Unleash the Power of The Press

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Healing vs. hype.

 

As a chiropractor your bigger mission is to help as many people as possible.

To do so, potential patients need to know about your service.

Take the case of the Chiropractic Society of Rhode Island (CSRI) …

“We had plenty of good ideas, but didn’t know which to prioritize,” noted Dr. Michael Gottfried, president of the Chiropractic Society of Rhode Island.

“Additionally we were overwhelmed by marketing channel options. We also needed capable hands to get things done – with a consistent message on a consistent basis.”

 But how is that achieved?

CSRI started with the basics. With the help of a PR firm they began informing the public of –

  • General health tips
  • Season health tips
  • Seminars/Workshop on health issues
  • Connecting to the community – Offering a chiropractor to help before and after local road races and walkathons.
  • Outlining chiropractic’s impact on the opioid addiction prevention
  • Touting recognition of members

This was accomplished via news releases to targeted press sources,e-newsletters to patients, social media postings to LinkedIn discussion groups, the organization’s Facebook page and Twitter.

Regular messaging positioned them as “the” go to source for Rhode Island media gatekeepers when they had a question or story about health issues.  Consistent messaging reminded patients and potential patients that maybe they should book an appointment.

 

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Sound the trumpets. Yes, Content is STILL King.

Yes, but what do I say?

You know you need to create original and compelling content for your website, e-newsletter, LinkedIn profile, LinkedIn Discussion Groups, LinkedIn Pulse, Facebook posts, Twitter posts, blog posts, bylined articles, news releases and other client correspondence.

Well written, concise and enticing content is STILL the way to grab attention, lead someone through a topic and move them to action.

And Google and other search engines have a keen eye for “keyword stuffing” – randomly and repeatedly including keywords and phrases in your copy with the hope of gaming the system. Well, not only does that not work, you may be penalized for it.

Good writing answers real questions that your audience stays up at night pondering.  Don’t answer them with a glib “Hire me” as the answer. Outline the solution. Be the authority.  Be the go-to source by demonstrating expertise.

Some specific content ideas –

  • Trends worth knowing about.
  • Useful resources.
  • Better ways to solve your problem – product, price or timeline.
  • Case studies of solutions.
  • Myths and Misconceptions.
  • Seasonal phenomenon.
  • Survey your audience.

Let us know if we can write your wrong.

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6 Low Cost Small Business Marketing Ideas

(As published on “Now from Nationwide”)

Small business marketing doesn’t have to cost a fortune, but it does take time and effort to develop and execute a full range of low-cost or no-cost marketing tools.

Develop a marketing strategy

Before spending a dime on marketing, you need to be clear about your business goals and ensure your marketing strategy supports those goals. “Every small business owner should ask themselves what is the main object that their business is trying to achieve from their marketing strategy,” says Lisa Chu, owner, Black N Bianco. Once you define your business goals, you can create a marketing plan that supports those goals.

Research the competition

Before you develop a marketing strategy, make sure you research the competition. This will help you define your target audience as well as your business’ strengths and weaknesses, Chu says, and it will help you explain to potential customers your unique value proposition.

Once your research is complete, use that information to develop a road map for your first marketing campaign. There are a number of free and low-cost marketing tools you can use to execute your plan, including cultivating speaking engagements, asking customers for referrals, encouraging bloggers to share information about your product and using LinkedIn to connect with potential clients.

Now that you have a plan and researched the competition, here are 6 [cheap] marketing ideas to get in front of potential clients without blowing your budget:

1. Volunteer for speaking engagements

Show off your expertise and find new clients by offering to speak to business audiences at the local Chamber of Commerce or fraternal organizations such as the Lions, Rotary or Kiwanis clubs. “Getting yourself in front of a crowd is a powerful way to establish yourself as an expert,” says Steven Dubin, president of PR Works. Rather than being a sole speaker, Dubin suggests working with a local organization to put together a panel of speakers on a specific topic. This will help you create an informative discussion rather than a sales pitch. Partnering with other speakers will also bring more people to the event since each speaker would invite their business contacts and friends. Dubin estimated that about 20 percent of his business comes from speaking in front of local groups.

2. Develop engaging talking points

Develop clear, concise and entertaining message points to use in your presentations and marketing materials. Those message points should focus on the emotional aspects of your product or service, Dubin says, rather than the product’s features or benefits. A personal story is more likely to move a customer to buy a product than a list of features.

For example, he says, Emerson Bearing is one of the largest U.S. importers and resellers of bearings yet that isn’t what the company focuses on when it promotes its products. Instead, its message to consumers focuses on trust (Emerson Bearing is a second generation business that has been around since 1957), convenience (Emerson Bearing provides one-stop shopping with more than 3 million types and sizes of bearings to choose from), and customer service (knowledgeable sales staff is available to help customers choose the right bearing for their situation and budget).

3. Connect with bloggers

Get someone else to tell potential customers about how great your product or service is by developing a relationship with an influential blogger in your industry. “When an influential blogger writes a glowing review of my product it helps increase my brand awareness,” Chu says. Entice bloggers to write about your products by offering incentives such as discounts and giveaways for their readers, she says. However, she warns, finding the right blogger to connect with takes time.

Create a list of blogs in your industry, research each one to get a clear understanding of their audience and what they write about, and then use that information to develop a relationship with the blogger.

4. Don’t underestimate referrals

Current clients, friends and business associates can also help tell your story to potential customers. Don’t be shy about asking them to refer clients to you. Offer an incentive for successful referrals, such as discounts on services, a gift card or a gift certificate to a local restaurant.

5. Leverage LinkedIn

Small business owners typically focus on Facebook, Twitter and Instagram, and they often forget about the power of LinkedIn. The platform offers access to a number of discussion groups focused on a range of topics, including regional business networking, niche industries and entrepreneurs, Dubin says. Join the discussion groups that fit your industry and then share news, updates and trends to establish yourself as a thought leader.

For instance, Dubin says, one of his clients specializes in high-end flooring, so that company’s CEO joined a number of groups related to commercial construction, facility managers and manufacturing. That CEO received a number of sales leads through LinkedIn by sharing legitimate news and trend information with the discussion groups. If you can provide answers to the kind of questions your targeted audience cares about, Dubin says, you can become a resource when they are ready to buy.

6. Create a monthly newsletter

One of the best ways to stay in front of your clients and potential customers is by sending out a monthly online newsletter that focuses on one piece of useful information each month. Most small businesses think that to create a newsletter they must provide six links to stories around the Internet but all they need to do is focus on one useful topic each month, Dubin says.

Businesses need to be in front of their clients and potential customers all the time, he says. You can’t predict when the customer will have an immediate need and be ready to buy. A monthly newsletter with helpful tips is a good way to have regular, ongoing and positive contact with prospective clients.

For more information contact Steve Dubin, office – (781) 582-1061, email – SDubin@PRWorkzone.com.

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Google’s free non-profit PPC program on Nov. 15, 8am to 9:30am, Plymouth Chamber, 134 Court St., Plymouth, MA

This free seminar will outline the logistics of the Google Non-Profit “Pay per Click” program that provides qualified non-profits with $10,000 of FREE Pay Per Click advertising per month (equates to $120,000 per year). The advertising can be use to generate volunteers, donations, events or general awareness.

The workshop will inform attendees of:

  • Non-profit organizations that are eligible for the grant;
  • Timing – how long does the process take;
  • Applying for the grant;
  • Researching key words and phrases;
  • Creating landing pages;
  • Writing enticing text advertisements;
  • Measuring the “champion” advertisement vs. the “challenger”; monitoring results through Google Analytics;
  • Maintaining the program monthly to remain within compliance;
  • Outlining a non-profit case study and success story.

Who’s eligible for this program? First, who is not: governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants.

Who is eligible? In order to qualify for the Google for Nonprofits program, an organization must be listed in the Internal Revenue Service’s online searchable database of charitable organizations.

If your company is eligible, please click on the link below to register or RSVP.

RSVP here.

 

Google’s free non-profit PPC program on Nov. 15, 8am to 9:30am, Plymouth Chamber, 134 Court St., Plymouth, MARead More

2nd free workshop outlines free Google Non-Profit PPC programs

Even many top non-profit executives don’t know about this generous program.  Thus, this free workshop will outline the logistics of the Google Non-Profit “Pay per Click” program that provides qualified non-profits with $10,000 of FREE Pay Per Click advertising per month (equates to $120,000 per year). The advertising can be use to generate volunteers, donations, events or general awareness.

Non-profit leaders and staff can attend this complimentary seminar on Tuesday, November 15, 8 – 9:30 a.m. at the Plymouth Chamber of Commerce, 134 Court Street, Route 3A, Plymouth, MA  02360. The program is limited to the first 30 registrants.

Panelists include Steve Dubin of PR Works, a full service Public Relations firm based in Plymouth, MA and Roland Lacey of MediaRight Technologies, a digital marketing firm located in Hanover, MA.

The workshop will inform attendees of which non-profit organizations are eligible for the grant; timing – how long does the process take; applying for the grant; researching key words and phrases; creating landing pages; writing enticing text advertisements; measuring the “champion” advertisement vs. the “challenger”; monitoring results through Google Analytics; maintaining the program monthly to remain within compliance; and outlining a non-profit case study and success story.

Governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible. In order to qualify for the Google for Nonprofits program, an organization must be listed in the Internal Revenue Service’s online searchable database of charitable organizations.

To RSVP, please click here or contact Steven V. Dubin,(781) 582-1061, SDubin@PRWorkzone.com.

2nd free workshop outlines free Google Non-Profit PPC programsRead More

Free workshops outline free Google Non-Profit PPC programs

google-logoEven many top non-profit executives don’t know about this generous program.  Thus, free seminars will outline the logistics of the Google Non-Profit “Pay per Click” program that provides qualified non-profits with $10,000 of FREE Pay Per Click advertising per month (equates to $120,000 per year). The advertising can be use to generate volunteers, donations, events or general awareness.

Non-profit leaders and staff can choose from one of two complimentary seminars. The first workshop is scheduled for Thursday, October 20, 8 – 9:30 a.m. in the training room of ACTSmart, located just off Routes 3 and 139, 70 Corporate Park Drive, Suite 1225, Pembroke, MA  02359.  The second presentation is set for Tuesday, November 15, 8 – 9:30 a.m. at the Plymouth Chamber of Commerce, 134 Court Street, Route 3A, Plymouth, MA  02360. Each program is limited to the first 30 registrants.

Panelists include Steve Dubin of PR Works, a full service Public Relations firm based in Plymouth, MA and Roland Lacey of MediaRight Technologies, a digital marketing firm located in Hanover, MA.

The workshop will inform attendees of which non-profit organizations are eligible for the grant; timing – how long does the process take; applying for the grant; researching key words and phrases; creating landing pages; writing enticing text advertisements; measuring the “champion” advertisement vs. the “challenger”; monitoring results through Google Analytics; maintaining the program monthly to remain within compliance; and outlining a non-profit case study and success story.

Governmental entities and organizations, hospitals and medical groups, schools, childcare centers, academic institutions and universities are not eligible for Google Ad Grants, but philanthropic arms of educational institutions are eligible. In order to qualify for the Google for Nonprofits program, an organization must be listed in the Internal Revenue Service’s online searchable database of charitable organizations.

To RSVP for one of the Google Non-Profit programs, please visit http://goo.gl/Shp48j for the October 20, Pembroke event or http://goo.gl/axgKU4 for the November 15. For information about the free seminars or the Google Non-Profit program Plymouth presentation, please contact Steven V. Dubin,(781) 582-1061, SDubin@PRWorkzone.com.

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PR Pointer – What I SHOULD have learned on my summer vacation

chevyYou might remember the drill. This is a slight twist on the “What I did on my summer vacation” theme.

In filling in as the facilitator for a recent roundtable discussion (the regular hosts–Bernie Heine, Philip Ashcroft and Paul Crossman–were ironically on vacation themselves), I had a chance to meet with a handful of entrepreneurs to, well, roundtable the topic of vacation epiphanies to pitfalls. In other words, the good, the bad and the ugly.

What I learned was that many business execs suffer from vacation anxiety.

“How can my business carry on without me?”

“What horrors will greet my return?”

“Will I be bored not chained to e-mail and social media?”

On the other hand, everyone knows that sometimes vacations allow for genius to strike. Or, at the very least, it gives you new perspective.

One CPA had this advice, “I delegate as much as I can so that come vacation time I am less enmeshed.”

A divorce coach noted, “My vacation time is taking my dogs for a long walk every afternoon. My mind wanders and they get a good workout.”

A financial planner said, “I prefer not to vacation. I’d prefer to combine work and play.”

I say, “To each his own.”

Research revealed several useful tips on how small business owners and executives can prepare for and enjoy vacations:

  1. Choose a slow season to travel. Key holidays like July 4 week, Thanksgiving or Christmas work for me. Most clients are also taking time off.
  2. Plan well ahead. This offers ample time to have a plan and relish the anticipation.
  3. Alert your client of when you will be unavailable. No surprises. No procrastination.
  4. Don’t launch a new website or initiative prior to leaving. You know things never go smoothly.
  5. Deputize a reliable colleague to babysit key projects. Introduce the all parties.
  6. Set boundaries. Either you are completely unavailable or ONLY available at a very specific time.
  7. Review the results. This could bolster your confidence for the next trip to Fiji.

Now that you are back from holiday let us know how we can jump in and kick start a new PR/Marketing effort.

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Practice staying on message. Allan Iverson knows!

https://youtu.be/GRJiAWmxlUk

All too often we complicate our simple and powerful message.  We say just enough to confuse the listener. Enough to dilute the unique selling proposition.

Part of our media training is to convince clients to have tunnel vision. We choose two key points and practice delivering those two points. We also practice leading back to those two points. We role play, we videotape, we audiotape.  We really get comfortable and confident delivering that message.

An oddly great example of that “staying on message” was a press conference with basketball great Alan Iverson. At the time he was being publicly hung for missing team “practice”. He MORE THAN stays on message and the video clip has become a classic.

View and listen to the video clip. Guess the number of times he mentions “practice” and you will be entered into a raffle to win a $25 gift certificate to Starbucks.

And why the heck is he wearing a Red Sox cap?

Practice staying on message. Allan Iverson knows!Read More

So, you’ve met a prospect. Now what?

Congrats. You picked up a bunch of business cards at a recent networking event.  A couple of these people you will follow up with for coffee and conversation.  The rest, well, you’d like to keep in touch with them, but you’re not really sure how.

Right. You need to stay on their radar.  “Salient relevancy” is the challenge here.

People have their own timelines and reasons for buying.  And they will ONLY buy when something is salient and relevant to them.  Example, their daughter is about to get married. The parents may be motivated to change their estate plan to reflect that the daughter’s inheritance is solely hers, not part of the community property of the new union.  Thus, a divorce does not jeopardize the inheritance.  Harsh, yes, but stuff happens.

If you are an estate planning specialist, this would be a good time to have your paths cross again.

How can you catch them at the right time?  The only choice is to always being there. One of the simpler and least expensive ways of keeping in touch and always being there is through a monthly e- newsletter.

The e-newsletter doesn’t have to be, and shouldn’t be, complex.  The best strategy is to share one topic of sincere interest and value to the reader.  This will build readership, credibility, visibility and viability when the right time occurs.

The challenge is to keep the monthly drip, drip, drip coming.  Let us know if we can help you make it rain.

So, you’ve met a prospect. Now what?Read More