How To Do Publicity For A Small Business

By Promo Panda Staff

It's not easy to generate interest in your small business. You can't spend your days standing outside your shop or holding a sign on the road.

You might have to wait for referrals from friends or other contacts.

If your small business is in a sales industry like tourism, you will also have to educate people about your business. The good news is that the internet is making it much easier.

The internet offers free information on how to promote your business. You can learn the basics by watching the infomercials on cable TV.

You also have access to a wide variety of tools for promoting your business. You can use social media sites, video marketing and email marketing to your advantage.

When you promote your small business, you can help your employees and customers. You also help other businesses by attracting more customers to them.

Here are some basic ways to do public relations for your small business.


While promotion is important, you should also plan ahead. Have a marketing plan that addresses when you are going to advertise, where, how much, and how you will measure the results.

This helps you make decisions on how to promote your business.

Don't forget that part of public relations is just making sure your business is visible in the eyes of others.

Set your goals and budget

Set your goals and budget

Marketing goals will help you to define what you want to achieve through your marketing activities. Your goals should be SMART: specific, measurable, attainable, relevant and time-based.

You will also need to allocate a budget to your marketing activities. Your marketing budget will need to include elements such as:

  • Website development and maintenance
  • Search engine optimization strategy
  • Design of branding
  • Printing of promotional material (business cards, brochures, signage, etc.)
  • Advertising
  • Donations and sponsorships
  • Employing staff to undertake marketing activities


If you can afford it, you can buy YouTube channels to promote your business. Having a Facebook page is also an effective way to promote your small business.

Don't forget to use online tools to promote your business. For example, you can use Google Maps to map out all the places you can promote your business.

You can also map out and map out your local phone directories, advertising in them will help you show your business to more people.

A website

When your website isn't that great, you can't promote your business effectively. Don't let your website get to a state where it's not easy to find your business.

You can use the free online tools at Google's AdWords to make your website more visible.

For example, if you want to advertise your business, AdWords will show you ads that are relevant to your business. You can then choose the ad you want to run for your business.

This will ensure your business gets the maximum exposure.

Social media

Social media

There are a number of free social media tools available. You can use Twitter to promote your business by posting tweets.

You can use Facebook to make your brand more visible and use Instagram to post images that show your product or service.

You can also promote your business using video marketing on sites like YouTube. You can also promote your business through email marketing services.

Distribute promotional materials

You should also distribute promotional materials in your local area. Send promotional items to people who can promote your business.

You can use flyers to promote your business. You can also promote your business by writing blogs. You can also print leaflets that can be handed out to people.

Host events

If your business has a large following, you can also hold large events. For example, you can hold a gala or do a charity event.

You can also hold a small gathering at your store or a local café. You can use print advertisements, social media, and online marketing tools to promote these events.

Identify your unique selling proposition (USP)

A USP is the unique reason your customers buy from you and not your competitors – it’s what makes your business stand out from the crowd. It is important to define what you do differently and be able to convey that to potential customers.

Commonly, this reflects your special knowledge or skills.

Your USP may be having a new or unique offering or providing exceptional service. Start developing your USP by answering the following questions:

  • What do you love most about your products and services?
  • What special skills or knowledge do you have?
  • What makes your customers come to you instead of your competitors?
  • How do your customers benefit by purchasing your products or services?
  • Which aspects do you generally highlight when you describe your business to strangers?

Develop your business brand

Develop your business brand

Every business, regardless of size, is likely to need a brand. A brand is more than a logo, color or tagline.

A well-articulated brand emotionally connects with your target customers and conveys who you are, what you stand for and what you can deliver.

Choose your marketing avenues

While there are many available, consider your target audience when you are determining which to use.

Options include a business website, social media, blogging, brochure and flyers, networking events, print advertising, word of mouth, cold calling and letter drops.