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Seven Proven PR Strategies to Add to Your Marketing Plan

Running a small business is no easy task. You wear multiple hats and work with limited resources. And while you know advertising is essential to your growth, you may not have the budget to make the impact you desire. That’s why having a solid Public Relations (PR) plan makes sense for small business owners like you.

Many people think PR is only for national and international companies with substantial marketing budgets – that’s not the case. PR is about earning trust, all while gaining free publicity as a result of your efforts. In many cases, PR helps small businesses grow in unanticipated ways and can be more effective than paid advertising.

Consider these seven proven PR strategies for your business:

  1. Tell your story to the press. Why did you start your company? How long have you been serving customers? Keep your local media informed about what you’re doing and why — it’s a great way to get the word out for free. And take the time to develop a good rapport with local reporters so they’ll be more likely to report your successes and other milestones when applicable.
  2. Work closely with local non-profits and charities. Find a cause you believe in and align your business with it. People in your community (especially the younger generation) are more likely to align themselves with you if you share a common belief system.
  3. Look for opportunities to serve others in your community. We live in a time where many people are in need — whether due to natural disasters, COVID-related issues, or other reasons. And because people need help, you should be a part of the solution (and encourage your employees to do the same). Visit sites like JustServe.org or VolunteerMatch.org to find local service opportunities to get started.
  4. Give incentives for referrals. Your existing customers are your best source for growth. Develop a customer appreciation program where you pay them in some way to refer people to your company. People are more likely to use your products and services as a result of word-of-mouth advertising.
  5. Sponsor a local group or event. Whether it’s a youth baseball team or a contribution to a holiday event, sponsorship creates goodwill in your community. But be authentic with your support — don’t just do it because it’s a good PR move (that may backfire). Be committed, creative and believe in what you sponsor.
  6. Network, network, network. Take advantage of the local business organizations in your community – Chamber of Commerce, business leagues, etc. Participate regularly in their events, or even sponsor one or two of them.
  7. Reach out to influencers in your industry. Public relations isn’t just about media coverage; ultimately, it’s about building relationships. Reach out to bloggers, YouTubers, media outlets, and reporters covering your industry, niche, or market about your company. Stay in touch with these influencers, so you’re top-of-mind when they’re looking for stories to share.

Hopefully, the list above has generated some ideas you can incorporate into your marketing plan. It’s always a good idea to find ways to grow without paying for advertising. Remember, a little PR goes a long way to building your brand.

 

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Blog Business Managing Your Business

Take Care of Yourself —Your Business is Counting on You

As a small business owner, you have a lot on your plate. Most days, you don’t know what’s coming or going. And self-care is not usually something you take the time to do. But, taking care of yourself helps reduce stress and improve the balance in your life. That way, you can face the day’s stressors better and stay healthy while running your business.

Try these simple self-care options to get started:

Get more sleep. Staying up late working may help you get things done today, but it can negatively affect your productivity tomorrow. Step away from work at a time where you can get seven to nine hours of sleep each night. And stop using anything electronic at least 30 minutes before you go to bed. If you’re waking up multiple times during the night, talk to your doctor for help — or maybe it’s time for a new mattress.

Watch what you eat. We’ve all done it: get busy in the day, forget to eat and then pick up some fatty food when we can. That’s not a great way to perform at your best. Instead, plan your meals and pack healthy options if you work outside of your home. Eat smaller meals throughout the day, including more fruits and vegetables.

Find time to work out daily. When you exercise regularly, you’ll increase your energy, improve your focus, reduce your stress and boost your creativity. Commit to working out either in the morning or evening — whatever works best for your schedule. And in addition to your workout, take breaks throughout the day to get up and move.

Focus on your environment. Your workspace has an enormous impact on your productivity and wellness. Create a space that’s free of distractions and clutter. Find ways to bring in beauty or other things you enjoy or bring you peace. Don’t ignore how important it is to have a working environment that’s comfortable and safe.

Indulge in a massage or other therapeutic activity. Make time monthly to enjoy a good massage, pedicure, manicure, or another way to relieve stress. You may even consider trading services with a local therapist to keep your costs down and enjoy indulging in this activity without guilt.

Engage in activities you enjoy. One of the best ways to manage stress is to participate in activities you enjoy. Maybe you love watching your kids play sports, or you love to fish early in the morning. Whatever it is, commit to taking time to unplug and engage in things other than your work.

Commit to managing your time. Some days you may feel like you don’t get anything done. But that should not be the norm. Your goal should be to plan your day and stick to that plan the best you can. Set aside time to answer email or take phone calls. Block out time to complete a project or finish a task from the day before. Contrary to popular opinion, multitasking is not an effective way to manage your day. So find a time management system that works for you, and you’ll find you’ll get more done doing one thing at a time.

Just remember, at the end of the day, work will always be there. It’s never easy to slow down and care for yourself. But following these simple self-care strategies now will help you succeed in the long-run.

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General News

Employee Insights – Stephanie Rigsby

Stephanie Rigsby recently joined the Pinnacle Bank team as the AVP – Retail Sales Manager, bringing over 17 years of banking experience.

Stephanie was raised in Forest Park, GA, and graduated from the University of Georgia with a Bachelor’s Degree in Psychology. She started in banking as a teller and worked her way through various positions, learning as much as possible throughout the years. Stephanie truly believes this experience helps her provide the best service possible to customers in today’s competitive environment.

In her current Pinnacle Bank position, Stephanie is a master teacher to employees and customers. She enjoys learning and sharing what she knows with others, which is vital in selling products and services at Pinnacle. But Stephanie’s true passion comes when she can help a customer find solutions to problems and then leave the bank feeling appreciated.

When she’s not working at the bank, Stephanie is actively involved in two local non-profit organizations: Team Up Mentoring (serving children suffering from trauma) and Keep Walton Beautiful (focused on recycling and environmental education). She also enjoys doing anything creative, such as paper crafting, leatherworking, crocheting, jewelry making and drawing.

We’re excited to have Stephanie on the Pinnacle team and look forward to great things happening in the future.

 

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General News

Employee Insights – Brandy West

Brandy West was recently promoted to East Market Retail Sales Manager/AVP at Pinnacle Bank, bringing over 13 years of experience to her new position.

Brandy started her banking career at Pinnacle Bank as a Personal Banker at our main office. She’s served in many roles while at Pinnacle, including Administrative Assistant to the Chief Credit Officer and was a Branch Manager before her promotion. Brandy has an Associate’s Degree from Athens Technical College and is a graduate of the Georgia Bankers Association Banking School.

As a long-term Pinnacle employee, Brandy knows what it takes to make customers happy. She understands the bank’s mission and vision and puts that to work every day in her interactions with customers and team members. Brandy’s a well-rounded resource for other team members and enjoys helping them expand upon their talents.

Brandy was born and raised in Georgia. She loves to cook, bake and spend time with her family. She’s also a member of the Elbert County Gideons Auxillary.

We’re glad Brandy is a part of the Pinnacle family and look forward to great things happening in the future.

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General News

Employee Insights – Anita Kiss

Anita Kiss recently joined Pinnacle Bank as a Mortgage Loan Officer, bringing nearly ten years of banking experience.

Anita was born and raised in a small town in Hungary, where she completed three years of Technical College with a degree in Fashion Design. After spending some time in the fashion industry, she started her banking career in 2005 as a teller. She obtained her mortgage license through the Capstone Institution of Mortgage Finance in Atlanta and has worked her way through the ranks to take on her new position as a mortgage banker at Pinnacle Bank.

In her current position, Anita finds it rewarding to help customers reach their dream of homeownership. She enjoys working with people, learning about them and finding just the right match for their mortgage needs. It’s very satisfying for her to finance or refinance a property that makes sense for her customers.

When she’s not working at the bank, Anita enjoys outdoor activities like hiking, camping and gardening. She’s also an avid traveler and enjoys learning all about the places she visits.

We’re excited to have Anita on the Pinnacle team and look forward to great things happening in the future.

 

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Blog Business Managing Your Business

Five Simple Ways to Engage with Your Customers During the Holidays

The 2020 holiday season will be different from anything you’ve experienced in the past. More people will be hosting family and friends (in smaller gatherings) and traveling less. For many, this will mean holiday traditions may change slightly. And no matter what your company sells, there will be some impact. How you approach your engagement with customers will determine whether that impact is positive or negative.

Here are some ideas to consider this holiday season:

  1. Focus on Convenience.
    That’s the name of the game right now. It would be best to offer customers a way to shop how they want and when they want. Maybe that’s offering curbside pick-up or free shipping or providing easy-to-use online shopping with a variety of secure payment options.
  2. Emphasize a Safe Shopping Environment.
    You may need to limit or expand your hours, limit the number of customers you can serve, or increase your store’s cleaning frequency. Whatever you decide to do, communicate your safety measures with your customers. It may also be the opportunity you need to discuss the many convenient ways customers can shop without leaving their homes.
  3. Promote Loyalty Programs.
    If you offer a loyalty program to your customers, promote enrollment early and regularly. Get your sales staff involved with incentives as well. Getting early sign-ups will generate repeat orders and improve your bottom line. And be proactive in reminding customers about their participation in your loyalty program and how it can benefit them.
  4. Stay on Top of Your Inventory.
    You should anticipate higher website traffic than in the past and adjust your inventory accordingly. You don’t want to sell out of merchandise too quickly as that will negatively impact your sales (and your image). If you do run out of stock, be sure to let your customers know you have something “back in stock” to recapture engagement.
  5. Provide Relevant and Personalized Communication.
    You’ll get more traction sending an email or postcard that is meaningful to a smaller group of customers than just one massive mailing about a new offer or special. Provide regular updates and information about your product or service that fits into the recipient’s lifestyle. For example, if you own a restaurant, offer “for your eyes only” recipes or a special price for holiday on-the-go meals (either by pick-up or delivery). And if you regularly send customer emails, pay attention to your subject line – the more you can personalize it, the better. You want to make sure the person receiving the email knows it’s something meaningful just for them.

While the holidays will look different this year, it doesn’t mean that your business needs to suffer. Find ways to reach your customers where they are and focus on the future. You’ll find these meaningful connections made during difficult times should increase customer engagement as you move forward.

 

Categories
Blog

How Will You Re-Engage with Your Business?

Most small businesses faced many challenges when the pandemic shut down the economy. If you’re still up and running, you should consider yourself a survivor. You found ways to adapt your business to meet your customers’ needs.

As 2021 approaches, take a moment to decide whether or not to adopt any new practices you implemented to “survive.” Here are some of the more common areas to review:

Expand Customer Payment Options.
Many businesses quickly adapted to offer contactless and mobile payment options for customers. If you were one of these companies, did you find these payment options to be profitable? Were you able to attract new customers? Are there other options available you’d like to implement in 2021?

Offer Creative Service Delivery.
With so many restrictions on in-person service, many businesses got creative in providing service to customers. Some offered curbside pick-up and expanded their delivery parameters. Others moved some of their operations outdoors or scaled up their website and mobile offerings. For example, real estate agents, mortgage lenders, and title companies worked together to provide virtual closings for homes, and it may continue to be a viable option moving forward. What modifications did you make to your service delivery in 2020? Is this a viable, sustainable option for 2021 and beyond? If not, what should you change?

Sponsor Live Stream Events.
Live streaming has allowed companies to connect with current customers and even attract new ones. There are hundreds of examples of business owners live streaming the service they would normally provide in-person. For instance, one dance studio started offering Zoom classes and expanded its fitness offerings as well. They met with students as a group and then offered individual tutoring at an affordable price. Now that things are re-opening in many parts of the country, live streaming may continue to be an essential business development tool. Have you used live streaming to help your business? If so, does it make sense to continue this effort in 2021? And can you find new and unique ways to incorporate more into what you started?

Allow Remote Working Opportunities.
Many companies immediately allowed employees to work from home, giving them the flexibility they needed to deal with their changing needs due to the pandemic. What’s happened is many businesses found that a lot of things can be done remotely and are looking to modify work schedules to meet their changing needs. If you allowed employees to work remotely, is that a viable option for 2021? Can you enable particular work to be done remotely, while other work is required at the office?

Offer New Revenue Streams.
Was there something you modified to survive in 2020? Maybe you began to offer hand sanitizer bottles or masks. Or you offered toilet paper or wipes as a giveaway. Consider whether any of these offerings are sustainable for the future. More importantly, take a look at how agile your business was in offering new revenue streams. Then look at your market to see if there is an opportunity to do something slightly different.

Keep up With Safety Measures.
Many businesses tout improved safety measures throughout the pandemic – additional cleaning, Plexiglass counters, mask and social distancing requirements, among others. Whatever you’ve done to keep your business safe, is it something you wish to continue even when it’s not required? Are there practices you’ve put into place that make sense and help customers feel more comfortable overall?

While this is not a complete list of items to review, it will help you start your 2021 planning. The more you can learn from your experience during the pandemic, the stronger your company will be in the end.

Now may also be an excellent time to discuss your 2021 plans with one of our Business Bankers. We’ll help you find ways to maximize your profit as you improve customer engagement.

Learn more about business banking at Pinnacle Bank.

 

 

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Blog Fraud & Security Safety & Security

Working from Home – Keeping Your Data Safe

Working remotely has become a necessity for many businesses over the past year. While a great way to keep your staff employed, it presents some unique challenges to information security. Consider these guidelines for you and your employees to follow:

Use Secure Wi-Fi, Hotspots or Another Way to Encrypt Your Internet Connection.
Never use public Wi-Fi to transfer sensitive data between employees or share any other personal data you may have. If your company provides cell service, consider adding a hotspot to help ensure secured Wi-Fi access wherever your employees may be.

Keep Your Computer Updated or Use a Remote Access Environment.
Typically, your company’s IT professionals keep your computers running as securely as possible. They install regular updates, run antivirus scans, block malicious websites and more. You must follow the same protocols with your personal computer to keep your work information safe. However, an even safer option may be to allow employee access to a portal or remote access environment (such as Office 365) where they work online and avoid downloading or saving files to a personal computer or other devices

Encrypt Data in Emails or on Your Device.
In some cases, you may need to send sensitive data via email. There’s a risk of doing so because it may be intercepted or viewed by a third party. But if you encrypt the attached data, it may prevent any unintended recipient from viewing your information. And be sure to set any device you use to encrypt all stored data in case of theft.

Take Precautions Against Phishing.
One of the most significant risks to company security is phishing emails. These emails will often appear to be from a trusted source, but don’t be fooled – they’re scams. Don’t open any attachments or click on any links from emails when you’re unfamiliar with the sender. And if you think an email or text is from a legitimate source and don’t feel comfortable providing the requested information, delete the email or text and call them about it. For example, Pinnacle Bank will never email or text you to ask for your personal financial information, such as your Social Security or account number.

Be Aware of Your Surroundings.
Now that some coffee shops and restaurants are open, many people may want to step away from home and work in different environments. No matter where you decide to work, be sure you pay attention to your sightline. That means if someone’s behind you, they can see what you’re typing or may even identify confidential information. Additionally, if you have to use the restroom, take everything with you – even if it means you’ll lose your seat.

Be Careful of What You Share.
Since the start of the pandemic, most of us have attended a video conference call in one form or another. If you meet via Zoom, Skype, or other video conference service, make sure you’re in a quiet location in your home, and keep your device on mute until you need to talk. Also, be aware that people can see everything in your home, so take note of what’s behind you (and who may be behind you). Use a PIN if possible to get into any video conference call, and don’t broadcast your meeting information to those who shouldn’t be on the call.

Working remotely is an excellent way to help people balance their work and personal lives more effectively. If you can work remotely, follow these guidelines to keep your personal and other information safe and secure.

Categories
General News

Employee Insights – Miranda Harned

Miranda recently joined Pinnacle Bank as a Mortgage Banker, bringing nearly five years of experience in the banking industry.

Miranda grew up in Carnesville, Georgia, and has stayed close to her roots throughout her career.  Starting as a personal banker and teller, she worked through the ranks to become a consumer and mortgage lender beginning in 2018.

As a Mortgage Banker at Pinnacle Bank, Miranda is passionate about giving the best service possible to her customers. She loves helping them find the right loan for their dream home or getting them into a stronger financial position through refinancing.

When she’s not working at the bank, Miranda enjoys singing and outdoor activities like hiking and kayaking. She loves spending time with her fur babies, her family, and her husband.

We’re excited to have Miranda on the Pinnacle team and look forward to great things happening in the future.

Categories
General News

Employee Insights – Jim Stewart

Jim Stewart recently joined Pinnacle Bank as the Chief Technology Officer, bringing over 32 years of banking industry experience.

Jim began his banking career with a de novo bank in the late 80’s working on the teller line and half days in operations. Since that time, he’s held leadership positions with financial technology providers as well as regional banks and has been heavily involved with the technical side of banking, seeing it evolve over the past few decades. He is currently a member (and past chairman) of the Georgia Bankers Association Operations and Technology Committee and is a faculty member at the Georgia Banking School.

Now that nearly everything in banking requires technology in some form, Jim enjoys collaborating with customer-facing and back-office personnel to create a better overall banking experience for customers. He truly believes banking is a people business and focuses on providing the best solutions available for employees to serve Pinnacle customers effectively and efficiently.

When he’s not working at the bank, Jim enjoys spending time with his family, playing golf with his friends, and supporting the Georgia Tech Yellow Jackets. Additionally, he’s the public address announcer for the football team at Lumpkin County High School and the basketball teams (men’s and women’s) at the University of North Georgia.

We’re excited to have Jim on the Pinnacle team and look forward to great things happening in the future.