Tag Archives: publicity campaign

B2B Web Marketing with Publicity Marketing

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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’s 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.

New Google Tool Can Improve Your Publicity Campaign

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Every marketer, and publicity professional wants to keep update with the newest tools to help their pr clients, whether being a local publicity client in Orange County, to a national pr client, get the best publicity campaign available. Well, another new tool from Google can help. It is not a submission for releases, but instead it is a tool that helps find errors called crawl errors on a pr clients web site.

You’re probably saying how does this help with improving a publicity campaign? Well, it does. An article by Jason lee Miller gives a good example about “Google Helps Find Missing Links“. missing and broken web linksOk, maybe not directly if you are a publicity professional. But this gives you the opportunity to work with the IT staff, or the webmaster. Why? Because if a web site has broken links, the SEO’s, like Google, Yahoo will punish your site. This can cause you to fall many pages back on a listing, even loose a listing altogether.

By knowing about this web tool, it makes any pr professional smarter knowing how the web works. Because if you post your pr clients press releases on the web site and the site gets poor ranking (due to broken links) then it is time and money wasted. This is even more true when visitors or media visit the site. Broken links are not liked by anyone, especially anyone in the media– editors, reporters, etc.

Protect your pr clients publicity by including this into your pr marketing strategy. It can only improve your relationship with clients. And in this touch economy, loosing a client can be very costly. If you need help with your web site, then give George Carson a call at Carson Marketing, Inc. (949) 477-9400.

Use Web Marketing as part of your Publicity Program for Clients

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I guess I’m on a web marketing kick. My last blog told you about web marketing and how to optimize a pr clients site for Google. Well, I want to now tell you how publicity can be part of your web marketing campaign.

First you need to realize that web marketing is not a once-in-a-while job. It requires an web marketing strategyon-going effort with savvy web people to make it all work properly. If you have a PR Client that is asking to get their web site ranked higher, such as on page one of Google, you better make sure you fully understand web marketing. Look at the definition of web marketing in wikipedia.

Web marketing has become a major career that an association, webmarketing association, was formed in 1997. Visit the site, it has some good information.

A Web Marketing campaign can consist of:  SEO (Search Engine Optimization), SEM (Search Engine Marketing), banner ads, email marketing, among a lot of other elements. That brings me to publicity. Finally got there! Press Releases written properly can help a pr clients web site gain higher page ranking. But it is how the press release is written and optimized. Yes, even a press release needs to be optimized. Then the distribution channels you use are also critical. Just sending it to a free distribution service may not get you full exposure on Google Alert or Yahoo News. Even local pr clients who want local publicity, this can be an excellent marketing tool.

Another publicity effort should be social networks. Using sites like Facebook, or MySpace is good, but you need to make sure the podcast, or video has something solid to tell. It cannot just be an ad campaign. Places to test market would be on YouTube. Writing articles for Internet distribution is another great way to incorporate publicity into web marketing. There are many other ways to make a publicity campaign more effective when you use the power of web marketing. Need help? Call George Carson for a free one hour consultation. He can be reached at: 949-477-9400.

Can corporate blogging increase your publicity awareness?

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If you need to ask this question, then your publicity campaign must need help. The answer is a simple, YES, corporate blogs can help improve and increase awareness.

I have mentioned how blogging is more than a place for people to vent, or comment about what they like, their lives and hobbies. It has become part of the mainstream businessbusiness blog site cycle, which should be included into your publicity plan, or marketing plan. All publicity professionals and most pr clients understand that awareness is what makes or breaks a company. So why not get in control? With a corporate blog site, you and your publicity professional, or in-house pr staff can now control what is said about the company. When a blog site is part of your PR Marketing Strategy, it will further create a solid branding for your company, or PR Client.

An article in the Washington Post by Sarah Halzack discusses the corporate world is getting into blogging. I have said this many times before, and again we are seeing more of the mainstream media addressing this topic.

So why should a company, or PR Client want a blog site?

There are many reasons, but before you make the plunge, see if a blog site is going to help or benefit your company. Not everyone needs it, but most pr clients will benefit.

• A blog will allow executives in a company become more visible and voice the concerns that customers are having

• By addressing customer issues you gain control on harmful rumors that could spread and cause a decline in business

• It is a smart marketing strategy and a vehicle to introduce customers to new products

• It can attract good employees by becoming more visible

These are just a few reasons to have a corporate business blog site. When designing a blog site it needs to be different from your company’s web site. In addition, you need to have someone dedicated to maintain the blogs on a daily or weekly basis at the least. Keeping the blog site active shows the company is interested in informing customers about them and adds credibility to their brand.

If your company needs a blog site, or writers to maintain your site, give George Carson at Carson Marketing, Inc a call: 949-477-9400. He can get you noticed quickly!

How Many Press Releases Do You Send Out Per Month?

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Your pr marketing strategy should include a series of press releases each month. So what is the total number of press releases to send per month? We recommend at least three per month. You don’t want to issue the same release every other week, but rather find a new angle, or create new releases each week.

publicity press releasesWe do not recommend flooding the media with dozens of press releases, especially if they are not newsworthy. That will get you negative publicity and probably be recognized as a pest to the media.

Your pr marketing strategies should outline for your pr clients a series of releases to meet the objectives of your publicity campaign. For example, if a pr client is introducing a new product, that warrants a press release. When the product has an impact, or makes an improvement to something, this can be another press release. Basically, follow through with the first press release to see how you can continue to get media attention. Reporters and publishers need good content and stories for their readers, so when writing your pr clients press releases, give them solid information that will want readers to learn more.

Keep away from “sales writing”. Press releases need to be informative, give features as to why the product or service was developed. Tell how it will affect the market, or industry. That is what reporters are looking for in their publications.

If you need help in getting your pr marketing strategy, or publicity campaign in gear, give us a call. We have the contact and expertise to get you noticed. Make the call; it can be the step you take that advances you ahead of the competition.

Blogging or Press Releases, which is better?

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With all the activity and “publicity” that business blogging has received this past year, pr clients, and publicity professionals are clamoring to get a blog site for themselves and companies. Is having a business blog the best choice or just a publicity campaign the way to go?

Good question, but there isn’t one answer. First you need to do some soul searching about what it is you arebusiness blogging, blog sites trying to achieve. If you are a pr client that has a product to launch, or a service to promote, then a publicity campaign is what you need. With that said, let’s back up a second. Keeping in mind that publicity press releases are good, an article is best. Look at your pr marketing strategies that you are developing. While you may not get an article in a publication, or it may be a few months before that reporter gets your article published, then consider incorporating a business blog site to further the exposure. The blog will also get you noticed sooner. And you have more control as to what can be said. Unlike an ad, you don’t want your business blog site to be all commercial. Keep to the facts, make it interesting and give some examples as to why this new product can improve things like a person’s lifestyle, or a company’s profits. Basically, make it productive, not a sales pitch.

This brings us back to creating a solid pr marketing strategy for your pr client, or company. Make sure that your pr marketing strategies include a well-planned publicity campaign. This should consist of a business blog, a promotional program, a series of press releases and an article that can be submitted to reporters, editors and publishers in your industry. I read an article called “Is your press release passive?” Other tips on good pr writing can be found at their main site. This touches on a few important issues in writing releases. This can also be a simple guide in writing your blog for that new product or service. business blogging, blog sites

So what have you learned in this blog? Hopefully that a business blog is as important as your publicity campaign. Ok, I need to now explain that just having a blog on the web doesn’t get you noticed. It requires a lot of backend marketing. A couple of years ago, a simple blog site was all you needed and it got a lot of attention. Today, you need to market your business blog site. That brings me to our company, Carson Marketing, Inc. We can market your business blog site. If you do not have a business blog, then we can help put your company into the blog sphere so that you get noticed. Give us a call. We’re just 10 numbers away at 949-477-9400 to making you a successful blogger.

What Advertising Marketing Strategies Are You Using?

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Advertising agencies and publicity professionals use different advertising marketingPR Marketing Strategy strategies to promote a pr clients products or services. Do you know what marketing strategies are being developed for your company? If you are not sure, then use this information as a guide to get a better understanding of what marketing strategies are about.

First, if you Google the term “advertising marketing strategies“, you will see that Wikipedia defines it into three main areas. They are:

1-Weak Strategies

2-Middle Strength Strategies

3-Strong Strategies

I want to concentrate on the strong strategies in this blog. When you see an ad campaign, or even a publicity campaign, and you feel good about it. That’s what strong strategies are about. It gets to the inner feelings of someone. An example would be, in wikipedia, the Geico commercial. Although it does have the qualities of a strong marketing strategy, I do not feel it is the best example. Not everyone feels good about or relates favorably to that the little Geico character.

Think of yourself when buying something that you really liked, such as a new car, or when you booked that vacation to Hawaii. It made you feel good. And why did you buy that specific car, or plan that special location for your trip? It is because you felt good about it when you were first exposed to the campaign. It was the creative marketing, or pr marketing strategy, or the special publicity surrounding the product that started to give you these great feelings.

As the definition says, creative strategies promote great publicity campaigns and sales promotions. So now that you, as a pr client, or even a publicity professional, know what the advertising marketing strategies are, start using them to improve your campaign. It can only make it better.

How To Create A Media List

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Build a solid database for reporters and other media

Do you have a customized media list to distribute your press releases? Are you using a public relations agency, or do you submit your press releases through a PR distribution service?

It doesn’t matter what method you use, what matters is yourmedia list publicity release or article reaches the reporters or editors that relate best to your industry. You need to target the right media. Using a general, catch-all list will not help your publicity campaign move forward. So what is the solution to reaching the right media?

I read an article called “Guide to Creating a Media List for Your PR” that has many of the answers.

If you don’t get a chance to read the article, I’ll give you a short review of what that author suggests.

1- Purchase a list.  There are companies that provide media lists for sale. You can start looking at Bulldog Reporter’s Media Base, or PR Essentials Company. Another well-known name in publicity services is BurrellesLuce.

2- Distribution Service. Several companies provide distribution of press releases. A few of them are: PRWeb, although a free service, to get full distribution, you will need to subscribe or upgrade from free to fee. eReleases and Advanced-PR are two other companies to consider. Each charges a fee. Another public relations service for distribution is 24-7 Press Release. They also have a fee.

3- Create your own custom list. This is good for pr clients or small pr firms that need to distribute locally, or in limited industries. Try NewsDirectory.com, or Yahoo! News Directory.

If you want to really get noticed, then you need to do more than just send out a press release or two. It requires an on-going effort. It requires hiring a public relations service company who can develop, write and distribute a full campaign. Did I mention that’s what we do? We are here to help you meet your publicity goals. Call George Carson today. He’ll get you noticed!

How To Get Local Publicity

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The goals for any pr client is to get local publicity first, then get as much pr attention as you can later. Why is that important? Because without achieving local recognition, you allow any competitor to take control of your back yard. So what are the secrets to getting local publicity? For example, if you are a pr client in Orange County, you want to begin by getting involved with community programs, or local events.local publication newspaper Orange County

If you are working with a local publicity agency, such as CarsonPR, or one of our divisions (Carson and Company or Carson Marketing, Inc.), make sure you notify the pr agency of any activities, events, community programs that your company becomes involved in. In turn, think about getting more visible by lecturing at different events, or sponsoring small programs, such as the YMCA.

Other ideas to get noticed are: Press releases. These are always a good suggestion. When your company hires an executive person, or contracts with a new client, or moves to different offices, it is always newsworthy. It might not get complete publishing in all the local newspapers, or local magazines, but your name becomes familiar with the media. The next step is to hold a press conference. This isn’t as easy, but when you have something of value to your industry, or the community, get the press to know about it. Another great publicity method to get noticed is to submit articles. These can be company related. In other words, don’t sell yourself or the company, but write an article about the industry you are in and provide information, or suggestions on how to improve that industry. Publishers, editors like these types of articles. It attracts readers to their media, and you might just become an expert in you market that the media will turn to for information.

There are many other easy publicity techniques to get noticed. If you still need more suggestions, give us a call. We’ll be pleased to show you how to get your publicity campaign noticed locally, then nationally.

How to Create a Superbrand

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Unless you have the time and the millions of dollars to spend, it is not overnight success that builds a brand to become a superbrand. When you hear or see the logos for Starbuck’s, and companies like Google, or exotic cars like Lamborghini you immediately have an image in your mind. So how didSuperbrands these names get so big in recognition? Like I said, it wasn’t overnight. These PR Clients built their names over time. Each of them started out with small pr marketing strategy and publicity campaign. As the companies grew, they created identity campaigns, targeting their specific audiences.

Different methods of advertising and marketing are applied to become a superbrand. This can include local publicity, direct mailers, Internet marketing through YouTube, social networks, even word-of-mouth. All of these pr marketing strategies will work, but only few names become “super”. Just like an athlete, or a rock star, you may have heard of them, but only a few standout when you think of a sport, or a rock band.

Brandweek magazine publishes yearly the Superbrands issue. This year one article discusses what makes a brand super. The writer says Brandweek uses a score method to decide which are superbrands. The scoring is based on comparisons. Although a complex method is used, some of the stats used are the amounts of money each spends on advertising and marketing. This in turn creates awareness and builds an identity. The writer also explains that doing this is why you say to yourself, “I really shouldn’t be spending $4 on coffee, but…”or “I know the Dell notebook is $500 cheaper, but…” These examples tell us that when you say this to yourself, you then have identified a superbrand. When a PR Client reaches this status, it then requires a lot to maintain that position.

Branding sells more than the name but a lifestyle. It is how we want to be perceived by our peers. If you drive a BMW or a VW bug, those around you perceive you differently. This applies to how and what you wear. Fashion has been how we brand ourselves. It is through the “branded names” we buy that helps us to become a specific brand in the minds of those who sees us.

When you want to build a brand, then you need a plan. PR Clients who become successful start with a pr marketing strategy. This marketing plan is the roadmap that will get your name to become super. Oh, one more thing, you need a budget to get there. So be prepared before planning your company’s future.