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Online Marketing Company            Find out more about Ajax Union:           www.AjaxUnion.com                Follow Us O...
Sarah Mogin – Vice President                    Friend Sarah on Facebook:              facebook.com/Sarah.Mogin           ...
PR & Reputation Management forSmall BusinessFind out more about Ajax Unions products at:www.ajaxunion.com
Agenda• What is PR?• Establishing Your Publicity Goals• Press Releases• Reputation Management       • Dealing with Negativ...
What is PR?PR, or public relations, is the process of promoting your businesson and off the web, while monitoring and reac...
Establishing Your PR GoalsFact of life: No marketing strategy is complete without clearlydefined goals.Some ideas:•Get in ...
Press Releases
What is a press release?20th Century: A document sent out to journalists with informationthat can be easily adapted into a...
PR TopicsTrust me, you have something to write about.•New products•Special offers/giveaways•Seasonal products•Industry new...
Headlines and First LinesWhat do journalists and search engines have in common?ADD.Good headlines have:•Company name•Keywo...
Headlines and First LinesBlah title:Capitalize on the Cyber Monday/Black Friday 2012 Craze With SmallBusiness Internet Mar...
DistributionOnline PR Sites•Free•Cheap•PremiumPersonalized Distribution•Industry PR forms•Editors’ email addresses•Get hel...
Reputation Management
Reputation ManagementReputation management is the process ofmonitoring and improving the online image ofa brand or individ...
GoogleYourselfThere are 10 spotson the first page ofGoogle.Can you conquerthem all?Tip: Use GoogleAdWords to claimthe firs...
GoogleYourselfThere are 10 spotson the first page ofGoogle.Can you conquerthem all?Tip: Use GoogleAdWords to claimthe firs...
The First Rule of Fight ClubYou probably can’t get that review to go away.Especially if it’s…•Old•On RipoffReport.com•An a...
Important Review PagesWhich review pages should I care about?•What’s already showing up for your brandon first 2-3 pages o...
Consumer Reviews“Happy people don’t kill people.” — Legally BlondeProblem: Angry consumers, disgruntled former employees,a...
But back to Fight Club…Okay, obviously people are talking aboutFight Club.i.e., some reviews can be destroyed•Be fast•Reso...
Master of Your DomainExpand your online presence with additionalprofiles you control.•Additional domain        • AjaxUnion...
Tools of the trade1. Google Alerts – every daygoogle.com/alerts•John Smith•“Johnny Smith”•“Cool Bike Shop”•coolbikeshop•co...
Final Thoughts•   Set Publicity Goals•   Write a Press Release!•   Google Yourself ASAP•   Combat Negative Content with Po...
Request a Free Quote:www.AjaxUnion.com   Call Us Today:    800-594-0444
Join Our Free Webinars!www.AjaxUnion.com/webinar   Try out RankZen today!    www.RankZen.com
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Pr strategies 2012 (3)

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  • Hello. I’m Tierney Oberhammer, an online marketing specialist at Ajax Union. This networking event and blogging seminar is hosted by Ajax Union, and we hope you are having a great time and making connections. This short seminar is going to cover the basic of blogging. We will go over: What a blog is What a blog does Why you should have a blog How to maximize the success of your blog And how to track that success
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Hello. I’m Tierney Oberhammer, an online marketing specialist at Ajax Union. This networking event and blogging seminar is hosted by Ajax Union, and we hope you are having a great time and making connections. This short seminar is going to cover the basic of blogging. We will go over: What a blog is What a blog does Why you should have a blog How to maximize the success of your blog And how to track that success
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Hello. I’m Tierney Oberhammer, an online marketing specialist at Ajax Union. This networking event and blogging seminar is hosted by Ajax Union, and we hope you are having a great time and making connections. This short seminar is going to cover the basic of blogging. We will go over: What a blog is What a blog does Why you should have a blog How to maximize the success of your blog And how to track that success
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Let’s get started. A blog is a website like any other website. It has a URL and it is formatted using HTML Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages So, what’s the difference between websites and blog websites? Blogs get updated on a regular basis (or they should be) Regular websites don’t necessarily need to be updated. Blog stands for web-log – a blog is typically a log of something that is happening or something that you are doing Why should you blog? You have customers and potentials that want information. A blog is a great way to share with them and show that you are an expert in your field. It gives them a reason to trust you because you can show that you know what you are talking about. A blog is also an excellent way to generate links to your website – links are the foundation of SEO Does anybody know what SEO stands for? Does anybody know what SEO is? Your blog not only links to your site, but it links people to your site But generating worthwhile content, people will help do your linking for you. Also, the the purpose of a blog is the generation of fresh content. You ever heard the saying “Out of sight, out of mind?” Well, it holds true. If you want clients to remember you and use your products or services, you need to keep your website in their line of sight. Fresh content is key for SEO, too, especially now that Google has changed its algorithm to prioritize the freshest information. Google is catching up with Twitter on the importance of fresh content. Google has a special results section for blogs.
  • Transcript of "Pr strategies 2012 (3)"

    1. 1. Online Marketing Company Find out more about Ajax Union: www.AjaxUnion.com Follow Us On Twitter: twitter.com/ajaxunion Like On Facebook: www.facebook.com/ajaxunion Connect On Linkedin: www.linkedin.com/companies/ajax-union Call Ajax Union: 800-594-0444
    2. 2. Sarah Mogin – Vice President Friend Sarah on Facebook: facebook.com/Sarah.Mogin Follow Sarah on Twitter: @SarahMogin Connect With Sarah on Linkedin: http://www.linkedin.com/in/SarahMogin
    3. 3. PR & Reputation Management forSmall BusinessFind out more about Ajax Unions products at:www.ajaxunion.com
    4. 4. Agenda• What is PR?• Establishing Your Publicity Goals• Press Releases• Reputation Management • Dealing with Negative Buzz • Creating Positive Content• Final Thoughts
    5. 5. What is PR?PR, or public relations, is the process of promoting your businesson and off the web, while monitoring and reacting to externalbuzz as it emerges.What can PR do for me?•Share company news/ UVPs•Score press coverage•Boost Search Engine Optimization (SEO)•Improve online reputation•Absorb consumer/client feedback•Stay competitive
    6. 6. Establishing Your PR GoalsFact of life: No marketing strategy is complete without clearlydefined goals.Some ideas:•Get in The New York Times•Get in my local newspaper, a blog covering my industry•Score direct leads from PR efforts•Clean up my online reputation•Boost my search engine rankings•Promote my industry as a wholeWhile you’re at it, establish a budgetencompassing money and time.Worksheet: What are your top 3 PR goals?
    7. 7. Press Releases
    8. 8. What is a press release?20th Century: A document sent out to journalists with informationthat can be easily adapted into an article.21st Century: That, and a whole lot more.Modern press releases:•Can stand on their own•Are LONGER (400 to 500 words) • End with general info•Still need all the good stuff up front•Do not need a boilerplate•May need two versions
    9. 9. PR TopicsTrust me, you have something to write about.•New products•Special offers/giveaways•Seasonal products•Industry news•Advice (spring cleaning, energy conservation, etc.)•Scare tactics•UVPs•Genuinely cool storiesGoal: One press release permonth/quarter.Worksheet: Brainstorma potential PR topic for yourbusiness.
    10. 10. Headlines and First LinesWhat do journalists and search engines have in common?ADD.Good headlines have:•Company name•Keywords•NEWS
    11. 11. Headlines and First LinesBlah title:Capitalize on the Cyber Monday/Black Friday 2012 Craze With SmallBusiness Internet Marketing Plans from AjaxUnion.comBetter title:Ajax Union Offers 10% Off Small Business Internet Marketing Plans in Timefor Black Friday/Cyber Monday 2012Blah first line:In most industries, this time of year is extremely profitable, with manycompanies seeing a significant uptick in revenue during the last quarter.Worksheet: List 3 standard keywords (i.e. onlinemarketing) and 3 short-term keywords (i.e. Passover2013) that would be good for your business.
    12. 12. DistributionOnline PR Sites•Free•Cheap•PremiumPersonalized Distribution•Industry PR forms•Editors’ email addresses•Get help from a PR agencyTip: Remember your PR goals.
    13. 13. Reputation Management
    14. 14. Reputation ManagementReputation management is the process ofmonitoring and improving the online image ofa brand or individual.Why should I care?•People Google•Stand out•Address customer issuesThings to look out for•Bad reviews•Competing/similarly named businesses•Bad press•Images/videosWorksheet: Identify your #1 reputationmanagement concern. Identify 2 additionalareas of potential weakness.
    15. 15. GoogleYourselfThere are 10 spotson the first page ofGoogle.Can you conquerthem all?Tip: Use GoogleAdWords to claimthe first spot in lineASAP.
    16. 16. GoogleYourselfThere are 10 spotson the first page ofGoogle.Can you conquerthem all?Tip: Use GoogleAdWords to claimthe first spot in lineASAP.
    17. 17. The First Rule of Fight ClubYou probably can’t get that review to go away.Especially if it’s…•Old•On RipoffReport.com•An articleOK fine, but how do I get people to join myFight Club?The goal of reputation management is primarilyto obscure/cancel out negative buzz with positivecontent that’s in your control.(But don’t freak out, everyone has negativereviews. It’s realistic.)
    18. 18. Important Review PagesWhich review pages should I care about?•What’s already showing up for your brandon first 2-3 pages of Google•Where your competitors are covered•Google Local•Yelp (but be careful)•Industry (TripAdvisor)•ResellerRatings•Testimonials PageWorksheet: List the top 3 reviewpages/profiles relevant to your business.
    19. 19. Consumer Reviews“Happy people don’t kill people.” — Legally BlondeProblem: Angry consumers, disgruntled former employees,and your competition are more motivated to post negativereviews than happy peopleSolution: Be proactive. Seek out your own good reviews.How?•On your site•In follow-up emails•On the phone•Turn random praise INTO reviews (Facebook, letters)•Offer incentivesWorksheet: Brainstorm 2 ways you can recruit reviewsfrom your customers or clients.
    20. 20. But back to Fight Club…Okay, obviously people are talking aboutFight Club.i.e., some reviews can be destroyed•Be fast•Resolve, but don’t bribe•Post public response•Follow up + ask them to change the reviewSmooth jazz:•“We apologize for your negative experience”•“We recently…” renovated, invested in a newcustomer support team, revised our shippingpolicyIf it’s fraudulent: Contact site authorities; Second rule of fight club:refrain from holding breath DO NOT post fake reviews
    21. 21. Master of Your DomainExpand your online presence with additionalprofiles you control.•Additional domain • AjaxUnionBlog.com • AjaxUnionReviews.com•Facebook•Twitter•Multimedia content • Image Sharing • VideosTime-tested trick: Google your more successfulcompetitors and friends
    22. 22. Tools of the trade1. Google Alerts – every daygoogle.com/alerts•John Smith•“Johnny Smith”•“Cool Bike Shop”•coolbikeshop•cool bike shop reviews2. Awesome Screenshot – every weekawesomescreenshot.com•First two pages for cool bike shop andcoolbikeshop•Red, green, yellow boxes•Google Images and Video, if necessary•Google news•Make sure you are logged out of Google.3. Time.
    23. 23. Final Thoughts• Set Publicity Goals• Write a Press Release!• Google Yourself ASAP• Combat Negative Content with Positive Content
    24. 24. Request a Free Quote:www.AjaxUnion.com Call Us Today: 800-594-0444
    25. 25. Join Our Free Webinars!www.AjaxUnion.com/webinar Try out RankZen today! www.RankZen.com
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