Making the Most of your Media Mentions
•Download as PPTX, PDF•
1 like•124 views
When you're mentioned in the media (positively) you get up, sing and dance and celebrate! But then what? There is so much value to be gained from the good press. Are you getting the most out of the media mentions?
Recommended
More Related Content
What's hot
What's hot (17)
Similar to Making the Most of your Media Mentions
Similar to Making the Most of your Media Mentions (20)
More from Kevin Getch
More from Kevin Getch (20)
Recently uploaded
Recently uploaded (20)
Making the Most of your Media Mentions
- 2. First, before you can do anything You need to know you got a hit
- 3. @KevinGetch
- 5. @KevinGetch
- 7. @KevinGetch
- 8. @KevinGetch
- 9. Second, you need to brainstorm a plan!
- 11. Direct SocialSearch @KevinGetch ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Analytics
- 12. Search Brainstorm all the possible ways that this coverage could benefit you and improve your presence in the search engines. Links/Endorsements Press Page Reach out to Influencers/Publishers talking about your story
- 13. Ask the publisher to add a link to your website...
- 14. When they do… Get up and Dance! You just got a HUGE WIN!
- 16. Reach out to influencers & publishers talking about your story...
- 19. Social Brainstorm all the possible ways that this coverage could benefit you and be utilized across social channels. Share it :) From Company Profiles From Personal Accounts Tag Publisher/Orgs Use #Hashtags (if appropriate) Repeat
- 20. Don’t be a “one and done”...
- 21. Direct Brainstorm all the possible ways that this coverage could benefit you and be sent directly to your community. Email/Text/Push Share with Your Clients Send to your Partners?
- 23. @KevinGetch
- 24. Third, don’t forget paid promotion!
- 26. Humble Brag If you won an award and you want to promote it, just think of this as your digital acceptance speech.
- 27. @KevinGetch
- 29. @KevinGetch
- 31. @KevinGetch
- 32. @KevinGetch
- 33. 3rd-B, don’t forget everything else!
- 34. A Few Other Ideas Printed Materials Sales Collateral Brochures Banners Other traditional advertising (Newspaper, Radio, TV, etc.) Job Postings Share it internally Signage In your presentations On Swag Exhibitor Booths
- 36. The Most Embarrasing Moment in my Life!
- 42. Vulnerability + Value = HOMERUN!
- 43. Kevin Getch Founder + Director of Digital Strategy kevin@webfor.com webfor.com Thanks! @KevinGetch
Editor's Notes
- TAKE YOUR MEDIA COVERAGE FURTHER Presented by Kevin Getch, Webfor Class Description: Attendees will learn from the Vancouver Business Journal's 2016 "Best in Business - Marketing" award winner: Kevin Getch of Webfor. Once you've interfaced with the media and you've earned some media coverage - what then? What is the best way to share, and market this coverage to the current and prospective customers? Kevin will share some social media, direct email, and promotional strategies that will elevate your earned media coverage to the next level. 1st - You have to know you got a hit. Google Alerts / Even Better -> Mention.com (Make sure the details are correct… if they didn’t link to your website see if they will). The media is no longer the media - We’re all the media! 2nd - You need to develop a quick plan Develop a quick plan to get the most out of your media coverage or award… Here are a number of things to think about.. First, You’ll want to formulate a “quick” plan to get the most out of your media coverage… Do you have a press section on your website? Execute Your plan Paid Promotion Continue to build your authority, be vulnerable and provide value - Measure the results? Be Humble as Hell and put that ish everywhere :) While it is great to share the original article… maybe it would make sense in your case to drive that traffic to your website instead of to a separate website. YOU can put it on your website and link to the original article. If there are other companies mentioned in the article make sure to take them… they may share the link to your website with their followers :) Do you have a Press section on your website? Consider adding one or post it in your blog (You have one of those… right!?) Share it on social (not just once… get every last drop out… ) Make sure to tag the media/publisher, the author and possibly other organizations mentioned in the story Confidence factor logos (on website in collateral) Make sure your employees… know… share in meetings, post in your communication tools, ask them to share it… 3rd - Don’t forget paid promotion (Google Adwords, Facebook, Ads, etc.) Hack #1 - Hopefully you already have created a custom remarketing audience (it’s free… and depending on the amount of traffic it takes time to build.. The really big thing here is you (FOR FREE) get the firehose of demographic and psychographic data from Facebook on your website visitors (This extremely valuable in so many ways)... but you can also remarket to them and humble brag… Hack #2 - For B2B companies - If you have that list of your top 10 clients you’d love to work with… create some custom campaigns that target all of the employees that work at that company (and create an add…) - DiscoverOrg + Award Winning SEO Agency Webfor = Match made in heaven Call me :) Home Run - Be authentic… Be Vulnerable… and provide Value - Forbes I’m going to share with you one of the most embarrassing moments in my life... Forbes, Business Insider, etc.
- First, you need to know you got a hit. In the game of baseball there is the sound of the bat hitting the ball and you have your eye on the hitter as well. The response time after getting a hit is critical… so how do you know when you got a hit. Rarely do the media agencies/people actually reach out and tell you...
- In the game of baseball you have the sound of the bat… the feel as you hit the ball and your team always has a watchful eye on the batter anticipating whether they are going to get a hit… You however… are busy… probably not watching all the time… And the problem is… the media publishers are busy… and most often aren’t going to tell you they mentioned you. So...
- Remember!!! The media is no longer… just the media.
- Once you’ve been notified of a hit… you need to take action quickly. Depending on the type of media coverage it may have a very limited life cycle. You want to create a quick plan to get the most out of your media coverage… If you already have a digital strategy in place and understand your customer, your goals and where they align this will be much easier for you. If you don’t… well you just won’t be in a position to catch the ball.
- The reason he caught the ball after the hit… was that he was well prepared. If you’re not well prepared you’re not going to get the most out of your coverage.
- Explain all of the benefits of having the media publisher link to you… Traffic… SEO value
- Do you have a press page on your website? When you get a media hit and there are other organizations/companies involved you can get some additional ___ by putting the… on your own website… then share that… and tag all the other….
- Depending on your media coverage… let’s say you’re a dentist that has created a new procedure/tool… and the community is a buzz… you will want to build a list of influencers/publishers talking about your story. You can reach out and ask them to link to the coverage.. You may do a mini interview with some of them You can ask them to link to the press page on your website You can ask them to share it on social media… You will want to interact with them on social as well and thank them for their time Remember one of the biggest wins you can walk away with his a relationship that will last into the future!
- Most people only share the news once and then that’s it… You have my permission to share this great news… multiple times… on the same social platform. You can share the news on Twitter multiple times in a day (change the message of course)...
- I know… I know… You want the ultra secret awesome sauce...
- Here are a few of my favorite hacks… B2B Social Hack Google Remarketing Hack Custom Audience Facebook Hack
- Even if you’re not utilizing Google Remarketing all the time… it doesn’t cost you anything to have the pixel installed and to start building the audience. Does everyone understand how remarketing works? If you want to - very inexpensively - get your ad/news back in front of everyone who just visited your website you can put together a quick campaign.
- Better yet install the Facebook tracking pixel and create a custom audience titled “Website Visitors” - this will give you all kinds of great data and even if you’re not going to remarket to these people right away… it’s still great to put into place.
- Utilize Facebooks Audience Insights tool to really narrow in once you know some base demographic psychographic information.
- Look at the value in the old school (newspapers, radio, etc.)
- I had the pleasure of introducing Sarah Bird, the CEO of Moz, a leading marketing software company in the SEO/Inbound industry. I had been following her for a while… I found her philosophy on leadership and transparency appealing. I knew a lot of people would be reading their speakers bio… but I wanted to give her a great introduction. So..
- Home Run - Vulnerability & Value Embarrassing story