Getting Coverage Online

Getting Coverage Online

Stephanie Beadell (@stephbeadell)

Stephanie BeadellSEER Interactive@stephbeadell

Goals:

online marketing =

offline marketing

online marketing = easy & fun!

Anyone who has ever built a business knows that “If you build it they will come…”

LIESLIES…. isn’t true. Building a business, website, event, or blog is hard work.

Design

Location

Promotion

online marketing =

offline marketing

online marketing = easy & fun!

online PR outreach = easy

& fun!

Where to start?

Send a Press

Release

Pick a List

Traditional PR

Send a Mass Email

Pick a List

Traditional SEO

Choose an Easy Strategy

Send Some Email

Find a Target

Audience

A Better Way

Define a Strategy

Refine List

More Email

What do you have to offer?

Define a Strategy

Who will care?

Find a Target

Audience

Who will care?

Find a Target

Audience

What are you really selling?

Charles Revlon: “In the factory, we make cosmetics. In the store, we sell hope”

Who will care?

Find a Target

Audience

What are you really selling?

How do you find these people?

Find a Target

Audience

Advanced Googling!

Find a Target

Audience

“mom blog”

(Baby OR Toddler) AND (mom OR

momma OR mommy) AND blog AND diaper

AND organic

Advanced Googling!

Find a Target

Audience

(Google “advanced queries” to find a ton of

articles & tips.)

OutreachSend Some Email

OutreachSend Some Email

Send Some Email

Find a Target

Audience

Define a Strategy

Focus on Strategy & Audience

Send Some Email

Find a Target

Audience

Define a Strategy

Focus on Strategy & Audience

Outreach EmailsMatter Less

OutreachSend Some Email

Subject Lines

Are you reaching out to a journalist

or a hobby blogger?

Journalists have dedicated inboxes full of PR pitches

Bloggers use their personal email

inboxes.

Journalist: [Actual news you

have]

Blogger: [Thing] for [Blog

Name]

Send Some Email

Subject Lines:

Message Body

Have a single call to action

If you like it, I’d love for

you to share it with your

readers!

Be Newsworthy

1. Timing2. Significance3. Proximity4. Prominence5. Human Interest

Or at least be interesting or

helpful

Write like you’re writing to a coworker

Be professional.Be nice.

Don’t waste their time.

Always add value.

Send Some Email

Find a Target

Audience

A Better Way

Define a Strategy

Refine List

More Email

Bonus Tips

TweetDeck

TweetDeck

Read

Steal ideas from other industries

Reverse engineer PR strategies

Email Stalking

Help a Reporter Out

(HARO)

Questions?