A well structured press release in an excellent way of receiving free publicity for very little effort and cost. It is simply the process of writing a newsworthy story about your company, products or services in a reasonably standard format, and then distributing it in the correct way to relevant media contacts.
Martin Bailey regularly writes this website and supplies articles for various magazines. Here are a collection of articles, some of which have been published in trade press around the world.
Newsletters are a great way of keeping your customers and prospects informed of new products and events surrounding your business. As with every other piece of marketing literature, once you've designed a standard format template, future newsletters can be designed and produced very quickly.
A web site is virtually a must for most businesses these days, however you should only contemplate writing a site yourself if you have the time to do so and a basic understanding of HTML (HyperText Markup Language - the code used to write web pages), or if you cannot afford to have a web site professionally written. It may not be the most productive use of your time to spend hours (or days) writing a site that may not have the same quality look and feel as one designed at relatively low cost by a professional company. That said, if you do have a flair for design and can get to grips with today's very visual web design packages, then carry on!
It's all very well having a flashy (and expensive) advertising campaign, backed up by a wealth of positive PR, but if your staff are not all pulling in the same direction this could be the biggest leak in your plan.
In any industry it is always worthwhile getting together with like-minded individuals to discuss topics of interest. Whether buying new equipment or discussing management techniques, traditionally trade shows and seminars have always been the main vehicles available, however they are biased to the companies whose wares are being promoted. It would be much better if you could meet up with fellow users to get advice and feedback. The question is: How do you find these people and meet up with them?