using ninja pr to grow your business online and offline

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Using PR to Grow Your Business Online and Oine Using PR to Grow Your Business Online and Oine 1

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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

Page 1: Using Ninja PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline

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Page 2: Using Ninja PR to Grow Your Business Online and Offline

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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Using PR to Grow Your Business Online and Offline 3

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

Page 4: Using Ninja PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline 4

Why PR?

• Free Advertising!

• Exposure to your target audience

• Implied expertise and authority

• Relationships with key publications in your industry

• Awesome Link Building power

Page 5: Using Ninja PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline 5

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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Using PR to Grow Your Business Online and Offline 6

Ninja PR vs Traditional PR

!

Traditional PR

Coffees and schmoozing

Relationship-based

Long lead times

Extremely expensive

!

Ninja PR

Email and phone

Higher volume

Securing regular exposure

Control of final published piece

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Using PR to Grow Your Business Online and Offline 7

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

Page 8: Using Ninja PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline 8

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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Using PR to Grow Your Business Online and Offline 9

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!

Page 10: Using Ninja PR to Grow Your Business Online and Offline

Using PR to Grow Your Business Online and Offline 10

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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Using PR to Grow Your Business Online and Offline 11

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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Using PR to Grow Your Business Online and Offline 13

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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Using PR to Grow Your Business Online and Offline 14

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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Using PR to Grow Your Business Online and Offline 15

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

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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)