Landing and Leveraging Media to Grow Your Business. Entrepreneur MBA Podcast 3.49.
Summary: In today’s podcast episode, Morgan Sheets from Living Well Enterprises and Stephen Halasnik from Financing Solutions discuss how to leverage media channels to grow your business. These solutions are helping small business owners become more efficient media marketers.
For small business owners, it is important to track key marketing metrics such as organic website traffic and social media engagement to grow and scale your business. Software such as google analytics helps small business owners figure out how many people are visiting their website, how long people are staying on the website, and which pages or language people gravitate towards. Business owners should use the information given from their analytics software to choose the best media channel for the business and its customers.
Some small business owners make the mistake of focusing the majority of their marketing efforts on social media platforms. While social media may be beneficial when interacting with existing customers, discoverability on social media may be limited. Consumers mostly discover businesses through search results, making search engine optimization a key factor for business growth. Small business owners benefit from implementing search engine optimization software to keep up with changes in the algorithm and monitor their performance.
Choosing the right media channels for marketing
It is important for small business owners to do the research necessary to figure out which media channels are appropriate for the business. For small businesses and startups that don’t want to spend thousands of dollars on public relations, reaching out and building relationships with contacts from a media outlet or publication can be beneficial in getting your business recognized with little to no charge.
When reaching out to media contacts, it is important to know beforehand which stories they are covering and ensure that your pitch is personalized and relevant. Small business owners can benefit from using services from organizations such as Harrow that allow users to see what information reporters need sources for. The media outlet that a business chooses to advertise through should be an outlet frequently used by the business’s target audience. Advertising your business through the right media channels will help your business grow exponentially over time. Positioning and brand awareness attract high-value clients to the business with the help of high-level exposure.
Marketing media efficiently
For any business, efficiency is key to increasing productivity and growing the business. All operations of a business, including marketing, should be done in a well-organized manner that follows a process of the procedure. When leveraging media, it is important to dedicate time to research, connect, and build relationships. Obtaining media coverage for your business is often granted on a first come first serve basis, making it important to schedule meetings and reach out to media outlets early on in the process.
When responding to media contacts, it is important to qualify yourself with a short biography that highlights who you are as a professional or business owner. The pitch for your business should be stated in a clear and concise manner that is understandable to the recipient. Follow-up responses should be attended to as soon as possible to help your chances of getting published. Getting published through a media outlet can elevate your business and personal brand as a professional.
About Morgan Sheets from Living Well Enterprises, LLC
Morgan Sheets is a Media Consultant and Master Wellness Coach that teaches female entrepreneurs with established health, wellness, and fitness businesses how to land and leverage media coverage to increase their impact, income, and establish themselves as leaders in their field.
About Financing Solutions
Financing Solutions small business financing product is a great alternative to a traditional bank line of credit because it costs nothing to set up, nothing until used, and when used, is inexpensive. The credit line requires no collateral and no personal guarantees. Small businesses use their line of credit to help with emergencies or opportunities when cash flow is temporarily down (i.e. Payroll funding) Please feel free to fill out the no-obligation, 2-minute business line of credit application here. The time to set up a credit line is when you don’t need it so that it is ready to be used, just in case.
Note: Financing Solutions donates 10% of its profits to various nonprofit charities