Forget press coverage; Internet PR rules!!
Forget press coverage; Internet PR rules!!
So, here are ten ideas for getting your Internet PR campaign running
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1. Kick it off with some market research to find out what sites your current clients visit, or get a student or Virtual Assistant to do some research on your behalf. Check your stats - where are people coming from? This could even be other from people's commercial websites; it doesn't have to be a traditional publication.
2. If time is short decide what will you concentrate on. Perhaps it will be articles - offering them to other people's sites, online publications and syndication sites.
3. Or maybe competitions which are great for building interest in a particular product. If you manage to get the entrants details you can email them with a "sorry you didn't win but here's a special offer for you."
4. Press releases - post them on press sites such as www.pressbox.co.uk or www.prweb.com (small fee)and get them off to target online publications.
5. Set up your own blog. It's worked spectacularly for some of my clients and you can easily set up a free one at www.blogger.com in less than half an hour.
6. Comment on other people's blogs. Include a link back to your own site - great for search engine optimisation too.
7. Have a newsletter in place so if people come to you but aren't ready to buy there's at least something you can offer them.
8. Get into Social networking - whether it's Ecademy, Facebook, Bebo or whatever, the trick is to choose one and do that properly rather than half hearted attempts on a number of sites.
9. Have plenty of content on your own website - articles, case studies, think pieces - the more the better, and the more they are updated - even better!
10. Whatever you put out, make sure that it contains the right keywords for your business and keep putting new content our regularly. This is one area where quantity will really make difference.
I also love the way that the web is so much more instant than traditional publications. You can update your website almost instantly (if you have a content management system that is. If you're still relying on a web developer to fit in for you then you need to rethink this). You can post up a press release in a day and if one of your articles goes on a syndication site it can quite possibly be seen by millions of people.
Livening Up Your Web content
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The more you have to offer to go with your copy, the better, think about..
1. Photos - of you, the product, a case study, whatever.
2. Your logo.
3. A resource box of helpful info that people will appreciate.
4. A blurb - who are you and what can you do for your customers.
Remember that web copy is different to offline copy. Articles are much shorter and broken up with headings, paragraphs and bullet points. I prefer them to be around 500-600 words max as I know that I hardly ever read anything longer than that from a computer screen.
Forget press coverage Internet PR rules - To learn more about this author, visit Paula Gardner's Website.
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Inevitably new clients come to me stating that they want to get into the Sunday Times, Cosmo, The FT or some other popular publication. However, sometimes what would be more effective, especially if they have limited time, is to build a PR campaign around the web. Unlike traditional PR where people either have to remember your name and Google for your website, or snip out the piece about you, online PR means that all they have to do is click through to you. It might not be as glamorous, but it can be much more effective.
So, here are ten ideas for getting your Internet PR campaign running
--------------------------------------------------------------------
1. Kick it off with some market research to find out what sites your current clients visit, or get a student or Virtual Assistant to do some research on your behalf. Check your stats - where are people coming from? This could even be other from people's commercial websites; it doesn't have to be a traditional publication.
2. If time is short decide what will you concentrate on. Perhaps it will be articles - offering them to other people's sites, online publications and syndication sites.
3. Or maybe competitions which are great for building interest in a particular product. If you manage to get the entrants details you can email them with a "sorry you didn't win but here's a special offer for you."
4. Press releases - post them on press sites such as www.pressbox.co.uk or www.prweb.com (small fee)and get them off to target online publications.
5. Set up your own blog. It's worked spectacularly for some of my clients and you can easily set up a free one at www.blogger.com in less than half an hour.
6. Comment on other people's blogs. Include a link back to your own site - great for search engine optimisation too.
7. Have a newsletter in place so if people come to you but aren't ready to buy there's at least something you can offer them.
8. Get into Social networking - whether it's Ecademy, Facebook, Bebo or whatever, the trick is to choose one and do that properly rather than half hearted attempts on a number of sites.
9. Have plenty of content on your own website - articles, case studies, think pieces - the more the better, and the more they are updated - even better!
10. Whatever you put out, make sure that it contains the right keywords for your business and keep putting new content our regularly. This is one area where quantity will really make difference.
I also love the way that the web is so much more instant than traditional publications. You can update your website almost instantly (if you have a content management system that is. If you're still relying on a web developer to fit in for you then you need to rethink this). You can post up a press release in a day and if one of your articles goes on a syndication site it can quite possibly be seen by millions of people.
Livening Up Your Web content
----------------------------
The more you have to offer to go with your copy, the better, think about..
1. Photos - of you, the product, a case study, whatever.
2. Your logo.
3. A resource box of helpful info that people will appreciate.
4. A blurb - who are you and what can you do for your customers.
Remember that web copy is different to offline copy. Articles are much shorter and broken up with headings, paragraphs and bullet points. I prefer them to be around 500-600 words max as I know that I hardly ever read anything longer than that from a computer screen.
Forget press coverage Internet PR rules - To learn more about this author, visit Paula Gardner's Website.
Like this article? Share it with your friends
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Tracking Your Media Coverage
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. - Visit Jeff Foster's Website |
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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 Paula Gardner (Visit Paula's Website) Do Your Own PR specialises in PR coaching. We work with people who have established their businesses, but now to create a strong off and online presence. For more information visit www.doyourownpr.com/prcoaching.asp
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