Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public relations strategy still amounts to sending press
releases to a finite number of media contacts, you fail to take advantage of
the Internet. You are not reaching the new influencers, to use Paul
You need to do do more than reach those influencers. You need to take
advantage of t... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)
Thanks to content marketing maven, Beth Hrusch of Interact Media for this
great guest post.
Marketing your small business with Facebook sounds like a lot of fun and a
great idea—until it hits you. You really have no clue how to do it.
Sure you’ve heard of it, and people are certainly on board (some with
remarkably good results). But, getting started can be intimidating,
maintenance is scary and how do you measure returns, anyway?
So, now you know how your parents felt when confronted with email. Don’t
worry. One of the great things about social media for marketing is the fact... (more)
When it comes to the evolution of the Web and of social media, keeping up
seems like an impossible task for most business executives. Nonetheless,
keeping up is critically important in order to remain relevant. The good
news that I take away from a recent study by Forrester Research, is that the
evolution of the "social Web" will help level the marketing playing field
between large and small organizations. The report was written by a
Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has
a terrific blog, Web Strategy.
In the past, large companies had al... (more)
Whether or not you are actually sending out regular eNewsletters to customers
and prospects, you should consider creating a special ‘tips’ eNewsletter
for new users and/or testers.
As it frequently does, the Avongate blog inspired me with a post that was
specific to software companies that need to convert free trial users into
paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software,
emphasizes that you need to do something with your captured customer info,
because you will be wasting data otherwise. But, he also suggested that the
typical "thanks and hope you’re... (more)