Five Ways to Make the Most of Earned 'Free' Marketing

In this new world of online social networking and access to free media, it is not only possible, but worthwhile for small businesses who want to spread the word about products or services even if they haven't a cent for an advertising budget. Marketing does not have to cost a fortune to be useful and successful.

In the professional advertising world, free marketing is known as "earned media" -this basically means that the business gets media coverage through channels that don't cost such as word of mouth, online media, feature interviews and cooperative/trade marketing. This is a fantastic way for small businesses to spread the word but it does take effort and attention to detail. In my work with small nonprofit organizations and small businesses, this often the ONLY way that marketing work gets done.

- Unify your overall message just as you would if you were paying for advertising. It is important to have a clear idea of what your "brand" is and what you want to accomplish with your marketing even if you are doing it all for free. Make a list of what you need and want to do so that as you move forward with your free marketing efforts, you can make sure that you are staying on track and your message is cohesive.

- Consider ALL the various media outlets-even if you think you can't afford it: television, radio, print and online. Many small business immediately think of online social networking for marketing because it seems most accessible and overlook ways they can connect with more traditional media for free. Consider all the possible outlets as part of your earned marketing/media plan.

- Brainstorm "stories" about your business products or services that might be interesting to the public. Do you have an interesting "founder" story? Are you coming out with a new product or service that has an interesting angle? Once you determine what your interesting, amusing or exciting stories might be, you can "pitch" them to radio, television and print media. They may just want to do a story on you for free!

- Position your business as an expert using online media-start a blog and share your insight on issues that are related to what your business does. Post or guest on other industry blogs and use your business Facebook and Twitter accounts to share relevant information. As you become known as the experts or the ones to go to, media will contact you when they need information and quotes about relevant topics.

- Don't overlook the good old-fashioned press release. Utilizing a template or by doing a little research on what makes a good press release, put out a release when you make changes or need to share information about your business. Include photos whenever possible and make sure to make yourself accessible to follow-up questions and interviews. Send the press release to ALL the media, as well as post it on your web site and other online outlets.

It is entirely possible for even the smallest of businesses to have a marketing plan that involves promotion without paying. Of course, it will take time, planning and effort, but free marketing can be great marketing!

More from this contributor:
One Social Network is Not Enough
Why the Press Release is Not Dead
Time Management and Social Networking