Have you heard of Mark Amtower?
If not, you will probably read about him somewhere soon. Mark successfully uses publicity to increase awareness about his business and is on BtoB’s “Who’s Who,” http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080714/FREE/128490100/1194/whoswho.
Recently, I caught up with Mark to get his success secrets, and here’s what he had to say:
Tell us a little bit about what you do.
I am a marketing consultant specializing in business-to-government marketing strategy and tactics, for both large and small firms. Government business (aka, B2G) – federal, state, local and education – accounts for 1/3 of the GDP. Of these, Federal (my area of expertise) is the biggest.
All levels of government buy every imaginable business product or service, and they can be loyal customers and there is always room for a new company that bothers to understand how to play. I have been doing this as Amtower & Company since 1985.
How has public relations played a role in your success?
Since 1996, I have been quoted somewhere almost every month. In the last 3 years, it has become more than once a month. I work hard at getting PR and as a result, I am probably the most quoted person in the country on matters of doing business with the government. Forbes, BusinessWeek.com, Entrepreneur (4 times), BtoB Magazine (many times, plus a “Who’s Who” in Marketing in 2008), all the government trade publications, and more.
This kind of visibility gives me more credibility than anyone in my niche, and makes getting consulting gigs much easier. The lesson here for every small business is to get some press in the right venue.
What have been your most successful PR activities and why?
Probably my most productive PR activities involve both getting press and giving it to others. I have several freelancers I am in touch with regularly. Sometimes they write about me, but when I am not the best fit for them, I refer them to other experts in the market who are a better fit.
This gives them (and the publication) a better story and helps me build a valuable relationship with the freelancer. Reporters and freelancers rarely forget people who help them do the story right.
Check back on Thursday to get Mark’s tips for building buzz with very little money.
In the meantime, if you need help with your SEO copywriting and PR, please let me know here or at www.rembrandtwrites.com. I’d love to hear from you!