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When the economy worsens it seems companies, pr clients as well, always cut back on everything, and that includes advertising. If you want to increase your brand awareness without increasing your ad budget–and actually reduce your budget, then read on. This approach works great for local pr clients and national pr clients.

In today’s tough economic times, the companies that will survive are the ones who continue increase brand awarenesstheir marketing and brand awareness. You can do this by spending less money than your current ad budget! How? With a creative publicity campaign. Being a publicity professional since 1980, I recommend starting an aggressive local publicity campaign. This should be a series of publicity releases and submission of articles to the media, etc. Then continue with a social media network campaign and a web marketing/publicity campaign. Those are the main elements. To be successful during these difficult times, you need to be consistent. Other things smart publicity professionals would recommend would be your blog site. Start making your blogs work closely with your web site.

Did you realize that I haven’t said to “spend any media money”? Rather than spending media money (print, TV, radio, banners, keywords), allocate 50% of your advertising budget for publicity. Don’t get caught up in buying keywords, or key phrases either. The money you allocate to the local publicity or regional publicity campaign will generate more awareness than the media budget. That’s smart marketing. Impelmenting this will get your pr clients web site listed in all the major search engines. And in return that will create traffic and increase sales. Knowing how to put this all together could be a challenge. In the long run, even if you hire a professional publicity company, like Carson Marketing, Inc., the costs will be much, much less than the media money you would spend just to get “limited” awareness. A well-designed publicity campaign will garner many months of awareness while building your brand. Then as the economy improves, your company will be the one customers will remember and continue purchasing from.

Know what you are doing first

optimizing web sitesEveryone who builds a web site claims to know optimizing. The same is true about those small startups saying they can get you listed at the top of SE’s (Search Engines). How is this relating to publicity? Because “Publicity is Everywhere!” If you direct the media to your site, but they forget the URL, they probably will type specific keywords in the SE to locate the web site.

Ok, first let me say not all these companies are out to make a fast buck. But it appears that most of them are selling software or just doing a blast listing to all the SE’s out there. How can these really help? Well, you won’t see any progress for weeks, maybe a couple of months at best. That’s how they get your money and then you just shake off that bad experience when nothing happens and your still listed 348 on Google, or Yahoo.

Web Site Optimization is more than placing a bunch of keywords into the HTML of your site. It isn’t the key phrase either. Because if you do this incorrectly, the search engines will pass you by!

The keywords you selected…how did you find them? If these are the most popular, then you are going to get zero traffic for a long time. Knowing which are the best keywords and what people are using is completely different. Plus, using multiple words can be even more productive and generate traffic. Ok, stop for a moment. Is traffic what you want? I hope not. Because I can get you thousands of people a month easily, but they won’t be qualified to purchase your products or services.

Qualified buyers are what you need. The number of visitors is important, if they are qualified. Keep that in perspective. We can give you the optimization to get listed at the top of Google, Yahoo and MSN among other search engines.

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