ZMarket Scoop

Successful Third Party Endorsement

Okay, I'm going to use an example from the presidential campaign to demonstrate the difference between great third party endorsement and standard testimonial.

Put aside your party preferences for a moment to understand how PR has the power to persuade. Let's look at Senator John McCain and Senator Barack Obama as products.

The Market Leader

McCain would be the market leader. The market leader is well established in the marketplace, has been the reliable technology used for many years, and is the accepted method of practice in the industry.

The New Product

Obama would be considered the new product competing to take over the market. Because the new product doesn't have the same credentials and longevity in the industry, the new technology must find a way to persuade the masses that this product is better that the standard.

Traditional Marketing vs Strategic PR

The market leader has endorsements from 200 generals and five ex secretaries of state. The market leader touts its endorsements by using the names of industry leaders in a publicity campaign, but fails to get specifics from those leaders. This is more traditional marketing testimonial that says product X is best that doesn't attract much media attention.

The new product gained public endorsement from an industry leader that has been dedicated to the standard technology (Colin Powell), and this industry leader gave specific examples of why the new technology was better than the old technology. This is powerful endorsement that gains a great deal of media attention.

Media coverage is gained when someone else paints a picture of how a product or service offers a solution, not when one touts how great it is.

Manufacturing Industry - Hope for Surviving in a Recession Economy

I won't get into the politics of what is going on in our economy right now, but I will offer some hope that manufacturers can survive in a recession economy—even survive through a depression.

Because my niche market is the industrial and manufacturing industries, I have been searching for what companies did during the Great Depression to survive. I know that promotion is one of the essential factors in surviving a tough marketplace, and in my search I came across a book that details what then IBM CEO Thomas Watson Sr. did to bring his company through the toughest economic times in history. I won't try to tell you what the book is about since I haven't read it yet (but I am buying today), but I'll give you a quick synopsis of what caught my eye in the review from USA Today that includes excerpts from the book.

Although the review and the book, The Maverick and His Machine, written by Kevin Maney, came out in 2003, this book is essential reading for all CEO's. USA Today wrote, "CEOs today face many of the same challenges that IBM's Thomas Watson Sr. did in the Depression. What did he do? He expanded." Funny how that statement is more true today than it was five years ago.

Here are four of the points that compelled me to go buy the book and read it, as well as share it with you. He expanded; he put money into R&D (a factor I believe has been lacking in US industry of late); He spread "optimism despite pessimism"; and, "he welcomed invitations to speak at almost any event, just so he'd have a platform for spreading his viewpoint," (there is the PR push).

I'll continue to search for these pearls and share them with you as I find them. There is hope, we are America, and we will get through this!

Manufacturing Industry - Hope for Surviving in a Recession Economy

I won't get into the politics of what is going on in our economy right now, but I will offer some hope that manufacturers can survive in a recession economy—even survive through a depression.

Because my niche market is the industrial and manufacturing industries, I have been searching for what companies did during the Great Depression to survive. I know that promotion is one of the essential factors in surviving a tough marketplace, and in my search I came across a book that details what then IBM CEO Thomas Watson Sr. did to bring his company through the toughest economic times in history. I won't try to tell you what the book is about since I haven't read it yet (but I am buying today), but I'll give you a quick synopsis of what caught my eye in the review from USA Today that includes excerpts from the book.

Although the review and the book, The Maverick and His Machine, written by Kevin Maney, came out in 2003, this book is essential reading for all CEO's. USA Today wrote, "CEOs today face many of the same challenges that IBM's Thomas Watson Sr. did in the Depression. What did he do? He expanded." Funny how that statement is more true today than it was five years ago.

Here are four of the points that compelled me to go buy the book and read it, as well as share it with you. He expanded; he put money into R&D (a factor I believe has been lacking in US industry of late); He spread "optimism despite pessimism"; and, "he welcomed invitations to speak at almost any event, just so he'd have a platform for spreading his viewpoint," (there is the PR push).

I'll continue to search for these pearls and share them with you as I find them. There is hope, we are America, and we will get through this!

 

 

Manufacturing Industry - Hope for Surviving in a Recession Economy

I won't get into the politics of what is going on in our economy right now, but I will offer some hope that manufacturers can survive in a recession economy—even survive through a depression.

Because my niche market is the industrial and manufacturing industries, I have been searching for what companies did during the Great Depression to survive. I know that promotion is one of the essential factors in surviving a tough marketplace, and in my search I came across a book that details what then IBM CEO Thomas Watson Sr. did to bring his company through the toughest economic times in history. I won't try to tell you what the book is about since I haven't read it yet (but I am buying today), but I'll give you a quick synopsis of what caught my eye in the review from USA Today that includes excerpts from the book.

Although the review and the book, The Maverick and His Machine, written by Kevin Maney, came out in 2003, this book is essential reading for all CEO's. USA Today wrote, "CEOs today face many of the same challenges that IBM's Thomas Watson Sr. did in the Depression. What did he do? He expanded." Funny how that statement is more true today than it was five years ago.

Here are four of the points that compelled me to go buy the book and read it, as well as share it with you. He expanded; he put money into R&D (a factor I believe has been lacking in US industry of late); He spread "optimism despite pessimism"; and, "he welcomed invitations to speak at almost any event, just so he'd have a platform for spreading his viewpoint," (there is the PR push).

I'll continue to search for these pearls and share them with you as I find them. There is hope, we are America, and we will get through this!

 

 

Why are Long Tail Keywords Important

Long tail keywords are three and four word phrases that are very specific to what you are selling. The closer a prospect is to purchasing the more specific their search will get. Optimizing on long tail keywords allows you to target you niche audience and stand out amongst your competitors.

Here is a very basic example of how a search might go for someone searching for widgets.

Let's say you make widgets for industrial machinery specific to the material handling industry.

A prospect researching widgets might first search the term "widgets." First, that broad keyword most likely has fierce competition for the top spot on search engines and will include a host of products that don't apply to the prospect anyway leading him/her to continue searching.

Then the prospect might search for "widgets for industrial use." Although this category may be closer to what they are searching for and have less competition than the broad keyword, they will still most likely continue their search for a product more compatible to their needs.

When the prospect has done most of their research into widgets and are looking for a specific solution, they may type in "widgets for material handling equipment." If you have optimized on this long tail keyword your website is more likely to be in one of the top 4 spots that capture 57 percent of the click through during a search, and you have effectively led the prospect to your door.

Strategically selected long tail keywords can lead qualified prospects to your site and increase your conversion rates.

Media Placement - It Isn’t Who You Know, It’s What You Know

Being an expert at media placement, and thus media relations, I'm always surprised when I see or hear of other PR companies touting their "relationships" in the publishing world. I guess it's a good sales tactic when talking to those who haven't been on the front line pitching editors.

Truth is, it isn't who you know; it's what you know. Sure, I've built "relationships" with editors and journalists, but unless I had a great story or a newsworthy hook, that "relationship" is just that, a "relationship."

Media placement is about building credibility with editors and journalists with content that is newsworthy and relevant to their readership. Good media relations starts with a handpicked media list that includes background research and a knowledge of the scope, tone and style of articles that media outlets run and artfully crafting stories that meet both the client's needs and the media's need.

Media relations is about timing and planning. Strategic planning of story writing that coincides with editorial calendars and deadlines, and making the most of that first 30 seconds you have the editor's or journalists attention. It is not about shoving your pitch down an editor's or journalist's throat, it is about respecting their time and knowing how to get into good communication in that short time span.

Media relations isn't about you paying your PR company to talk about Golf with an editor, media relations is the business of getting those responsible for producing editorial content to publish positive content about your product or service.

News

Cool SEO Tool!

I just discovered a great tool for monitoring organic page rank and wanted to share it.

This tool will save me, and you if you monitor page rank, countless hours of searching the three of the top four search engines.

This is one of those, "why didn't I think of that" ideas that I think is just brilliant.

The site uses columns to display Google, Yahoo! And MSN organic results—although MSN results are not always available—but that is MSN for you. I wonder what they are doing over there sometimes.

It also displays page rank numbers (which Yahoo! unfortunately removed from their search—which was one of their best redeeming qualities). Not necessarily that important when clients are on the first or second page, but when I'm monitoring a clients results as I bring them from subpar rankings in the 100's, to the first page, that little number makes life a little easier.

The site is www.tripleme.com. Just type in your keyword and get your results. Check it out and let me know what you think.

 

 

 

 

To Blog or Not to Blog

For business, that certainly is the question…..

I started this blog as somewhat of test. I had clients that would ask me about the benefits of blogs, and I do offer blog writing as one of my services, but beyond what I've read about the benefits of blogging I didn't really know that much about it. So, I started this blog to see first-hand just how time intensive this blogging was and of course for the marketing benefits for my own company. Today, I have a much greater understanding of what it takes to blog and these are some of the things I would have my clients consider before jumping into a blog.

To Blog:

Blogging, if done effectively, can increase your page rank.

Blogs attract links because the content is fresh and frequently updated.

Blogs can be added to your website and then linked to any page of your website.

Blogging gives you credibility in your market and can become a frequented how-to area for your customers.

Blogging can spur mentions in other online media (page rank and credibility).

Bloggers often provide links to other bloggers.

Blogging is fun.

Since the medium is more casual (and visual) it allows you more room for creativity outside normal business writing.

Not to Blog….

Blogging is time intensive.

To have the greatest benefit, you must blog frequently. Once a week is fine, but you probably won't become a "top blogger".

Blogging frequently means you must find new things to say on a regular basis. It is suggested that a minimum of three blog articles per week is best.

Blogging requires commitment.

If you want to keep readers coming to your site, you must be consistent in your postings.

Blogging requires a different voice.

Blog writing is so much different than any type of "business" writing and it requires finding a new voice.

Business blogging is different that personal blogging and one must keep in mind that is still a business communication tool, without being overly casual or overly promotional.

I would suggest that any company considering a blog should do one of two things: either hire a company to do the blogging for you, or hire someone who is assigned the blog as a number 1 priority. It's too easy for someone (ahem – me) to focus on the work of the day for the paying clients and push the blog to the wayside.

Choosing a Story Format Depends on Your Audience

After deciding on which markets you want to target with your PR campaign, choosing a story format that will fit the largest amount of publications is the trick to a successful PR campaign.

But, before you can decide on a story idea, you must compile a list of publications that cover the market.

Often times my clients can name the top five or six publications in a market, and are unaware that there are 30 or more. In fact, there are often 50 to 100 publications that can be targeted when going after a niche market in addition to the core market.

Media guides are the most valuable tools when it comes to editorial coverage. If you are wondering why you would target more than just the top five or six publications, you may have forgotten that we are talking about free editorial coverage. If you are going to spend the money on writing a story, why not go after the largest audience you can? Limiting coverage to the top five or six publications can mean the difference between reaching 100,000 or 500,000 readers (or prospects).

Beyond listing all print and Internet magazines that cover your markets, media guides also include valuable data like circulation (there's that 500,000 vs. 100,000), ad rates (so you can calculate what your editorial coverage saved you in ad dollars—although editorial coverage is priceless since you can't purchase it), lead times, contact information, website URL's (which lead you quickly to editorial calendars) and profile information (so you know you are reaching the right audience). Something else the profile may tell you is the preferred writing style of a magazine.

Information like lead times, site URL's (equals - quick access to magazine content and editorial calendars) and profile information are essential in deciding which format is best for editorial coverage.

Most media guides today offer instant online access to media lists and cost anywhere between $100. to $500. for a single media list, depending on what you need. The more user friendly they are and the more they allow you to hone your list, the more expensive they are. PR pros often pay thousands of dollars per year to have the most up to date and user friendly media lists. If you want to forego the cost of a media list, you could spend hours on the Internet researching different websites (tradeshow websites, magazine subscription sites, etc) to find most of the magazines. Personally, I think that spending the money on a list you can download in minutes is cheaper than the cost of your time searching the web for that information.

Once you have chosen your media list, the next step is to decide on the style and topic of your article.

Next time we'll talk about editors' number one pet peeve and what to consider when formulating a story that will gain the most of amount of coverage.