how small business can grow online with pr
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How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
BUILDING AUTHORITY THROUGH PRPresented by Sean Jackson, CEO of Ecordia
How SMBs Can Use PR Campaigns to Grow Traffic – Vegas 2009
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Sean A JacksonCEO of Ecordia
17+ Years in Interactive Technology Development
50+ Web Application Built
Vice President DFW SEM
Past President Dallas Ad League (AAF-Dallas)
Member of DallasRoundTable
Speaker & Lecturer
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
What is Authority?
au·thor·i·ty noun: [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.
-AuthorityRules.com
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Milgram Experiment
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Why Authority Matters
1. Competitive differentiation2. Increases “blind” referrals3. Premium pricing4. More flexibility in work5. Shortens sales cycles
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Obtaining Authority
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Authority Conveys Authority
*must be combined with others
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
How to begin the process
• Existing customers that have authority, or…• Join and actively volunteer at local/national
organizations– Business associations & charities– Become a leader in the organization
• Presentations/workshops– Networking groups & Meet-ups– University/Colleges
• Goal = Relationship with an authority source
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Once you have your authority source
1. Business transaction• Size not relevant• Directly related to your offering• Money exchange not required
2. Must get permission to disclose relationship• As part of the deal terms!• Consider a discount• Hard to get after-the fact
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Create the story
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
The Authority Release…
Headlines Matter the Most“Authority sources achieves or has something because of you”• 50/50 Rule• Less than 72 characters
Subheadings matter too“We did this that made a difference to them”• Less than 160 characters
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
…for the Perfect StoryStructure
– The Challenge (bigger better)– The Effort– The Success
Quotes required– You– The authority source– The beneficiary
Other Considerations– Include hyperlinks (1 per 120 words)– 400 words– Media Contact– About lines minimal– Images work – but expensive
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Monitor
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Spread the Word
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Use a wire service
1. Broad syndication & distribution2. Improves SEO efforts3. Sharing their authority with you4. RSS becomes your friend (Twitterfeed)
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
When published…
“Great story about us on XXXX, please check it out.”Send authoritative link* to everyone…*First major publication that syndicates your story
– Social Media accounts (consider ping.fm)– Email lists– Add to your online sites
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
…and be nice
• Thank people who retweet (even Twitterfeeders)
• Email and thank editors who re-write– Place links to their altered release on your sites– Add contact details to your contact lists
• Post comments on blog sites that re-use• Respond to emails that congratulate you
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
About the Press
• Find a report that covers the source authority– Do your homework– Check editorial calendars
• Give them an angle• Send them the original
Press Release• Follow up & make it easy
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
A Case Study
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
1. Got our authority source2. Secured PR rights3. Did the work4. Created the Authority Release5. Optimized the release on Ecordia6. Sent on PR Newswire 7. Blasted to everyone
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Results so far…
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Twitterfeed is my friend…
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
More ideas & resources
Jeff Crilley– http://realnewspr.com/blog
/
Brian Clark– http://Copyblogger.com– http://authorityrules.com
Optimize your Press Release– https://optimizer.ecordia.co
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Wire Service– http://prnewswire.com
(US1 Distribution)
How SMBs Can Use PR Campaigns to Grow Traffic Presented by Sean Jackson, Ecordia
Conclusion
• Authority Matters• Authority conveys authority• Create an Authority Release• Setup Monitoring• Use Wire Service• Follow up• REPEAT OFTEN
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