Subscribe to Blog ContentWhy should you care about newspaper reporters? Because wherever they go, you want to be there ready and willing to connect with them. It's an opportunity to build awareness for your business and get it in front of prospects.
The Newspaper Reporter of the Future is Here Today shows how a baseball reporter uses different media resources to do his beat. He still writes for a newspaper, but he knows better not to stop there as we get our media feed from many resources.
Whether your industry cares about the internet doesn't matter. Online media forces many companies to get online to track their brand and industry and participate in conversations. Need proof that this social media stuff is everywhere? See the Social Media Case Studies Superlist. This provides links to others who have their own lists of businesses using social media such as this one showing an A to Z list of 300+ companies active in the social media landscape.
A colleague of mine set out to take advantage of twitter and Facebook for his business. From twitter alone, he has gotten article quotes, requests for a demo, and nominated for an industry award.
If you feel overwhelmed, just start with one thing. A blog, twitter, a Facebook page. Just one thing. Once you select that, seek others in your industry including competitors and where your customers would go for help. Use these resources to expand your reach. For example, if you create a blog, add the industry resources to your blogroll (list of other blogs you recommend). Then visit these blogs as well as blogs where your ideal customer hangs out. Get involved. Read and comment.
Social media does not work if you stand there and do nothing. If you find a customer complaining about your product or service, address it even if it's a "we're looking into the problem and will get back to you" note.
This is all part of your marketing shoebox. These cost little to nothing -- mostly taking up time. You may not measure the ROI, but it pays off when you the media mentions your business. Future customers will find you through those resources, which make it tough to trace where the customer first heard of your company.
If nothing else, track your company and its brand online. Create Google Alerts for your company's name, brand, and industry keywords. You'll receive an email on a daily, weekly, or as it happens basis. Also, use Twitter Search at search.twitter.com to look for name and keyword mentions. While all of this doesn't bring direct cash flow, it gets your name out there and on the search engines, too.
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