| So, you have a great product or service, yet your | | | | "repurpose" and edit this content into |
| web site is not getting the high rankings and traffic | | | | announcements, articles, press releases, tip sheets, |
| you desire from the top search engines like Google | | | | and other publicity materials. |
| and MSN Search. | | | | TIP #3: Expand Your Publicity Campaign By Building A |
| You're not alone. This scenario is playing out all across | | | | Media List |
| the web, yet there is a simple solution to the | | | | In the publicity game, your greatest assets are your |
| problem. Publicity. Publicity is the art of gaining | | | | contacts. Since you know your ideal customer, you |
| exposure for your web site, product, or service with | | | | can target the web sites, media, and publications that |
| press releases, articles, and other promotional | | | | your customers use to get their news and |
| methods. | | | | information. Your media list should consist of the |
| A consistent publicity campaign can get you links | | | | following types of media... |
| from some of the best web sites on the Net. These | | | | - Industry-specific web sites, and e-newsletters |
| links provide your web site with "Link Popularity" and | | | | - Internet blogs, discussion forums and discussion lists |
| the Google PageRank numbers you need for high | | | | - Article syndicators |
| search engine ranking and traffic. Plus, the links | | | | - Trade publications |
| themselves can bring you a significant about of | | | | - Newspapers |
| targeted traffic. | | | | - Magazines |
| The Top 5 Tips for Getting Publicity (and Links) | | | | - Radio & TV shows |
| Here are a few of my tips for getting publicity and | | | | TIP #4: Distribute Via E-Mail |
| links on the web sites, AND getting news stories and | | | | A 2003 study by the Meta Group revealed that |
| articles in the newspapers, magazines and Internet | | | | approximately 80% of business people say their |
| radio show sites. | | | | e-mail is more valuable than the phone. This applies to |
| TIP #1: Be Consistent - Stick With It For The | | | | media professionals as well, so send your press |
| Long-Haul | | | | releases and articles via e-mail. E-mail is f*ree and |
| For maximum results, use public relations as a | | | | easy to use, but adhere to these quidelines for e-mail |
| long-term awareness and link-building campaign. This | | | | press releases... |
| will allow your messages to be delivered to the | | | | - Introduce yourself via e-mail to the media |
| appropriate audience and generate visibility, traffic | | | | professionals on your list and start building a |
| and sales for you. | | | | relationship. |
| The biggest mistake I see businesses making with | | | | - Use a compelling subject line that is personalized by |
| publicity, is they're not consistent at all, only sticking | | | | including their first name. |
| with it for 1, 2, or 3 months. It pays to be consistent | | | | - Never ever send attachments |
| is because sometimes you'll send out a press release | | | | - Be sure to format your e-mails in ASCII text file |
| and get no response back, no publicity, nothing... In | | | | with hard returns at 65 characters. (Use Microsoft |
| fact, this is when most people quit, when they should | | | | NotePad) |
| realize that publicity is a "numbers game" that | | | | - Following up via the telephone will greatly increase |
| generates exposure over the long-run if they would | | | | your results, but never ask "did you receive my |
| just stick with it. | | | | press release?" (The media hate this question since |
| Plus, if you know where to submit your articles and | | | | they get hundreds of press releases a day!) |
| send your press releases, each one that you write | | | | TIP #5: Post Your Articles On Your Web Site And |
| can generate 3-20 or more new publicity hits and | | | | E-Mail Newsletter |
| new links to your web site! So, send something to | | | | Content is King on the Internet, and the search |
| the media at least every month, if not every week | | | | engines love web sites with great niched content. |
| or two. Stay on track by scheduling your articles and | | | | Your articles and news releases are a perfect source |
| news releases on your marketing calendar. | | | | of keyword rich text that's tasty "spider food" for |
| TIP #2: Offer Great News Ideas and Quality Articles | | | | the search engine crawlers. So, post your articles and |
| To maximize your results, don't send corporate | | | | press releases on your web site to increase your |
| "flack" to the media. "Flack" is blatant advertising | | | | search engine traffic. |
| disguised as a press release. Instead of wasting the | | | | But don't stop there. Send them to your e-mail |
| media's time, be their ally by sending them real news | | | | newsletter subscriber list, you never know who might |
| and quality articles that help their audience. | | | | be on your list who will love your article and link to it! |
| Don't think you have enough time or ideas for writing | | | | CONCLUSION: |
| articles and press releases? You probably already | | | | As the great P.T. Barnum once said... "Without |
| have the content for 12 press releases or articles | | | | publicity a terrible thing happens... nothing!" Publicity is |
| without having to write a bunch of new content. | | | | a great way to build your web site links, visibility, |
| Where is this "hidden" content that's already written? | | | | traffic and sales. Use these tips to maximize your |
| It's the content on your web site, and in your white | | | | publicity campaign's success. |
| papers, and other marketing materials. Simply | | | | Promote! Promote! Promote! |