marketing tools marketing tools Archives - CarsonPR

You can surf the web all day and find article after article about B2B web marketing. Only a few will explain how to combine that with the power of your publicity marketing campaign.web marketing

Let me give you some of that inside scoop.

YOUR SITE

B2B web marketing needs to begin within the “core” structure of a company‚Äôs web site. As shown in this simplified illustration, a pr clients web site is the starting point. Now lets see how each phase works:

SEO

From there you build outward to the SEO (Search Engine Optimization). I have spoken about this many times. This consists of keyword research, meta tag and content, link building. It was said that over 75% of clicks are ORGANIC searches, not paid links. So you see how important this phase is. Hang on, were getting to publicity.

SEM

Then comes the SEM (Search Engine Marketing). As powerful as Google is with it’s AdWords campaign, you should also consider using Yahoo Search Marketing as part of this SEM.

LOCAL MARKETING

The heart of most B2B web marketing sites. Although we all want to be world wide, you should use local networking to build your B2B web site. There are local marketing tools like Marchex Adhere to help start your local campaign. Ok, here is where you begin to include local publicity.

PUBLICITY

This should now be the emphasis of your pr clients campaign. A solid local and national publicity campaign should include press releases, articles in various media, and seminars. That’s only part of it. Be sure you research the online media. These will include social networks, as well as online media news outlets.

EMAIL MARKETING

Not too far behind your publicity campaign should be an email marketing strategy campaign. There are two main methods: eNewsletter and email blasts. The eNewsletter should be listed on your B2B web site for customers to sign up to receive them. The email blast, although can be costly, should be used when targeting a specific market or industry group.

Ok, I don’t expect any pr client, or pr agency to handle this type of B2B marketing, but some of them do try and fail. If you need a professional publicity agency that knows this stuff, call George Carson at 949-477-9400.We have been helping B2B companies grow through unconventional marketing techniques. Let us get you noticed.

A few months ago I had the pleasure of presenting to the faculty and administrators of the California Community Colleges a lesson on “Power Listening“. It was geared to students to better understand pr marketing strategieshow to “listen”, not just hear, what is being said. This was a critical lesson when entering the business industry.

Today I saw a great article in Marketing Pros, that addressed this same issue about listening. It was from Todd Defren who has a blog called PR Squared. Todd puts the listening concept more in tune with the business world of marketing. Publicity professionals may hear, or listen to what is happening in a PR Clients market. But do they have the power, or knowledge to implement a program that responds to what they hear.

For example:

Defren says there are two ways you can “listen” to your customers:

  • Many savvy brands use active listening to monitor social media and respond when appropriate. Defren on active listening: “Quick! Somebody said something about us! Say something back!”
  • The next step is actionable listening. “The difference here,” he notes, “is that the folks doing the listening/responding are empowered to effect change within their organization, on customers’ behalf.

Much of what Todd is speaking about is social media. Knowing when and how to respond is critical. Having the power to do the response to what is said is necessary. By not acting quickly to social media comments about your pr clients product/service is a missed opportunity to gain a stronger brand and image. This is another example of showing a need to include social media and social networking in a pr marketing strategy for pr clients. If you are a PR Client, it is time to get your publicity campaign in gear with today’s pr marketing tools. Listen to what is being said about your industry, and products. Make sure you have a publicity professional or pr agency that can meet your needs.

Do you have a pr marketing strategy that is ready to include social media?

We hear a lot about social media and all the new web sites that are popping up to get in the action. Now it seems that AOL, the 4th popular search engine, is gearing up to show it is part of this new social era.

The problem might not be that AOL needs to think like everyone else. When you visitsocial media networks the ParentDish.com site, it is targeted to a specific audience. As a marketer, I think that is a smart move. Because you cannot have a social media site that is too broad based. It just won’t work. Even the AOL Blog tries to stay within their own profile.

On the other side of this popularity with social media, one major segment is still not considered. Know what it might be? I believe in the near future we will start seeing “social media for business”. I wouldn’t be surprised if a programmer, or a search engine company like Google, isn’t already developing this. The problem I see is going to be how the business model will be presented. Probably more general in scope. Like MySpace. But I truly believe that segmented social media business sites will be part of a pr marketing campaign for all pr clients.

This may take a few years to mature, just like Facebook and the many other sites that exist today. Why do I believe this to be true? Because blogging in the business community is already happening. It is in major companies as well as small to mid size companies. PR Marketing strategies now include blogging as part of the business culture. Just as it was among the youth a few years ago, now social media is the place to be. So it only makes sense that “business” will soon begin to embrace this media as a pr marketing tool. It will be an excellent way for executives and all businesses to exchange their philosophy, their business culture to others, and possibly become a place to learn how to grow a business from a CEO’s perspective.

How to get the word out!

Branding is still a hot issue with companies. And if you haven’t yet implemented a branding program, you should do it now. The Internet has helped launch many companies by building images of national and international brands. Publicity firms and pr clients should rethink the tools they use when spreading the word. As the Internet continues to reach new levels of marketing, publicity professionals and pr clients can take advantage of these new and exciting tools for branding.

Using videos for publicityNow you can do it with videos. Broadband videos are hot. These clips now can be produced by production companies to showcase a pr clients products or service, just like they would in a TV spot. Unlike TV commercials, these can be longer in time, or cut apart into smaller shorts to create more interest.

Alan Schulman wrote an article describing "How To Build Your Brand With Video". He gives several good tips, 5 in all.
For example, if you are looking to attract sports people, make sure your clips are geared to that audience. Another tip that publicity professionals and marketers should include is: Make the Videos Interactive. Get your audience to click onto a video that reveals a promotion or tells a message about your pr clients product or service.

These are just a few suggestions and reasons why Broadband Videos can jumpstart a publicity campaign for your company or pr client. If you need help in understanding this new marketing tool, contact us or find a company that has the street smarts to get your company noticed.

See Also

Use these new media tools for publicity

The Internet is no longer that slow machine that uses dial-up. Ok, some people are still in that Dark Age, but broadband is quickly becoming the norm.

It wasn’t even a year ago that people were downloading movies and TV shows illegally from non-approved sites.

Today, TV stations are "asking" you to download some of the hottest TV shows just after they air…literally after it airs. Shows like Desperate Housewives and Lost are among the two hottest shows you can get directly from the stations and approved sites.

What this is telling you is that rich media, pod casting and even streaming video (which has been around but is now catching on) are in high demand.

If you use your new marketing tools correctly, you can have video releases, or releases with images sent via mail faster and easier than traditional methods.

Reporters and editors are still holding off on using this technology at its fullest. That doesn’t mean they will not change, it just will become too much for them to handle when this media is more of mainstream for their access. The reporters will need to learn how to sift through the releases, pitch stories and submitted articles to find what is really important to them.

An article today by Jim Meskauskas talks about the use of Rich Media being the only media. He has some good points, and does a short walk down memory lane of how we went from 9600 or 14,000-baud rate to the broadband industry.

Jim reinforces my belief that we are moving at such a fast pace that in order to keep up, we need to use the new tools available. And that includes blogging, RSS feeds and Pod casting. So hold onto your computers, it’s going to be a wild ride these next two years.

See Also