ZMarket Scoop

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.

 

How to Write Great Editorial Articles

A great editorial starts with research and lots of it. It's easy to come up with a story idea, but the greatest story will end up dead in the water if the story doesn't fit the editorial scope of the media outlets you are going after.

The trick to getting the widest scope of coverage (without being too general) is isolating the markets you want to go after for the story.

You always include your primary market—let's say you are a conveyor company. Materials Handling publications would be the primary focus and then you would decide on a secondary market.

There is much to consider when choosing the secondary market.

Maybe you make the most amount of money in the automotive market so choosing that as your secondary market would seem like a natural choice—more experience, a larger customer base to get customer interviews and perhaps more marketing materials to pull information from. However, sometimes companies want to diversify where their money is coming from so they are not tied to the financial woes of a single market.

Faster Sales or More Leads?

Something else to consider when choosing which market to go after first (assuming your public relations effort is based on an ongoing campaign) is the turn around time on sales and the number of publications in a market. Let's say a company also sells into the aerospace market as well as the plastics market.

The aerospace market has a greater number of publications to pitch the story and a larger readership often translates to a greater number of leads. However, if the plastics market, with a smaller number of publications, has a short turnaround time on sales, then going after the plastics market may be a better market to target first. Then, you can go after the aerospace market second while sales from the plastics market sustains the cost of the PR campaign. Because even if you do PR in-house, a successful campaign translates into man hours in terms of research, writing, phone time with editors, follow up, etc.

Once you decide on the market, deciding which story format will get the most amount of coverage the fastest is key. This involves researching the publications (a media list company is key in an effective PR campaign), their publication lead times, editorial calendars, etc.

Come back next week (and I promise next week) to find out how to choose the story format.

 

 

Secrets to Effective PR

When I first began this blog, I decided that I was going to write a free e-book about effective PR.

There is a friend of mine who is very diligent about asking me how my ebook is going and the truth is, although I started it, it's not "going" at all. So last night I asked myself why.

Bottom line: I don't want to put myself out of business. You see, if I tell you how I am so successful at it, then you will do it for yourself and not need me. At least, that is the irrational reason behind my reluctance.

Over the years, I have been very successful in training many people in the art of media relations and PR account management (2 very different sets of job duties by the way); and, have proudly watched them work their way from green media relations specialists to very effective managers and directors of PR. Of course, I've seen a great many more bomb at it, because just as in any profession, it's not for everyone.

Media relations and marketing publicity management is a skill that is developed over time and is 100% a full time job. So, for those who are determined to do it for themselves anyway, why not give them hints on how to be successful. I have become quite a regular at different sales and marketing blogs, like Copyblogger, to get better at the "sales" and blogging side of business, why not give back to those who need some guidance in PR?

With that said, I will twist my own arm and get "going" by starting with this blog—giving tips on how to determine what type of story to write that will get meaningful coverage, how to get in contact with editors and get them what they need to publish a story and how to straddle the line between promotional and editorial copy.

See you next week.

 

How to Drive Traffic to Your Website

Does all the hype about driving users to your website through pay per click ads, search engine marketing, social media, and blogs make you suspicious about which one really works best?

You are not alone. Since the inception of the World Wide Web, companies have been trying to figure out how to make money from it. After the dot bomb era, someone finally figured it out—make it a big advertising medium. The internet has been hailed as the new yellow pages--too bad yellow pages didn't jump in soon enough to become their own version of Google.

There is plenty of information out there that talks about how these tools affect consumer sales, but how do B2B and industrial marketers use them to increase web leads? Here is a quick overview of how B2B and industrial marketers can use these tools to effect web sales.

Pay Per Click: Probably the most promoted and used tool on the internet. Pay per click (PPC) ads are those entries usually on the right side of the natural search pages and/or ad highlighted at the top of the natural search results. PPC promises high ROI, click through rates and conversions; however, studies have shown that while 80% of B2B buyers research online before making a purchase, less than 20% click on PPC ads.

Search Engine Marketing: Search engine marketing or search engine optimization is about moving and keeping a company's web page to the top positions of an organic search. This is the holy grail of the web. Nearly 75% of B2B buyers searching the web click on organic links (those results in the middle of the page vs. the ads to the right and top), and the top four positions get over 50% of the click through.

Viral Marketing: Viral marketing is the most talked about topic among some internet marketers today. Viral marketing employs existing social networks to rapidly spread brand awareness through word of mouth. It is most talked about in terms of consumer products but talk of its effectiveness of its use is oozing into the B2B and industrial marketing arenas. Although there are still questions about its effectiveness, integration of blogs, industry tools and white papers into a company's website may be effective uses of this tool for industrial and B2B marketers.

Blogs: Although the next best thing since sliced bread, successful blogging demands a great deal of work to get them going. Successful blogging must supply something useful to the masses to get them there again and again, but if a company finds that special mix that pulls in the readers by providing content worthy of forwarding, a blog can be a tremendous source of leads.

Print – yes print! Print still has its place in drawing users to your website; and, next to word of mouth, is the biggest influencer in the purchase phase for B2B buyers. Printed articles about a company become a very powerful word of mouth tool in that it offers credibility through third party endorsement. Printed articles can also include carefully worded action statements that drive readers to the website when companies offer online tools such as troubleshooting guides, white papers and/or industry focused "calculators". Also as more and more trade magazines convert to digital content, a published article in a trade magazine becomes a lasting promotional tool on the Internet for years, if not decades, to come.

With the wealth of promotional activities that the internet offers, it is no wonder that more and more companies have been increasing their PR budgets the last 4 years.

Cashing in on Published Articles

Published articles about your product or company can stretch a marketing budget 10 fold.  Here are some of the ways you can cash in on marketing publicity:

Take the copy to your prospects to establish credibility.

Get reprints and send them as direct mail pieces.

Put links to the articles on your website.

Use them in monthly newsletters to your current clients and prospect list.

Create SEO articles from the original press release to increase page ranking on major search engines.

Frame them hang in the office to increase morale within your organization.

Keep a media book and present it at annual meetings.

Include a list of media placements to your annual reports.

Do You Make These Mistakes with Your Press Releases?

Press releases seem easy enough to write, but marketers often try to apply the same rules they use in marketing pieces in their press releases.

Here are three common mistakes that can kill a good press release:

1. Testimonial from clients instead of quotes.

   The difference between a quote from your client and testimonial is the tone and the subject. Quotes from your clients should address something specific about your product and how it offered a solution. Testimonials, more or less, are company focused and often address how "great" the company is. Would you rather own a car from a company that "never breaks down when you are on the road," or own a car from a company that has "outstanding customer service?"

2. Outrageous "First Ever" claims in your headline.

   Yes, if your company is an innovator, then you need to address that in your press release, but claims like "first ever" in the headline and lead paragraph are red flags for editors that a press release is self serving and quite frankly, they will challenge the claim—always. Editors are journalists and they are trained to question. They also have an uncanning knack for remembering obscure facts and will certainly remember some other product that was "like" yours and disbelieve the claim. It doesn't matter if you "truly" have the first car that can fly, there are other ways to say it that sound more newsworthy. Just think of the difference between how Newsweek would headline a UFO sighting and how a tabloid would report a UFO sighting.

3. Product focused vs. solution focused.

   Many press releases end up reading more like a spec sheet rather than a press release. Specs are fine in press releases, but they should include the benefits or give comparisons. For instance: Why is it important that a car has an 18 gallon gas tank? Compared to most vehicles that have 13 gallon gas tanks, the larger 18 gallon tank gives drivers 1/3 more driving time between fill ups. (That's not a real fact—just one I made up).

The thing to remember about press releases is that they are written for the press—you know—the media. The closer your press release is to a story that the media would write the better chance you have of getting the attention of editors and writers.