how to create visibility for your startup?

As I eagerly watched the TechCrunch 50 unfold this week I really got to thinking about how to create visibility for the little guy. We advised you on how to format and distribute a press release but that is really only one tactic of a bigger public relations strategy. Fortunately the guys at TC also understand the need to help small companies so they posted a really good article on how to stand out from the crowd.

What is the basis of a strong marketing message?

Everyone has a story to tell. Depending on how interesting and entertaining yours is you may get the visibility you need. So, what makes a good story? As mentioned in the article there are two components:

1. determining who your customers and users are and where they go for information and insight. Identifying these groups will humanize the process of crafting your story. It forces you to adapt what you’re introducing specifically to the people you’re hoping to reach.
2. summarize not only what you’re introducing, but distill the value, benefits and extraordinary features that differentiate you from your competition and also highlight how you’re solving real world problems and challenges. This process will impact your press materials, your demo, your pitch, and ultimately the perception that [people] form.

I couldn’t agree with Brian Solis more. I really liked the way he reminds you that marketing is not a one off event:

The goal is to continue to tell the story progressively, gaining momentum and increasing resonance along the way, and continue to open enough doors to tell our story completely.

So, how do you continue to tell the story? Here are a few vehicles:

• blog postings
• press releases
• “at a glance” summaries - really just bullet points that tell and support your story
• producing visual demonstrations (web video production that is shareable and embeddable - look at the example below or on youtube)
• social media releases
• twitter!
• podcasts
• of course, you talk the talk and walk the walk every day. period. participating in life (both online and offline) is marketing.

Mark McKay did an excellent social media release example for CNW Group that incorporates alot of the above vehicles:

And remember, in the world of web 2.0 it is no longer the age of public relations - it’s personalized relations. Good luck!