Pr And Marketing Presentation CSBGPresentation Transcript
How PR can help your business Chapel Street Business Group 25 November 2008
We all need to manage our reputations and promote our brand PR and media relations can be one of your most effective tools – and one of the most cost-effective Because... Your expertise, quality of service & credibility are mediated by others. Good communications foster this. Advertising doesn’t.
First of all – stock take ! What are your business objectives Evaluate your market opportunity What’s your USP? Identify your customers, partners, employees and stakeholders What do they want more of and what don’t they need?
Develop your strategy for positive exposure
Who are your key audiences
What do they expect from you?
Map their agenda, not yours
Build trust and mutual understanding for the good times (and a crisis situation might not be as bad)
Getting your message across
Channels (your own website/press room, blogs and forums, print & broadcast media, specialist media, conference/exhibition speaker)
Formats (surveys, media briefing paper, webinars, YouTube, case study, White Paper, press releases, viral, e-newsletters)
SEO Principles By Simon Wharton Managing Director
PushON is an Online Marketing agency dedicated to promoting and improving the website visibility of NW companies by enabling the people who are looking for the types of products and services you provide, to find your website quickly and easily. Who are we?
Established in 2005
Team of 7 industry-proven professionals with over 39 years of technical and marketing experience in Online Marketing
Council member for Manchester Digital (Trade body for North West ICT and new media sectors)
Approved consultant to the MDDA for Online Marketing
Member of the Chartered Institute of Marketing (CIM)
Google Adwords professionally qualified
Demonstrable track record of success
Holder of Professional Indemnity Insurance
Organic search marketing
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
Social Media Optimisation (SMO)
Online PR (e-pr)
Pay per click (PPC)
Outsourced online marketing department/manager
Our core competencies and services:
What are Search Engines?
An ever growing catalogue of all the websites and pages they can find on the internet
The main search engines in the UK are:
Live (MSN/Microsoft): www.live.co.uk
How do Search Engines work?
In simple terms, they match a word or phrase submitted as a search term against their log of uses of that word or phrase on websites that they know about.
For simple words or phrases, there may be several million results
Search Engines use many criteria to rank those results for relevance to your search term
Google search for Free ISP PPC Results: Organic Results:
Why is Organic Search Important?
6 to 8 times greater propensity to click
Persistence of results
Better ROI over time
Natural development of long tail/niche terms
SERP Results Eye Scanning Research
UK Executed Searches: Sourced from Hitwise http://www.hitwise.co.uk/datacenter/searchengineanalysis.php
Why do Search Engines Rank Sites? Relevance!
How do Search Engines choose to Rank a Site?
Use of text on page
Frequency of updates
Quality of website code (indirectly)
Age of domain
Links to page/site
Many, many other criteria
Keyword Research: Seed List
What keywords would you use to find a product or service like yours?
What keywords would your Grandmother use to find a product or service like yours?
What keywords do your known competitors obviously use?
What keywords do your actual online competitors use?