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5 PR and marketing tips for Houston startups and small businesses in 2021

What does your company plan on bringing into the new year — and how do you plan to communicate your efforts? Photo courtesy of All You Need Method

The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We've all had to pivot in some way either personally, professionally, or both.

As public relations and marketing professionals who specialize in working with small businesses, we've spent the last 10 months in the trenches with our clients, advising and helping business owners and entrepreneurs navigate these uncertain times. While small business revenue is down since January 2020, it's not all doom and gloom out there – we've seen many other businesses experience unexpected success and growth, and according to economists, we are entering the greatest entrepreneurial economy of our time.

And as we start this new year, there is no better time to invest in business growth and planning. Below are five tips to help you get started.

1. Get smart on your PR

Whether you know a little or a lot about public relations, marketing, and social media, take some time to get caught up on the current landscape. It is constantly changing, and having a better understanding of how traditional media, social media, paid marketing, owned content and all other components can benefit your business will inform decisions about where to allocate your time and resources.

First, assess what stage of business you are in as well as your business goals to determine what PR and marketing tools could be most beneficial to your growth at this time. Not all small businesses are prepared, financially or otherwise, to invest in PR, and there are fundamental steps you can do on your own to get your business positioned to succeed.

With online education booming, there are many free resources and tools at your disposal. We created All You Need Method to simplify PR and marketing for small business owners. You can download our Free PR Roadmap on our website to assess what level of PR support is right for your business. We also created The PR Starter Kit online course to give small business owners the fundamental tools they need to use PR, marketing, and social media to support business growth and build a lasting brand – and it only takes a few hours to complete.

2. Revisit your target audience

The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it's imperative to understand your target audience's current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs.

Before investing time and financial resources creating and executing a 2021 business plan, take a step back and consider your ideal customer. Outline how the past year has created opportunities or challenges in their life, problems they are facing, new shopping habits, lifestyle shifts, communication preferences, concerns, etc. If you have more than one ideal customer, work through this exercise for each.

With this new perspective, you will be equipped to make business decisions through the lens of how you can better serve your customers, rather than how to increase revenue.

3. Stand for something

Brands that are succeeding today are the brands that are authentic, vulnerable, and that stand for something. According to a global study by Zeno Group in July 2020, consumers are 4 to 6 times more likely to purchase and champion purpose-driven companies.

Having a purpose doesn't require a brand to have a philanthropy component or an outspoken political stance – it's about identifying your specific values and making them apparent through your messaging and leadership within your industry. Values could include committing to sustainable production methods, outstanding customer service, commitment to diversity, or supporting a specific cause. What is most important is that your values are authentic and that you can stand behind them long-term.

As the founder/owner of a small business, you have an opportunity to put a face and values behind the brand so that your company is about more than selling something.

4. Clarify your message

After revisiting your target audience and carefully considering your brand values, incorporate those findings into your messaging. Conduct an audit of your website, social media channels, and all external facing materials, and update your messaging to ensure that if your ideal customer had a 30 second encounter with your brand, they would walk away with your most important messaging points. Important points to consider as you craft new messaging include:

  • How your product or service solves a problem for or benefits your target audience
  • Brand values
  • Points of differentiation

5. Be authentic and communicative

Before the days of social media, a brand had to rely on third parties, including editorials and ads in magazines and newspapers, to spread the word about their brand. Social media and all "owned channels," including a brand's website, blog, and newsletter, have leveled the playing field and allow small business owners to have control over their communication with customers. Through your owned channels, a brand can decide what to post and when, which is incredibly valuable.

While securing press and advertising opportunities is valuable to growth and brand awareness, it's largely outside of one's control. Focus your time and financial resources on communicating with your audience by creating content for your owned channels. Creating content and posting consistently can seem overwhelming to a solopreneur or small team, but there are ways to make it manageable:

  • Pick only a few owned channels to focus on, prioritizing platforms you are most familiar with using and where your audience is most active
  • Quality and consistency are more important than quantity. If you're only posting once a week due to bandwidth, commit to that frequency and increase frequency as you are able
  • To inspire and inform content creation, think about how you can serve your customers through your areas of expertise and what is relevant to both your brand and audience (events, holidays, partnerships, new product launches, etc.)
  • Create a content calendar so that you can plan out posts a month in advance to avoid last minute scrambling to decide what to post

Once you've worked through these five tips, make a plan to support your business goals - and start thinking in two phases.

  • Phase 1: Pandemic Home Stretch - Although there is hope with a COVID-19 vaccine, we know we will likely be dealing with the effects indefinitely. Use this time of uncertainty to get your business in the best shape possible.
  • Phase 2: Post Pandemic - How do you want your business or brand to show up when the world opens back up? It feels far off, but it is closer than you think and there is a huge opportunity for those who are willing to put in the work now.

Remember, these challenging times will pass. There is massive opportunity for the businesses and brands who are willing to reflect, pivot, and plan for a brighter future.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the co-creators of Houston-based All You Need Method, a PR and marketing resource for small business owners and entrepreneurs.

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Building Houston

 
 

The Cancer Prevention and Research Institute of Texas recently announced fresh funding for cancer researchers, and Houston organizations received more than 40 percent of it. Photo via Getty Images

The Cancer Prevention and Research Institute of Texas (CPRIT) has awarded around $40 million in grants to cancer researchers and cancer research institutions in the Houston area.

The Houston-area grants represent more than 40 percent of the statewide grants recently approved by Austin-based CPRIT.

The largest local grant, $6 million, went to Hongfang Liu and the University of Texas Health Science Center at Houston. The grant helped attract Liu to UTHealth Houston. She is a pioneer in biomedical informatics, an emerging field in cancer research.

Liu comes to Houston from the Mayo Clinic. At UTHealth Houston, she will be director of the Center for Translational Artificial Intelligence in Medicine within the School of Biomedical Informatics as well as vice president for learning health systems.

In a news release, Dr. Giuseppe Colasurdo, president of UTHealth Houston, says the recruitment of Lui “will strategically enhance the position of Texas as a national and international leader in data science, artificial intelligence, and informatics applications in the diagnosis, prevention, and treatment of cancer.”

Other CPRIT grant recipients at UTHealth Houston were:

  • Lara Savas — $2,499,492 for early detection and treatment of breast and cervical cancer among Latinas
  • Chao Hsing Yeh — $1,046,680 for an acupressure program to help patients manage cancer-related pain
  • Belinda Reininger — $999,254 for a lifestyle intervention program in South Texas
  • Paula Cuccaro — $449,959 for a targeted approach to boosting HPV vaccinations

What follows is a rundown of other CPRIT grant recipients in the Houston area.

University of Texas MD Anderson Cancer Center

  • Kenneth Hu — $2 million to recruit him as a first-time, tenure-track faculty member
  • Dr. Kelly Nelson — $1,998,196 to support a program for early detection of melanoma
  • Robert Volk — $1,988,211 for a lung cancer screening program
  • Jian Hu — $1.4 million for research into brain and spinal cord tumors in children
  • Die Zhang — $1,399,730 for research into cognitive issues caused by radiation treatment
  • Peng Wei — $1,199,994 for research into the evolution of bladder cancer
  • Boyi Gan — $1,050,000 for the study of cell death in breast cancer patients
  • Sue-Hwa Lin — $1,050,000 for a novel immunotherapy to treat the spread of prostate cancer to the bones
  • Joseph McCarty — $1,050,000 for research into invasive cells in patients with brain or spinal cord tumors
  • Cullen Taniguchi — $1,049,997 for the study of immune responses related to pancreatic cancer
  • Dr. Andrea Viale — $1,049,985 for the study of immune responses related to pancreatic cancer
  • Michael Curran —$1,049,905 for research into blocking DNA damage related to radiation therapy and immunotherapy
  • Wantong Yao — $1,049,854 for research into a novel therapy for pancreatic cancer
  • Eleonora Dondossola — $1,025,623 for the study of therapy resistance among certain patients with prostate or kidney cancer
  • Niki Zacharias Millward — $1,019,997 for the study of a type of kidney cancer that begins in the lining of small tubes inside the organ

Baylor College of Medicine

  • Xi Chen — $2 million for the study of immunotherapy resistance among some breast cancer patients
  • Melanie Bernhardt — $1,392,407 for research aimed at improving treatment of acute lymphoblastic leukemia in children
  • Pavel Sumazin — $1,371,733 for research into hepatocellular carcinoma, the most common type of liver cancer
  • Maksim Mamonkin — $1,050,000 for improving treatment of T-cell acute lymphoblastic leukemia and lymphoblastic lymphoma

University of Texas Medical Branch at Galveston

  • Ana Rodriguez — $2,257,898 for an HPV vaccination program in the Rio Grande Valley

Houston Methodist Research Institute

  • Ewan McRae — $1,999,977 to recruit him to Houston from the United Kingdom’s Cambridge University as an expert in RNA therapeutics

University of Houston

  • Lorraine Reitzel — $448,726 for lung cancer screening programs

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