Recently, I had an exciting opportunity to be interviewed by Jay Somerset for a piece in Connected for Business. As an authority on small business marketing in Toronto, I was approached to comment on the idea of creating videos as part of a small business marketing strategy.
This is one of my favourite areas to speak about, as I have experienced great success as a result of the promotional marketing videos I’ve created for McCabe Marketing. My videos have generated several opportunities for me to give media interviews on television, in the press, and for online publications.
So, How Do I Find Media Interview Opportunities for My Small Business?
It’s definitely not an easy task to get an interview or a chance to be quoted in a publication. However, if you can get this type of coverage, it’s going to help raise your small business’ profile in your industry. Not only that, it’s also a stepping stone to getting even more requests for media interviews. As you do more and more media interviews, you’ll gain credibility for your business and get in front of more potential customers.
If you want to start getting more exposure for your small business through media interviews, here’s how you can take action:
- Define Your Targets
First, do some research and find local media outlets or outlets in your industry that you might want to reach out to. Don’t aim for the biggest ones first. Start small instead to learn the ropes of finding opportunities and giving a good interview.
TIP: Think outside of the box. Don’t just target newspapers and TV — consider radio, podcasts, or web blogs too!
- Be Visible
When reporters are searching for a source or an industry leader to comment on a story, where do you think they turn? Many will start with an online search. That’s why it’s essential that your small business can be found online. Your search engine optimization (SEO) efforts, social media presence, and website are all key players in this respect. Make sure there is a clear and simple way for readers to get in contact with you on all of your online profiles.
TIP: Be visible offline, too. Introduce yourself and pass out your business card at public events, local business meetings, and other events where reporters are likely present.
- Be An Authority
What type of information are you an expert on? As a small business, you likely have a particular area of specialization that sets you apart from your competition. Position yourself as an authority in that area. Make sure you have content on your website that speaks directly to this topic to prove you are truly an expert.
TIP: Use your passion for your business and industry to your advantage. This will make you a more compelling source for the media to interview when you show both your extensive knowledge and true enjoyment of your career.
Let potential media outlets and reporters know that you are available as a source for stories that fall within your area of expertise. Begin by sending a friendly email to contacts at your targeted publications or media sites. You can also offer to write a piece on your specialty within your industry for a website or a local print publication. Explain your story pitch clearly and briefly.
TIP: Try connecting with potential reporters and media outlets on social media. Reach out to them on Twitter, or leave a comment on an article they’ve written. Forming a relationship with them before you pitch an idea will help them recognize you and your business.
Once you’ve landed an interview or asked to give a comment, always say YES! Media interviews are one aspect of small business marketing that you can’t let pass you by. Make yourself available so you can seize this excellent opportunity to promote your business.
You may want to check out my funniest blog with a wee bit of Irish Blarney, 3 YouTube Tips to Leverage the Power of Social Media. How I got found by the Toronto Star.
