Posts Tagged ‘Technology/Internet’

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

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

7 ways to build your brand with social media and 3 ways to ruin it.

Social media is becoming a force to be reckoned with in terms of building your company’s brand equity and strength. And according to brand expert Jennifer Bourn, there are a handful of steps you ought to take to maintain and build your brand’s value:

1. Secure your social media brand: Register your name and business name on a variety of social media sites. Even if you don’t plan on using a site, you might want to consider securing your name anyway for future use. NameChk.com and Knowem.com are two free sites to help you get started.

2. Keep your message focused: “By keeping a consistent message across all social media sites and platforms, you build brand recognition that pays off over time.”

3. Provide value your audience will appreciate: “Providing links to valuable articles and resources, sharing your recent blog post, etc., are all ways to help your audience and share your expertise.”

4. Showcase your personality: “Share posts that give your network a glimpse into your personal life…These posts will provide opportunities for your network to connect with you on a deeper and more meaningful level.”

5. Remember to be social: “Social networks are just that – social networks. If all you do is post information and links [without interacting] with your audience, you are missing the most important part of building a successful social media brand – building strong relationships.”

6. Keep your avatar/profile photo consistent: “Using a photo of your dog or cat is useless to your network and frankly, it makes you seem unprofessional.”

7. Help others: “When you read a good blog post, article, press release or social networking post, tell other people about it and share the link.”

How about damaging your brand using social media?

While social media has the power to help humanize your brand and connect you with your customers, Internet strategist, B.L. Ochman, cautions businesses to use some common sense when they wade into the new medium.

1. If you start a Twitter account or Facebook page, use it: “All it really takes to slow down an issue is a human being responding quickly to say something as simple as ‘Thanks for making us aware of this issue. We are checking it now.’ And then, the company has a reasonable amount of time to say what went wrong.”

2. Track your brand with monitoring tools: “The Internet is 24/7. Brand monitoring has to be constant. Pick [a tool]. Use it.”

3. Don’t keep your social media program a secret: “Corporate silos just don’t work in social media.” Make sure everyone in your company knows about your social media presence.

How have you used social media to enhance your brand? Where do you feel social media falls short?

Posted by Lynnette in Importance of networking on July 20th, 2010

business/finance, Collaboration, Communication, Facebook, internet, Jennifer Bourn, media sites, Online social networking, Social information processing, Social issues, Social media, Social network, Social network service, Technology/Internet, World Wide Web

0 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

Tech Tuesdays: 5+ social marketing start-up tips for your small business.

For those who still aren’t sold on the social media phenomenon, these and these numbers ought to get your attention, or at least give you pause:

Social media adoption by small businesses doubled in 2009 from 12% to 24%.
59% of small businesses with a social media presence say it has provided value.
49% say their social media presence has produced advocates for their business.
65% say they actively use it for promotion.
1 in 5 small business owners are actively using social media, including blogs, Facebook and LinkedIn profiles.

So if you’re considering dipping your toe in the social media sea, here are 5 of 30 musts you might want to keep in mind from inc.com:

1. Pull back the curtain: “Offering a sneak preview of new products, services or features online can help build demand and provide critical feedback to help smooth the launch.”

2. Be candid: “In unsure economic times, transparency goes a long way toward retaining and attracting customers. Giving readers the scoop on your company blog is an easy way to keep the lines of communication open.”

3. Reward customer loyalty: “Sprinkles Cupcakes, in Beverly Hills, California, uses Twitter to send out daily promotional offers. The tweets, which ask customers to whisper a ‘password’ to receive a free treat, have helped the company draw more than 17,000 followers.”

4. See what they’re saying about you: “A quick search for mentions of your company on Facebook, Twitter and Yelp can yield a goldmine of information concerning your reputation.” The owner of one Chicago bookstore focused on improving customer service after reading comments online.

5. Help others promote you: “Social media can help you find passionate customers who are more than willing to spread the word about your company. Crafts supplies manufacturer Fiskars reached out to scrapbookers by inviting four avid users to blog. Its crafts community has since attracted 5,000 users who serve as brand evangelists.

You’ll find some additional small business social media tips here and here.

Have you already gone social? What advice can you offer?

Posted by Lynnette in Tech Tuesdays on July 13th, 2010

Blog hosting services, business/finance, Facebook, media phenomenon, media presence, Online social networking, Social information processing, Social media, Social media marketing, Technology/Internet, Twitter, Web 2.0, World Wide Web

0 comments | Share

Tech Tuesdays: Will that be cash, credit or phone?

TIME Magazine recently named what it calls “frictionless payments” one of the 10 Tech Trends for 2010.

But besides Paypal, which already has a head start in this billion-dollar industry, a slew of upstarts is giving us a fascinating taste of how business transactions might look very soon. In fact, many of these creative new ways to make payments right on your mobile phone are already being tested with small businesses and their customers around the world.

Venmo allows friends, families and businesses to exchange money and make cashless payments in person using a cell phone. Here Venmo co-founder Iqram Magdon-Ismail briefly explains how it works:

XIPWIRE is another new company that enables consumers and merchants to send and receive money securely and quickly via text messaging.

Finally, a startup that has gotten a lot of attention recently is Square, cofounded by Twitter whiz kid, Jack Dorsey. Square’s technology doesn’t make credit cards obsolete but essentially does away with cash registers and existing credit card terminals by allowing merchants to insert a tiny square device into an iPhone or iPad audio input jack. Customers then sign the screen with their finger and get a receipt emailed to them.

[Youtube embeddable code]

The New York Times has also recently profiled these exciting new payment alternatives.

May the best app win!

Which new payment option do you think will catch on with small businesses and consumers?

Posted by Lynnette in Tech Tuesdays on July 6th, 2010

Business, business/finance, cellular telephone, Commerce, Credit card, EBay, Electronic commerce, Information technology management, Mobile Payment, Payment systems, PayPal, Technology/Internet

1 comment | Share

Tech Tuesdays: Keep your Data Safe from Mother Nature

By Joel Anderson

Lightning flashes, thunder cracks and your computer screen fades to black… hours of work gone in the blink of an eye. If you’re lucky and you’re one of the few people who use Auto Save, you will lose only minutes rather than hours of your precious work. If you’re smart, your computer will be connected to an Uninterruptable Power Supply (UPS) and you’ll have plenty of time to save your work and shut down your computer.

Computer equipment is very sensitive to power fluctuations. Complete power loss is the most obvious issue, but power surges or lags can be equally damaging to your hardware. Using a simple surge protector will usually protect your hardware from damage, but unsaved data will be lost. A UPS will filter out most spikes and lags, providing a consistent power source so you can continue working.

Most personal UPS products use an extremely fast switch that detects power fluctuations and switches from normal AC power to battery power. This switch occurs so fast that your computer continues to function with no effect to the computer at all. How long your computer runs will depend on the UPS battery size and the demand that the equipment connected to it places on the battery. A typical 550VA (Volt Amps) backup device will power the average computer for 25 minutes. This allows plenty of time to save your work and shut down your computer safely. There are even advanced models that will shut it down automatically for you.

Ok, so I’m using my new UPS and my computer still gets damaged! What do I do now? While they are not perfect, most UPS devices are guaranteed to work. Depending on the UPS model, there is very likely a Connected Equipment Protection guarantee that will reimburse you the value of your equipment and even cover the cost of recovering lost data up to a set value.

Starting at $59.95 for an entry-level UPS, there is no better investment to protect not only your computer hardware but your invaluable data as well.

Joel Anderson is an Associate Purchasing Manager specializing in Computer Accessories for Staples Canada