using ninja pr to grow your business online and offline
DESCRIPTION
Using PR to promote your business online and offline Description Find out how you can be tapping into free publicity to promote your business and grab juicy SEO benefits at the same time. This webinar will be presented by Tim Kitchen and Kavita Sharma. Some of the things that we’ll be covering in this webinar: - How businesses of all shapes and sizes can use PR to get more customers and increase awareness - How to pick your angle - The sort of publications to target - How to get completely FREE magazine advertising - Using Lead Generation in PR - Using PR to improve your search ranking This is NOT a webinar about old fashioned schmooze-y PR. You will NOT be taking journalists out for coffees, sending gifts or giving ‘donations’. This is a webinar for business owners with minimal time to invest who need maximum bang for their buck. For the first time ever we’re going to be sharing the Internal Exposure Ninja PR strategy which works for everyone from local businesses to large 8-figure corporations.TRANSCRIPT
Using PR to Grow Your Business Online and Offline
Using PR to Grow Your Business Online and Offline
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Using PR to Grow Your Business Online and Offline 2
1 Goals:Show you how your business could benefit from PR Give you some ideas for content Show you how to get your content published Look at some examples Overview of Exposure Ninja’s PR service
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Who are we?
Exposure Ninja• 4 Bestselling Marketing Books • Have helped over 10,500 businesses increase their visibility online in the last 4
years • We handle the marketing for businesses around the world • Website design, SEO, PPC, Social Media, PR
The number of enquiries from my website has more than doubled, and I wouldn’t hesitate to recommend Exposure Ninja - Chig Amin, Epsom Dental
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Why PR?
• Free Advertising!
• Exposure to your target audience
• Implied expertise and authority
• Relationships with key publications in your industry
• Awesome Link Building power
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What Sort of Businesses Can Benefit?
• Anyone who could benefit from advertising:
• Newspapers
• Magazines
• Blogs & websites
• B2B & B2C
• Consultancies
• E-Commerce
• Service businesses
• Manufacturers
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Ninja PR vs Traditional PR
!
Traditional PR
Coffees and schmoozing
Relationship-based
Long lead times
Extremely expensive
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Ninja PR
Email and phone
Higher volume
Securing regular exposure
Control of final published piece
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The Process
Ninja PR
Topic Selection What sort of topic would your
audience find interesting? Could it motivate them to buy?
Publication Selection Which magazines and websites do
your customers visit?
Headline Writing Create 10 headlines, sleep on it, pick
the best
Journalist/Writer selection Choose journalists, writers or editors who have written/published similar
content before
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The Process…
Follow Up! Chase your journalist/writer until you
get a yes or no
Response No just means “not yet” or “not this”
Your Article Must be publish-quality, proof read
and totally ninja
Write!
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The Process…
Send to Your Contact Be respectful of deadlines! Include
picture where possible
Follow-Up Thank them and ask for follow-up
pieces.
Published! Success!
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Topic Selection
• Advice
• How can you move your audience closer to their goals?
• Common mistakes in your industry/buyers guide
• Reviews
• Unbiased product reviews (include your competitors and really make it unbiased)
• Behind the scenes
• Interview
• Industry/comment
• Personal/entrepreneurial
• News comment
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Publication Selection
• Which publications do your audience read?
• Google searches
• “<Industry> Magazine”
• “<Industry> blogs”
• Think big!
• Check domain authority on OpenSiteExplorer.org
• For blogs ask what their readership is
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Headline Writing
5 Top ‘Productivity-boosting’ Office Posture Tips
3 Costly Recruitment Mistakes to Avoid
iPhone 6 vs Angle Grinder
3 Ways to save £100/year on your energy bill
Target Busting Adwords Secrets of the Pros
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Headline Writing
• Hype 10% more than you are comfortable with
• Imply quick benefits
• “That’s for me”
• “That’ll help me reach my goals”
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Journalist/Writer Outreach
• Pick the writer who is most likely to write about your topic
• Find their personal email, or deduce from [email protected]
• Many writers are freelance and cover a number of publications
• Find them on Twitter and drop them a message asking for email
• Sign up for Journalist Enquiry services (ResponseSource etc)
• Be polite but persistent
• Make it clear that you’ll do their work for them
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Journalist Enquiry Services
• ResponseSource, Gorkana etc are for journalists struggling to find content
• You can be their knight in shining armour
• Good opportunity to built a relationship with them
• Some VERY high profile journos
• The key is be QUICK and HELPFUL
• If it’s not right, don’t force it. Thank them and offer to keep them in the loop
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Writing Your Article
• Must be professional quality
• Chance of publication decreases with the number of amendments required
• Write in the style of the publication
• Don’t be overly promotional - it’s a waste of time as the piece won’t get published
• Include a link in the author biography section to your website
• Have it proofread
• If in doubt, hire a pro
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Examples
Medical Recruitment CompanyWe positioned the CEO as an authority in the industry. He has a lot to say and is quite outspoken (perfect). Our strategy has been to target both medical publications talking about the job market, and also recruitment publications where he can offer opinions on the state of the industry. !http://www.talentculture.com/workplace-culture-and-innovation/3-innovative-ways-to-source-new-talent/
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Examples
AV Installation Company
Through the articles we’ve had published, they’ve been prominent in the interior design, home technology and high-end architecture publications talking about the latest AV technology. !http://www.myrenovationmagazine.com/2014/09/12/why-smart-homes-are-the-home-improvement-trend-of-2014-2/
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Examples
Education Training CompanyOffering bespoke training, it’s not an easy product to pitch. The strategy has been about raising awareness of specific issues that the training resolves, and we’ve also been targeting current news stories to offer a qualified perspective on these. !http://psychcentral.com/blog/archives/2014/06/28/adverse-childhood-experiences-affect-adult-behaviors/
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How We Can HelpExposure Ninja PR Service
Advice from the Experts
Help identifying topics, finding publications and performing
outreach
Consultation
Professional WritingOur Ninja writing team spend all day
every day writing for publications. They know how to get content
published with no amendments
Writing
Journalist, Writer & Editor Outreach
We know how to get articles into your target publications. From
targeting the key people, to persistent follow up, our success rate
is very high.
Outreach
Everything Done For YouThe most popular service is our full
PR package. Save thousands on advertising, starting at just £499/
month.
Full Service
Using PR to Grow Your Business Online and Offline
exposureninja.com/prwebinar 0115 896 2348 Use “PRWEB1”
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FREE 20 Minute PR Consultation for all Webinar Viewers (worth £60 +VAT)