The Wall Street Journal-20080205-Best of Independent Street - Excerpts from WSJ-com-s Blog for Entrepreneurs

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Best of Independent Street / Excerpts from WSJ.com's Blog for Entrepreneurs

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'Inventory Solutions Provider'?

Try Saying What You Really Do

We hear a lot from readers about how hard it is for business-to- business shops to drum up media interest and buzz.

One frustrated B-to-Ber wrote: "Many of us provide sophisticated services and/or products. And that's where our real challenges lie. How can we get some market exposure without having a big marketing and PR budget, or working with a pricey advertising/PR firm? . . ."

Software maker Tibco broke out of its jargon-riddled, hard-to- understand, sophisticated niche with a funny viral video. It is a good example because what Tibco sells -- service-oriented architecture software -- couldn't sound more boring. A sense of humor is never a bad place to start, even with the dullest products.

Readers, any suggestions for how B-to-B firms can better market to customers and the press? Do B-to-Bs really need mainstream press exposure as much as consumer-oriented ones do?

Readers say:

"A few thoughts from a PR guy:

1. State as clearly as possible what your product or service actually is. "Solutions provider" isn't what you are or what you sell. And stop saying "the leading whatever you are."

2. By doing this, you'll also make your search-engine results go up. No one searches for "inventory solutions provider." They search for "inventory management software" or something more direct, clear and specific.

3. Don't use lots of "executive" language. . . . People connect with normal language much more than they do with jargon."

"B-to-Bs, even those without big PR budgets, can lighten up their jargon by asking a friend who isn't involved in their industry to read their materials. For instance, I'm not a computer geek, so if I can understand a software developer's collateral, they're probably doing OK. . . . B-to-Bs probably don't need mainstream press coverage as MUCH as consumer-oriented businesses do. [But] every ounce of media exposure means more people who will be familiar with their business."

-- Courting Bloggers -- A

PR Edge for Small Firms?

A recent story in the New York Times spotlights Target Corp.'s policy of not working with bloggers -- or "nontraditional media outlets" on stories.

Target's rationale, according to the story, is that it must focus its limited public-relations resources on the big media outlets, like TV stations and newspapers, which reach large numbers of shoppers. A spokesperson says the company is re-examining its policy.

If bigger players are already squeezed in their PR efforts, small companies have it much worse. But if big companies routinely ignore the blogosphere, then that presents opportunities for the little guys. The payoff for getting exposure on the right blogs can lead to linking from other blogs and folks who actually care about what you're selling.

Do you think it makes more sense for small businesses to court bloggers versus mainstream media? What's been your experience?

Readers say:

"Some of my PR firm's greatest successes, in the eyes of our clients, have been blog posts about a local event or a quirky product that would have never gotten "ink" or air time through traditional media outlets. Also, nearly every trade group and industry publication has a blog these days. The news hole that they're needing to fill is GIGANTIC. . . . Overall, blog readers tend to be extremely interested in or passionate about that particular subject. If you can get in front of them, with your news, you're golden."