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Pr strategies 2012 (3)

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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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