Evan Carmichael Top Header about About About facebook Twitter YouTube Google+

Introducing E-PR - The New Marketing Hybrid


Guest post by: Ed Delia
Become an Author

Free PDF Download
May the best brand win. And he did. - Three Great Branding Lessons from the Campaign Trail - By Ed Delia

Name: Email:


Traditional advertising is still the gasoline of the American economic engine - and the dependency is not going to end any time soon. But new technology and the need for economic alternatives have combined to create a powerful new marketing hybrid. We call it e-PR. That's short for search engine optimized public relations. And it is where the majority of Delia Associates branding dollars are going on behalf of our clients in 2006.

The driving engine here is the fact that virtually every press release sent via a wire service ends up on the Internet. So if you optimize your releases for searchability, everyone from your B2B prospects to the general public will find your stories when they plug in the magic words that relate to your business. Yes, the most convincing news about your products and services will be instantly accessible via every major Internet news portal, including Google, MSN and Yahoo.
MarketingSherpa states:

"As marketers and PR pros skilled in SEO have discovered in the past year, although releases may not be response devices for reporters, they make great response devices for the search-using public. For example, marketers for Southwest Airlines used four press releases deliberately written with search engine optimization and consumer response in mind, to sell $1.5 million in tickets in 90 days. Every ticket sale was directly traceable to links in the releases."

The first step: Generate customer-relevant content.

Write stories about everything that’s going on at your company. Stories can include new product development, new hires, recent projects, customer testimonials…whatever puts you in a positive light within your industry. The more online news you can generate, the more likely you will get "picked up" by online outlets, get noticed by your buyers and influence your search engine rankings.

Step two: Get it out there.

Make sure every single release finds its way onto your site and out to the Internet. Check out www.prweb.com, a service that offers broad web distribution for a nominal contribution. Other paid services include PR Wire, Business Wire and Bacons. Today, the primary benefit of using any major press release wire service is to get your release on the Internet. In doing so, the release gets posted to major Internet news portals and search engines and, depending on which wire service you use, it may land on an RSS feed (RSS stands for Rich Site Summary, or Really Simple Syndication) and result in thousands of other distribution outlets including niche web sites, eNewsletters, blogs, news aggregators, etc. The end result is the release gets in front of many of your prospects.

Step three: Keep it coming.

If you are not sending at least two marketing releases per month in this fashion, you are missing a major lead-generation opportunity. Remember, these marketing-driven press releases are different than traditional press releases. Marketing releases are SEO optimized with imbedded hyperlinks, key search terms, and shorter headlines. And, they are written for your buyers, not for reporters. So focus out what your prospects are looking for and write to attract them to your content. As increasing numbers of consumers and B2B buyers use the Internet to "shop", this strategy becomes more effective in terms of producing results.

It all comes down to quality content and your company’s ability to keep churning it out. If you need some help in this area, give us a call. Ask about our Constant Connect e-PR package. You may find that it’s the most productive means of generating leads you have ever initiated. And it may be just the boost your brand needs in ’06.

For more information on Delia Associates, please visit: www.delianet.com

Press Contact: Trish Hamer; Tel: 908-534-9044; thamer@delianet.com


Related Articles

  Unintended Consequences of Hybrid Vehicles
  Reduce Nitrous Oxide Emissions with an EGR Cooler
  How Do I Build Trust?
  Lesson #4: Keep Designing
  Guidelines for Seamless Introductions
  Get Better Returns with Hybrid Securities
  How to Give Outstanding Speaker Introductions in Five Easy Steps
  Success With Five Quality Conservations Per Day
  Yet Another Free Tactic
  Change Employee Communication and Avoid the “Golden Bull”
  Cash Flow Financing In Canada. Internal And External Debt And Hybrid Asset Finance
  Planning Your Christmas Marketing
  Mastering the Law of Attraction
  What is the cloud based mobile application development?
  What the Heck is Marketing Made Simple TV
  Failing To Succeed
  What Is A Network Marketing System?
  Lesson #4: “If you don’t have tall poppies, you only have weeds”
  Benefits of Cloud Strategy
  As CEO, Where Do You Spend Most of Your Time?

Home > Branding > Ed Delia > Introducing EPR The New Marketing Hybrid >

Free PDF Download
May the best brand win. And he did. - Three Great Branding Lessons from the Campaign Trail - By Ed Delia

Name: Email:

About the Author: Ed Delia

RSS for Ed's articles - Visit Ed's website
Ed Delia grew up in the dynamic and challenging world of marketing. In 1998, he was named president of Delia Associates, assuming full control of the company founded by his father in 1964. Delia Associates has directly contributed to the success and growth of a wide varitey of clients, helping businesses expand their sales opportunities through the development and implementation of highly successful branding campaigns. In 2007, Ed became only the ninth professional in N.J. to earn the Professional Certified Marketer designation from the American Marketing Association, Joing an Elite group of just 250 marketing professionals in the U.S. who hold that designation. Ed was honored as one of New Jersey's 40 under 40 for 20069, an annual designation by NJBiz, the state's leading business publication. He also was named 2006 Outstanding Business Person of the Year by the Somerset Business Partnership. Ed is a frequent speaker on branding, marketing, advertising, and technology-driven communications. He is an Expert Speaker for Vistage International, the largest peer-to-peer learning organization for CEOs. Ed earned his BA in English from Dickinson College in Pennsylvania.
Click here to visit Ed's website.
Dashed Line

More from Ed Delia
Whats the Hangup Strategic or Tactical
The Top 11 Branding Challenges Facing MidSized Companies
After the Show What Will You Have to Show for It
SO WHATS ALL THIS ABOUT BRANDING
Lets Put the BS Aside For Good

Related Forum Posts

Onel Consults Nigeria; Ideas | Strategies |Innovation Onel Consults Nigeria; Ideas | Strategies |Innovation
Re: What is your Business? Re: What is your Business?
Re: Let’s talk about the ways of marketing your products, servic Re: Let’s talk about the ways of marketing your products, servic
Glad to be a member! - We Consult businesses FREE! Glad to be a member! - We Consult businesses FREE!
Re: Should Evan add a "Social Media Marketing" category to the f Re: Should Evan add a "Social Media Marketing" category to the f

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Share for a Cause



Worksheets
By: Evan Carmichael

Do you have what it takes to be an entrepreneur?

8 Powerful Steps to Finding Your Passion

Does your pitch suck?

Create a plan of attach to launch your new business.

8-Cover

Like this page? PLEASE +1 it! Evan Signature
Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

How Do You Know When Are You A Leader?

** The Passion of the Resume**

Top 5 Qualities in an Outsourcing Company

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.