How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

BUILDING AUTHORITY THROUGH PR Presented by Sean Jackson of Copyblogger Media

How SMBs Can Use PR Campaigns to Grow Traffic – Vegas 2010

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Sean A. JacksonPartner/CFO - CopybloggerPresident DFW SEM

Past President Dallas Ad League (AAF-Dallas)

About CopybloggerCopyblogger.com#1 online marketing blog – AdAge

StudioPress.com#1 WordPress Framework – Mashable

ScribeSEO.comCategory leading SEO tool for writers

ThirdTribeMarketing.comOnline marketing community with Chris Brogan, Brian Clark & Darren Rowse

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

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How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

What is Authority?

au·thor·i·ty noun: [1] A citation (e.g. from a book) used in defense or support; [2] the source from which the citation is drawn; [3] an individual cited or appealed to as an expert.

-AuthorityRules.com

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Milgram Experiment

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Why Authority Matters

1. Competitive differentiation2. Increases “blind” referrals3. Premium pricing4. More flexibility in work5. Shortens sales cycles

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Obtaining Authority

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Authority Conveys Authority

Your Business

Academic

Big Company

IndividualOrganizationGovernmentLegal

Crowd

Media

Results*

*must be combined with others

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

How to begin the process

• Existing customers that have authority, or…• Join and actively volunteer at local/national

organizations– Business associations & charities– Become a leader in the organization

• Presentations/workshops– Networking groups & Meet-ups– University/Colleges

• Goal = Relationship with an authority source

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Once you have your authority source

1. Business transaction• Size not relevant• Directly related to your offering• Money exchange not required

2. Must get permission to disclose relationship• As part of the deal terms!• Consider a discount• Hard to get after-the fact

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Create the story

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

The Authority Release…

Headlines Matter the Most“Authority sources achieves or has something because of you”• 50/50 Rule• Less than 72 characters

Subheadings matter too“We did this that made a difference to them”• Less than 160 characters

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

…for the Perfect StoryStructure

– The Challenge (bigger better)– The Effort– The Success

Quotes required– You– The authority source– The beneficiary

Other Considerations– Include hyperlinks (1 per 120 words)– 400 words– Media Contact– About lines minimal– Images work – but expensive

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Tools & Ideas

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Monitoring CRUCIAL!

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Use Traditional Press Releases

Beware of Web Only Release

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Use a wire service

1. Broad syndication & distribution2. Improves SEO efforts3. Sharing their authority with you4. RSS becomes your friend (Twitterfeed)

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Spread the Word

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

When published…

“Great story about us on XXXX, please check it out.”Send authoritative link* to everyone…*First major publication that syndicates your story

– Social Media accounts (consider ping.fm)– Email lists– Add to your online sites

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

…and be nice

• Thank people who retweet (even Twitterfeeders)

• Email and thank editors who re-write– Place links to their altered release on your sites– Add contact details to your contact lists

• Post comments on blog sites that re-use• Respond to emails that congratulate you

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

About the Press

• Find a report that covers the source authority– Do your homework– Check editorial calendars

• Give them an angle• Send them the original

Press Release• Follow up & make it easy

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

More ideas & resources

Jeff Crilley– http://realnewspr.com/blog/

Brian Clark– http://Copyblogger.com– http://authorityrules.com

Optimize your Press Release– http://scribeseo.com

Wire Service– http://prnewswire.com

(US1 Distribution)

How SMBs Can Use PR Campaigns to Grow TrafficPresented by Sean Jackson, Copyblogger Media

Feedback & Comments

@copyblogger#pubcon