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)
It’s Not Visual. It’s Doesn’t Get Quickly to the Point. It Doesn’t
Show How It Can Help
When much of the web was experimental and Web surfing was still recreational,
it might have been okay to have a website that was creative for its own
sake–even when it was unclear about its purpose. Not so today.
We face three key realities that must shape our thinking about a good versus
Websites are our most important marketing tool. They will increasingly
replace most traditional marketing. Therefore, you have to get it right.
Your prospective online buyers are pressed for ti... (more)
It’s a lot easier than you might imagine. Guest Post by Craig Robinson,
Editor-in-chief at Qwaya.com. As you enter the world of Facebook social
marketing, you may worry that it will both complex and challenging. That
concern deepens when you have to wade through marketing jargon terms like
interface. The marketing reality is much simpler as soon as you translate
gobbledygook words into meaningful ones. Interfacing is just jargon that
means you need to engage with your customers. Most marketers understand the
need to engage with their customers. The hard part is actually doing... (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)
Influence them with information well before they are ready to buy from you.
I have written before about the many differences between a traditional
website and a blog.
Your website typically provides timeless information, while your blog
provides timely information. Moreover your blog becomes more important as you
keep adding more and more content that is relevant to your prospective
But a case study about a consulting company, De Novo Strategy, from Bernie
Borges’ new book, Marketing 2.0, suggested a new nuanced but critical
reason for the power of a business blog. It... (more)