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