Using Free Publicity to Build Your
Web Site Links and Traffic
By Matt Hockin
©2005 All rights reserved
So, you have a great product or service, yet your web site is not getting the high rankings and traffic you desire from
the top search engines like Google and MSN Search.
You're not alone. This scenario is playing out all across the web, yet
there is a simple solution to the problem. Publicity. Publicity is the
art of gaining exposure for your web site, product, or service with
press releases, articles, and other promotional methods.
A consistent publicity campaign can get you links from some of the best
web sites on the Net. These links provide your web site with "Link
Popularity" and the Google PageRank numbers you need for high search
engine ranking and traffic. Plus, the links themselves can bring you a
significant about of targeted traffic.
The top 5 tips for getting publicity (and links)
Here are a few of my tips for getting publicity and links on the web sites, and getting news stories and articles in the
newspapers, magazines and Internet radio show sites.
1. Be consistent - stick with it for the long haul
For maximum results, use public relations as a long-term awareness and
link-building campaign. This will allow your messages to be delivered to
the appropriate audience and generate visibility, traffic and sales for you.
The biggest mistake I see businesses making with publicity, is they're
not consistent at all, only sticking with it for 1, 2 or 3 months. It
pays to be consistent because sometimes you'll send out a press
release and get no response back, no publicity, nothing... In fact, this
is when most people quit, when they should realize that publicity is a
"numbers game" that generates exposure over the long-run if they would
just stick with it.
Plus, if you know where to submit your articles and send your press
releases, each one that you write can generate 3-20 or more new
publicity hits and new links to your web site! So, send something to the
media at least every month, if not every week or two. Stay on track by
scheduling your articles and news releases on your marketing calendar.
2. Offer great news ideas and quality articles
To maximize your results, don't send corporate "flack" to the media.
"Flack" is blatant advertising disguised as a press release. Instead of
wasting the media's time, be their ally by sending them real news and
quality articles that help their audience.
Don't think you have enough time or ideas for writing articles and press releases? You probably already have the content
for 12 press releases or articles without having to write a bunch of new content.
Where is this "hidden" content that's already written? It's the content
on your web site, and in your white papers, and other marketing
materials. Simply "repurpose" and edit this content into announcements,
articles, press releases, tip sheets, and other publicity materials.
3. Expand your publicity campaign by building a media list
In the publicity game, your greatest assets are your contacts. Since you
know your ideal customer, you can target the web sites, media and
publications that your customers use to get their news and information.
Your media list should consist of the following types of media...
- Industry-specific web sites, and e-newsletters
- Internet blogs, discussion forums and discussion lists
- Article syndications
- Trade publications
- Newspapers
- Magazines
- Radio & TV shows
4. Distribute via e-mail
A 2003 study by the Meta Group revealed that approximately 80% of
business people say their e-mail is more valuable than the phone. This
applies to media professionals as well, so send your press releases and
articles via e-mail. E-mail is f*ree and easy to use, but adhere to
these guidelines for e-mail press releases...
- Introduce yourself via e-mail to the media professionals on your list and start building a
relationship.
- Use a compelling subject line that is personalized by including their first name.
- Never ever send attachments
- Be sure to format your e-mails in ASCII text file with hard returns at 65 characters. (Use Microsoft NotePad)
- Following up via the telephone will greatly increase your results, but never ask "did you receive my press release?"
(The media hate this question since they get hundreds of press releases a day!)
5. Post your articles on your web site and e-mail newsletter
Content is King on the Internet, and the search engines love web sites
with great niched content. Your articles and news releases are a perfect
source of keyword rich text that's tasty "spider food" for the search
engine crawlers. So, post your articles and press releases on your web
site to increase your search engine traffic.
But don't stop there. Send them to your e-mail newsletter subscriber list, you never know who might be on your list
who will love your article and link to it!
Conclusion
As the great P.T. Barnum once said... "Without publicity a terrible thing happens... nothing!" Publicity is a great way
to build your web site links, visibility, traffic and sales. Use these tips to maximize your publicity campaign's success.
Promote! Promote! Promote!
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