Facebook is the rage – and why not?  You can target niche audiences, spend as little or as much money as you want for advertising and create look alike audiences with your email lists. Another option is to download your LinkedIn contacts onto an Excel file and import the data. I wrote about a few of these ideas in a recent Facebook marketing article.

But how can you use Facebook events to grow your business?

Think about creating and promoting events like these to connect with your target audience:

  • Trade Shows
  • Demonstrations
  • Pop up Events
  • Webinars
  • New Classes
  • Speaking Gigs
  • Book signings
  • Ticket Sales
  • Grand Openings
  • Unboxing your product

Sure, you can offer discount offers to your community, invite people to your sporting events, job fairs and auctions too. Think of what’s coming up on your calendar and create a Facebook event to share the news!

Whether you’re working full-time, part-time or own your own business, chances are you’ll be involved at some point with helping a non-profit.  If you are, getting exposure can make or break an event or fundraising activities. Getting free or almost free PR and marketing isn’t impossible, no matter what nay sayers might tell you.

Here’s a List of 10 Ways to Extend Your Non-Profit’s PR and Marketing Dollars

  1. Find Agencies Who Do Pro Bono Work. Find out who knows who in your organization and ask if there’s anyone with advertising or PR ties.  You may have an opportunity to get some free work – even if it’s with a smart intern who’s being supervised.
  2. See Who’s Advertising on Digital Billboards. There’s always a chance that digital advertisers have extra ad space that they’re willing to donate. If your cause is compelling enough or dear to their hearts, your message could be seen on high traffic billboards. Never ask, never know.
  3. Check out Google Grants. I’m not an expert on Google Grants, but what I’ve read sounds interesting, especially if your charity qualifies for a $10,000 in-kind AdWords campaign every month. Read the fine print to know the rules and what you’re committing to.
  4. Consider Crowd Funding. Crowdfunding may be an option for your charity, but you never know until you take a closer look. It’s another way to fundraise from outside your regular community in a more global way. Pulling on heart strings still applies.
  5. Write Press Releases Once a Month. Keep the media up to date with news about your charity. Press releases can be sent to journalists, a PR distribution service — paid or free, as well as to sponsors and partners. Use the link to promote your cause on emails and for supporting information when you’re creating a pitch.
  6. Build a Media Contact List. Research reporters who are covering your topic or local area to see if they’re interested in a feature story. Building a media list can be as simple as creating an excel spread sheet and including all pertinent contact information. Be sure to update the list on a regular basis to stay current.
  7. Approach bloggers who may be interested in your story.  Use Google to research top bloggers to share your story, and/or think about guest blogging for other sites. Practice your story telling and pitch in advance to make sure it’s short, sweet and to the point.  Ask yourself, why readers will care about your cause. That’s what an editor wants to know.
  8. Contact Marketing and PR Departments at Local Universities. Would a non-profit campaign like yours be a project a University may be interested in? Make a few calls or send an email or two. You may gain an intern and a few tweethearts.
  9. Organize Local Events Not Just Fundraisers. Hosting local events where you’re not asking for money will give you an opportunity to share your message, share the love and hopefully, share some of the work! Find people who are committed, like-minded and are influencers in their own right. Hate to recruit? Reframe your thinking. It’s multi-level marketing with a heart!
  10. Speak and Talk Up Your Charity. If you are your brand wherever you go, you’re also a brand ambassador for your cause. Tell the world to change the world. Speak on behalf of your charity whenever you get a chance and build a network who cares.

Lastly, you’ll always want to make a list of PWLY and PWBIY. People who love you and people who believe in you. Be sure that you have their full contact information to stay in touch and thank them often. These key supporters are your raving fans.

Show them the love and they’ll return it.

Potsquatch caught Meteorologist Jennifer Pagliei of WWLP Springfield, MA off guard when he video bombed her live blizzard report about 10 days ago.  Here’s the video in case you missed it. It was a publicity stunt that went viral.

So far, it looks like the video has been viewed 2,244,874 times and counting. The clip made Mashable, and I hear the Jimmy Kimmel Show, as well as countless other blogs.

Who is Potsquatch?

The pot-looking monster is actually a mascot from the Springfield, MA gardening store, Potco which is well on its way to becoming a store for all things cannabis.

But there’s more to Potsquatch than meets the eye. “He’s a super hero,” says David Mech owner of Potco. “With all the bad things happening in the world, Potsquatch brings some comic relief and is a symbol of absurdity when everyone is massively stressed out.”

What’s his mission?

Potsquatch wants to get people and especially veterans off dangerous opiates and help the terminally ill find natural alternative remedies. He was created to make people laugh and get their mind off problems.

As we all know, pot isn’t a shh shh subject any more. In fact, Business Insider reports that 1 in 5 Americans live in a state where it’s legal to smoke weed without a doctor’s letter.

Where will #Potsquatch show up next?  Your guess is as good as mine. Could he be our next pop-up or T-shirt star?

I’ve had the pleasure of working with Phill Naylor who produced my YouTube channel.  In addition to being a YouTube expert, he also owns a digital marketing agency, Xtralarge Media.  What’s his insight about Facebook Marketing? In short, explore the possibilities creating look alike audiences to expand your reach.

10 Ways to Attract New Business with Facebook Marketing (and Creating Look Alike Audiences) 

  1. Set up a Facebook Business page to connect with your audience. It allows you to gain the like, know trust factor, build a community and show a behind the scenes look at what you’re doing on a day to day basis.
  2. Use Facebook groups as a way to showcase multiple products and services — if your brand has different branches and audiences. With one business page, you can speak to all of your customers and fans without them scrolling through every post.
  3. Learn Business Manager/Power Editor. You can download the application for free if you have a Facebook Account. This allows you to explore far more marketing options than inside the traditional Ads Manager.
  4. Upload your email list to Facebook and create an ad targeted to just them. This allows you to market to people who are already receiving your information.
  5. Create a look alike audience of your email list to market to. This expands your own email list powerfully.
  6. Install a Facebook pixel on your website. With this pixel or line of code, Facebook will track everyone who visits your website and you can extend your reach.
  7. Create a look alike audience of people who visit your website. Keep testing to monitor results.
  8. Ask Facebook to track anybody who visits or likes your Fan Page and advertise to them.
  9. Create a look alike audience of your Facebook Fan page traffic. See what that delivers.
  10. Lastly, ask Facebook to create an audience of anyone that has viewed your videos (and then create a look alike video audience). You can track multiple analytics, like how long they’re watching, where they stop and so on.

Although I understand Facebook as an important marketing and PR tool, I wasn’t aware of all the look alike marketing possibilities and the power of email marketing, taken to a whole new level. And, we haven’t even discussed retargeting!

Phill has a new Facebook group, Local Ads Academy where he’s hosting free classes. If you want to learn more, email him at [email protected] and ask to join.

About Phill:

Phill Naylor is Founder of XtraLarge Media | 10 Ways to Attract New Business with Facebook Marketing Phill Naylor is Founder of XtraLarge Media, a digital marketing firm that focuses on helping clients get the biggest bang for their buck with video and social media advertising. He is an expert in Facebook marketing and works with small business owners to power up their brand, rank high on YouTube and influence prospects to buy. He believes video and Facebook will reach more customers than any other platform combined.

Have the Do’s and Don’ts of Social Media changed about sharing your political views? I guess it depends on how you heated up you are personally (or not) over the current state of affairs—and if you want to share that publicly as a business or brand.

Brands have a core message and stand tall for what they believe in. They can also influence, motivate, alienate or outrage prospects, customers and audiences. We see that in a big way today with swings to the left and to the right in Washington, and all over the country.

As a PR Mentor, I suggest to my clients that they keep their brand or company comments on target to their core message and core values. If your brand is a political one, that’s a completely different story.

In the past, there were 5 Subjects we never talked about on Social Media:

  1. Sex
  2. Politics
  3. Money
  4. Sports
  5. Religion

Today, each of us is the media.

We can share our opinions openly and for free. I honor that and am grateful for that right. But, how will your message affect your brand if you are the spokesperson – or you are the brand?

  • Do comments about sex, partying and boozing it up online affect a job search?
  • In a divided society with emotions high, do political comments help or hinder your ability to be a leader, get a promotion or win a prize client?
  • Does talking about having lots of money alienate you in a world where many are struggling?
  • Are you infuriating fans of one sports team (and possible customers) when you are obnoxious about a recent win of your rival?
  • In a world of many religions, faiths and beliefs are we helping or hurting our brand with off the cuff or insensitive comments?

Ultimately, it’s up to you how to position your brand, and what to say or not say on social media.

Before you post ask yourself two questions. What’s my intention? What’s my end goal?

Whatever message you share, be sensitive to how it will be perceived.

It does matter.

This morning there was zero time to prepare for a Facebook Live interview, but isn’t that the point? Ana, my client from the Spanish Immersion School in Rincon, texted me that she was coming over in 10 minutes because she told her class she was going live in 30 minutes.

She not only told her class, she also posted it on one of the biggest Facebook groups in Rincon, PR. And live we went, despite landscaper noise, a dose of unstable internet and accompanying pixels, and the time crunch of having to produce!

The interview on Facebook Live accomplished 5 things:

1) It showcased Ana’s brand in the moment, savvy, on-the-go, with interesting content

2) She translated the interview in Spanish, or at least parts of it to make it relevant to her audience

3) Ana featured me, and the four (4) events I will be having at her school in February, in great detail

4) Viewers I hadn’t met yet got to see the video, like it, comment and, most importantly, share

5) Whether I liked it or not, it featured me up close and personal for my new community to meet; plus, it started the LKT (like, know, trust) process

No surprise that this wasn’t a video where you prepped, and staged for makeup and wardrobe — at least where I am. The sun wasn’t out much yesterday, so I had a cool shower and didn’t wash my hair. But it really didn’t matter. Taking advantage of the moment did.

I was impressed with Ana’s knowledge of Facebook Live – but more importantly what she wants to do with it, and what we are envisioning together. I wish you could see her smiling ear to ear.

Here’s the Facebook Live video we posted.

Carpe Diem.

PR and marketing power doesn’t have to cost you a fortune, but it does cost you some time and effort. There are no magic wands to wave over your head or chants to the PR and Media gods. Just focus, clarity, intention and strategy – and understanding the ins and outs of what you’re doing and being able to change on a dime. You know of course, that you can’t quit three feet from gold, but you don’t want to waste your time where your target market isn’t hanging out either, or quite possibly, never intends to go.

Here’s a graphic I love to use as an example of marketing and the four types of media to get PR Power on a budget, compliments of Gini Dietrich of Spinsucks.com.

Copyright Spinsucks.com

Personally, I tend to focus on earned, owned and shared media.  Writing, free publicity, speaking and a host of other tactics fall into these categories.  But, I recommend without hesitation, paid media, including social media advertising (particularly Facebook for niche audiences) as well as super targeted industry publications which have worked out tremendously well for some of my clients. Sometimes you have to pay to play, but it’s not always 100% spot on, and there is some trial and error you’ll have to endure. That’s where knowing your target audience and the many places they hang out is important.

Getting noticed in all four media clovers, scheduled and ongoing, builds your reputation and credibility, which eventually leads to sales.

I keep forgetting how easy it is to get free publicity.  If you know where to look and how to respond, it’s straightforward. But, you have to have discipline.

My favorite site for free PR is HelpAReporter.com, commonly known as HARO.

Last month, on December 20th I was featured in an article on kids, parents and gratitude  on CNBC.com, 5 Ways to Teach Your Kids the Art of Giving This Holiday Season.

A couple of weeks earlier, FS Local wrote a story, Picking the Brain of a PR Pro! Behind the Business with Brand Expert Robin Samora.

Do You Want Free Press? Follow these 7 Steps to Get Picked Up by HARO Reporters

  1. First, sign up for HARO and get daily emails from reporters and journalists.
  2. When you see a query that interests you, make sure there’s a fit.
  3. Make your pitch short, concise and be sure there are no misspellings or mistakes.
  4. Don’t deviate from the questions, stay on topic. Be light, bright and polite.
  5. In the subject line when you respond write: HARO: and copy the title of the query.
  6. Include your contact information, website, email and phone number. Be available 23/7.
  7. Don’t stalk the reporter or follow up, unless they ask. Do your best and become a resource.

The more practice you have pitching a story, the better you’ll be. And, once you start getting published, the more you’ll want to respond.

This is earned media and you’re showcasing your expertise.

Sure, responding to HARO and other sites takes time, but the rewards far outweigh the work.

Sign up this week, and get the visibility you deserve!

Sounds like an easy task – to write what you want. Most people start with a list of questions to answer which provides valuable insight, but I also like to add a visual component.

What does a wheel have to do with PR and marketing? This wheel, and the one you’ll draw, is a PR Vision Tool where you decide where you’d like to be seen. You can add spokes, identify opportunities and weight them according to your goals and desires. And, every few months you can reinvent the wheel based on your results and efforts.

Here’s a sketch of my Marketing & PR outline for 2017.

Remember, it’s a work in progress so you can tweak and recreate as you like. Think of it as a recipe for success. Take a look.

Simple? Maybe you think so, but the start of everything great begins by writing it on paper. This isn’t just about manifesting.  It’s about planning and thinking where you may get the biggest bang for your buck. [Free].

Ever since I was a kid, Thanksgiving reminded me of a happy time when families got together in the spirit of giving thanks.  It wasn’t a Hallmark® holiday, it was real life. We each were at a different place but connected wherever we were, and that happened to be at the kitchen table.
Life seems to be more complicated now, or maybe I see it through a different lens.  It’s still rosy if you choose that that color. I’m an eternal optimist.
I’d like to share a piece I wrote for my Gratitude Workshop, 50 Ways to Be Thankful and Show Random Acts of Kindness. It’s a reminder that being thankful begins at home.
When you think of having an Attitude of Gratitude, consider this. Being thankful comes from the head, being grateful comes from the soul.
May you enjoy holiday blessings today and always.