SlideShare a Scribd company logo
1 of 32
Download to read offline
Get Noticed.,[object Object],Integrating Publicity Into Your Visibility Plan To Attract Attention—And Sales,[object Object]
Lisa Horn, CAS,[object Object],President,[object Object],Chief Visibility Officer,[object Object],Spark!, a boutique strategic visibility agency ,[object Object],Industry Publicist. Visibility Agent. Reputation Manager. Strategic Communicator. Business Journalist. PromoProducts Industry Veteran. Marathon Runner.,[object Object]
In today’s session, we will:,[object Object],[object Object]
Detail the four types of visibility
Discuss the process of working with the media
Uncover media needs
Learn tips for creating media submissions
Understand publicity begins with submissions,[object Object]
VISIBILITY: ,[object Object],Why is it important?,[object Object]
Customers buy only what they can see.,[object Object]
Product Purchase:,[object Object],Where does the decision making process begin?,[object Object]
Pop Quiz:,[object Object],The distributor’s decision-making process to choose one of your products begins with:,[object Object],Viewing your catalog,[object Object],Shopping your website,[object Object],Calling to place an order,[object Object],Any of the above,[object Object]
                 AWARENESS,[object Object],is the first step in the buyer’s decision making process.,[object Object]
VISIBILITYis the foundation ,[object Object],of awareness. ,[object Object],Can you be ,[object Object],seen when customers ,[object Object],come ,[object Object],looking ,[object Object],for you?,[object Object]
How Do You Become Visible?,[object Object],[object Object],Print and digital publications, website banner and button ads, pay-per-click listings, social media ads,[object Object], ,[object Object],[object Object],Catalogs, sales flyers, e-mail blasts, self promos/samples, newsletter, website, blog,[object Object], ,[object Object],[object Object],Press releases, new product submissions, case histories, article pitches, white papers,[object Object]
How Do You Become Visible?,[object Object],[object Object],LinkedIn, Facebook, Twitter, Flickr, Slideshare,[object Object], ,[object Object],[object Object],Tradeshows, sales calls, guest speaking, education presentations,[object Object]
Working Effectively With The Media: The Process,[object Object],What does it take to get consistent media placements?,[object Object],Good salesmanship.,[object Object],Start looking at the media as a customer and address their needs.,[object Object]
What The Media Needs: ,[object Object],Great Content; Strong Sources,[object Object],There are four main ways to work with media in the promotional products industry:,[object Object],Press Releases,[object Object],Product Submissions,[object Object],Case Histories,[object Object],Bylined Articles,[object Object]
Press Releases,[object Object],15 Top Tips For Getting Placement,[object Object],Have something newsworthy to say. Is there a hook?,[object Object],Write an eye-catching headline with active verbs (not announce!) that makes the recipient want to read more.,[object Object],Get to the point immediately. Include who, what, when, where, why and how in first paragraph.,[object Object],Stick to the facts; avoid opinion (no “leading,” “best,” “largest”) and sales-speak.,[object Object],Keep it short, yet detailed. Economize each word.,[object Object]
Press Releases,[object Object],15 Top Tips For Getting Placement,[object Object],Focus on one topic; no mixed messages—and no fluff!,[object Object],Include a meaningful quote.,[object Object],Use keywords effectively without overdoing it and keep jargon to minimum.,[object Object],Be professional yet engaging. ,[object Object],Proofread, and then proofread again—out loud.,[object Object]
Press Releases,[object Object],15 Top Tips For Getting Placement,[object Object],Include contact information—at the top as well as in the boilerplate.,[object Object],Write a clear e-mail subject line.,[object Object],Include a personal note.,[object Object],Include release in the body of the e-mail in addition to attaching the actual document.,[object Object],Name attachments appropriately,[object Object]
Product Submissions,[object Object],Three Key Things Editors Need,[object Object],Within the promotional products marketplace, much of the editorial content in industry publications is naturally based around the products. As such, editors need:,[object Object],Great Image,[object Object],Unique Item,[object Object],Creative Description,[object Object]
Case Histories,[object Object],Three Tips For Telling The Story,[object Object],The power of promotional products comes not from the product itself but from the application. The more real-world success that is shown, the more sales you will have.,[object Object],Explain the background to give context.,[object Object],Include all pertinent details.,[object Object],Demonstrate ROI.,[object Object]
Bylined Articles,[object Object],Six Steps To Getting Published,[object Object],When you read a magazine, you see a variety of articles. Some are written by the editorial staff, while others are penned by subject matter experts. ,[object Object],Notice the term “expert.” That’s the perception of an author who’s work is published. If you want to be considered an expert, you need to get published.,[object Object]
Bylined Articles,[object Object],Six Steps To Getting Published,[object Object],Understand what types of articles are published.,[object Object],Identify how you can fill this need.,[object Object],Write a brief outline.,[object Object],Contact the appropriate editor.,[object Object],Craft a well-written, educational article.,[object Object],Submit it.,[object Object]
The Publicity Process: When Is It Complete?,[object Object],Publicity doesn’t end once content has been submitted to the media. What is done after the submission has been made—and hopefully published—matters most.,[object Object], ,[object Object],For publicity to work, it must be integrated into your other means of visibility.,[object Object]
Visibility Integration Checklist,[object Object],Press Releases,[object Object],[object Object]
Use as the foundation for a blog post or story in internal/external newsletter
Tweet the headline and include link back to release on your website,[object Object]
Use reprints as a tradeshow handout, flyer for sales calls, mailer for customers/prospects
Talk about it on your blog
Post reprint to your website and Facebook page

More Related Content

What's hot

How to create b2b content that drives leads?
How to create b2b content that drives leads?How to create b2b content that drives leads?
How to create b2b content that drives leads?Jaslynn joan
 
The Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsThe Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsBarry Feldman
 
Creative Brief Template
Creative Brief TemplateCreative Brief Template
Creative Brief TemplateDemand Metric
 
How to Use Social Media for Your Small Business
How to Use Social Media for Your Small BusinessHow to Use Social Media for Your Small Business
How to Use Social Media for Your Small BusinessPost Planner
 
Content Marketing Plan: 9 Steps to Dive In
Content Marketing Plan: 9 Steps to Dive InContent Marketing Plan: 9 Steps to Dive In
Content Marketing Plan: 9 Steps to Dive InSparkReaction
 
5 Proven Lead Generation Tips You Can Do Right Now!
5 Proven Lead Generation Tips You Can Do Right Now!5 Proven Lead Generation Tips You Can Do Right Now!
5 Proven Lead Generation Tips You Can Do Right Now!HubSpot
 
School of Social Media Marketing Trends
School of Social Media Marketing TrendsSchool of Social Media Marketing Trends
School of Social Media Marketing TrendsMd. Zaidul Islam
 
An Introduction to B2B Blogging
An Introduction to B2B BloggingAn Introduction to B2B Blogging
An Introduction to B2B BloggingMLT Creative
 
6 awesome steps to promote your business
6 awesome steps to promote your business6 awesome steps to promote your business
6 awesome steps to promote your businessKickoffLabs
 
Earning visibility and links through killer content
Earning visibility and links through killer contentEarning visibility and links through killer content
Earning visibility and links through killer contentSEOReseller.com
 
Evolution of social media
Evolution of social mediaEvolution of social media
Evolution of social mediaNasir Iqbal
 
Management Consulting - Logbook - Rafael Mohrez
Management Consulting - Logbook - Rafael MohrezManagement Consulting - Logbook - Rafael Mohrez
Management Consulting - Logbook - Rafael Mohrezrmohrez
 
Social Media and the Small Business
Social Media and the Small BusinessSocial Media and the Small Business
Social Media and the Small BusinessSandy Sidhu
 
How to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestHow to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestPost Planner
 
Get More Work: How to Build a Partnership With an Agency
Get More Work: How to Build a Partnership With an AgencyGet More Work: How to Build a Partnership With an Agency
Get More Work: How to Build a Partnership With an Agencybrandextract
 
10 Ways to Engage on Google+
10 Ways to Engage on Google+10 Ways to Engage on Google+
10 Ways to Engage on Google+Sprout Social
 
Bryan Starbuck's Customer Acquisition methodology for Startups
Bryan Starbuck's Customer Acquisition methodology for StartupsBryan Starbuck's Customer Acquisition methodology for Startups
Bryan Starbuck's Customer Acquisition methodology for StartupsBryan Starbuck
 
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...brandextract
 

What's hot (20)

Social media simplified
Social media simplifiedSocial media simplified
Social media simplified
 
How to create b2b content that drives leads?
How to create b2b content that drives leads?How to create b2b content that drives leads?
How to create b2b content that drives leads?
 
The Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post FormatsThe Six Highest Performing B2B Blog Post Formats
The Six Highest Performing B2B Blog Post Formats
 
Creative Brief Template
Creative Brief TemplateCreative Brief Template
Creative Brief Template
 
How to Use Social Media for Your Small Business
How to Use Social Media for Your Small BusinessHow to Use Social Media for Your Small Business
How to Use Social Media for Your Small Business
 
Content Marketing Plan: 9 Steps to Dive In
Content Marketing Plan: 9 Steps to Dive InContent Marketing Plan: 9 Steps to Dive In
Content Marketing Plan: 9 Steps to Dive In
 
5 Proven Lead Generation Tips You Can Do Right Now!
5 Proven Lead Generation Tips You Can Do Right Now!5 Proven Lead Generation Tips You Can Do Right Now!
5 Proven Lead Generation Tips You Can Do Right Now!
 
School of Social Media Marketing Trends
School of Social Media Marketing TrendsSchool of Social Media Marketing Trends
School of Social Media Marketing Trends
 
An Introduction to B2B Blogging
An Introduction to B2B BloggingAn Introduction to B2B Blogging
An Introduction to B2B Blogging
 
6 awesome steps to promote your business
6 awesome steps to promote your business6 awesome steps to promote your business
6 awesome steps to promote your business
 
Earning visibility and links through killer content
Earning visibility and links through killer contentEarning visibility and links through killer content
Earning visibility and links through killer content
 
Evolution of social media
Evolution of social mediaEvolution of social media
Evolution of social media
 
Management Consulting - Logbook - Rafael Mohrez
Management Consulting - Logbook - Rafael MohrezManagement Consulting - Logbook - Rafael Mohrez
Management Consulting - Logbook - Rafael Mohrez
 
Social Media and the Small Business
Social Media and the Small BusinessSocial Media and the Small Business
Social Media and the Small Business
 
How to Run a Successful Facebook Contest
How to Run a Successful Facebook ContestHow to Run a Successful Facebook Contest
How to Run a Successful Facebook Contest
 
Get More Work: How to Build a Partnership With an Agency
Get More Work: How to Build a Partnership With an AgencyGet More Work: How to Build a Partnership With an Agency
Get More Work: How to Build a Partnership With an Agency
 
10 Ways to Engage on Google+
10 Ways to Engage on Google+10 Ways to Engage on Google+
10 Ways to Engage on Google+
 
Bryan Starbuck's Customer Acquisition methodology for Startups
Bryan Starbuck's Customer Acquisition methodology for StartupsBryan Starbuck's Customer Acquisition methodology for Startups
Bryan Starbuck's Customer Acquisition methodology for Startups
 
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...
 
Sales Strategies for Freelance Business Journalists: Day Three
Sales Strategies for Freelance Business Journalists: Day ThreeSales Strategies for Freelance Business Journalists: Day Three
Sales Strategies for Freelance Business Journalists: Day Three
 

Viewers also liked

LinkedIn Or Left Out
LinkedIn Or Left OutLinkedIn Or Left Out
LinkedIn Or Left OutLisa Horn
 
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand Story
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand StorySecrets From An Industry Blogger: What You Must Know To Tell Your Brand Story
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand StoryLisa Horn
 
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...Lisa Horn
 
SEO: Getting Personal
SEO: Getting PersonalSEO: Getting Personal
SEO: Getting PersonalKirsty Hulse
 
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika AldabaLightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
 

Viewers also liked (6)

LinkedIn Or Left Out
LinkedIn Or Left OutLinkedIn Or Left Out
LinkedIn Or Left Out
 
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand Story
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand StorySecrets From An Industry Blogger: What You Must Know To Tell Your Brand Story
Secrets From An Industry Blogger: What You Must Know To Tell Your Brand Story
 
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
Press Kits: How To Create A Powerful—And Essential—Part Of Your Marketing Ars...
 
SEO: Getting Personal
SEO: Getting PersonalSEO: Getting Personal
SEO: Getting Personal
 
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika AldabaLightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldaba
 
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job? Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
Succession “Losers”: What Happens to Executives Passed Over for the CEO Job?
 

Similar to Get Noticed:

Content marketing tactics to grow traffic for your business
Content marketing tactics to grow traffic for your businessContent marketing tactics to grow traffic for your business
Content marketing tactics to grow traffic for your businessLetitiah Obiri
 
The Zero Budget Marketing Plan
The Zero Budget Marketing PlanThe Zero Budget Marketing Plan
The Zero Budget Marketing Planembarkonit
 
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignInbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
 
Public Relations 101 for Start-ups / Small Companies
Public Relations 101 for Start-ups / Small CompaniesPublic Relations 101 for Start-ups / Small Companies
Public Relations 101 for Start-ups / Small CompaniesPatrick 'Mad' Mork
 
How To Maximise PR For Your Charity
How To Maximise PR For Your CharityHow To Maximise PR For Your Charity
How To Maximise PR For Your CharityOML Africa
 
How to Create Relevant Marketing Content for B2B Marketing
How to Create Relevant Marketing Content for B2B MarketingHow to Create Relevant Marketing Content for B2B Marketing
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
 
4 Tactics to Take Market Share
4 Tactics to Take Market Share4 Tactics to Take Market Share
4 Tactics to Take Market ShareASI
 
Social media for small businesses
Social media for small businessesSocial media for small businesses
Social media for small businessesMarsha Sanders
 
5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through ContentTabitha Eade
 
5 steps to boosting your talent brand
5 steps to boosting your talent brand5 steps to boosting your talent brand
5 steps to boosting your talent brandJoe Brummitt III
 
5 Steps to Boosting Your Talent Brand Through Content
5 Steps to Boosting Your Talent Brand Through Content5 Steps to Boosting Your Talent Brand Through Content
5 Steps to Boosting Your Talent Brand Through ContentLinkedIn_Elevate
 
Linkedin Content Marketing Playbook
Linkedin Content Marketing PlaybookLinkedin Content Marketing Playbook
Linkedin Content Marketing PlaybookMichael Cirrito
 

Similar to Get Noticed: (20)

Content marketing tactics to grow traffic for your business
Content marketing tactics to grow traffic for your businessContent marketing tactics to grow traffic for your business
Content marketing tactics to grow traffic for your business
 
The Zero Budget Marketing Plan
The Zero Budget Marketing PlanThe Zero Budget Marketing Plan
The Zero Budget Marketing Plan
 
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignInbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
 
Public Relations 101 for Start-ups / Small Companies
Public Relations 101 for Start-ups / Small CompaniesPublic Relations 101 for Start-ups / Small Companies
Public Relations 101 for Start-ups / Small Companies
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
PR Crash Course for Startups
PR Crash Course for StartupsPR Crash Course for Startups
PR Crash Course for Startups
 
High-Conversion Secrets.docx
High-Conversion Secrets.docxHigh-Conversion Secrets.docx
High-Conversion Secrets.docx
 
High-Conversion Secrets.doc
High-Conversion Secrets.docHigh-Conversion Secrets.doc
High-Conversion Secrets.doc
 
High conversion secrets
High conversion secretsHigh conversion secrets
High conversion secrets
 
How To Maximise PR For Your Charity
How To Maximise PR For Your CharityHow To Maximise PR For Your Charity
How To Maximise PR For Your Charity
 
How to Create Relevant Marketing Content for B2B Marketing
How to Create Relevant Marketing Content for B2B MarketingHow to Create Relevant Marketing Content for B2B Marketing
How to Create Relevant Marketing Content for B2B Marketing
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
4 Tactics to Take Market Share
4 Tactics to Take Market Share4 Tactics to Take Market Share
4 Tactics to Take Market Share
 
Contentmarketing
ContentmarketingContentmarketing
Contentmarketing
 
Social media for small businesses
Social media for small businessesSocial media for small businesses
Social media for small businesses
 
5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content5 Steps to Boosting Your Talent Brand through Content
5 Steps to Boosting Your Talent Brand through Content
 
5 steps to boosting your talent brand
5 steps to boosting your talent brand5 steps to boosting your talent brand
5 steps to boosting your talent brand
 
5 Steps to Boosting Your Talent Brand Through Content
5 Steps to Boosting Your Talent Brand Through Content5 Steps to Boosting Your Talent Brand Through Content
5 Steps to Boosting Your Talent Brand Through Content
 
Linkedin Content Marketing Playbook
Linkedin Content Marketing PlaybookLinkedin Content Marketing Playbook
Linkedin Content Marketing Playbook
 
Boost your Talent Brand
Boost your Talent BrandBoost your Talent Brand
Boost your Talent Brand
 

Get Noticed: