also, make sure you correspond with your pr firm in a timely manner. Get them what they need as soon as possible. Editors of magazines are always working on a deadline. It is the job of a pr professional to deliver their clients’ materials before the closing deadline. Your level of cooperation also dictates how effective your pr efforts will be.

4. FLEXIBILITY- How creative are you willing to be in your public relations efforts? Would you like your employees to wear chicken suits and handout brochures outside of your place of business? Do you feel comfortable wearing your company’s logo on your forehead? If these things are right up your ally search for a pr company that is known for using creative tactics to gain media attention.

5. END GOALS AND EXPECTATIONS– Know what you want to accomplish at the end of your campaign. Is it an increase in sales? Do you want more media attention? Knowing what you are looking for in an end result will set a standard and expectation for your pr company to follow.

6. COMMUNICATION PREFERENCES - Establish communication preferences between you and the firm. If you work around the clock and you're hard pressed for time, how will your firm communicate with you to get the information they need? Know if you prefer to be emailed, faxed or given a phone call during certain times of the day. If you are unavailable, designate a person to share the responsibility in staying in communication with your firm.

You know your company best. Know your goals and expectations. Find the right pr company that fits them and ultimately build a dynamic, team-oriented relationship that will suit your business’ needs.