In the age of Google and search engine marketing, getting your name or your company’s name out on the Web is crucial. Online public relations is a great way to pump up your word of mouth marketing. Search engines like lots of things that are common to new media (blogs and Podcasts):
Why? New media, blog, web sites typically provide:
- frequently updated content
- inbound links, or link popularity
- ability to register with directories to get the content out on the web
You can accomplish all of these things for your business with a company blog. And starting your own company blog is best. If you’re not familiar with why a business blog is an important tool to execute your marketing strategy, see my earlier posts here and here.
But if you’re not quite ready to take the plunge and launch the corporate blog, here’s another two-step option.
1. Find key business blogs in your industry.
2. Just as you would establish a relationship with an editor or business journalist, create and cultivate business blogger relationships.
Tips for creating and maintaining business blogger relationships:
- Review each blog carefully to determine how that blogger likes to be contacted (some prefer email, some prefer that you introduce your self by leaving comments on their blog)
- Get to know their unique point of view/interests by following their blog
Develop relationship over time—before asking for coverage for your company. Again, just like with traditional, print journalists. You always read their recent articles in the magazine or newspaper before contacting them. - Comment on their blogs. All business blog authors love ‘commenters’. (Think of letters to the editor in the print newspaper world.)
- Find out if a key blogger also produces a Podcast. Listen to, follow the Podcast. Commenting on the Podcast is another good way to reach out to the blogger. You can find Podcasts on iTunes or entries on the blog about his/her Podcast series.
- Help them by sharing items in their industry, that you might find, know about first
- Let the bloggers know about your products, services that would interest them. Now, after beginning this relationship carefully and respectfully. Now you can politely inquire if a business blog author would like to know more about your offerings and maybe cover them on his or her blog.
Next post. How to more quickly find and follow business blogs that are written by influential people in your industry space.
Cynthia, these tips are really useful. I have added them to my Notebook.
Thanks for the note Jacob. I’d love to hear later how this approach works for you.
Best,
Cynthia