3 Quick Tips for Promoting Your Small Business with Tie-Ins

When you’re running a small business, it’s vital that you take advantage of any free publicity you can get. Often times that means jumping in on the national or local conversation and finding ways to insert your business. For example today the total eclipse happening in parts of the U.S. has brands of all sizes sharing clever images, videos, and blog entries on social media. While this may seem like a flash in the pan, the impressions you earn from such stunts can actually earn you customers.

With that in mind here are a few ways you can use tie-ins in the news to help promote your small business:

Find tie-ins with trending stories and hashtags

One popular method for finding new followers and customers on social media is to utilize popular and trending hashtags. That’s because, when a user clicks a given hashtag, they’ll see a stream of other posts from both people they already follow as well as those they don’t. Thus, by grabbing their attention with something witty and shareable, you may earn yourself a follow and perhaps even a fan.

Now, a word of warning on this one: if you’re not careful, this plan can go horribly wrong. For that reason you’ll want to be 100% sure you understand the context a hashtag is being used in and confirm your post is in good taste. Otherwise, instead of gaining new fans, you could instead mobilize a strong group of enemies.

Pitch tie-ins to reporters and blogs

Did you know that February 11th is National Peppermint Patty Day or that October 27th was National American Beer Day? It’s likely that hardly anyone else did either until the advent of social media made these silly events ripe for promotion. While you can always take advantage of these tie-ins on your social media accounts, another way to get even greater attention for your business and products is to reach out to reporters.

There are plenty of sites and blogs that are looking for content, so why not give them a story? Start by looking over the National Day Calendar and note the days and dates that relate to your business. You can also brainstorm some celebratory tie-ins to coincide with these days such as special discounts or events. From there, you can write to local publications a week or so before the “big day” and suggest they not only write about the day but about your business as well. Of course not every outlet you contact will run the story but there’s always the chance one will, giving your business some easy extra exposure.

Blog about it yourself

From search engine optimization to customer engagement, there are many reasons why businesses should host a blog on their website. Of course, if you do run your own blog, it makes it even easier to post about the tie-ins you’ve found and to promote your events. What’s great about this option is that you can include a link to your blog on your social posts and drive people to your site. That way they’ll have all the info they need, making it easier for them to convert.

Solar eclipses may not happen every day, but other promotional opportunities certainly do. Make sure your small business is taking advantage of appropriate tie-ins and using them to score some free publicity. Whether you put your efforts exclusively into social media, choose to reach out to potential news outlets, or blog about it on your own site, these tie-ins can help you reach new potential customers in a non-intrusive and fun way.

Also published on Medium.

Hi Jonathan, I’ve done that from time to time. It doesn’t always work but other times it does work great – especially if you are the first to blog about it.
I think if it’s relevant to your business or niche then it is great!
I used to only blog about new things but found some loved great content and not everyone in your industry can know everything.

Sometimes you can do well by just blogging about a topic better than any others before you 🙂

Hi Lisa-

I couldn’t agree more about “not everyone in your industry can know everything.” It’s easy to assume everyone is staying on top of the latest stories/trends/tools but the reality is there is just too much information out there for most business people to keep up with. Writing about things well will always have an audience even if the subject matter has been written about before. Being “first” is great but definitely not a requirement for success. Cheers, Jonathan.

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Jonathan Dyer

I'm a small town guy living in Los Angeles looking to make solid financial decisions. I write for a number of finance websites, including HuffingtonPost and Business2Community. I founded DyerNews.com in 2015 to focus on personal finance and the emerging FinTech markets.

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