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Getting Coverage Online
 

Getting Coverage Online

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Stephanie Beadell's June 2013 PANMA Presentation

Stephanie Beadell's June 2013 PANMA Presentation

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  • I have two goals today
  • 1. Convince you that online marketing isn’t that much different than offline “real world” marketing
  • 2. To convince you that it’s not that hard, and it’s actually pretty fun!
  • Anyone who’s ever started a business, a charity, a fundraising group… you know that that old mantra “if you build it, they will come”
  • Is LIES. Nothing is that easy. You have to work for it.
  • You have to think about your brand & your design for your target audience
  • You build you store, your brand
  • Just like how you build your website
  • You have to think about your brand & your design
  • Prime real estate
  • Finally, the big one
  • You have the marketing communications mix
  • It works pretty much the same. Adam talked about on-site stuff today, Aaron talked about advertising. I’m going to get into that PR side of things, blogger/journalist outreach.
  • Hopefully I’ve convinced you that online and offline marketing are pretty similar, so you shouldn’t be too scared. Now onto the bigger challenge….
  • Now to convince you that it’s easy & fun!
  • Specifically, that online PR outreach is easy and fun
  • Now to convince you that it’s easy & fun!
  • Choose a list of journalists, blast them with a press release, hope for the best
  • Pick an easy strategy (Guest posts!), pick a quick lists (mom blogs!), blast them with an email …. And hope for the best
  • This is how we operate at SEER. We strategize, we build smarter lists, we send smarter outreach, we evaluate, and then we try again
  • First step, define a strategy. Think about what you have to offer. News, something that people will be interested in A product that will make people’s lives easier An interesting infographic that has fun and newsworthy facts or simplifies a process
  • Who really cares about what you’re offering? Don’t just say “moms” or “journalists” … the beauty of online PR and SEO is that we can take a much more sophisticated approach here.
  • To figure that out, you need to ask yourself what you’re really selling
  • Charles Revlon: In the factor, we make cosmetics… in the drug store, we sell hope
  • DeWALT…. They sell drills…. But what are they really selling? Not drills but HOLES Holes that will help families hang pictures of their loved ones They’re selling DIY furniture that young families can build, desks and tables where they’ll gather to make memories.
  • Once you figure out what you’re really selling, it’s pretty easy to figure out who will care.
  • The next step, once you figure out who will care, is figuring out how to FIND those people
  • You’re a smart, sophisticated searcher. You can take your Googling to the next level to find people.
  • So let’s say I make a cloth diaper. (note I just randomly found this on the internet) But they seem to have their marketing pretty well figured out.. Prevents toddler streaking!
  • And I COULD do a search like this….
  • So I could just search for “mom blog” and find sites like this
  • But this isn’t just a product for mom bloggers. It’s a product for mom bloggers who have babies and toddlers and care about eco-friendly products
  • To something more like this
  • And I’m going to get awesome, relevant results like this
  • Look how great advanced Googling is! Once you have a straetgy, and you know your audience, you can use advanced googling to build super relevant lists.
  • You can search for “advanced queries” to find a bunch of step-by-step guides that will walk you through that query. From there you can use a spreadsheet, a notebook, whatever tool you want to keep track of “your list”
  • Now it’s time for outreach. The part that freaks people out, the part of PR and SEO that non-writers hate.
  • There are tons of articles out there are bout how to do it right. (Finding the articles for this slide was fun, I learned that I could become an outreach super hero. Also that someone else called it “the least sexiest way to building links” which I feel like is unfair.”
  • What I’m getting at, though, and this is a big idea… is that, there are all these guides out there about outreach. How to write. What to do. How to trick people into opening your email…. And what I’m telling you today is that, those tips, you don’t need them.
  • Do the work to figure out a good strategy and the right audience for it
  • Outreach emails matter less I mean think about it…. If you’re telling somebody “This is awesome and I think you’ll think it’s awesome” (and they will actually think it’s awesome), you don’t have to do a lot of convincing, you know? Imperfect grammar can be forgiven. Short emails are fine. Let’s go back to that old SEO way of having a big list and hoping for 5 links… you’d have to write a super long email explaining what you’re offering, why it matters, why people should trust you…. But if you have a more targeted list, those people are going to see the value right away, you’ll need to do less convincing. You can be more succinct. You can save time and energy on both ends.
  • Don’t you worry, I still have some tips for you. You still want bloggers and journalists to write about your website, business, cause….
  • Let’s start at the top! Subject lines
  • Are you reaching out to a journalist, or a hobby blogger? What do I mean by this?
  • Journalists and full time bloggers have inboxes full of PR pitches
  • This is one of my busy blogger friend’s blog inboxes. As you can see, it’s all pitches. What does she do every day? Skim it to see if anything stands out and seems relevant. THEREFORE: subject lines for journalists and full time bloggers: Have to be newsy. Have to catch their eye. Use numbers whenever you can. If it’s relevant to them and interesting & newsworthy sounding, they’ll open your email.
  • Bloggers use their normal inboxes. Even if they have a fancy email, like frugalmomblog@gmail.com... It probably just forwards to their normal inbox.
  • Which often looks something like this. (This is my inbox) So for subject lines for these guys “Infographic for Blog Name” works really well, because it calls out that it’s for their stie and will catch their eyes
  • So, this is what I’m talking about. You should hit journalists with actual news. Bloggers with context that you’ve got something for their blog.
  • Now onto the message body
  • Let’s start at the top! Subject lines
  • This is one I use a lot. Don’t ask for 11 things, ask for one thing. Avoid informatino overload
  • Now onto the message body
  • 1. Timing.. Think seasonality, nobody wants to write about Halloween in March. 2. Significance – does it affect a ton of people? 3. Proximity = location, Baltimore papers won’t care about a smalll Philly biz 4. Prominence, famous people get covered, even when they do boring stuff 5. Human Interest – we love a good story that touches our hearts
  • If you can’t be any of those things, at least be interesting or helpful
  • Share a guide that will help people out
  • Offer up some cool, interesting facts
  • Write like you’re writing to your manager or your boss
  • Be professional, be nice
  • Don’t waste their time
  • Always add value. You’re offering them news to share with their readers, that’s great. Maybe you have a tool. Just think abuot how you’re helping them aren’t. If you aren’t being helpful, try again.
  • And that’s all you need to know. Learn from your email success and repeat. Do it again.
  • I do have bonus tips
  • Tweet Deck
  • Again, that tool is Tweet Deck

Getting Coverage Online Getting Coverage Online Presentation Transcript

  • Getting Coverage Online Stephanie Beadell (@stephbeadell)
  • Stephanie Bea SEER Interacti @stephbeadell
  • Goals:
  • online marketing = offline marketing
  • online marketing = easy & fun!
  • Anyone who has ever built a business knows that “If you build it they will come…”
  • LIES…. isn’t true. Building a business, website, event, or blog is hard work.
  • Design
  • Location
  • Promotion
  • online marketing = offline marketing
  • online marketing = easy & fun!
  • online PR outreach = easy & fun!
  • Where to start?
  • Send a Press Release Pick a List Traditional PR
  • Send a Mass Email Pick a List Traditional SEO Choose an Easy Strategy
  • Send Some Email Find a Target Audience A Better Way Define a Strategy Refin e List More Email
  • What do you have to offer? Define a Strategy
  • Who will care? Find a Target Audience
  • Who will care? Find a Target Audience What are you really selling?
  • Charles Revlon: “In the factory, we make cosmetics. In the store, we sell hope”
  • Who will care? Find a Target Audience What are you really selling?
  • How do you find these people? Find a Target Audience
  • Advanced Googling! Find a Target Audience
  • “mom blog”
  • (Baby OR Toddler) AND (mom OR momma OR mommy) AND blog AND diaper AND organic
  • Advanced Googling! Find a Target Audience
  • (Google “advanced queries” to find a ton of articles & tips.)
  • Outreach Send Some Email
  • Outreach Send Some Email
  • Send Some Email Find a Target Audience Define a Strategy Focus on Strategy & Audience
  • Send Some Email Find a Target Audience Define a Strategy Focus on Strategy & Audience Outreach Emails Matter Less
  • Outreach Send Some Email
  • Subject Lines
  • Are you reaching out to a journalist or a hobby blogger?
  • Journalists have dedicated inboxes full of PR pitches
  • Bloggers use their personal email inboxes.
  • Journalist: [Actual news you have] Blogger: [Thing] for [Blog Name] Send Some Email Subject Lines:
  • Message Body
  • Have a single call to action
  • If you like it, I’d love for you to share it with your readers!
  • Be Newsworthy
  • 1. Timing 2. Significance 3. Proximity 4. Prominence 5. Human Interest
  • Or at least be interesting or helpful
  • Write like you’re writing to a coworker
  • Be professional. Be nice.
  • Don’t waste their time.
  • Always add value.
  • Send Some Email Find a Target Audience A Better Way Define a Strategy Refin e List More Email
  • Bonus Tips
  • TweetDeck
  • TweetDeck
  • Read
  • Steal ideas from other industries
  • Reverse engineer PR strategies
  • Email Stalking
  • Help a Reporter Out (HARO)
  • Questions?