Increase Awareness and Boost Exposure Online
It’s no secret that the PR and marketing game is ever changing and that positioning yourself to be found online is becoming more and more important. Ninety percent of journalists are finding all their information and sources online, and your potential clients are doing the same thing. No one flips through the Yellow Pages anymore. If they have a problem they need solved, they're searching the web for a solution. So building a foundation online should be at the top of your priority list.
Here’s how to start:
Online Press Kits — These are key to positioning yourself as the media's go-to expert. They can help you reach page one of the search engines. Most importantly, you'll be easier to find. Most online press kits offer a platform where you can store and organize all your materials — your bios, your headshots, story ideas, media angles, and more — that the media will need when using you as a source. Like having a resume when you're on the job hunt, an online press kit tells the media you're serious about being chosen.
Article & Press Release Portals — These are a great way to start positioning yourself as an authority figure while building links back to your website to increase your search rankings. Article and press release portals, most of which are free to use, allow you to distribute your articles and press releases all over the Internet. When potential customers and members of the media search keywords related to your expertise, your article or press release will position you as an authority on the topic. When writing an article, your best bet is to identify a problem and provide solutions using your knowledge on the subject matter. For press releases, share the news and happenings of your business while highlighting your expertise. Always include a professional bio with your contact info and links back to your website so readers will get to know you and be able to get in touch with you.
Media Coverage — Link farms, link sharing sites, video portal sites, article portals, and press release portals are all legitimate and fairly effective strategies for building links to optimize your website and help you increase awareness and boost your exposure. But those sites almost never have the Google Page Rank or website traffic of a popular news or entertainment website. The truth is, one placement on a coveted media website can produce more referred traffic and help move you higher up the search rankings than submitting dozens of videos, articles, or press releases to online portals. An online placement in a major media outlet can drive traffic to your site for years and the referred leads from a media website like CNN are usually already qualified because you've gained many of those visitors' trust through the implied endorsement of being interviewed as an expert source. Being featured in the media is instant credibility because you've been chosen for your expertise, and your potential clients can't help but want to know more. It's also great for your search rankings. Top media outlets have extremely high rankings; so if they're linking back to your website, you're online rankings will increase, making it easier for clients — and other media outlets — to find you.
Like I said before, the PR and marketing game is always changing but increasing awareness and boosting exposure should always be your goals. With technology and the media rapidly evolving, always keep on the lookout for the next big thing that arises that will help take you and your business to the next level.