Buzz Mommy

A lot is written about “black hat” SEO and marketing and if that is the way you wish to do business, it can bring in some more sales in the short term.  In the long term, however, I do believe that the old fashioned values of vision, hard work, and networking are what sustain a business.

Anecdotal illustration:

Katja is a genuinely sweet person who had something positive happen for her business.  A cute pair of ladybug shoes for Suri Cruise she helped select made a short appearance on Oprah’s interview with Tom Cruise.

If you are a small business owner, you know how big national media can provide a huge bump in sales.   And when people visit Katja’s store, Skimbaco, they’ll see a hand-picked selection of children’s products that reflect her own unique perspective on fashion–exactly the sort of taste making that brought a Cruise/Holmes family friend to rely on Katja’s expertise.

And, even though the shoes appear for just a few seconds in Oprah’s hands, people are going to find out that Katja chose them.  Why?  Because she’s spent the last year networking with and helping other small parent-owned businesses.  She’s reached out on various social media sites.

I saw the interview and immediately posted about Suri Cruise’s Ladybug Shoes.  When I got Katja’s facebook message that she had actually picked out the shoes for Suri herself, I wrote back that I had noticed the shoes and already linked to them at another shop.  Katja asked if I could add a mention–even if I did not link to her store or blog.  And I actually went back and edited the post.

And a lot of people, even if they have nothing to gain financially like me, are going to tell everyone about Katja’s celebrity baby styles, because she is genuinely a good-hearted person who has worked hard and smart.

Most importantly, Katja knows that success is not a zero sum game.  You can get there alongside other entrepreneurs who share your work ethic and positive spirit.

You have a fierce product and you just know you are ready for some national media and celebrity exposure, but you do not have the time, connections, or money to make this happen.

Put your energy into local media.

Small businesses may not have the resources to get noticed by the big guns.  However, local news channels, newspapers, and magazines are always on the look-out for heartwarming stories about local entrepreneurs and philanthropists.  Even if you don’t have a bricks and mortar shop, you are still a productive member of your society!

Follow this easy three-step process to getting local media coverage:

1. Get involved with your community.  Donate product, time, or expertise to local charities.  Join your local chamber of commerce.  Network with other local business owners and work together.  Look for areas where you can have a big impact.  Donating $200 worth of shoes to the local shelter may be more effective philanthropy than donating $200 cash to the $50,000 annual fundraising extravaganza.
2. Write a killer press-release with a local angle.
3. Make personal contact with Lifestyles, Business, and Arts and Entertainment editors and programming directors.  Pitch them stories they can use.  Every month or so, check in to see what their feature calendar will be and discuss ways you might fit into their schedules.  An occasional plate of cookies might not hurt either.  Locally, a little kindness can go a long way.

Relationships are important in life and in business–and that goes doubly when you look at local opportunities.

Don’t forget to follow up by getting that press release distributed on the Internet (this helps with your natural search engine ranking).  And you never know–a local celebrity may just notice your efforts or you may tap into a local market you did not even realize existed.