Getting Publicity – Getting an article or news report published about your business, doesn’t just magically happen. For small businesses to stand out in an era of information overload, with wall-to-wall news and media coverage, you need to be ingenious, creative, think like an editor/reporter/news producer and really have something that will get you and your business noticed – like establishing yourself as a local authority within your field of expertise.
Here are a few marketing ideas I’ve assembled, that could put your business in the spotlight, attract reporters and make your business more newsworthy:
Build Relationships Up With Reporters
A number of journalists have been known to complain how annoying it is to be inundated with irrelevant press releases from small businesses that they have never had previous contact with. They also complain about how the press releases are nothing more than vaguely disguised advertisements, with very little helpful content to their readers and/or viewers.
You can understand their situation. They receive hundreds of press releases per week, all of them vying for attention and trying to get some column inches for their own business. But one way to stand out is to build relationships with writers and reporters, to get help in what the publications are looking for and what business owners can provide to help reporters understand their expertise.
Using social media makes it much easier to get connected with reporters and build up a relationship with them, and it is an avenue that most businesses overlook.
For example you could easily start making a Twitter list created around your local and national journalists (such as @joesmithKGW) who cover small businesses. You can build a relationship with them in a traditional, conversational way.
Another tactic is to Tweet with the TV personalities in your local market. By talking about common interests, and responding to their queries that are not necessarily work-related, you are using your exchanges to build up a relationship that will grow over time. Try and monitor your list, keeping a close eye on it throughout the day to make sure you are the first to respond to any of their queries for information in your area of expertise.
Help A Reporter Out
Alternatively you can literally help a reporter out by answering their requests for information instead of trying to get your press release published. HelpAReporter.com (HARO) is one of the best ways to start getting press coverage and incoming links from online media sources.
It’s very easy to get started, as it is free and simple to sign up. All it takes is an email address and some basic contact information. Once signed up it won’t take long before you start receiving emails from reporters looking to connect with experts for interviews. While not all of the interviews or contacts might not actually transform into anything, it is simply too good an opportunity to pass up – it is free and easy to do. All it takes is one good story and it will give your business the promotion (and your website an SEO backlink) it deserves.
Don’t just focus on text. In fact, your next viral marketing content might not be text at all. With the popularity of YouTube, Pinterest, Instagram and other social media, statistics indicate your chances of gaining explosively publicity are much higher if you include visual content.
- A report by SEOMOZ, a well-known and respected Internet marketing site, said that posts with videos attract 3 times more inbound links.
- SimplyMeasured.com also found that since the introduction of the timeline feature, visual content results in 65% higher engagement on Facebook than text alone.
- MarketingSherpa.com found that website visitors spend a huge 100% more time on a webpage that contains video, and videos attract 300% more leads.
These statistics show that it certainly makes good business sense to use more video and images in your marketing.
Now you may start to become convinced at this approach to reaching the media. You may even see the wisdom in trying to get free publicity for your business. What you might not actually have is the time or the confidence to do it.
That is where businesses such as digital marketing agencies, content marketing consultants or social media management companies can help. They can look after your digital marketing campaigns for you and turn your business into a market leader, beating your competitors and attracting brand new clients to your business, utilizing time-tested digital marketing strategies.
Feel free to connect with me, to see how a well thought out digital content marketing plan, can help to attract new leads, as well as attract the reporters and story producers seeking out your expertise for articles and news reports within your industry niche.
=== About the author ===
Ed Bisquera is a well-known digital content marketing consultant, with experience in social media/video marketing, strategy and development as well as a background in social search, SEO and online reputation management. He can be reached at (360) 597-8283 or connect with him at http://about.me/edbisquera.
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