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Entries Tagged as 'Social media'

Media coverage is not a given

January 16th, 2014 · Media

NewspaperRoll_optI have the opportunity to review many business plans and one thing that always causes me some concern is that every business owner believes that they can generate a significant amount of marketing exposure by getting media coverage.

They pepper it throughout their plan because to them, it feels free and easy to get.

I  hate to tell you, but media coverage is not a given.

My concern comes from how unrealistic business owners, non profit directors and business leaders are about the type and amount of media coverage they’re going to be able to garner.

Here’s the reality check most need:

  • Most of what is newsworthy to you, is not newsworthy to the rest of the world.
  • Most reporters/editors are bombarded with news releases – yours has to stand out to even catch their attention.
  • Blinding sending your release to everyone is a sure to annoy most of them and reduce the likelihood of receiving any coverage.
  • Good manners go a long way.

Let’s dig into each of those reality checks to see if we can identity some best practices that will increase your chances of getting the coverage you want.

It has to actually be newsworthy: Earning media coverage can be daunting. Journalists have a finite amount of space/time and they have to decide which stories are going to be of value to their audience.

As you consider pitching a story, ask yourself – how would the reporter sell this story to his editor? What benefit or value would the reporter’s audience get? What could make this story so compelling that someone would share it with someone else who hadn’t seen the news coverage?

If these questions have you stumped, odds are the story isn’t newsworthy and you shouldn’t risk damaging your credibility by pitching it.

You have 3 seconds to peak their interest: Reporters and editors get buried in pitch phone calls, emails, faxes and snail mail releases. They can’t possibly read all of them thoroughly. They’re going to read the headline and scan the release, so you need to write it with that in mind.

Your headline will make or break you. If it doesn’t grab the editor’s attention, you’re headed for the “thanks but no” pile in a hurry. Make sure your headline makes them want to read more and tells them exactly why this is something their audience needs to know about.

Don’t let your laziness or ignorance cost you coverage: Because of my blog, I get pitches from PR pros and business owners every day. I’m often embarrassed by their efforts. They clearly got my contact information from some list – but have no idea what I write about.

Before you hit send be sure you’re sending it to the right reporter and the right publication. Take the time to review the last few issues/shows and get to know the kind of content they routinely cover. Don’t embarrass yourself or irritate the reporter by waving your laziness under their nose.

Say please and thank you: Never forget the importance of having decent manners. Be helpful, be available and be grateful if they tell your story.

More important than just simple good manners – don’t be a pain. Don’t call them incessantly to see if they got your release or if they’re going to use it. Don’t get ticked when they tell you “thanks but not this time” or it will be the last time. And if you really want to earn their appreciation and trust – you might give them a story or two that don’t involve you or your clients.

Earning media coverage takes some time, some preparation and some forethought. But most of all – it requires you take an objective look at your “news” and only pitch it when it’s worth pitching.

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Use social media to drive traffic to your business’ website

September 14th, 2013 · Sales, Social Media

Social media is an ever-increasing facet of everyday business. Companies large (Starbucks) and small (your local car shop) are using social media to expand their exposure and reach a broad base of prospective consumers.

B2B marketers are now spending 30% of their budgets on social media programs, trying to reach, among others, the 21 million+ Twitter users  (per eMarketer). There are big audiences on social media for your company, and using some strategies are more effective than others.

Here are five strategies you can employ to promote your business website through social media.

Engage Directly with Consumers

To generate online conversations, businesses can engage customers and fans with photos, links and more from their blog or website. That conversation can lead to new product insights and customer service issues.

Maintain and Develop Visibility Among Your Consumer Base

Be visible with social media. Post links, pictures and video clips on social networks for your current and prospective customers. Your steady use of social media can help keep your business relevant and known, while gradually expanding exposure.

Target specialty audiences online with a microsite, which refers traffic to your main website. Create SEO marketing materials for direct sales through your primary domain via a website like MyHosting VPS hosting.

Generate Sales Referrals Through Social Media Platforms

Provide links to products or other pages that are likely to prompt consumers to make a purchase. The links you use, and the way you present them through your social media profiles, will have an impact on your business’ performance. Helpful tip: send tweets on your company’s various white papers, articles and case studies to encourage consumer interest in your company.

Data Collection and Analysis to Improve Operations Efficiency

When it comes to data, social media is a gold mine. Data analysis informs you of the size of your social media following, its growth rate and levels of engagement. You can also track total referrals to determine which social networks are most effective in generating new business. Look at these numbers for the percentage of referrals that lead to sales.

Use Feedback to Guide Future Efforts

As you gain insights from comments and data analysis, your internal teams should start to identify areas for improvement. Then you can implement solutions in your day-to-day operations.

By establishing a basic social media marketing approach, you can set yourself on the course to increased revenue and a much greater return on the investment into your website.

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We have to earn our audience’s attention

August 9th, 2013 · Content Marketing, Customers/Clients, Social Media · 8 Comments

We have to earn our audience’s attention.  Let’s see how you’re doing at that. If you own or run a business, I’d like to you take this little quiz. Would you ignore your business phone 30% of the time it rings? If a customer was standing in a crowd of your best customers and complaining [Read more...]

What have you learned lately?

February 11th, 2013 · Growing & Learning · 5 Comments

One of the sure signs of a person who is going to be successful is that they wholeheartedly behave in lifelong learning. I didn’t say believe in life long learning because I’ve found just about everyone believes in it. But few actually act upon that belief. If you are someone who gives lifelong learning more [Read more...]

JWT Intelligence — Trends for 2013

December 21st, 2012 · Trends · 3 Comments

The end of the year = predictions for the upcoming year.  All of them are interesting but the one I really put stock in is JWT‘s annual trends report.  They invest a huge amount of time and money to explore and investigate our culture and I’m always impressed by the line-up of experts they reach [Read more...]

Have we lost the art of storytelling in marketing?

November 5th, 2012 · Branding, Content Marketing, Psychology, Sales, Storytelling · 17 Comments

As the buzz about content marketing, social media and all things digital continues to rise, one of the catch phrases that gets a lot of attention is storytelling in marketing.  We afford it incredible lip service but do we actually practice it? As we give way to our USA Today sound byte style of sharing [Read more...]

Social Sharing – what and when works

October 28th, 2012 · SEO, Social Media · 1 Comment

Figuring out what is best for your company’s social sharing accounts can be tough. Not only do you have to figure out what to share, but you also need to know how and when to say it. The folks at Compendium crunched the data of over 300 companies’ social sharing statistics, to identify some social [Read more...]

Search versus Social – which one wins?

September 29th, 2012 · Infographic, SEO, Social Media, Web/Tech · 1 Comment

If you’re wondering which is more potent — search or social media — as is often my answer — it depends. The truth of the matter is that every organization should be thinking about BOTH because they are the yin and yang for each other.  Each feeds the other side of the equation.  When you [Read more...]

They’ll buy when they trust

September 27th, 2012 · Business owner/leader stuff, Content Marketing, Psychology, Sales, Social Media · 6 Comments

Here’s an equation that every business owner needs to understand. Know + Like + Trust = Buy. Whether you sell toothbrushes or multi-million dollar medical equipment and everything in between — until a customer: Knows who you are Likes who you are Trusts you there is no purchase.  The depth of the trust required varies [Read more...]

Social Media Primer – yours for the asking

September 13th, 2012 · Business owner/leader stuff, Social Media · 1 Comment

There’s so much going on in the social media world — it’s hard to keep up.  But don’t worry — we’ve got the answer for you. We’ve created a new educational series called 60 Ticks to Social. (Drew’s Marketing Minute…get it) When you sign up, we’ll send you one email a week for about 18-20 [Read more...]