Throughout the year, various lists shine a spotlight on diverse women-owned businesses, highlighting their unique products and services. Take, for instance, compilations such as "21 Brands To Support During Latine Heritage Month & Beyond or Women's History Month: 250+ women-owned brands to support," which vividly showcase the rich tapestry of influential woman-owned enterprises.
If you've ever wondered how to get your brand in product roundups and Top 10 lists, we have ten proven strategies for drumming up this valuable PR. Keep in mind that many publications and websites plan their content calendars months in advance. If you want to be included in specific heritage months or holiday-oriented content, plan to reach out to the writer or publication at least six months in advance.
Join Your Local Chamber of Commerce – Chamber of Commerce organizations aim to advocate and promote local businesses. It is in the best interest of the city or town that businesses succeed, and fellow citizens are prone to support local. Here's an example from Lehigh Valley in Pennsylvania: "10 Stores to Shop Local This Holiday Season in Lehigh Valley."
Encourage Your Business Communities to Create a List – Are you part of an accelerator, membership organization, or entrepreneurship cohort? Ask the administrators if there's a product directory that you can get your business on. Tory Burch Foundation created a gift guide featuring past participants in their programs. (Editor's Note: The Enthuse Foundation recently created its virtual marketplace showcasing women-owned businesses in its network).
Become Certified – Depending on your business characteristics, there are many certification options. For example, the Women's Business Enterprise National Council (WBENC) certification is a widely recognized and respected national certification for women-owned businesses in the U.S. Does your company have a social good component? Becoming a B-Corp might be a good strategy. Often, these organizations produce their lists showcasing their members. For example, "Give Something Greater: 14 Gifts for a Cozy Home."
Invest in a PR Firm or Technology Platform – As we know, sometimes, to make money, you need to spend money. Publicists have established relationships with media members and have the tools to generate publicity quickly. Additionally, software programs are available to connect you directly with journalists, including PressHook.
Do Your Research – See a list you want your brand to be on. Look up the writer and reach out. "My advice would be to follow the editors/bloggers in your field and reach out to them on all of their social media platforms: LinkedIn, IG, FB, X, etc," said Nancey Harris, co-founder of Vontellé. "Wherever you see them, post, follow them, make comments, and message them. Start a conversation and ask if you can send samples of your products, etc. There is never a guarantee they will feature or profile your work. However, you will remain on their radar if you stay in touch."
Be on the Lookout for Opportunities – Often, outlets or platforms advertise an opportunity to be included on lists, whether it's via e-mail or social media. Also, Help a Reporter is a free resource that connects journalists and bloggers with relevant expert sources to meet journalists' demanding deadlines and enable brands to tell their stories.
Take Advantage of "Free" Publicity – If you have extra products, offer to provide samples for gift bags at significant events/conferences. Or, if you enjoy writing, see if you can contribute an article to your favorite outlet. While almost nothing in life is free, there are low-cost ways to get your brand's name out there.
Gift Your Product – Instead of spending money on holiday presents, is it feasible (or economical) to gift your products to some on your shopping list (doctors, teachers, child care providers, religious clergy, and service providers)? Make sure to include your business card or a note with more information about your company. You never know who people know and the doors that can open if you get your product in the right hands.
Share – There are many ways to communicate your story, whether on social media, networking events, or messaging channels (for example, Slack). "The best way to ensure you're included on roundups and in the press is to stay in circulation and remember to communicate," said April Wachtel, founder of Cheeky Cocktails. "People love to hear stories directly from founders, so make sure you're active on social, attending events, and staying in touch with other founders." Check out "You Could be Losing Business. How to Stay Connected to Supporters" for more tips.
Start one Yourself with Other Brands – Take the advice of Hedy Yu, co-founder of Rooted Fare. "Regardless of whether you're able to hire a PR person or team, building relationships for the long term can help get you on roundup lists. Or, you can create your list with 19 other women-owned brands." Girl power at its finest.
Having your business on curated lists can generate sales, publicity, and overall awareness for your brand. Being included might seem out of reach, but with effort, planning, and perseverance, your brand might be among the top ten.
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