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

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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