15. Video

In PR, we are well-used to putting our clients in front of the camera and we offer media training to prepare them.  Yet when it comes to standing in front of the camera myself, I have to say, I really do not enjoy it.  Perhaps it is my English upbringing which makes me shy away from the spotlight and any suggestion of self-promotion or maybe it’s just years of putting my clients first – who knows but I have to say it’s not my favourite thing to do.

A few years ago, I was interviewed by Ch9 for their annual broadcast of the Sydney Children’s Hospital Gold Telethon.  My younger daughter had received the precious gift of a kidney at the age of 3 and I was happy to help tell her story.  Funnily enough, I sailed through the interview without shedding a tear or needing a re-take.

But in promoting your own business, it feels different. It feels a bit like you’re bunging it on. I often look at the many different video posts on LinkedIn for example and it can leave me feeling somewhat uncomfortable.  It’s a bit like watching sellers pitch their wares in a street market!

From my experience, where video comes into its own is sharing valuable communication-worthy ideas so you move from selling apples and pears the same as everyone else to top notch rare fruit that everybody wants to try!

There is a lot to be said too for creativity.  You don’t necessarily need to be in front of the camera yourself, you can create fantastic videos that capture the essence of your business that don’t cost a fortune. 

In the spirt of my ’15 Marketing Tactics on a Shoestring’ series, I am using video for this last post to say thank you to everyone who has followed this series and supported me in my marketing experiment. 

As a re-cap, this marketing experiment was my way of actually doing some marketing for my PR Consultancy, Bay PR, to mark its 15-year anniversary. It was also a way of actually forcing me out of my comfort zone to DSM ‘Do Some Marketing’!  As with many small business owners, I had been so ‘heads down’ in the detail I hadn’t looked up at the bigger picture.  I wanted to explore all the different avenues available to me.  These are my key findings:

1.     Networking – without doubt, going along to the local and NSW chamber of commerce events and other events linked to my business interests has been the most enjoyable and the most rewarding out of my 15 marketing tactics. I have made some fabulous connections and I have been lucky enough to have received referrals out of it.  I have also enjoyed helping out other small businesses by offering advice and tips on marketing and PR – it feels really great to give something back to the small business community, many of whom can’t afford to spend up big on outsourcing their marketing.  Out of this, I then launched my small business package – a value package of PR services which has been very successful.  

2.     Online networking/LinkedIn – I have really enjoyed sharing and connecting with other business owners on LinkedIn.  Many of the lines between on/offline have also become blurred when I have met people at events then connected online and vice versa.  When you’re running a small biz, it helps to have these connections to share ideas and support each other.  Especially during the coronavirus lockdown, it was great to help each other stay buoyant and come up with strategies to help manage our ways through it and out the other side.

3.     Content – blogging, posting, commenting and having a voice for yourself and your business is so crucial.  When I started my experiment, I had been very hit and miss with this aspect of marketing particularly as I do this day in and day out for my clients but the benefit has been that it has helped me gain a share of voice.  I had an article published in a couple of trade magazines, a few guest blogs and a podcast interview which was great to see happening for my business, not just for the businesses I do PR for. 

4.     SEO – as part of my marketing experiment, I engaged the services of an SEO specialist to run a ‘health check’ on my site and fix up my key words.  This really helped.  I didn’t keep them on because of the ongoing cost, however the guy called me a few months later and he said my google ranking had increased which was great!  (It probably put my on page 99 rather than 100 but I guess it was a step in the right direction!) Interestingly, I actually did pick up a new client who had googled PR agencies and Bay PR popped up.  I think it may have been via Google Maps as his business is based near mine but I did think, “How good is that?” Actually very exciting as usually business comes in via referral/word of mouth rather than ‘cold’ so it was a positive indication that fresh regular content and good key words can get you business.

5.     Cold Calling – worth mentioning as before I started my marketing experiment, this is the only activity I had tried.  And tried.  And tried again.  Really hard actually but it just hadn’t worked.  The times they have a-changed and there are so many other authentic ‘less pushy’ ways to bring in new clients.  Having said that, there may be other ways to work on this approach by bringing in other tactics in a creative way.  Watch this space and as always feel free to share!

So, as I wrap up my ’15 Marketing Tactics on a Shoestring’ series, I would like to say a huge thank you to all of my friends who have shared this journey with me.  It has been challenging at times to stretch myself out of my comfort zone and try out new things and I know that I probably appeared somewhat naïve on occasion given the fact that I work in marketing services and was trying things out for my own business for the first time. 

The comfort I find is that I am not alone and I feel immensely proud that, even though I may not have the time and resources I would like to put into marketing my business, I have at least made a step in the right direction and I must have done something right, as Bay PR is now entering its 16th year!  We survived the GFC and now the coronavirus so let’s raise a glass to PR, marketing and the small business community!

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14. Podcasts

Podcasts are a relative newcomer to the mediascape and have grown in popularity in recent years.  We often target relevant podcasts for our clients to share their stories and knowledge and have found them to be incredibly successful.  Personally, I think podcasts are a great marketing tool, here’s why:

1.     Receptive audience – unlike radio which often runs as background noise, people choose to tune into and actively listen to a podcast.  Most people have their favourite podcasts, will pop their headphones on or listen to when driving, so already you have an engaged target audience, open and receptive to hearing your story – you are already much further along the line than with many more ‘passive’ types of media platforms.

2.     Duration – if you compare an average podcast interview, it will run much longer than a normal radio interview, allowing the subject to be explored in more depth and allowing the audience to come along for the ride.  They are open and receptive to hearing what you have to say in detail, for longer.  This also allows a level of rapport and connection to be built which can be explored further outside of the podcast. For example, you can then lead them onto your website or social media platforms or invite them to an event.  The old saying that people buy people really holds up in podcast land.

3.     Unique content – podcasts offer unique, stand-alone content that listeners cannot access anywhere else.  Unlike many radio, TV, print or online media, podcasts are uncluttered with advertising, allowing the content to shine.   In a world where more than ever, good content counts, the podcast stands out.

As part of my marketing experiment, I have recorded my first podcast interview with the fabulous business coach and strategist Clive Enever as part of his ‘Business Conversations’ series. The subject is one of my favourite, ‘De-mystifying PR’.  You can listen to it here:

https://www.cliveenever.com.au/a-business-conversation-with-deborah-ivison-demystifying-public-relations/

13. Cold Calling/Emailing

I ‘phoned a journalist the other day.  He picked up the telephone (his landline) and sounded a bit scared; ‘Hullo’, he ventured.  “Hi Michael, it’s Deb from Bay PR.”  (BTW Michael and I have corresponded a lot over email and had met at a few launch events over the past few years). 

“Oh Deb.  Phew,” he said, “When the ‘phone rang, I thought it was my mother.”

And there’s the rub.  Everyone these days is so heads down tapping away on their keyboard, emailing, posting, swiping and liking – there’s not much time for a conversation.  When someone does ‘phone you, it can often feel like an intrusion in your already time-pressured day – as I discovered.

When I decided to try and grow my client base, I started by jotting down a hit list and then gave it to my junior.

“Get the marketing managers’ names and contact details and pop it into this spreadsheet,” I said.

A week later, I checked up on how she was going. She hadn’t had much luck.

“I can’t understand it.  Why haven’t you made any progress?”

“They won’t give me the names,” she said.

So I whisked the list off her and tried myself.  Turned out she was right.  Not one secretary or receptionist would give out one incy wincy marketing manager’s name. 

“Where are you calling from?”  “What’s the purpose of your call?” “Is he/she expecting your call?” 

It was like trying to scale Fort Knox.  Just.  Not.  Happening.

These days, you have to book a time in with someone to make a phone-call.  To ‘phone ‘off plan’ is just not the thing.  A couple of times, I managed a ‘warm response’ when I did get through, even a meeting or two but mostly it was a lot of pain and no gain.

Which brings me full circle to the two best approaches I have found for getting new business: 1. Referrals from people you know and 2. Connecting with people you don’t.  Cold calling, is well, cold. 

This is why social media platforms such as LinkedIn, or industry events are great – they offer ways to connect that involve mutual agreement and a common ground – the sharing of information, ideas and experience – a more gentle, authentic approach.  I would say that the saying ‘people buy people,’ is as true today as it ever was and that would be my preference and my recommendation for anyone looking to grow their client-base.

12. Twitter

I think it’s fair to say that we all have our preferred social media platform – Twitter is not one of mine.  I find it, well, tweetie, twittery…a little bit twatty.  It seems to epitomise the worst of social media in many ways – opinion lead shout-outs fuelled by ego and sometimes it can be downright nasty – a bit like driving in Sydney in the rush-hour.

When it comes to promoting your business, however, that’s a different thing.  Twitter can be great for important news pieces, events and stories to generate wide-scale awareness and garner a response. 

Here are my 5 top tips to get the best out of Twitter for any small business owner or start-up

1.     Follow the yellow brick road…take your time to see who’s who in the zoo – or in this case, the avery.  Follow those whose subject matter links to your business interests and industry.  This way, you are easily able to ‘play within your field’ and stay on-brand.

2.     Re-tweet – you don’t need to be constantly coming up with a never-ending stream of tweets.  Just re-tweet, like and follow those you like and that fit with your line of business.  This will allow you to have a platform presence and stay current. It will also help you connect with and build your own followers organically as you go.

3.     Content plan – as with any social media activity, it pays to have a content plan in place.  If you can’t afford to outsource your social media management, then carve out some time to make a content plan.  Start by listing the subject matters that align to your brand and business.  You’ll probably be pleasantly surprised how many ideas you can come up with once you get started.  Think about special days, seasonal activities, product launches, events and also industry initiatives that form part of your plan.  This will keep you on track and enable you to have a consistent message across multiple platforms.

4.     Double up – if you post an article on LinkedIn then share it to Twitter. It may need a little edit but will save so much time and will enable you to reach your target audience wherever they are.

5.     Creative content – don’t be afraid to be creative with your content.  Use links, images, GIFs and video to grab attention.  Measure and view the responses you receive so you can see what is/isn’t working well for you and so you can adapt your messaging over time.

6.     Lighten up – finally don’t take it too seriously!  If you’re starting out with a new business or brand, it’s OK to find your way and see which social media platform works best for you – you’ve got to be in it to win it!

11. Networking

Late last year when I realised I needed to actually DO SOME MARKETING for my business or forever be doomed to the wasteland of companies that DON’T DO MARKETING, I called a dear friend, the amazing Sophie Blue who also runs a PR consultancy.

“Sophie - I need to get some new clients and have no idea where to start.”

Call me dumb but I had had this client (and several others) for over ten years (pretty much unheard of in the PR world) and had been happily ensconced in doing their day-to-day work, head down. Idiot. 

When you run a small business, little things mean a lot.  Like clients.  Many of my clients would have been overlooked or given a lean service had they been with a big agency but with Bay PR, they were treated like royalty.  “Big fish in a small pond”, as the saying goes.

However, silly me, I forgot I was actually running a business and not working for said client for the past eleven years.  

Sophie recommended I “get out there” and “do some networking”.   

Sounded exhausting and also scary.  Meeting new people, making polite conversation and swapping business cards.  Yuk. Would rather be home on my sofa with a glass of chardy and a Sex in the City re-run.

“Where shall I go?” I asked Sophie, feeling like a failure before I’d even started.  Images of being lost and lonely in a crowded room of strangers began to roll into my doom-laden mind.

“Hop online and have a look at Eventbrite or the Chamber of Commerce,” she said cheerily.

So I did.  I went along to meet-up at the Coogee Chamber of Commerce as I live in Coogee and my office is in Randwick so it was a nice, easy start.  I met some great people including the wonderful Edward Zia who has since introduced me to his Meetup group. 

I’ve also been along to the NSW Chamber of Commerce events which are also fantastic – and guess what – I even bumped into Sophie.  I’m not sure if my networking venture is going to lead to new clients but I’m actually having fun meeting people and sharing information and ideas along the way.  And surely, that’s what networking is all about?! 

10. Facebook Advertising

I like advertising, especially when it’s funny.  Being English, I’m particularly partial to the beer ads of the ‘80’s and ‘90’s.  I loved the Guinness series with Rutger Hauer – so sharp and witty.  Some of the classic commercials featured much-loved celebs. They were like a ‘mini series’ in their own right.  A gorgeous Joan Collins and comedian Leonard Rossiter are served a refreshing glass of Cinzano and as always, the unsuspecting Joan ends up with it drenching her. 

When I first landed in Australia, I found the majority of ads to be somewhat unsophisticated in comparison and particularly ‘shouty’.  The exceptions of course include the iconic Qantas ‘I still Call Australia Home’ and the very naughty Antz Pantz ad.  There are many more fantastic ones of course and everyone who grew up here would have their favourite.

Fast forward a few years and the advertising landscape has changed enormously. The audience is scattered wide.  Hard copy magazines and newspapers are declining and you need to grab your audience across a variety of platforms and seek them out in the places where they play.

Part of my ’15 Marketing Tactics on a Shoestring’ lists Facebook Advertising and Content and so I decided to explore it by placing an ad for Bay PR on Facebook.  I carefully chose my target audience and ran it for a week or two but frankly saw no return.  I think it’s probably best left to the advertising experts.  I do think PR is very much a people’s business and there are better ways to generate leads and new business opportunities than advertising.  Being a PR professional, I would also tick the ‘content’ box over advertising any time.  Great content can be so effective and so this would be my preferred choice.

9. Free Stuff

OK here we go – freebie time!  It’s on my list of tactics so I’m biting the bullet and offering up a FREE PR CONSULTATION.  Yup - fully free.  It’s worth $750.  We will either meet face-to-face or chat on the ‘phone and you can tell me all about your business.  I will then provide you with my recommendations on how you can use PR to promote your product or service.  The rest is up to you!

All you need to do to go into the running to win, is answer the 1-minute survey and say why you need to win.  Enter here: https://www.baypr.com.au/survey.  Competition closes Monday 28 October 2019.

Good luck!

8. Events

In public relations we organise events.  Parties, launches, briefings, activations, store openings, you name it, we do it.  But, as usual, as with so many other marketing activities, when it comes to organising an event for your own business, it’s just not on the ‘to do’ list. 

As part of my ’15 Marketing Tactics on a Shoestring’ experiment, I had ‘host an event’ on my list but I hadn’t got around to really thinking about what I was going to do.  It took me a little bit by surprise when the ‘phone rang and I was asked to be a guest speaker at Anytime Offices in Botany.

I was extremely flattered and so tonight (drum roll), I will be giving a presentation on De-mystifying PR.  This is a favourite subject of mine because, as I’ve said before, so many people just don’t really know what PR is and what it can do for your business. 

I’ll let you know how it goes!

7. Online Quiz

In public relations we often commission research surveys and provide the results to media by way of a trends/news story and so the concept of launching an online quiz is not new to me.  What is new, is using this as a marketing strategy for my business.

If I put my PR hat on, then I am genuinely interested in running a vox-pop on the general perception of PR.  So many people say to me, “What is PR?”, “What do you do?”  Often they look a bit blank when you start to roll off a list of tactical things. 

Mostly I think the perception is that we are spin doctors, making news out of nothing, or promo girls pouring free Bacardi Breezers in bars. Some may even picture us as Samantha from Sex in the City, lording it up with toy boys or Eddie in Ab Fab, busy shopping, knocking back the bolly.

I’ve done some reading up on online quizzes and if you’re going to do them for marketing purposes, you’re really supposed to make it all about the respondent, eg “What mythical creature are you?” to capture their imagination.  You’re also supposed to flog it with paid spend on social media, which I’m not going to do. 

As my quiz is actually a genuine search for information, I’m going to launch it via social media and see if I get any responses. 

The aim of my quiz is therefore to:

1.     Use the results to generate content, eg a blog, article and social posts

2.     See if it can assist in generating any sign-ups to my mailing list (see my previous blog).

Please answer the questions below to help me on this journey of discovery!

Create your own user feedback survey

6. Public Relations

I’m jumping ahead in my list of 15 tactics here as I just had an article published in an industry publication.  To see an article I wrote, rather than a client media release, published is very exciting!

It really is so ironic that as professionals, we seem to spend so much time looking after everyone else, we fail to use our skills to look after our own business needs!  The chef that eats beans on toast, the accountant whose books are in a mess…the PR who doesn’t do PR for herself!

The fact is that whether I wrote it for myself or for a client, there is something still incredibly thrilling about seeing your work published.  I have to say I feel incredibly lucky that after over 25 years in PR, I still love what I do.  I am as chuffed today as I was all those years ago when I saw my first stories appear in print.

This recent story, interestingly, is something I wrote from the heart as a memory of two people I had worked with many years ago who recently passed away – celebrity chef Margaret Fulton and marketing consultant, David Hammer who worked for one of my clients.

Thank you to Appliance Retailer for publishing my story, you can read it here: https://www.applianceretailer.com.au/2019/08/vale-margaret-fulton/