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Drive people into the sales process with news releases.
You need to be monitoring the web for your organization and brand names so you are alerted quickly regarding what people are talking about. And if a positive viral explosion that you didn't initiate begins, don't just hang on for the ride—push it
Alexa,2 a service that measures the reach and popularity of websites,
a successful approach is often more art than science.
What are their goals and aspirations? What are their problems? What media do they rely on for answers to problems? How can we reach them? We want to know, in detail, the things that are important for each buyer persona. What words and phrases do the buyers use? What sorts of images and multimedia appeal to each? Are short and snappy sentences better than long, verbose ones?
Reading what your buyer personas read will get you thinking like them.
The buyer persona profile includes information on the typical buyer's background, daily activities, and current solutions for their problems. The more experience you have in your market, the more obvious the personas become.”
a well-crafted white paper, e-book, or webinar contributes to an organization's positive reputation by setting it apart in the marketplace of ideas.
a blog is a personal website written by someone who is passionate about a subject and wants the world to know about it.
Writing a blog is the easiest and simplest way to get your thought leadership ideas out and into the market.
An easy and fun way to create audio and video content is to host an interview show with guests who have something interesting to say.
The New Rules of Marketing and PR tell us to stop advertising and instead get our ideas out there by understanding buyers and telling them stories that connect with their problems.
Individuals don't go to the web looking for advertising; they are on a quest for content.
great web content is about your buyers, not about you.
content management system (CMS), software
more than half of senior executives say that their mobile device is now their primary communications tool.
The best approaches to Facebook marketing involve four useful ways to deliver information and ideas to a network of people who are interested in you and your products and services:
People join Facebook groups because they want to stay informed, and they want to do it on their own time.
Facebook applications are a terrific way for marketers to be creative and try something new,
again—don't use this service as an advertising channel to talk up your products and services.
make social media (and exercise) an important part of your life.
blog posts also serve as excellent content for search engines to index because each post is very specific.
Once the policy is set, employees should be permitted to blog away as long as they follow it. No matter what decisions you make about who should blog and what the rules are, it is always better for the blogger to avoid passing individual posts through a PR department or legal team.
blogging etiquette is that bloggers who are competitive for business off-line are usually very cooperative online,
go to Technorati and search on the tag for tires rather than on the keyword.
Podcasting For Dummies, 2nd edition, by Tee Morris and Evo Terra.
RSS (Really Simple Syndication) feeds
Each time your news release is posted on another site, such as an online news site, the inbound link from the online news site to your website helps to increase the search engine ranking of your site, because the search engines use inbound links as one of the important criteria for their page-ranking algorithms.
when your news release appears on a website somewhere and there is a link in your news release that points to a URL on your site, the search engines will increase the rankings of the page where the URL is pointing.
news release that includes links increases your own website's search engine rankings.
one thing successful publishers do that web marketers should emulate is to understand the audience first and then set about to satisfy their informational needs.
focus on your customers' problems and then create and deliver news releases accordingly.
As a search engine marketing tool, news releases are only as valuable as the keywords and phrases that are contained in them.
the Technorati search engine, which many people turn to for the latest blog posts from around the world
in an online world, you must do everything you can to ensure that your news releases are displayed and retrievable in as many relevant places as possible.
Consider rewriting your news releases in an easy-to-read paragraph or two and making it a section of your email newsletter for clients and prospects.
establish RSS feeds to deliver your news to anyone who's interested.
Google and the other search engines love fresh content that relates back to similar content on the other pages of the site.
Frequency has a great deal to do with search engine rankings—if
legitimate news stories
An online media room is an important part of any organization's website and a critical aspect of an effective media relations strategy.
the benefits of an online media room is that you control the content,
best practice
design your online media room as a tool to reach buyer...
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start with your needs and the needs of your buyers and journalists,
start with a needs analysis.
take time to analyze how the site fits into your larger marketing, PR, and media relations strategy.
think a bit more like a publisher and less like a marketing and PR person. A
deploy a navigational design in a way that provides valuable information visitors might not have thought to ask for.
