online pr tactics to get your news on the front page…of google!
DESCRIPTION
Online PR Tactics to Get Your News on the Front Page…of Google!In this webinar, we dive into the online public relations space, the new arena for pitching and delivering news. News used to take days to disseminate, but today the news cycle happens in a matter of hours. Public relations professionals and businesses will learn how to penetrate this space quickly and effectively as Sarah, Elise, Abby and Ann-Marie explore the following topics; the importance of Social Media Participation for PR, connecting with social media influencers and bloggers, press release optimization best practices, and using social media tools to maximize your press release visibility.TRANSCRIPT
Online PR Tactics to Get Your News on the Front Page…of Google!FEATURING ABBY GILMORE, ELISE-REDLIN COOK, ANN-MARIE JANCOVICH AND SARAH MORAES
Online PR Tactics to Get Your News on the Front Page…of Google!
THE IMPORTANCE OF SOCIAL MEDIA PARTICIPATION
featuring @abbygilmore
CONNECTING WITH SOCIAL MEDIA INFLUENCERS
featuring @annmariej
PRESS RELEASE OPTIMIZATION BEST PRACTICES
featuring @redlincook
MAXIMIZING PRESS RELEASE VISIBILITY featuring
@running4it
TODAY’S AGENDA
The Importance of Social Media Participation for PR
@abbygilmore
Have a Goal
• Have a goal or main focus in mind
• Develop a strategy
• Benchmark
• Without goals and benchmarking, measuring ROI is impossible
• Track results along the way
Identifying Channels
• Identify appropriate channels to participate on
• Complete market research
• Consider social listening
• Focus on channels where your target market is active
Photo credit: Matt Hamm
Be a Resource
• Create compelling content including free guides, whitepapers, videos, articles and more
• Think of every blog post as a resource
• Promote these pieces of content through social media to help your online PR with the SERPs and with your customers
Conversational Marketing
• Answer questions on Twitter, Quora, Yahoo Answers & forums to increase brand awareness
• Share resources and stories
• Participate in conversation wherever you can
Photo credit: bensonkua
Conversational Marketing
Why does it work?
• People care about themselves! Help them help themselves with your resources
• People love talking! (Seriously, they do)
• Brands active on social media are remembered. Be memorable!
Empowering Customers
• Give customers a sense of community by participating in social
• Encourage user generated content to get others involved and help your online PR efforts and reputation
Photo credit: bensonkua
Building Brand Loyalty
• Get the conversation going
• Utilize social media accounts for promotions, monitoring conversations and brand mentions
• Target specific users
Photo credit: bensonkua
Be Authentic
• People will see right through you if you are not authentic, and they will tear you apart
• Respond to questions, comments and concerns (and NOT by setting up auto-responses)
• Encourage feedback and recognize your customers are being heard
Photo credit: bensonkua
Connecting with Social Media Influencers
@ajancovich
1. Targeting Bloggers/Media
2. Monitor/Listen
3. Engage
4. Pitch
5. Start today by…
Making the Connection
Importance of Blogger & Media Outreach
• Reaching an audience where credibility/trust has been established
• Garner unbiased reviews of your products
• Introduce your brand, generate interest and drive visitors to your site
• Has the potential to go viral.
Where my bloggers & reporters at?Find niche blogs• Technorati• AllTop• Top Blog Lists• Google Blog Search
Locate Journalists by beat/topic• Twitter • Journalist Tweets• MuckRack• HARO• Vocus• Linkedin/Facebook
Tracking the Tiger
The Rules of Engagement
• Become familiar with their body of work• Monitor and listen• Ask how they feel about a particular
topic• Contribute your resources or
experience• Tweet any relevant information to your
audience
Monitoring Tools• Bloglines• Google Reader
Blogger Outreach Code of Ethics
We will seek to present you with a range of opportunities to work together around a campaign, so that you can create the best experience possible for your audience. We acknowledge that, when it comes to knowing your audience, you are the expert.
http://bit.ly/dLVGQt
Pitching the Social Media Release
• Find right audience + proper message• Stay targeted• Personalize• Keep it brief• Focus on authenticity• Have something interesting to offer
DON’T• Use a blanket pitch• Send attachments• Sell your product/services
Start Outreach Today By…
• Following people and organizations of interest
• Browsing blog directories for hot topics• Subscribing to blogs & Following tweets• Joining the community: Forums
Press Release Optimization Best Practices
@redlincook
What’s the Difference?
The Search Engines ARE Watching…
The SEO- Friendly Press Release
What’s in a Headline?
• Pick the most relevant keyword
• Place the keyword as near to the beginning of the headline as possible
• Try not to exceeds 8 words• Ensure that the headline
accurately summarizes the content of the release
Keywords, Keywords, Keywords
Include the Primary Keyword:
• Headline• Subtitle• First Sentence, or first Paragraph if
possible• No more than 2-3 Times throughout
the body• In the last paragraph• If you can customize the press release
URL, include that keyword.
Anchor Text & Hyperlinks
DO• Use anchor test hyperlink that are your
keywords and URLs or similar phrases
DON’T• Overuse hyperlinks- No more than 1
per 100 words.
Rich Media Content
• Add Images and Video- AND DON’T FORGET THE TAGS!
Categories and Additional Tags
• In the world of SEO, the rule is to make sure that you include as much information in the available categories and tags section of the release!
Tools to Maximize Your Press Release Visibility
You’ve distributed
your news to the
media, so what’s
next?@running4it
Have a Limited Budget?Not all press releases have to cost $500…
really!
• FreePressIndex
• Free Press Release
• PR Leap
• ClickPress24-7
• Press ReleasePR.com
• Pitch Engine
The Social Media ReleaseWhat’s the difference?
The Social Media
release does not
replace the traditional
release, but
complements it.
Get Social with It!You’ve distributed your news to the media, but
what about your own audience?
Social Bookmarking and News Sites
DiggYahoo BuzzStumbleUponMixxRedditPropeller
Have a Press Room!
• Post press releases…most recent up top• Create a visually appealing press kit…ditch the boring
fact sheets and get creative• Make it easy for them to get a hold of you• You know your brand guidelines, but do they?• You spent a lot of time creating that logo, don’t let
them screw it up
One-stop shopping for all your news, events and other cool stuff….
The Results! Increased: • Search engine visibility• Media visibility • Website traffic• Credibility• Referral opportunities• Accessibility• Top of mind awareness
• Newspapers • Magazines • Trade Publications • Television • Radio • Internet • Blogs • Online News Sites • Online Magazines • Social Media Sites • News Aggregators • Search Engines
@charliesheen