Posts Tagged: client

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12
Apr 10

The ABCs of pitching to influencers

Everyday I get some version of this e-mail from someone who wants to be featured in the SmartBrief on Social Media newsletter: Dear Editor, I know I just found out about your publication, but I’m confident your readers need  to know about my client’s remarkable product! Of course, I can’t really be bothered to explain what I’m promoting in a way that you might relate to — so I’m just going to copy and paste in a boiler-plate press release below. Love and Kisses, Anonymous PR person It’s not just public relations folks either — there are variations on that e-mail from bloggers, researchers and entrepreneurs as well. They’re all sending the exact same e-mail to me and every other blogger, reporter or editor who turned up on their keyword search. These messages are meant to convince someone influential in your field to talk about your work, but more often than not, they end up being a waste of time.  It’s a shame that even though the principles of social media engagement are permeating every other aspect of marketing, we’re still trying to attract the attention of some of the most discerning media consumers with decidedly Web 1.0 tactics. I’m not suggesting that pitching to influencers is a simple matter. I’m frequently on the other side of these e-mails, trying to get the real ace bloggers of the social media world to notice a particular post — and maybe even send a tweet or an inbound link my way. I’ve still got plenty to learn, but I’m starting to develop a system — an ABCs of Pitching — based on the approaches that have worked for me in the past, as well as the tactics that seem to get my attention when I’m on the receiving end. Here’s what I’ve come up with so far: A ppeal on a personal level. Your pitch is a message written from one person to another — not a business transaction between two brands. Be human. Don’t fall back on a form letter. Use natural language and personalize your message. Show that you’re familiar with the influencer’s work and place your pitch in that context. If you can’t do that, maybe that’s a sign you should be pitching to someone else. B e a problem solver. Your influencer isn’t looking to do you a favor. Whatever you’re pitching needs to be genuinely useful to their audience.  Resist the urge to use the old standby: “I think your audience would love to know about …” — your job is prove your worth, not assert it. You need to be able to show them how your pitch answers a question or solves a problem that the influencer’s audience is concerned about. Responding positively to your pitch should never feel like a stretch for your influencer. C reate curiosity. Tell your influencer about your surprising discovery, your awesome product or your counterintuitive conclusion — but don’t bog them down with details. Be concise. Be provocative. Leave a little mystery. Don’t be confusing or misleading — that will only erode trust. Just leave them with a single natural question in the back of their mind. That question gives them a reason to e-mail you back. D on’t oversell it. I’ll admit that I’m particularly sensitive to this — I’ve been know to literally growl at pushy salespeople — but I don’t think I’m the only one. Reporters, editors and bloggers of all stripes tend to be a skeptical, independent people. You can’t badger them or expect to wow them with hype alone. Push too hard and you risk getting redirected to their spam folder from now on. You need an easy, light tone to pique their interest. You can lead a blogger to content, but you can’t make them link. Of course, this list is a long way from comprehensive. Got any other tips that belong in the ABCs of Pitching? Leave a suggestion in the comments — let’s see if we can fill out the alphabet. If you can come up with a half-decent tip that actually begins with the letter “X,” you’ll have my undying respect as both a blogger and vocabulary enthusiast. Image credit, Palto , via Shutterstock

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The ABCs of pitching to influencers

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26
Mar 10

5 Tips for Better B2B Branding

Think branding only falls in the B2C court? Think again. In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE. As a B2B marketer your brand is your most valuable asset. B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership. Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution. To help your organization be seen as the thought leader it is, we’ve identified five B2B branding tips: 1. Consistently produce useful, innovative content These days, every company is essentially a media company. So it’s easier than ever to provide relevant, informative content for customers and prospects. From a company blog to Twitter to YouTube, there is no end to the content channels available. Provide the latest industry news and insight on trends through: Offering a white paper through an email marketing campaign Creating videos and promoting through YouTube and on your web site Conducting interviews with industry influentials and turning into blog posts Whatever channels you choose to promote, and whatever types of content you create, these consistent signals prove to customers and prospects that you are a thought leader. 2. Network digitally and in person Nothing communicates a brand more than direct involvement with customers and prospect. In that regard, online social networking has opened a new door. According to a recent eMarketer study , six in 10 B2B marketers planned to up spending on social in 2010. Whether your organization integrates Twitter, Facebook, LinkedIn or another social network into its B2B branding efforts, the same rules apply: Social media is about engaging in conversations, not just pushing products It’s not about the masses; it’s about your target audience It’s listening and hearing before selling and talking That’s not to say that in-person networking is irrelevant. On the contrary, perfect B2B branding combination. Take advantage of opportunities to give keynote speeches, participate in panel discussions or lead breakout sessions at industry events. 3. Get personal and be real B2C marketers seem to have this concept nailed. But humanizing your company for customers and prospects is just as important in B2B branding. For one TopRank® Online Marketing client, an industrial part distributor for the bulk powder processing industry, humanizing its image was a top concern. The TopRank team created the Powder Doctor, a unique character, to relate to customers and prospects through email marketing campaigns. This humorous cartoon character offers advice – Dear Abby style – for common industry problems. Powder Doctor campaigns have increased sales for Powder-Solutions by 83%. 4. Position yourself differently than others in the space No doubt about it, it’s tough to build personal B2B brand if you’re just like everyone else. You simply can’t be known for what everyone else is. Standing out from the crowd is easy when your products or services are truly one-of-a-kind. When products or services are similar to those offered by the competition, it’s more of a challenge to uniquely position yourself. For one TopRank client – a staffing software company – that challenge was known all too well. To help the client stand from a large pool of competitors, TopRank developed a copywriting strategy where website copy was written in first person, from the viewpoint of the staffing software (i.e., “why you should hire me to fill your staffing software needs”). This strategy has not only helped the company develop a truly distinct B2B brand; the strategy has also achieved increased search traffic, high rankings for terms such as “staffing software” and a trend up in inquiries. 5. Leverage proof points It’s perfectly appropriate – and necessary – to toot your own horn from time to time as part of your B2B branding efforts. Whether it’s an impressive media placement or a web traffic milestone, implement proof points illustrating why your organization is a thought leader into marketing communications. Keep in mind that proof points are both analytical and subjective. For example: Analytical: website traffic increases, number of retweets of blog posts, number of blog subscribers Subjective: media placements, media interviews, mentions on blogs Are Your Ready to Take B2B Branding to the Next Level? B2B branding through thought leadership is not as easily quantifiable as other marketing efforts. And investments in reputation building might not pay off as immediately as pay-per-click or email marketing. But building a recognizable B2B brand pays off in the form of long-term increased referrals, positive brand conversations on both digital and in-person channels, web traffic and sales. What methods have you used to build a B2B brand?

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11
Feb 10

7 Answers to News SEO Questions You Should Know

Recently I was invited to give a basics webinar on optimizing news content  for search.  The intersection of search and PR/communications are obviously something quite familiar and while I’ve done several such presentations with our client PRWeb , I had not done one with Search Engine Watch before. The outcome exceeded all expectations thanks to the excellent promotions by PRWeb and SEW plus Mike Grehan’s smooth handling of moderator duties amidst technical difficulties. Over 7,000 people registered, there were over 400 questions and 650 Tweets using the #prweb hash tag during the webinar. The way it goes with many webinars when you’re invited by an organization to participate, is that the topic and title/description are determined beforehand. The speaker adapts themselves to that.  This presentation content focused on optimizing writing for the web with a particular emphasis on optimizing content common to public relations. As promised, I’ve sorted the bulk of the questions out and will present several here along with my responses. I hope they are useful. If I’m not currently optimizing my site and I have a limited budget, where do I start? The first thing any marketing activity needs to start with include setting goals, understanding your audience and the market. The lowest cost method of outsourcing that kind of activity where search engine optimization is concerned, would be to hire a consultant or agency to do an audit. An SEO audit represents the initial evaluation and research along with recommendations to be implemented by the client. Typically this involves: competitive research, keyword research, web site code/template evaluation, content optimization recommendations, link building research and recommendations, tips on content creation/promotion/repurposing and to varying degrees, social media recommendations. Web analytics, monitoring and ranking tools are also often recommended. An audit does not take the place of consulting since it’s an evaluation and recommendation, not implementation and guidance on an ongoing basis. It is however, a cost effective start. Here are a few resources: Top 3 Tactics To Improve Search Engine Rankings Search Engine Optimization Starter Guide Do’s and Don’ts of On-Page SEO for Public Relations 5 Online Marketing Resolutions for 2010 Should your newsroom blog be placed under the site’s domain, or maintained separately under the blog software’s domain to allow for incoming links to your main site that are coming from a different site? There are two parts to the answer for this question. First, the reference to “blog software’s domain” sounds as though the blog is hosted with a third party service such as blogger.com or typepad.com. Example:  yourblog.blogspot.com or yourblog.typepad.com My advice is to avoid using third party hosting services for your blog. If you’re too invested in such a service or have other reasons for using them and cannot use something like WordPress installed on the server where your web site is hosted, then use domain aliasing options so that your blog URL is part of your company domain name or a domain name that you own. Example:  yourblog.com or yourblog.companydomainname.com. This puts you in a position of more control since the blog content lives under a domain name you own vs a domain like blogspot.com, which is owned by Google. While links from your blog/newsroom hosted on a blogspot.com to your company web site do count as inbound links, there’s not as much value from many links to your site from one other site vs many links to your site from many other relevant web sites. Which leads us to the second part answer to where the newsroom should be hosted. My preference is to host the newsroom either as a sub-domain or a sub-directory of the main company web address. Example:   newsroom.redcross.org or in the case of TopRank, it’s  toprankmarketing.com/newsroom/ The links that you attract from other relevant web sites to your newsroom pages will build PageRank back to the rest of your web site. This is more true with the subdirectory than the subdomain. Also, keeping your newsroom address as part of your company web site address is useful for branding and user experience. Some advice on subdomains and subdirectories from Matt Cutts of Google and here’s a good post discussing the SEO pros/cons. Should you post press releases on your own website (before distribution)? How do search engines deal with the duplicate content issue in this case? If you’re a publicly traded company, publishing financial announcements need to happen on the wires first, or at least at the same time as publishing the press release on your own web site.  For other companies not constrained by such requirements, posting a release to your own site first is fine. As for dealing with duplicate content when your press release is published on your own site as well as on the wire service, it’s a pretty common situation. In fact, it’s often a goal for companies that distribute their releases through a newswire service to get as many other sites to copy and republish the release as possible. If the release is properly optimized, each time another web site with a unique domain name publishes a copy, it creates a link back to whatever web page on your corporate site you’re trying to draw attention to.  This sends more traffic and can affect the search ranking of the destination page. A long standing problem with situations where the same content is hosted on different domain names has been debated and worried about by many, many webmasters. Search engines like Google don’t like to show multiple copies of the same content in the same search results. It’s not a good user experience. Therefore, when duplicate copies of the same content are detected, Google likes to pick a canonical version and only show that one. Duplication with press releases is quite common because of distribution on wire services and to influence search engines to rank a certain version of your press release, there are a few steps you can take. One piece of advice many webmasters try to follow is to publish the release on your own site so Google crawls it there first.  However, if there are more links to another version of the same release hosted elsewhere, the other copy might be perceived as deserving to rank in search results instead. For more tips on how to deal with duplicate content in a press release situation, watch this video interview with Adam Lasnik of Google that I took at SES London. Adam offers advice on making sure copies of your content attribute the source and all link back to the original to provide Google information about what version is canonical. Is it useful to submit Press Releases to Social Media sites in addition to submitting to PRWeb.com? Deciding what to share on social media sites should take into account what types of content members of the social community are best responding to.  Press Releases are often formal marketing communications, not exactly conversational. As you understand the community you’re trying to reach with the press release, you should know whether it’s appropriate to share a press release with them in a social media setting. The big mistake many marketers and PR professionals make is to register with a variety of social network, news and bookmarking sites and then self submit, vote and rate their own press releases without having ever participated in the community.  With no network paying attention to what you’re sharing, few will ever notice the press release. If you do have a network on social media sites such as Twitter, Facebook, StumbleUpon, Digg and others, then you will know first hand whether it would be acceptable to the community to share content in a press release format. Outside of social media news release, your best bet to take advantage of social media distribution of a press release would be to make it easy for the press release to be saved, shared and submitted by interested readers. You can do this with widgets or plugins offered by ShareThis and similar services. Many wire services already support those features as well.   Additionally, you should monitor pickups of the release on the social web. If you see someone submit or share a release you’ve sent out on a social media site, reach out and thank them, answer any questions and show interest. That can generate interest from others in the community.  One tip I recommend is to write a blog post version of the press release and share that content with social media communities. Then include a link to the full press release within the blog post for people that want more information. What you should not do is treat social media sites as a place to dump press release content thinking it will get a lot of exposure because there are many members of the community.  Here are some additional newsroom SEO tactics . What is a good Social Media approach for a company which generates little in the way of genuinely newsworthy material? Companies that say they have nothing “newsworthy” to publish are more common than you might think. There may be deeper issues to deal with than a social media strategy if there’s nothing new, innovative or unique to talk about.  A good social media marketing program cannot fix a broken business. A business exists to make money fulfilling unmet customer needs. A perspective to consider would be to take the focus off the company and put it on the customer. Use social web participation as a way to better listen with and connect with customers to find opportunities to serve them better. Develop relationships with influentials and encourage feedback. Innovation can certainly come from a customer base as can the spread of a great idea. Focus on connecting with customers and helping customers connect with each other in a social context and there may be more newsworthy material than you ever expected. Here are a few useful resources on Social Media and PR: Improve Public Relations with SEO & Social Media Why Use Social Media For Public Relations 3 Steps for Effectively Using Social Media For PR There are so many shady SEO people and firms – how do you pick a good one? There are no more “shady” SEO people than there are “shady” clients. Professionals that provide effective SEO consulting are reputable, experienced and in my experience, probably more talented than most traditional marketers you’ve ever worked with.  People doing shady things in the name of SEO are NOT professionals and the absence of that word, professionals, in the question is the problem. Picking a good consultant or agency means doing homework. Know your market, set goals, understand your competition in search and start asking for referrals from others who have hired SEO companies. Word of mouth is powerful both for companies that need to hire good SEOs and for good SEOs to attract business. Our agency, TopRankMarketing.com for example, has relied mostly on word of mouth to attract new business since 2001. We also get a lot of new business from search itself (practice what you preach) and from networking on and offline. Here are a few resources on hiring a SEO and one on “shady” SEO: How to Hire a SEO Firm – According to Google 5 Tips on Hiring and Getting the Most Value from SEO Consultants Dear Fox News: SEO Is Not Search Engine Scamming (Unless You’re Scamming Yourself) Part of the issue is demand.  Take the next question for example: “Can you use article spinning software to publish Press Releases? Or is there an Press Release spinning software to create many press releases based on one press release? Other words, is there a difference between article marketing and press releases?” Article spinning software for press releases? Demand for shortcuts, silver bullets and “we want everything now” helps create the shady side of SEO as opportunists take advantage.  Automatically generating garbage pages in press release format will help NO ONE. That’s it for this round of questions. I’ll post another round next week. Thank you to PRWeb and Search Engine Watch for having me participate on the webinar. What are your questions about optimizing news content? If you’d like even more in-depth information about SEO and Public Relations , AND you happen to live in the Louisville, Kentucky area, be sure to check out the event Social Media Club Louisville is having next Tuesday night, Feb 16th.