There are lots of ways to reach people online – blogs, podcasts, social networks, YouTube. You name it and a new tactic seems to come out of the woodwork every other day. And sure – everyone wants to get noticed but in business, getting noticed is nice but getting lots of quality attention is even better and that’s the name of the game.
Getting noticed by people who can advocate your product or service is the secret sauce to successful PR and viral marketing (a.k.a. PVR – public + viral relations ). From social networkers and customers to the press, Trenchwars is all about fighting the visibility battle & winning!
Here are some practical steps you can take to start your own PVR trenchwar campaign.
1) Start simple.
Set realistic goals that you can achieve. A starting goal for instance might be to just identify the big bloggers in your segment and track them. Respond to their posts and if appropriate submit content to them.
2) Track your progress.
Sign up for Google alerts about your company, your competitors and your industry. See who’s making noise and how. There are valuable lessons. This service is free and it is chock full of insight.
3) Incrementally add tactics.
Once you are comfortable in the blog-o-sphere – add one tactic at a time. Maybe you do a fun YouTube schtick. Post and experiment. Learn how get traction. Then be more aggressive – add more tactics as you master their value to your business.
4) Create a User Forum.
This is a powerful way to engage your customers (and competitors). Get social networkers to be moderators. They will be happy to play as it gives them a platform too.
5) Work the Press Release Angle.
Create a PR engine by sending out lots of releases (and I mean lots). If you can stand it – try and do one a week. There are tons of free distribution channels out there so the only cost is your time to create the release. Your goal should not really be to tempt the New York Times to print a story – but rather to gain visibility to your target. What is news for the media and what is news to your prospective customer is entirely different. Recognize that distinction and play it up. As an aside, remember releases are usually written in a “neutral” third party voice. Stick to that – it sounds more credible. Again – you will see how you are doing via the Google alerts.
Finally – be patient. It can months of work before you start seeing results – just like farmer can not reap the wheat without first doing the prep. With patience, your crop will come in 🙂
Filed under: brand awareness, direct marketing, direct response, DM, emarketing, judy shapiro, lead generation, online advertising, online marketing, ppc, pr, search engine optimization, SEM, SEO, traffic, viral marketing |