Posts Tagged ‘Marketing’

Optimizing Your Press Release: Part 2

By Rick Sloboda

Writing A Press Release – Advanced Tips

Rick Sloboda

In addition to the basic tips for writing a press release listed above, you can apply these advanced tips to further increase your press release’s exposure on the Web:

Include keywords that editors, reporters, and bloggers might use to search for story ideas online. Research your keywords using a free tool like Google Adwords.
Place your keywords in the areas most likely to be scanned by search engines, such as headlines and subheads.
Include relevant links within the text for the editor, blogger, or reader to find out more information, if desired.
Craft your headline with social media networking in mind. If your story is posted with a Twitter account, for example, the headline must fit within the 140-character limit. Also keep in mind, however, that there must be room for the story URL, and the Twitter user’s @name within these 140 characters.
Familiarize yourself with specifications of online news aggregators, such as Google News, which requires headlines to be between a minimum of two words in length, to a maximum of 22 for proper indexing.
Post your press release on your own website for additional exposure.

Strive to make your press release as ready as possible for easy dissemination through a wide variety of online channels, but ensure that you’ve double and triple checked it. If you’ve done your job well, your story could take on a life of its own online, and you’ll want to ensure the message that goes ‘viral’ is one you can be proud of.

Distributing Your Press Release

Traditionally, press releases have been distributed via snail mail, fax and email. In the interest of saving trees, a simple email, either sent individually, or using a mass email program, and follow up call can suffice.

To build your media contacts list, visit newspaper and magazine websites and look for a ‘Contact Us’ or ‘Masthead’ section. Most will include individual reporter and editor names, sections, email addresses and phone numbers. You can build your list according to the type of audience you want to reach, and have phone numbers ready to follow up after sending your release. Keep in mind that some magazines plan the stories they’re going to run months in advance, while newspapers tend to have stories assigned by the end of the week. If these specifics are not listed on their websites, try doing some good old-fashioned telephone research.

When emailing, include the press release content in the body of the email, in addition to attaching a PDF, in case the recipient is wary of opening attachments from unknown sources. Include your carefully crafted, eye-catching headline in the subject line.

For maximum online exposure, you can also submit your press release to a wire service. There are several wire services available at different prices (some at no cost) that allow you to specify which industries you want to reach. Some options include:

If you use one of these services, be sure to pay attention to their specific press release formatting requirements.

Measuring The Results of Your Press Release

The success of your press release can be measured in many ways, including the number of resulting print or online stories, the number of times your press release has been viewed, or how much additional traffic is driven to your website. Most online wire services display how many views each press release receives, and direct website traffic can be measured using tools, such as Google Analytics.

By learning how to combine traditional press release writing and distribution techniques with new ones customized for digital media, you’re on your way to taking advantage of the cost-effective marketing potential of the almighty press release.

Rick Sloboda is a Senior Web Copywriter at Webcopyplus, which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.

Posted by Lynnette in Driving Sales, Growing Your Biz, Promoting Your Biz on September 2nd, 2010

business/finance, Communication, Information, Journalism sourcing, Marketing, News release, Rick Sloboda, Sources, Technology/Internet

0 comments | Share

Optimizing Your Press Release: Part I

By Rick Sloboda

Rick Sloboda

A great press release can go along way in terms of gaining virtually free publicity for your business, especially in an increasingly digital media environment.

Learning to combine old tricks and new in your press release composition and distribution can help you leverage the power of both traditional media outlets, such as newspapers and magazines, and newer ones, such as blogs and social media networks, to effectively get your message to your target markets.

What Has Changed?

A press release is defined as ‘a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value’ (Wikipedia).

Traditionally, when public relations and marketing professionals disseminated press releases to news media, that meant sending them to specific news editors and reporters via mail, fax, or email to consider running the story in print, or more recently, online.

However, as our focus increasingly shifts from print to digital, the role of mass media gatekeeper, normally reserved for editors and reporters, has expanded to include bloggers and regular Internet users who like to share stories they deem newsworthy with their friends and followers on social media sites. Public relations professionals must consider the power these new gatekeepers can have in propelling a story or brand message, since social networks can reach a large number of people if the story they post goes ‘viral’, or rapidly spreads across the Internet through endless networks of users.

As the PR landscape changes, certain techniques can help maximize exposure in this new landscape. For example, since online press releases are indexed by search engines, keyword optimization is a smart move. According to Melanie Waldmann, Social Media and Search Marketing Manager at Marketwire, 75% of public relations professionals now use keyword placement in their press releases. Releases can also be formatted with specific social media sites in mind, like Twitter, for instance, where headlines must fit within the 140-character status update limit.

Writing a Press Release – Basic Tips

Though the press release has evolved to adapt to the increasingly digital world, some essential elements remain the same. Following are some basic tips for writing traditional press releases that have stood the test of time:

Write your press release like a news story, with all the most important information (who, what, when, where, why) in the beginning (inverted pyramid). The less an editor has to change, the more likely your press release will be printed as is.

Example:

Poll: Internet Users Place More Weight on Web Design

Vancouver, B.C., June 3, 2009 — The demand for good web design is increasing, reveals a recent Webcopyplus online poll. Almost 25% of web users indicated “poor visual presentation” is the number one element that drives them away from websites.

Find a unique angle that makes your story newsworthy. For example, tie it to a recent event that made headlines or an upcoming holiday. Or, if your story has an unusual element, highlight it (e.g. ‘first ever,’ or ‘record breaking’).
Make your press release short; one page is ideal. News editors don’t have a lot of time to sift through long releases, and studies have shown that the average consumer of Internet content has an online attention span of just a few seconds.
Use widely understood terms to reach a wider audience.
Specify release date (immediate, or delayed) and ensure the timing is relevant.
Keep your release factual and avoid fluffy, sales-type writing.
Include quotes from authority figures, including sources within your company.
Include a call to action along with all the necessary information needed to act (e.g. enter a contest, visit a website, etc.).
Include a boilerplate at the end of the release. A boilerplate includes information about the source of the release that can be reused for subsequent releases. It should include basic company information and where the reader can go for further details on the company.

Example:

About Webcopyplus

Webcopyplus is a Vancouver, Canada-based web copywriting firm that helps designers and businesses increase online traffic, leads and sales with optimized web content. Clients range from independent designers to international service providers, including AT&T, Scotia Bank and 1-800-Got-Junk.

For more information, please contact:

[PR contact information]

Visit tomorrow to read Part 2 of Optimizing Your Press Release.

Posted by Lynnette in Driving Sales, Growing Your Biz, Promoting Your Biz on September 1st, 2010

business/finance, Communication, internet, Marketing, Marketwire, mass media, News release, OMERS, Social information processing, Social media, Technology/Internet, Website

0 comments | Share

Is a franchise the answer to your independence?

Buying a franchise can be a smart way to open your own business without many of the pitfalls that come with starting from scratch. Successful franchises – Tim Hortons and Canadian Tire are two of the most well-known – offer you the independence of running your own business day-to-day while benefitting from:

· The franchisor’s recognized brand

· The franchisor’s established business system

· The power that comes from the franchisor being able to buy for a large group of franchisees.

Of course, there is a price tag associated with these benefits, including an initial franchise fee – which can sometimes be pricey – as well as regular contributions for advertising and media buying.

Vancouver-based franchise lawyer, Tony Wilson offers some tips if you’re considering buying a franchise as a way to start a business:

1. It’s not your brand: You’re not really buying but rather renting or leasing the franchisor’s name and know-how for the period of the agreement. If you walk away from the business in the future, all rights revert to the franchisor.

2. Due diligence: Just as you might speak to the neighbours before you buy a house, contact other franchisees in the system you’re considering buying into and ask if they’re satisfied, if they’re making money and if they would do it again.

3. Check the numbers: Carefully read all financial and other information from the franchisor and be sure to speak to your lawyer. Remember, these documents, even if they’re completely legitimate, are written for the franchisor’s benefit.

4. Don’t keep it in the family: Limit your exposure by avoiding entering an agreement where both you and your spouse have to guarantee the contract. It will only mean both of you can be sued if the business fails.

5. Follow your passion: Find a franchise that’s challenging, exciting and that you think you’ll enjoy being a part of.

You’ll find some fantastic franchising resources at inc.com, click here for a useful checklist of questions you should ask before buying a franchise and remember to visit the Canadian Franchise Association too.

Posted by Lynnette in Getting Started on August 30th, 2010

Business, business/finance, Franchise consulting, Franchise fee, Franchise validation, Franchises, Franchising, Marketing

0 comments | Share

Where Do PR Ideas Come From?

By Will Dylan

As a small business owner looking to give your marketing a gigantic boost through PR activities that will score valuable publicity for your business, there’s one question that you’ll definitely encounter: where do the ideas come from to help you catch a reporter’s attention?

The usual advice often doesn’t cut it…

The usual advice on press releases is to announce things like new products, significant company events, and so on. Sound advice, but have you seen how many news releases are issued every day? Your 10th anniversary or new product isn’t likely to drive much coverage for you (unless the product is truly revolutionary).

If you want an endless supply of ideas, you need to stop thinking about what you are doing, and start thinking about what your customers are doing.

“Sell the Story, not the Store”

The old saw in the PR business is, “sell the story, not the store.” Look at what your customers are doing, how their lives are changing, and what that means to your business. Share that story with a reporter and position yourself as an expert in your field.

A great example…

The owner of a local maid service cashed in on some significant publicity for her small business by identifying a customer trend and sharing it with a reporter.

She noticed that, in her local market, she was seeing an increase in the number of residential households hiring her maids to clean their house once a week. Of particular interest was the fact that these were modest homes, usually owned by a typical suburban family with one or two kids, often with dual-income parents.

In asking some of her clients about their reasons for hiring her company, she found that “time” was at the top of the list; they wanted more time with their families and found that with their busy lifestyles, hiring a maid was one way to spend less time working around the house and more time doing things as a family. So, despite the added cost, these families found it worthwhile to pay for someone to clean their home.

The result…

The owner emailed a local reporter and highlighted the trend. She offered to be available to be part of a story if they wanted her to comment, and even lined up a client who was willing to have their home featured in the newspaper if they wanted a picture to go with the story.

The reporter took this information and added some facts about demographics in the local area that were changing the face of a number of local businesses. The result was a story that featured prominently the business owner and her maid service, resulting in thousands of dollars in free publicity.

Notice that she didn’t need to write a press release about a new product or something else that was all about her business. Instead, she found a story about her customers and tied it back to her business.

Ideas to attract publicity for your small business can come from activities you are undertaking, but you’ll find that you’ll get many more ideas from being observant about your customers’ needs and lifestyles.

About Will Dylan

Will Dylan created MarketingYourSmallBusiness.com, a top-ranked website for small business publicity and marketing advice for business owners. He also writes a blog featuring tips to help business owners grow their business through publicity.

Posted by Lynnette in Growing Your Biz, Promoting Your Biz on August 27th, 2010

business/finance, Marketing, Marketing your small business, Publicity for your business, Small business, Will Dylan

0 comments | Share

Open for business – online.

It used to be that customers shopped pretty near to where they lived. But today’s Internet has made it possible for anyone to sell almost anything from practically anywhere.

While there are still some challenges to keep in mind with e-commerce – like taxes, shipping and privacy – most companies have come a long way to ensuring their online experience is relatively painless for businesses and their customers.

Joanna Krotz at the Microsoft Small Business Center offers up “8 rules to live by” for entrepreneurs who think they’re ready to sell their wares online:

1. Set up a hassle-free infrastructure: Companies like Microsoft have made it easier than ever for small businesses to set up an e-commerce site with products like Microsoft Office Live Small Business, a set of Internet-based tools that helps you do everything from creating product catalogues and shopping carts to calculating taxes and processing credit cards.

2. Functionality: Just like a bricks-and-mortar store, your aim is to present your product as clearly and effectively as possible. Keep your online shopping experience as simple and intuitive as possible and make sure your site has clearly marked navigation. Test out your site with people who have never used it and see how they react – a button or link that you think is obvious may not be to others.

3. Target your offerings: Online, store and catalogue customers all shop a bit differently. Do your homework, conduct focus groups and make sure you understand customer preferences. Never assume.

4. Keep it simple: Just because a website can be as big as you want doesn’t mean it should be. Graphic-intensive sites make loading up a site slow and too many pages and sections increase the chance customers will get lost and give up.

5. Content counts: You’ve likely already discovered there’s a right and wrong way to sell your product in the real world. The same goes for online selling too. Make sure product descriptions are crisp, photos are high quality and directions on how to buy and ship are clear. Consider hiring a professional copywriter and photographer. If the presentation looks or sounds amateur, prospective customers will assume what you’re selling is too.

6. Build trust: Online scams are rampant. Reassure visitors to your site that you’re the real deal and consider going through TRUSTe or Better Business Bureau Online’s screening and approval process.

For more of Joanna’s tips, click here: And this downloadable brochure offers extensive help on how to get started selling online.

Posted by Lynnette in Getting Started on August 5th, 2010

Business, business/finance, e - commerce, Electronic commerce, Marketing, online experience, Online retailers, Online shopping, Shopping, Technology/Internet

2 comments | Share

14 keys to building your sales team.

Many larger companies deal with a friendly – or not so friendly – rivalry between sales and marketing, each of which believes it holds the key to the enterprise’s success. It’s, however, a little like asking whether a heart or brain is more important to your survival: no company can do without either a sales or a marketing team.

The reality with most small businesses though, is that a handful of people – or even just you – wears many hats, sales and marketing being just two.

When it comes to sales, as your organization grows, you’ll want to start giving thought to building a well-defined team. And entrepreneur, Dharmesh Shah, has developed several keys to help you do just that, including:

1. You don’t need sales people, you need sales. Don’t get caught up in fancy titles, he says, focus on dollars in the door.

2. Don’t hire several sales people at once. Your goal is to figure out the “pattern” of what kinds of people are best based on what you’re selling and who you’re selling to.

3. Resist the temptation to create complicated compensation plans. Start simple.

4. Agile methodologies can work in sales. Refine your demo script, slides and collateral. Capture the lessons learned by the best-performing people and spread it to the rest.

5. Always connect incentives to ultimate customer happiness – not just rewards for getting deals done.

6. Understand the economics of your business. Figure out your total cost per customer acquisition – including sales people, marketing people and marketing campaigns.

7. Your pricing should be in line with your sales structure. For example, you can’t expect to have an outside sales force that meets with customers in person if your average deal size is only $10,000. The math won’t work.

8. Start watching the shape of your “funnel.” How many leads are you getting a month? How many turn into opportunities? How many are converted into paying customers?

Adds Ann Damani-Mckinney, of Conceivable Solutions : “Team building is huge for creating a great sales team. You want to create desire and excitement; however, be careful not to create a cut-throat environment if you want long-term success.”

And click here for 9 more marks of a great sales department.

What successes or hurdles can you share about building your own sales force?

Posted by Lynnette in Growing Your Biz on July 19th, 2010

Business, business/finance, Entrepreneurship, Marketing, Marketing plan, Sales, Sales force management system, Selling

2 comments | Share

Customer service 101: People before profits

As the explosion in social media networks continues, word of mouth will have a more powerful effect than ever on whether your audience is hearing positive or negative things about your business.

That’s because the opinion of a friend or acquaintance is more trusted than any other type of communication or advertising and it can have a profound impact on how potential customers view your company – not to mention your bottom line. So it’s important that you not only provide quality products or services but that you also respond to queries or concerns with consistent and top-notch customer service.

Entrepreneur.com suggests that you create a customer service policy early on in the life of your venture to ensure it becomes properly embedded in your company’s culture.

Here are some customer service basics to think about and move on right away:

· Put your customer service policy in writing: “It doesn’t have to be elaborate. Something as simple as ‘The customer is always right’ can lay the necessary groundwork.”

· Give employees clear instructions: “[Establish] systems [that] will help you outservice any competitor by giving more to customers and anticipating problems before they arise” and make sure your employees understand how good service relates to the success of your company.

· Measure and reward: Develop a measurement of what superior customer service is and reward your employees for following through.

Inc.com offers another smart and practical idea: react before the customer realizes anything is wrong:

“Let’s say a diner hasn’t touched his or her food. If the waiter asks specific questions (I noticed you haven’t touched your chicken. Did it taste okay?) and replaces the dish or removes it from the bill, it is ‘exponentially more beneficial,’” says customer service expert, Andy Fromm.

You’ll find seven more practical tips for basic customer service here.

Has a customer service experience left you exasperated? Write us!

Posted by Lynnette in Growing Your Biz on July 15th, 2010

Business, business/finance, Consumer behaviour, Customer, Customer experience management, Customer retention, customer service, entrepreneur, Marketing, social media networks, Technology/Internet

0 comments | Share

Try Binge Working to Get More Done and More Time Off

By Eric Gilboord

Running a small business can make it seem as if time is not on our side or in our control. As the small business market increases, we are experiencing a complete change in how and when we work.

If you’re like me, work is always on your mind. Free time is often spent worrying about work—thinking about how to get it all done—not doing it. We are always trying to balance the double-edged sword that’s freedom and responsibility.

To accomplish a lot in a prescribed period of time, I’ve found I need to be in the zone—that’s in the middle of the second or third draft of something I‘m writing, and typically late at night. Time has no meaning and hours go by in the flicker of a thought. No meetings, telephone calls, emails or other distractions, just my head down and my mind in that special place. It’s highly constructive and oddly pleasurable when you get that rush of adrenaline pumping through you as you finish a section, or release that next big AHA idea from your brain. You may be tired but it’s a good tired, knowing you’ve used your mind well and accomplished something of value. I can get in the work zone, but I’m afraid I don’t plan to be there often enough.

So I asked myself: Can I redesign my work life to be more constructive? Can I get large amounts of work done and still maintain a balance of work/time away from work?

There’s a new trend called ‘binge working,’ described as doing a huge amount of work in a condensed period of time (up to 48 hours) in return for an equal amount of time off. Is binge working like binge eating? While it’s an interesting analogy, for most small business owners, a hectic work pace acts like a drug as adrenaline is generated through a frenetic work schedule.

As humans, we can and do develop an addiction to that rush and, therefore, often create situations that force our lives into a place where we have no choice but to tackle piles of work in a no-time-to-talk frenzy of activity. If this sounds familiar, you are not alone. Just visit a 24-hour copy store in the middle of the night.

With ‘Smart Binge Working,’ you schedule large blocks of time to get the job done, while also scheduling breaks to care for your physical, mental and emotional needs. This means you’re able to function in full work mode without breaking the workflow since you’ve incorporated short time-outs to address issues such as big-picture project reflection, recharging batteries, being with family, eating and exercise. Plan also to surround yourself with comfortable furniture, a quiet atmosphere, and easily accessible healthy food and drinks. This is NOT the time for fat-laden fast food.

Binge working is a more efficient method of accomplishing a large task because you reduce or eliminate lengthy in-and-out transitions—it’s a good method for anyone who has the procrastination bug. You get into a strong, consistent mental state and stay there. You bring your best thinking forward and choose from all your ideas, not just a short list of what you’re able to muster under pressure. By smart binge working, you will likely enjoy the working process a lot more while reducing stress.

At the end of a session, take time off to recharge and enjoy all the wonderful things life and family have to offer. Remember, binge working deserves binge fun in return.

8 things to do to achieve a successful binge working session:

Plan in advance for the session and make everyone aware of your schedule.
Write down your objectives for the session and post it nearby.
Make sure those around you understand that you are not to be disturbed.
If other participants are to be included for all or part of the session, make sure they know the rules.
Have enough healthy foods on site and at hand.
Give yourself a generous amount of time to get in the zone and stay there, allowing that heightened sense to continue until it slows down or you run out of steam.
Do not stop until you’ve reached your scheduled rest time.
Have a computer, extra paper, recorders, pencils, pens, post-it notes, etc., available to capture all your thoughts.

And that’s according to Eric.

What do you think? Is this something you can apply to your business to be more productive and achieve more work-life balance?

We’re looking forward to hearing your thoughts and great stories!

Eric Gilboord is a specialist in making marketing easy for business owner/operators and any staff with sales or marketing responsibility. He demystifies marketing to help clients generate sales today and grow their businesses faster. Eric believes in blending traditional marketing with new media/social media. ROI is a must. Eric is a popular speaker, coach, columnist and author of many articles and books on moving a business up to the next level. The Expert Business Calls for Marketing Advice… That’s Easy to Understand. For more information, to sign up for Eric’s marketing tips newsletter and to read his blog, please visit here. Follow Eric on Twitter (ericgilboord). Find Eric on LinkedIn. Check out Eric’s ‘Get It Done’ Treasure Map, Marketing Plan Workshop here.