How to Get Free Advertising For Your Computer Business via Media Mentions

Effective marketing is key to growing your business. Of course, you can used paid mentions aka ads. However, customers trust unpaid mentions much more. The standard term for these are earned mentions: you earned the right to have your name mentioned instead of paying for it. These show up higher in search engine results and customers trust them over ads. Here’s how to do it.

First, I recommend signing up for the email list Help A Reporter Out (HARO). This is a list journalists use to find sources on a variety of subjects. Your first instinct may be to respond to tech questions, but I’ve had the best success responding to questions about how I run my business. HARO sends out urgent request via their Twitter feed, but most other requests usually need a response within 24 hours. When you respond, be sure to mention your business name and what you do for a living. That’s key to getting your brand out. Although you can’t control what a reporter says, you can kindly ask that they refer to you based on how you’d like to appear in search results. For example, I focus on “computer repair lawrence ks” along with Dave Greenbaum so I asked the interviewer to refer to me using this phrase.

Next, be on the active lookout for topics the local media is covering directly related to technology. Examples include major security breaches in a browser or a password database (Target, Heartbleed, Adobe). Respond to comments on local media outlets and write letters to the editor giving your expert opinion on the subject. Readers won’t see this as spam because you are adding value to the conversation. Give your credentials as owner of your business, but don’t go beyond that. For example, avoid posting a link to your website or your phone number. Your goal is name recognition, not a direct call to action. Feel free to comment on issues that impact you as a business owner such as a change in taxes or a new law being passed.

Finally, get to know some of the reporters who cover business or technology. Larger media outlets will have a dedicated reporter while smaller outlets may just use staff reporters or producers. Search the archives for older stories on the subject and see who wrote about it. If you can’t find those names, just note who the editor or chief anchorperson is at the outlet. Write them proactively and offer yourself as a source to the story. Reporters always want to give a local angle to a big story and that local angle is your business.

In general, when a reporter contacts you, they expect a quick and detailed response. An hour can make the difference between your business getting a mention in the paper instead of your competitor or a national source. Give them short quotes also called sound bites (even if it’s in writing). If you can go the extra mile and give them screenshots, physical examples or video results this is great. With all these details, the reporter simply has to sign their name to it. They get the credit, but you get the name recognition.

Once you get to know a reporter well and establish a relationship, you’ll then be able to pitch them stories directly. This is proactive news rather than reactive. Many reporters have to generate at least some of their own stories, so they are grateful when someone gives them an idea. In your pitch, you need to explain why the average reader would care about the issue and be sure to mention your business and what you do. While respecting clients’ privacy, give them examples from your business. Again, if you have pictures or video, reporters love that. Some classic examples of easy to pitch stories I’ve seen include: backups, password management, and buying a new computer. These stories are always helpful and great filler when a reporter has writers’ block that day.

Personally, I’ve had a goal of getting mentioned in the media associated with my business at least every six months. I’ve been successful in this for 10 years. With these tips, you can increase your word of mouth recognition, search engine mentions, and customer trust without spending additional money.

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