BizSugar.com › Public Relations › How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New Business

A competing online marketing company's unorthodox approach to self-promotion got consultant Karl Long thinking about ways he could use his personal blog as a public relations tool to help his company, Local Zing.

As a tiny Florida player in the field of advertising for small businesses, Long knew he should consider unconventional ways to promote his company. Taking his cue from the competitor, he launched a campaign that increased traffic on his blog more than 500%, raised his Google profile, and led to new business.

His strategy offers lessons for small firms and independent consultancies trying to compete with much larger competitors with bigger budgets.