@AnthonyKirlew4 Types of Online Content• Social Media Content• Web Content• Press Content• Video Content
@AnthonyKirlewWeb Content (Web Copy)• Does your copy get the visitors attention?• Do you have a compelling offer?• Do visitors immediately know what you do?• Does it highlight features & benefits• Testimonials / Third Party Validation
@AnthonyKirlewWeb Content (Blogging)• Creates Fresh & Relevant Content• More is Better (According to Google)• Leveraging Audiences (Guest Blogging)• On the Same Domain as Your Website - www.akaim.com/blog• Attracts Links• Your Competitors Will Promote YOU!
@AnthonyKirlewWeb Content (Blogging)• What Makes Great Blog Content?o Questions & Answerso How To’so Press / Company Newso Promotions & Offerso Video blog posts
@AnthonyKirlewViral Web ContentWhat does VIRAL mean?• Free eBooks• White Papers• Great blog posts (use images)• Autoresponders
@AnthonyKirlewContent Marketing via Social Media
@AnthonyKirlewSocial Media StrategyDeveloping a Social Media Footprinto Create compelling (& complete) social media profileso Start with who you knowo Educate, Empower, & Influenceo It’s not about sellingo Great for branding and building online presenceo Integrate Lead Capture for Optimal Results
@AnthonyKirlewSocial Media Lead Capture Examples
@AnthonyKirlewSocial Media Sites That Mattero LinkedIno Twittero Google+o Facebooko Pinterest (Image / Media rich businesses)o YouTube (Video Platform)
@AnthonyKirlewLinkedIn Tips• People Come to LinkedIn to do Business (#1 Professional Social Network)• Have Relevant and Up to Date Contact Info• Use the Summary to Sell Your Business and Make an Offer• Create a Company Page (More online real estate)• Creating Groups is A Powerful Strategy• Allows You to Build Your Own Community within LinkedIn• Allows You to Market to a Targeted Group• Works Great as a Lead Generation Tool
@AnthonyKirlewGoogle+ Tactics• Claiming Google Authorship• Links Your Google+ Profile to Your Online Content• Image based posts get more clicks• Improves Online Presence
@AnthonyKirlewTwitter Tactics• The power of Twitter Search• #hashtags
@AnthonyKirlewFacebook Tactics• Great Opportunity for Consumer Based Businesses• Focus on Community Building (Not Just Selling)• Become the Local Go To Source• Understand the Power of Paid Promotion
@AnthonyKirlewSocial Media Tactical Strategy• Images and videos often get shared more• Sell less, give more• Never link to dormant social media profiles• Be relevant (Use an editorial calendar)• Tell people what you want them to do (Like, Share, etc.)• “Ask for a date”• Track everything
@AnthonyKirlewSocial Media Tactical Strategy• What content to share?• Tips• Testimonials• Events• Blog Posts• Ask / Answer questions
@AnthonyKirlewContent Marketing Through Press & Media Relations
@AnthonyKirlewPress (PR) Strategies• Huge missed opportunity• Who would you rather have tell your story?• It’s about relationships• Being a source• Being a newsmaker• Have a press calendar / Be prepared
@AnthonyKirlew• The art of developing and managing the public image of an organization• Can include:o Drafting and distributing press releaseso Developing relationships with local and industry media professionalso Crisis / Reputation Management• It’s not advertising• Doesn’t have to be expensive• Not a one-time event• Goal is publicity (getting noticed & getting your message out)What is PR (Public Relations)
@AnthonyKirlew• Print (Newspapers, Magazines, etc.)• TV• Radio• Online• Social MediaTypical Channels for Publicity
@AnthonyKirlew• Wall Street Journal• MSN• About.com• Fox News• Go Gilbert Magazine• 202 Magazine• Arizona Republic• American Express (Open Forum)Media Outlets We My Clients & I Have Had Exposure• Mashable• Blog Talk Radio• Scottsdale Airpark News• East Valley Tribune• Business News Daily• Modesto Bee• Washington Business Journal• Phoenix Business Journal
@AnthonyKirlewWhy You Should Consider PRWho is the best person to tell your story?HINT: It’s not you
@AnthonyKirlew• Third party credibility / validation for your company, product, or service.• Increases Online Exposure in Search Engines• Reinforces Your Expertise• Proactive Brand / Reputation ManagementMore Reason to Leverage PR
@AnthonyKirlewSTORY: Local Electrical Contractor was hired to update wall sconces at the Biltmore Hotelin Phoenix and wanted to sell them.PITCH: My company ran a local PR campaign for them.RESULT: Received media coverage via Mesa Republic & KTARSmall Business PR Case Study
@AnthonyKirlewRESULTS:• According to client “Phone Rang Off the Hook” for a few weeks after media coverage.• Client generated roughly $3,000 in sales and service (installation) revenue and generatedadditional exposure via web and print.• Campaign cost = $750.00• ROI = > 300%Small Business PR Case Study
@AnthonyKirlew• Be a News Source• Be a Newsmaker2 Strategies for Gaining Publicity
@AnthonyKirlew• Develop relationships with journalistso Media Eventso Social Mediao Direct Outreach• Subscribe to Press Serviceso HARO – HelpAReporter.como PitchRate.comBecoming a News Source
@AnthonyKirlew A silver bullet for your PR campaign Media requests delivered via email three times per dayHelp a Reporter
@AnthonyKirlew• How to respondo Explain why you are the experto Provide input for their storyo Always give your cell number as a contacto Citing prior media mentions can helpo Have an online news room on your websiteBecoming a News Source
@AnthonyKirlewPress Releases 101Be a Newsmaker
@AnthonyKirlew• Headlineso Use numbers / statso Use keywords (helps with SEO)• Opening Paragraph (The 5 W’s)o Who - is making the announcement?o What - are they announcing?o When - is this taking place?o Where - is this taking place?o Why - do I care? (or why is this newsworthy?)Press Release Creation
@AnthonyKirlewPress Release Creation• Always written in the third party• Target audience is media, not consumers• It’s not advertising• Always use a quote• Make sure it is proofed and edited• Close with “About Company” paragraph and link.
@AnthonyKirlewPress Release Distribution• Personal media contact listo How do they prefer to connect (Don’t Forget Twitter)o When to connecto Getting back in timeo The power of working with internso Personalize the pitcho Are they the right reporter?
@AnthonyKirlewPress Release Distribution• Online Press Services (I don’t recommend free services)o OnlinePRMedia.com (See offer at the end of slides)o Webwire.como PRWeb.como PRLeap.com• Social Mediao Personal SOI - Contacts, Fans, Clients, etc.o Industry / Local bloggers
@AnthonyKirlewResponding to Journalists• Respond ASAP when you are contacted• Get media coaching (Especially for TV)• Be cautious of paid offers
@AnthonyKirlewAdditional Press Tips• Create a Media listo Target geo and industryo Use social media to connect• Editorial Calendarso Make PR an ongoing part of your marketing campaign• Understanding Journalistso They need experts
@AnthonyKirlewWhy Video Marketing?YouTube Statistics:• 800M Unique Users Visit YouTube each month.• Over 3 Billion Videos are Viewed Daily (How Many are Yours?)• YouTube Mobile Gets over 400M Views per Day (13% of daily views).• Owned by Google – Boosts Online Presence
@AnthonyKirlewVideo Content MarketingTwo types of videos• Professional• Raw (smartphone)
@AnthonyKirlewVideo Content MarketingWhen to Use Professional Videos• Website• Paid Online Advertising• Membership Sites• When you want to project the best image for your company.
@AnthonyKirlewVideo Content MarketingWhen to Use Raw Videos• Video blogging• Live events• Getting Customer Testimonials• When time is short and you need to shoot a video.
@AnthonyKirlewVideo Content Marketing• The Video Production Studio You Already Have• The 5 Minute Video Marketing Solution• Going Viral on YouTube
@AnthonyKirlewTactical Video Marketing Strategies• Use relevant keywords (and phone number) in titles and descriptions (great localsearch ranking results)• Create helpful “how to” videos• Use video to reach out to prospects (your competition most likely won’t)• Screen Capture Tools: Camtasia Studio ($), Screencast-O-Matic (Free)
@AnthonyKirlewYour Next StepsDon’t just be a note taker… Be an ACTION taker!• Take a good look at your website and find a way to improve your results• Analyze what you are doing through social media. Is it working? If not, get an action plan.• Make a commitment to write a press release for your business within the next 30 days.• If you haven’t already, commit to make your first video this week!
@AnthonyKirlewResources• Get our FREE Internet Marketing & Social Media eCourse (http://www.akaim.com)• FREE 22 Point Internet Marketing Blueprint (email me at email@example.com)• Contact me for a complementary 30 minute consultation (firstname.lastname@example.org)• Get a 20% Discount off of your first press release distribution at OnlinePRMedia.com• Send an email to email@example.com and mention Anthony Kirlew• Pick up a copy of Media Magnetism (http://goo.gl/8HIBu)