When many people think about publicity and PR, news stories and press releases are the first things that come to mind. These aren’t the only ways for a small business to generate publicity in the modern digital age, though. Taking advantage of creative or underutilized approaches to increase awareness of your brand can help you create buzz for your brand, build relationships with new customers, and meet your business goals. If you’re looking for ways to drive more sales—without ratcheting up your marketing budget—the seven free publicity strategies below are a great place to start.
1. Partner and collaborate with other local businesses.
Every business has its own unique audience segment. Partnerships are a win-win, giving each of you access to the other business’ customers and audience to expand your reach and garner more publicity.
The best businesses to collaborate with are those in the same niche or industry that aren’t in direct competition. For example, a financial advisor could partner with a tax preparation business, legal firm, or accounting firm. These are all businesses that will appeal to the same demographic and audience and provide complementary, but not identical, services.
Some forms this type of collaboration can take include:
- Tabling together at conferences, festivals, and community events
- Mutual referral programs
- Co-hosting workshops, seminars, or events
- Cross-promotion of brands on social media
- Offer special discounts, coupons, or other deals for each other’s customers
2. Join professional and community organizations.
Another way to collaborate with other businesses in your niche or region is to join the organizations they belong to. Most cities and counties have some kind of small business association that is often free to join, or has a low yearly membership cost. You can also join neighborhood associations, community groups, or other volunteer associations in order to connect with potential customers and build a name for your business.
Most industries also have their own professional organizations which often host events like workshops, seminars, and conferences, in addition to offering services like forums, newsletters, or other publications. Consider contributing to these publications, giving a talk at a seminar, or participating in or hosting a panel discussion or similar event at their conferences. Often, participants in events attend for free, even if there is otherwise a cost for audience members.
3. Give interviews, talks, and other speaking engagements.
This is another free publicity approach that can be a win-win. Podcasts, local news outlets, schools, and community organizations often need speakers and guests for their events and episodes. By providing your expertise, you give them content for their audience to enjoy while generating more awareness for your brand.
Online searches are a good first step for finding these opportunities. Joining those professional organizations mentioned above can be another great way to learn about potential speaking engagements. If you’re not great at public speaking, a recorded interview for a YouTube channel, radio broadcast, or podcast episode may be a more comfortable way for you to start.
4. Provide insights on sites like Quora or Nextdoor.
Quora is a knowledge-based social forum where users post questions to get answers from the community. Answering questions related to your business niche or area of expertise shows potential customers that you know your stuff, and can drive traffic to your website or social media pages in order to grow your brand awareness.
To maximize the value of Quora, search for questions your customers might ask about your niche or industry, then give thorough, useful answers in the top-ranked posts. Responses that share personal experience, or that provide measurable data and statistics, often draw the most attention.
Nextdoor can be a similar publicity tool for small businesses. This is a hyper-local social media platform that aims to connect people within neighborhoods. Because of this, Nextdoor tends to be most useful for service-based or retail businesses with a tie to a specific location or area.
5. Answer queries for journalists on sourcing websites.
Getting a quote published in someone else’s article can be very beneficial for generating publicity. Not only does it raise your small business’ profile and expand your reputation, it also helps to establish you as an expert in your niche.
There are several free websites where you can find queries from journalists seeking expert quotes in a range of niches and topics. Some of the most popular include:
While some of these sites have paid tiers, they all have a free level that allows you to respond to at least a few responses every month.
To make the most of these websites, seek out pitches that are closely related to your small business niche and area of expertise. It’s also smart to check them frequently so you can reply to the quote requests quickly after they’re posted, giving you the best chance of having your answer selected. Finally, keep in mind that journalists are looking for ready-to-publish quotes. Keep your answers concise and on-topic, provide actionable and unique insights, and be sure to proofread your responses before sending them.
6. Engage in relevant communities on Reddit and Facebook.
Creating videos and posts on social media can help drive brand awareness, but those aren’t the only ways you can use social media to generate publicity. Participating in discussions related to your niche can be just as effective for a small business to garner more attention.
Search for subreddits or Facebook groups connected to your geographic region or area of expertise. When you participate in discussions, avoid actively trying to sell your product or service, or coming across as promotional. Instead, contribute helpful insights, suggestions, or information that will make other members want to engage with your business further.
7. Claim your business on Google and optimize your listing.
Google is many people’s first stop when they’re looking for a product or service, and you don’t need to pay for ads to get publicity from these searches. Simply claiming your business on the site and ensuring your profile is complete and up-to-date can help your business show up near the top of customers’ search results.
It’s free to create a Google My Business account. You can then add accurate contact information, business hours, and other helpful information that will encourage more people to buy your products or reach out to you for services.
Customers can also review businesses on Google, which is a great way to get more attention for your business and build customer trust at the same time. Encourage your current customers to leave reviews, and engage with the reviews you get—both positive and negative—to show that you’re responsive to your customers’ feedback and needs.
