You've heard the terms "social media, "new media" or "inbound marketing." But the flurry of options has you confused. Twitter. Facebook. LinkedIn. Blogs. Ning. Where to begin? Here is some fast advice, in order of importance:
1. Web site. Make sure you have one, and make sure it is up to date. That means attractive, engaging and interactive. No more "electronic brochure."
2. Blog. Remember the rule, "If you want people to be interested, be interesting." A blog let's you share your knowledge with customers and prospects so that they begin to see you as the expert and thought leader in your field of expertise. It does not hurt that a blog can also help raise the visibility of your web presence.
3. LinkedIn. This business-oriented network is becoming increasingly popular and is a great way to make B2B contacts. But you have to work at it a little bit. Keep your profile up to day, join appropriate LinkedIn groups, and make sure your blog posts are sent to your LinkedIn profile to keep things interesting (there's that word again!).
4. Twitter. Don't "tweet" like a teenager seeking attention and approval. Use Twitter as a notification device when you have something worthwhile to convey. Like a new blog post, new product, update to your web site, etc. Include a link back for more information.
5. Facebook. The new business-oriented Facebook can become a gathering place for customers ("fans") and a way for prospects to check out your company. Set up a page for your business, or even several pages for different divisions or departments. Urge your customers to become fans and contribute their thoughts and comments. You may even want to set up an employee Facebook page for distribution of company information and feedback from employees.
6. Ning. Although not as well known, Ning may eventually grow into a more powerful community-building tool than Facebook. You can take the lead on a topic or idea by creating a Ning community and becoming a "connector" for those who have a shared interest.
7. Google AdWords. For certain products and services, a Google AdWords campaign can drive leads and prospects to your web site. Don't treat them like regular visitors! Set up a distinct and separate landing page in order to capture interest and information right away. And be ready to respond quickly. An internet lead has a short shelf life.
This is a very quick overview of ways to use some of the new media tools available. The key is to be consistent in deliver good, usable content so that you will be found, considered and contacted.
Showing posts with label new media. Show all posts
Showing posts with label new media. Show all posts
Friday, December 11, 2009
Monday, February 2, 2009
The Shifting Sands of PR
What if you held a press conference and nobody came? Or sent out a press release that nobody read? Or wrote an article, but there was nobody left to publish it?
These three staples of "traditional" public relations are in danger of becoming extinct. As more and more people choose to get their news and information on line, newspaper and magazine circulation continues to fall. Combine this with the economic pressures that are squashing advertising revenues and the result is a newsroom that is half empty, fewer reporters and less space to publish anything but the most essential news.
What does this mean to your organization's efforts to distribute news and information? New channels must be found or developed. And the best place to look is to the very source that is leading the charge away from traditional news media: the internet.
Instead of trying to use a third party distribution point (the media), we can now take our message direct to those whom we wish to reach. It is easy to see the potential benefits: clear communication of information without interference or interpretation, and the opportunity for immediate feedback or action.
The downside is, getting information out through the internet is hard work. In the past, if you could convince and editor to run your story, it would be seen by a wide audience. This "shotgun" distribution must now be replaced by a more narrowly targeted approach. The acquisition of e-mail addresses from clients and business contacts becomes essential, as does the requirement to provide good, solid and helpful information.
Content is king. If you have good information to share, using new media such as electronic newsletters, social media groups and blogs is an excellent way to keep in touch with customers and prospects directly. But know that people are quick to spot (and reject) an obvious sales pitch. Marketing must once again become a more subtle, long term process.
These three staples of "traditional" public relations are in danger of becoming extinct. As more and more people choose to get their news and information on line, newspaper and magazine circulation continues to fall. Combine this with the economic pressures that are squashing advertising revenues and the result is a newsroom that is half empty, fewer reporters and less space to publish anything but the most essential news.
What does this mean to your organization's efforts to distribute news and information? New channels must be found or developed. And the best place to look is to the very source that is leading the charge away from traditional news media: the internet.
Instead of trying to use a third party distribution point (the media), we can now take our message direct to those whom we wish to reach. It is easy to see the potential benefits: clear communication of information without interference or interpretation, and the opportunity for immediate feedback or action.
The downside is, getting information out through the internet is hard work. In the past, if you could convince and editor to run your story, it would be seen by a wide audience. This "shotgun" distribution must now be replaced by a more narrowly targeted approach. The acquisition of e-mail addresses from clients and business contacts becomes essential, as does the requirement to provide good, solid and helpful information.
Content is king. If you have good information to share, using new media such as electronic newsletters, social media groups and blogs is an excellent way to keep in touch with customers and prospects directly. But know that people are quick to spot (and reject) an obvious sales pitch. Marketing must once again become a more subtle, long term process.
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