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How Small Business Can Grow Online with PR

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Press releases can form an important part of a companies online strategy for growing their organizations authority online. In this presentation, presented by Sean Jackson at PubCon Vegas 2009, a number of tactics and tips are presented that will help small business understand how they can gain authority online using press releases.

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How Small Business Can Grow Online with PR

  1. 1. How SMBs Can Use PR Campaigns to Grow Traffic – Vegas 2009<br />Building authority through PrPresented by Sean Jackson, CEO of Ecordia<br />
  2. 2. Sean A Jackson<br />CEO of Ecordia<br />17+ Years in Interactive Technology Development<br />50+ Web Application Built<br />Vice President DFW SEM<br />Past President Dallas Ad League (AAF-Dallas)<br />Member of DallasRoundTable<br />Speaker & Lecturer<br />
  3. 3. 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 />-AuthorityRules.com<br />
  4. 4. Milgram Experiment<br />
  5. 5. Why Authority Matters<br />Competitive differentiation<br />Increases “blind” referrals<br />Premium pricing<br />More flexibility in work<br />Shortens sales cycles<br />
  6. 6. Obtaining Authority<br />
  7. 7. Authority Conveys Authority<br />*must be combined with others<br />
  8. 8. 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 />
  9. 9. Once you have your authority source<br />Business transaction<br /><ul><li>Size not relevant
  10. 10. Directly related to your offering
  11. 11. Money exchange not required</li></ul>Must get permission to disclose relationship<br /><ul><li>As part of the deal terms!
  12. 12. Consider a discount
  13. 13. Hard to get after-the fact</li></li></ul><li>Create the story<br />
  14. 14. The Authority Release…<br />Headlines Matter the Most<br />“Authority sources achieves or has something because of you”<br /><ul><li>50/50 Rule
  15. 15. 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 />
  16. 16. Monitor<br />
  17. 17.
  18. 18. Spread the Word<br />
  19. 19. 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 />
  20. 20. 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 ping.fm)<br />Email lists<br />Add to your online sites<br />
  21. 21. …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 />
  22. 22. 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 />
  23. 23. A Case Study<br />
  24. 24. Got our authority source<br />Secured PR rights<br />Did the work<br />Created the Authority Release<br />Optimized the release on Ecordia<br />Sent on PR Newswire <br />Blasted to everyone<br />
  25. 25. Results so far…<br />
  26. 26. Twitterfeed is my friend…<br />
  27. 27. More ideas & resources<br />Jeff Crilley<br />http://realnewspr.com/blog/<br />Brian Clark<br />http://Copyblogger.com<br />http://authorityrules.com<br />Optimize your Press Release<br />https://optimizer.ecordia.com<br />Wire Service<br />http://prnewswire.com(US1 Distribution)<br />
  28. 28. Conclusion<br />Authority Matters<br />Authority conveys authority<br />Create an Authority Release<br />Setup Monitoring<br />Use Wire Service<br />Follow up<br />REPEAT OFTEN<br />

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