Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wed. on Twitter from 8-9pm ET. This is excerpted from my recent interview with @JillLublin on How to Get Free Publicity for your Business. Jill Lublin the author of the new best selling book – Get Noticed…Get Referrals: Build Your Client Base and Your Business by Making a Name For Yourself, from McGraw-Hill and co-author of the best selling books Networking Magic and Guerrilla Publicity. She is also a Speaker, Strategist & Radio & Television Host. For more information http://www.jilllublin.com/
SmallBizLady: How can small business owners create name recognition for themselves?
Jill Lublin: Create the “I’ve heard of you syndrome” and focus on creating your expert status.
SmallBizLady: For small business owners, how can you identify the best sources for referral business?
Jill Lublin: Find trade associations that will help you cross-market to your target audience. Be clear about what you need in the next 30 days and ask for it — as well as give… ask others how you can help them.
SmallBizLady: Is there proper referral etiquette to keep in mind?
Jill Lublin: Be clear and focused. And be reciprocal….remember to ask others, how can I help you?
SmallBizLady: Your first book, Guerrilla Publicity, focused on low cost and free ways to use publicity in order to increase visibility. Can you share with us some of those techniques?
Jill Lublin: Placing announcements in your local newspaper’s “People” section is a great free way to get publicity. Announcements should be short and focus on something new and special about your business like a new product, a promotion, a published book, etc. I also recommend giving free seminars about your expertise.
SmallBizLady: How can you create your “ooh ahh factor”?
Jill Lublin: Focus on your unique story. Think about what makes you special. What has happened in your life? What is it that makes you stand out?
SmallBizLady: Networking is another great way to get your word out. What are some of the dos and don’ts of networking?
Jill Lublin: Dos…look to help others constantly, stay focused on your target market, and have a 10 — 20 second sound bite prepared. Don’ts… never thrust your business card in everyone’s face, be careful not to misrepresent yourself, try not to monopolize people’s time.
SmallBizLady: Can you recommend where you find to be the best places to network?
Jill Lublin: Look for places that cater to your target market — an example… one of my target markets is women business owners so look to organizations such as the National Association of Women Business Owners and eWomenNetwork.
SmallBizLady: With so much competition out there, how can you distinguish yourself and find your uniqueness to focus on?
Jill Lublin: Find your own angle that is personality and value based.
SmallBizLady: How can you quickly respond to breaking news and trends in your industry? And how do you go about doing that?
Jill Lublin: Subscribe to google alerts and helpareporterout.com. Also scan the news everyday and look to be a bit boarder about how you can fit in.
SmallBizLady: Can anyone really get themselves into the New York Times or on CNN without a hired publicist?
Jill Lublin: Yes although it may be difficult. Be passionate about why your messages matter and pitch!
SmallBizLady: Do you have a favorite “guerrilla” PR tactic?
Jill Lublin: It is really a combination of things that creates success… the every 60 day announcements, sending out newsworthy press releases every quarter, speaking engagements, etc.
SmallBizLady: What additional secrets might you have to share on how to people can expand their businesses?
Jill Lublin: Create a message that will capture people’s hearts. Know who you are. And remember you will need to be professionally persistent with your follow up — sometimes could take at least 7 calls.
If you found this interview helpful, join us on Wednesdays 8-9pm ET follow @SmallBizChat on Twitter.
Melinda Emerson, known to many as “SmallBizLady,” is a Veteran Entrepreneur, Small Business Coach and Social Media Strategist who hosts #Smallbizchat weekly on Twitter for emerging entrepreneurs. Her first book Become Your Own Boss in 12 Months was released in March 2010.