5.0   Matt Hockin's Interactive Marketing Newsletter

IN THIS ISSUE:

New Article:

How To Use Publicity As A Search Engine Optimization Tactic For Increasing Your Website Links And Traffic

You have a great product or service, but your website is not getting the traffic you desire because it's not ranking at the top of the critical search engines like Google and MSN Search.  Maybe you've even paid a search engine marketer to assist you with Search Engine Optimization (SEO), the process of tweaking your Web page's HTML code, linking structure and adding the appropriate keywords and content to your web pages.  Perhaps you're spending a lot of money on advertising at the Pay-Per-Click Search Engines (PPCSEs) like Google AdWords and Overture, yet you're not getting enough clicks and you're spending more money on those clicks than you're comfortable with.

So what now?

Well, after optimizing your web pages for the Search Engines (called "on the page" SEO), the SEO gurus will tell you that you now need to beef up your "off the page" SEO by getting quality keyword-focused links from OTHER websites pointing TO YOUR WEBSITE. This is the process of boosting your website's "link popularity" and Google "PageRank" scores.

OK, great. So you've added your website to the Yahoo! Directory, Open Directory and a handful of other and websites, yet you still have a lousy PageRank of only 3 or 4 and your competition is killing you with their PageRank of 7 or more. The top players in your industry are still dominating the top 10 Search Engine rankings and crowding you out from getting top rankings and higher traffic!

Does this situation sound familiar? It probably does.

This scenario is playing out all across the web, yet there is a simple solution to the problem. Publicity. Publicity is the art of gaining exposure for your website, product, or service with press releases, articles, and other promotional methods.

Publicity is not a new phenomenon, it's been around since at least the 1800's during the days of legendary P. T. Barnum, the businessman who built his company with publicity. Barnum had the following to say about the subject... "Without publicity a terrible thing happens... nothing!" 

How true this still is 150 years later.

A consistent publicity campaign can get you links from some of the best websites, newspapers, and magazines on the Internet. Not only will these links provide your website with the PageRank numbers you need and the corresponding improvements in your Search Engine Positioning, but the links themselves can bring you a significant about of targeted "ready-to-buy" traffic.  For example, just a small mention on Entrepreneur Magazine consisting of a title, description, and link got a client a bunch of new prospects and clients for his service business. He was delighted, and this was just one of many publicity hits and links he's received!

The Top 10 Tips For Using Publicity For Getting Links And Traffic

Here are a few of my tips and resources for getting publicity and links on the Internet, AND getting news stories and articles in the newspapers, magazines and radio shows.

TIP #1: Be Consistent - Stick With It For The Long-Haul

For maximum results, I suggest using public relations as a long-term awareness and link-building campaign. This will allow your messages to be delivered to the appropriate audience and generate visibility, traffic and sales for you.  The biggest mistake I see small businesses making with publicity, is they're not consistent at all, only sticking with it for 1, 2, or 3 months. Or even worse, they complain because they're spending too much time on publicity because they're getting "too many" article and interview requests from the media, so they quit. This just doesn't make any sense. How can you be successful with such an attitude?

Another reason it pays to be consistent is because sometimes you'll send out a press release and get no response back, no publicity, nothing... This is when most people quit, when they should realize that publicity can be a "numbers game" that generates exposure over the long-run if they would just stick with it.

Here's an example: A few months ago I got a call from Fortune Small Business (FSB) magazine from a press release I sent to them over a year ago! They filed my press release away and then pulled it out and called seeking an interview with one of my old clients. They needed a source for a Search Engine Marketing story they were writing.

This client was "too busy" to give the interview, so I called my colleague, website and search engine optimization guru Shari Thurow who gladly gave the interview. The final result for Shari is that she got a great write up in FSB. Then USA Today saw the article and wrote their own version of it with Shari as the SEO expert. Shari has since been in USA Today two more times and received many leads and new clients from the free publicity.

As you can see, consistency is the key! So make the time to write press releases, handle the press inquires, give interviews, and get publicity.

TIP #2: Offer Great News Ideas And Quality Articles

To maximize your results, don't send "flack" to the media. "Flack" is blatant advertising disguised as a press release. Instead of wasting the media's time, be their ally by sending great news ideas and quality articles that help their audience.  Don't think you have enough time or ideas for writing articles and press releases? You probably already have the content for 12 press releases or articles without having to write a bunch more new content.

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TIP #3: Get Your Articles Published In The Article Databases

Positioning yourself as an expert in your industry is a highly-effective way to get publicity, and writing articles based on your expertise is a great way to get links to your website.  Your articles can be used to set you up as the expert and increase your links, search engine rankings, traffic, and sales. Each article can (and should) give you a minimum of 20 more in- bound links!

How?  Buy sending each of your new articles to editors and producers at industry websites, newspapers, magazines, and radio/TV shows. Also submit them to the following websites and get additional links to your website...

Use this great tip I found in a discussion forum that will help you with getting links to your website from your published articles... "I have a client who solved the problem of getting publishers to make the links in her byline live. She added a page to her site called "Published By" and she lists all the places she has been published. She then notifies anyone who hasn't activated her links that she will add a link to the name of their publication in return for active links in her byline. So far everyone has complied and it's working out really well.  Feel free to try using this technique yourself!"

TIP #4: Sign Up For PR Leads

Sick and tired of seeing your competitor's name in the media instead of yours? Sign up for PR Leads to connect with media professionals that need sources for their news stories, shows, and articles related to your industry. You'll get e-mail alerts when media professionals are looking for sources related to your industry or expertise.

This is a great service, and it's one of the easiest and cheapest ways to get publicity and links. Be aware that there is competition for these publicity opportunities. Be proactive and quickly send them a great "pitch" that compels them to contact you over everyone else.

TIP #5: Expand Your Publicity Campaign By Building A Media List

In the publicity game, your greatest assets are your contacts. Since you know your ideal customer, you can target the media and publications that your customers use to get information. Your media list should consist of the following types of media...

* Industry-specific websites

* Trade publications

* Newspapers

* Magazines

* Radio & TV shows

Build your own media list only if your target market is in a very narrow niche and the writers serving your industry can be easily identified. Otherwise, it is usually more efficient to use an outside service to build your media list and distribute your press releases.

TIP #6: Start The Relationship Right By Introducing Yourself

Instead of just sending e-mail press releases and articles to media personalities without them having a clue who you are, introduce yourself and start building a relationship.  I do this whenever I start working on a new client's PR campaign, and the media appreciates it, which in turn increases my ability to get publicity. So tell them who you are, what you specialize in, and how you can help them as an information source for their stories. They'll appreciate your style.

TIP #7: Distribute Via E-Mail

A 2003 study by the Meta Group revealed that approximately 80% of business people say their e-mail is more valuable than the phone. This applies to media professionals as well, so send your press releases and articles via e-mail. E-mail is f*ree and easy to use, but adhere to these quidelines for e-mail press releases...

* Use a compelling subject line that is personalized by including their first name.

* Never ever send attachments

* Be sure to format your e-mails in ASCII text file with hard returns at 65 characters. (I use Microsoft Notepad for ASCII)

* Following up via the telephone will greatly increase your results, but never ask "did you receive my press release?" (The media hate that since they get hundreds a day!)

TIP #8: Post Your Articles On Your Website And E-Mail Newsletter

Content is king on the Internet, and the search engines love websites with great niche content. Your articles and news releases are a perfect source of keyword rich text that's tasty "spider food" for the Search Engine crawlers. So, post your articles and press releases on your website to increase your traffic.

But don't stop there. Send them to your e-mail newsletter subscriber list, you never know who might be on your list who will love your article and link to it!

CONCLUSION:

Good luck. ;-)

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The Issue

Putting together a baseline analysis for a funding opportunity is one thing, building on that analysis and designing a success track that can be implemented, and executed on after a funding event takes place is often not given enough consideration. Accountability for daily movement towards Term Sheet growth and revenue objectives is critical.

The ability to develop a funded opportunity into a success is a challenge that derails many good intentioned companies. The majority of these opportunities fall by the way side because the organization is unable to establish, measure and manage to the core business objectives tied to revenue and market penetration.

Once PPM or Private Placement Memorandums have been completed and Term Sheet objectives have been established. And after funding is provided, success and progress often times are slow in coming.. Why?

It is not uncommon to realize that the existing sales pipeline in reality is not as strong as was initially believed, There is little idea as to the true profit levels on sales transactions, Or the competitive landscape is still a complete mystery, The sales staff may be lacking in adequate tools, support and skill sets, and as a result a perception develops that indicates lack of a clear plan that would allow for fair competition in the chosen marketplace, Companies tend to then become reactive as opposed to strategic in their pursuit of growth.

Opportunity Analysis / Robust PPM

Typically Private Placement Memorandum efforts begin and evolve around the following discovery areas.

What is the background and experience of the leadership team, have they had prior successes in this particular industry.

Has the organization been able to make some progress while also managing to keep the lights on – It seems that there is enough interest in the solution and that with the right amount of funding at the right time the client could really make a mark in their selected industry.

The client has managed to gather a few wins with some customers that have name recognition or that are in a particular industry that is key to their solution and success.

Pipeline – What is in the hopper – how much revenue potentially exists and over what period of time can that revenue be expected to come in?

Competition – Where does the solution fit in the marketplace, and how does the solution compare and contrast.

In short, PPM is not as robust as it needs to be. In order to gain a true barometer of your clients potential for success an Opportunity Analysis needs to supplement your PPM efforts and set the table for your Term Sheet objectives. It is a deeper layer.

An Opportunity Analysis involves identification of trends, and looks at a variety of metrics including,.

Which markets offer the best potential for the products or services right now. Who are the prime target customers, what is the true market potential, what is the competitive landscape? How does the solution or service match up? How does the competition sell and what is their compelling message? What are the pricing and margin trends? What established partnerships exist, And are there any recent press and or industry news releases, To name a few.

**Please note. Funding opportunities present themselves at different stages, Seed, Growth, Later Stage, Mergers, Acquisitions and Liquidity level events – Each stage has different capabilities requirements, Trend analysis metrics and assessment processes that are required.

Trend Analysis / Gap Analysis

When accurately done, predictable trends will start to appear from the Opportunity Analysis, Compare and contrasting of existing competitive companies is an important part of the process here. Others have gone before you, They have left behind a trail of lessons learned. Look at their successes and failures and be able to identify and document the exact paths and results that need to be benchmarked. Even initial revenue expectations start to become apparent that are fairly accurate and will serve as a barometer for measurable success.

Opportunity Roadmap / Execution

The previous analysis will allow you now to build an Opportunity Roadmap that clearly sets some realistic objectives and milestones. Including identification of the prime prospects your client needs to target and speak with. What the typical pain points are of these prospects and what they may be most interested in buying. Good ideas, hot markets, and great technology will however mean nothing without follow on expert execution.

An Opportunity Roadmap identifies 4 specific pursuit metrics.

Direct Access Requirements, Based on profiling, these prospects represent the cream of the crop, they appear to be more ready than others to hear your message and require immediate attention.

Leveraged Access Requirements, Represents the need to partner with organizations that have access to the clients and markets you want to penetrate, and because of their size and strength can exponentially provide growth opportunities thru their existing sales forces and contacts, Channel and OEM partnerships are prime examples of this.

Opportunistic Requirements, Is the identification and participation in events such as key trade shows, industry events and key press notices.

Supplemental Requirements, Involves the development of a common message and identity that can be translated throughout the effort. From the presentations used on sales calls to the marketing related materials in the field. And everything in between.

Summary

Executing daily on defined manageable objectives allows you to add depth and perspective to your PPM and drive Term Sheet objectives. After comprehensive discovery and planning, set achievable milestones and then assign someone to be held accountable to that pursuit while maintaining the joint interests of the funded company and the financial backing group.

Without post funding execution all of your background and expectations can be of little use.. The company you are examining for funding should have a great management staff in place first and foremost so allow them to focus on growing the business, as great management teams should do. Have them build name recognition, develop key industry contacts and manage a solid R&D schedule, While someone like Engage provides Opportunity Analysis and Road Mapping and then drives the obligation of revenue and marketplace penetration.