Using Authority To Build Your Business - PubCon Vegas 2010


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Presented by Sean Jackson of Copyblogger, this presentation focuses on the importance of Authority in building your company brand. It provides an overview of the methods for creating authority and how to use PR to dominate your niche by extending your authority.

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Using Authority To Build Your Business - PubCon Vegas 2010

  1. 1. How SMBs Can Use PR Campaigns to Grow Traffic – Vegas 2010<br />Building authority through Pr Presented by Sean Jackson of Copyblogger Media<br />
  2. 2. Sean A. JacksonPartner/CFO - Copyblogger<br />President DFW SEM<br />Past President Dallas Ad League (AAF-Dallas)<br />About Copyblogger<br /> online marketing blog – AdAge<br /> WordPress Framework – Mashable<br />ScribeSEO.comCategory leading SEO tool for writers<br />ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse<br />
  3. 3. Feedback & Comments<br />@copyblogger<br />#pubcon<br />
  4. 4. What is Authority?<br />au·thor·i·tynoun:[1] A citation (e.g. from a book) used in defense or support; [2] the source from which the citation is drawn; [3] an individual cited or appealed to as an expert. <br /><br />
  5. 5. Milgram Experiment<br />
  6. 6. Why Authority Matters<br />Competitive differentiation<br />Increases “blind” referrals<br />Premium pricing<br />More flexibility in work<br />Shortens sales cycles<br />
  7. 7. Obtaining Authority<br />
  8. 8. Authority Conveys Authority<br />*must be combined with others<br />
  9. 9. How to begin the process<br />Existing customers that have authority, or…<br />Join and actively volunteer at local/national organizations<br />Business associations & charities<br />Become a leader in the organization <br />Presentations/workshops<br />Networking groups & Meet-ups<br />University/Colleges<br />Goal = Relationship with an authority source<br />
  10. 10. Once you have your authority source<br />Business transaction<br /><ul><li>Size not relevant
  11. 11. Directly related to your offering
  12. 12. Money exchange not required</li></ul>Must get permission to disclose relationship<br /><ul><li>As part of the deal terms!
  13. 13. Consider a discount
  14. 14. Hard to get after-the fact</li></li></ul><li>Create the story<br />
  15. 15. The Authority Release…<br />Headlines Matter the Most<br />“Authority sources achieves or has something because of you”<br /><ul><li>50/50 Rule
  16. 16. Less than 72 characters</li></ul>Subheadings matter too<br />“We did this that made a difference to them”<br /><ul><li>Less than 160 characters</li></li></ul><li>…for the Perfect Story<br />Structure<br />The Challenge (bigger better)<br />The Effort<br />The Success<br />Quotes required<br />You<br />The authority source<br />The beneficiary<br />Other Considerations<br />Include hyperlinks (1 per 120 words)<br />400 words<br />Media Contact<br />About lines minimal<br />Images work – but expensive<br />
  17. 17. Tools & Ideas<br />
  18. 18. Monitoring CRUCIAL!<br />
  19. 19. Use Traditional Press Releases<br />Beware of Web Only Release<br />
  20. 20. Use a wire service<br />Broad syndication & distribution<br />Improves SEO efforts<br />Sharing their authority with you<br />RSS becomes your friend (Twitterfeed)<br />
  21. 21. Spread the Word<br />
  22. 22. When published…<br />“Great story about us on XXXX, please check it out.”<br />Send authoritative link* to everyone…<br />*First major publication that syndicates your story<br />Social Media accounts (consider<br />Email lists<br />Add to your online sites<br />
  23. 23. …and be nice<br />Thank people who retweet(even Twitterfeeders)<br />Email and thank editors who re-write<br />Place links to their altered release on your sites<br />Add contact details to your contact lists<br />Post comments on blog sites that re-use<br />Respond to emails that congratulate you<br />
  24. 24. About the Press<br />Find a report that covers the source authority<br />Do your homework<br />Check editorial calendars<br />Give them an angle<br />Send them the original Press Release<br />Follow up & make it easy<br />
  25. 25. More ideas & resources<br />Jeff Crilley<br /><br />Brian Clark<br /><br /><br />Optimize your Press Release<br /><br />Wire Service<br /> Distribution)<br />
  26. 26. Feedback & Comments<br />@copyblogger<br />#pubcon<br />