# Katherine McDermott | Capterra > Katherine McDermott is a writer and marketer specializing in product marketing and B2B software and technology. She is a frequent contributor to trusted business resources including Capterra. Source: https://www.capterra.com/resources/author/kmcdermott --- # /Articles by Katherine McDermott Katherine McDermott Katherine McDermott is a writer and marketer specializing in product marketing and B2B software and technology. She is a frequent contributor to trusted business resources including Capterra. [How To Set a PPC Budget That Works for Your Small Business Published June 18, 2024 Paid advertising is vital for small and midsize business leaders, enabling them to reach new audiences, boost revenue, and enhance customer lifetime value. Enter the pay-per-click (PPC) model, a popular online advertising method where advertisers pay only when users click on their ads.](https://www.capterra.com/resources/ppc-budget/)[Should You Outsource Lead Generation? Published May 7, 2024 Outsourcing lead generation helps automate related activities, improving customer acquisition. Word-of-mouth recommendations from trusted peers and colleagues often fuel lead generation in the initial growth stages of small-and-midsize-businesses (SMBs). However, eventually, as companies look to scale, formal lead generation efforts help bring in new potential customers to the business.](https://www.capterra.com/resources/should-you-outsource-lead-generation/)[Customer Service vs. Customer Support Published April 17, 2024 A positive customer experience is paramount for small business leaders, and customer service and customer support are two important pillars of building that sentiment. However, you might be wondering about the difference between the two and how each plays a unique role in the overall customer experience.](https://www.capterra.com/resources/customer-service-vs-customer-support/)[What Is Employer Branding and How To Build It Published April 1, 2024 As a small business leader or communications professional, you're probably familiar with the importance of a strong brand strategy that grows revenue and improves customer retention. But what about an employer brand to attract top talent?](https://www.capterra.com/resources/what-is-employer-branding-and-how-to-build-it/)[Public Relations for Small Businesses: Tactics & Tips Published March 1, 2024 For small businesses interested in building stronger relationships with their target audience, public relations (PR) is a strategic communications effort that facilitates positive perceptions with different audience segments. PR for small businesses is incredibly important as it helps launch new products, reach new customers, garner publicity, create relationships with the media and other influential voices, and, ultimately, help grow your company.](https://www.capterra.com/resources/pr-tactics-for-small-businesses/)[How to Create a PR Campaign: Examples and Strategy Published February 29, 2024 For small to midsize businesses, word-of-mouth and positive recommendations are among the oldest and most effective growth strategies. For modern companies, public relations campaigns are the solution to a strong brand reputation and perception. PR campaigns help raise awareness about products and services through planned activities designed to give a business positive publicity, and they're often part of a larger, holistic PR strategy.](https://www.capterra.com/resources/how-to-create-a-pr-campaign/)[How to Create a Public Relations Strategy: Enhance Your Brand Published February 7, 2024 An effective public relations strategy builds positive brand sentiment and perception in the minds of your target audience. For small to midsize business leaders, a PR strategy is meant to inform, educate, and entertain the public and garner traction within your target audience.](https://www.capterra.com/resources/public-relations-pr-strategy/)[How To Choose the Right PR Agency for Your Business Published February 5, 2024 Looking to hire a PR agency in the new year? For small-business owners and leaders, focusing on public relations (PR) helps build your brand and reach a wider audience. In a noisy, competitive landscape, it can be difficult to stand out amongst other small businesses and gain market traction with your ideal audience.](https://www.capterra.com/resources/how-to-choose-a-pr-agency/)[Types of IT Services and Functions Published January 12, 2024 Information technology (IT) is a core function of modern small businesses, playing a critical role in operations, performance, and efficiency. IT’s ultimate goal is to leverage technology to support overall business goals and objectives, and for small to midsize business leaders, IT plays a crucial role in enhancing efficiency and productivity when teams are short on bandwidth and resources.](https://www.capterra.com/resources/types-of-it-services/)[How To Develop and Plan Your IT Budget Published June 30, 2022; Modified January 11, 2024 As a small to midsize business leader, you’re probably already thinking about how to allocate the annual budget for 2024, dividing funds between marketing, operations, sales, logistics, IT, and more. IT is one of the most critical and vital functions of a modern small business, improving operational efficiency, performance, and more. For many small to midsize businesses, a specified IT budget gives them room to scale operations, enhance cybersecurity, and dedicate resources to innovation. Let’s discuss how to develop an IT budget, how to track and manage it, and how to ensure it fits within your company’s overall financial goals.](https://www.capterra.com/resources/it-budgeting-tips/) Page 1 of 3