Follow These 5 Steps to Your AdWords Success Google AdWords is one of the most effective, simple and budget-friendly forms of Web advertising available today. Taking advantage of Google AdWords can really help you make the most of your business’ advertising efforts. This form of pay-per-click (PPC) advertising targets users based on their location and … Continue reading “A Beginner’s Guide to Google AdWords”
Follow These 5 Steps to Your AdWords Success
Google AdWords is one of the most effective, simple and budget-friendly forms of Web advertising available today. Taking advantage of Google AdWords can really help you make the most of your business’ advertising efforts. This form of pay-per-click (PPC) advertising targets users based on their location and your selected keywords, as well as other factors. These advertisements are so effective because Google AdWords allows you to reach people who are already looking for your products and services. Your ad will appear in the “sponsored links” section above the main search results or on the right side of the screen when someone searches on Google using one of your selected keywords. Users can then click on your ad to either make a purchase or learn more about you. In addition to text ads, you can also run display and click-to-play (CTP) video ads. Incorporating Google AdWords into your advertising strategy can drive more traffic to your website, maximize the effectiveness and reach of your advertisements and subsequently generate more leads. This article will help you get started with Google AdWords, choose the right keywords, determine your budget, create powerful advertisements and measure your performance.
1. Get Started — Once you are familiar with how Google AdWords works, choose a username and create your own AdWords account. Once your account is verified and active, you are free to begin. However, always set aside plenty of time for planning before starting any advertising campaign. It is crucial to determine who your target audience is before you create any ads. This is so important because on Google AdWords, you can target users by their location and related keywords. Using the Google Display Network on Google AdWords, you can reach users all over the Web and choose from text, image and video formats to communicate your message to highly targeted audiences. Once you create an ad, it is targeted automatically based on the themes in your keyword list or location you choose. Your ads can also be targeted manually, matching the specific placements you select, or based on the specific audiences you want to reach. For example, if your business is a restaurant and you are targeting people searching for food in a particular city, use regional targeting.
2. Choose the Right Keywords — Choosing the right keywords is essential to any Web advertising success. Before you create your ads, it is important to determine which words or phrases are most related to your business. It is essential that your keywords are relevant, high-quality and not overly general. They must directly relate to the theme of your advertisement and the page you are directing your potential customers to. A tip is to use phrases that are two or three words long. Selecting the right keywords will improve the performance of your ads and ensure that you are reaching the people who would be most interested in what your business has to offer.
3. Determine Your Budget— On Google AdWords, the amount you pay for advertising is entirely up to you. One of the main reasons why Google AdWords is so popular is because you are put in complete control of your spending. You can set a maximum cost-per-click (CPC) and decide on a daily budget. For example, you can set a daily budget of $10 or decide on a maximum cost of $15 cents for each click on your ad. This cost flexibility makes AdWords perfect for those on a budget. Which keywords you choose can also have an impact on how much you will pay. Each of your desired keywords can have a bid amount specifying the maximum amount you are willing to pay each time someone clicks on your ad. If your main keywords have high competition, you will pay more because the highest bid for a keyword gets the first place. However, especially for those who are just starting out with Google AdWords, we recommend using automatic bidding. With automatic bidding, you can set a 30-day budget and not have to worry about specifying individual bids for ad groups, keywords and ad placements. Google AdWords will set your bids for you with the goal of bringing you the most clicks possible within your budget.
4. Create Powerful Ads — If you are using text-based ads on Google AdWords, the content of your advertisement is the most important factor in reaching potential customers. The more powerful and compelling an advertisement is, the more likely people will be to click on it. Each ad is comprised of a headline, two lines of text, a display URL and a destination URL. Your headline will act as a link to your website and it should relate directly to your chosen keywords. The following text should convey the most important information about your product, service or organization. Since space is limited, it is essential for your message to be compelling, concise and descriptive. You can also help potential customers or clients find you by including your business address with textual ads. The display URL, which appears in green, will display the website that you are promoting and the destination URL is not visible because it is the exact page within your website where users are being directed.
However, text-based advertisements are not the only options available to you on Google AdWords. Using the Display Network, you can choose from text ads, image ads and video ads. Click-to-play (CTP) video ads provide a rich and engaging experience for users using visuals to enhance your advertising message. You can also choose to create image ads, which combine graphics and proven AdWords targeting technology. Before you create video or image ads, your campaign must be set to show ads on the Display Network.
5. Measure Your Performance — Periodically measuring your progress is important because once you know when and where your advertisement is most effective, you can adjust your targeting and bidding strategy. On Google AdWords, you can set up performance metrics in the “Campaigns” tab within your AdWords account. Here, you can see keyword metrics and view-through conversion reports that provide insight into the effectiveness of your ads on the Google Display Network. You can also use the Placement Performance Report to optimize your ad placements and improve the performance of your ads that have appeared on sites within the Display Network. This tool allows you to target more aggressively on Google as well as other well-performing search partners such AOL, CompuServe and Netscape. If necessary, adjust your ads, keywords and ad placement until you are satisfied with your results.
As always, if you would like further information or help with creating a Google AdWords campaign for your organization, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.
PATCHOGUE, NY — The Public Relations and Marketing Group, LLC (PRMG) announces it is offering a series of lectures on how attorneys, restaurants, retail stores, companies and non-profit organizations can grow their business and protect their reputation. All lectures will be held at PRMG’s Education and Training Center, located at 156 North Ocean Avenue in … Continue reading “PRMG Hosts Fall Lecture Series at its Education and Training Center”
PATCHOGUE, NY — The Public Relations and Marketing Group, LLC (PRMG) announces it is offering a series of lectures on how attorneys, restaurants, retail stores, companies and non-profit organizations can grow their business and protect their reputation. All lectures will be held at PRMG’s Education and Training Center, located at 156 North Ocean Avenue in Patchogue.
On September 23, PRMG will host a PR and Marketing For Lawyers CLE course from 11:30 a.m. to 3:45 p.m. In this program, John C. Zaher, Esq., a leading attorney marketing expert, will review the attorney advertising rules and provide an overview of the tools needed to develop and implement a successful marketing program. Those in attendance will receive two CLE credit hours for Ethics & Professionalism. Registration is $65 in advance ($85 at the door) and includes lunch and materials.
The following presentations will provide those in attendance a multifaceted marketing approach to their organization, including an overview of strategic planning and research, Web development, search engine optimization (SEO), public relations, social media, marketing, advertising and more:
● Competing with the Big Boxes (and Little Boxes) Without Going Broke: A Marketing Seminar For Retailers on October 4 from 9:00 a.m. to 12:30 p.m. Registration is $25 in advance, $35 at the door.
● Non-Profits Need Marketing, Too: A Marketing Seminar for Non-Profits on October 14 from 11:30 a.m. to 3:00 p.m. Registration is $25 in advance, $35 at the door.
● Bring More Guests to Your Table: Marketing Strategies For Restaurants in Today’s Economy on November 1 from 9:00 a.m. to 11:30 a.m. Registration is $25 in advance, $35 at the door.
Negative publicity on the Internet can cost businesses both money and customers. A strong online reputation management strategy is essential to the success of any organization in today’s business world. Getting Started with Reputation Management will provide an overview of a comprehensive reputation management strategy for business owners to monitor their online reputation, publish positive publicity, engage with their audience and take legal action if necessary. The presentation will be held October 7 from 11:30 a.m. to 1:00 p.m. Registration is $15 in advance, $25 at the door.
Social media and the Web are essential components of any multifaceted strategy to make the most out of your business’ marketing efforts. Using Social Media and Web Marketing to Build Your Business will offer those in attendance with an overview of how to strengthen their business’ Web development and SEO, Web advertising efforts, social media presence and more. The presentation will be held October 21 from 11:30 a.m. to 3:00 p.m. Registration is $25 in advance, $35 at the door.
It is imperative to include a marketing plan as part of a business plan and to budget funds for at least six months to a year. Starting a New Business: “If You Build It, They Won’t Necessarily Come” describes the steps PRMG recommends towards developing and implementing a cost-effective marketing plan for the new business owner. When starting a business, there is no room for error. This program, which be held on October 28 from 11:30 a.m. to 2:00 p.m., will review strategies that work. Registration is $15 in advance, $25 at the door.
Registration fees include breakfast or lunch. For more information, call (631) 207-1057, email: johnzaher@theprmg.com or visit www.theprmg.com.
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About PRMG
Founded in 2002, The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations and marketing agency based in Patchogue, New York. PRMG is dedicated to helping businesses, professionals, non-profit organizations, government entities, attorneys and law firms leverage their time, talents and resources by using effective public relations and marketing techniques, as well as advertising, graphic design, website design and development, digital video production, website search optimization and social media. PRMG has launched a variety of website-based entities, including Long Island Policy Forum, PatMedNews, Dining Out Long Island and New York Lawyer Pages. For more information, call (631) 207-1057 or visit www.theprmg.com.
PRMG Announces Launch of New York Lawyer Pages Website www.nylawyerpages.com The Public Relations and Marketing Group, LLC (PRMG) announced it has launched its newest website-based entity, New York Lawyer Pages. The website was created by PRMG, a leading provider of customized marketing solutions for attorneys in New York State. The site provides important resources for … Continue reading “Introducing New York Lawyer Pages”
PRMG Announces Launch of New York Lawyer Pages Website
The Public Relations and Marketing Group, LLC (PRMG) announced it has launched its newest website-based entity, New York Lawyer Pages. The website was created by PRMG, a leading provider of customized marketing solutions for attorneys in New York State. The site provides important resources for the public by allowing them access to a database of attorneys who practice in the field in which they need assistance based on geographic area, read articles about legal issues and even obtain legal forms.
“By concentrating this site only on New York, it will be easier for the public to find the information they are looking for and that the content provided is more pertinent to their legal issue,” said John C. Zaher, President/CEO, The Public Relations and Marketing Group.
For a monthly membership fee, attorneys can list their firm online in order to promote their practice and further increase their exposure. They can submit a listing, summarizing what the firm does and the practice areas in which they concentrate. Their firm can be searchable within the NYLawyerPages website by name of the attorney or firm, practice area, zip code, city or county. All entries will be optimized and indexed by all major search engines. Attorneys can also post any news and accomplishments they may wish prospective clients to know about.
Currently, PRMG is providing free basic listings through March 31, 2011. The Basic Listing includes a listing in the directory under three categories, news and article postings. Attorneys can also be listed in a Featured Listing, which includes a listing in the directory under three categories with precedence over basic listings, news and article postings for a monthly fee of $49.95. The Front Page Spotlight includes an attorney spotlight ad with a link to the entry on the front page and the same features offered as the Featured Listing. Front Page Spotlight ads are $99.95 per month.
In addition, NYLawyerPages allows attorneys to submit articles to the website, which will be filed under various legal categories. The articles are then “tweeted” on NYLawyerPages’ Twitter page (www.twitter.com/nylawyerpages). Attorneys can also link their firm’s website in their articles as a way to generate more traffic and improve optimization of their firm’s website. NYLawyerPages’ “Submitting an Article Guide” provides knowledge of how search engines work and how keywords affect the firm’s ranking. All legal articles will be optimized and indexed by all major search engines daily.
NYLawyerPages also has legal documents that can be downloaded from the site, provided by LegalZoom. Documents are available for those who wish to form a business, protect their intellectual property, plan a will or seek other personal services (power of attorney, small claims, divorce, name change).
For the latest news from the legal world, NYLawyerPages has a Legal News tab which receives RSS feeds of articles from various media sources. There is also a lead generation function in which visitors can fill out a form online to request to be contacted by legal counsel. Prospective clients can request to be contacted by a firm concentrating in their area of need. The firm closest in geography which concentrates in that practice area will receive their request via e-mail.
“We are very pleased to launch NYLawyerPages. The site’s technology and user-friendly interface will help attorneys build their practices not only through its directory, but also by using its content-based optimization tools to drive traffic to their own firm web sites. Over time, we believe that by empowering attorneys and by providing a value-based alternative that is specific to New York State, NYLawyerPages has the potential to rival its leading competitors,” said Mr. Zaher.
12 Tips to Help You Survive and Thrive in a Double Dip I thought it might be helpful to revisit an article I wrote on the “Top 10 Tips for Marketing in a Recession” in January of 2009. While many of the suggestions still apply and I remain optimistic about the long-term prospects for the … Continue reading “Marketing in a Recession Revisited”
12 Tips to Help You Survive and Thrive in a Double Dip
I thought it might be helpful to revisit an article I wrote on the “Top 10 Tips for Marketing in a Recession” in January of 2009. While many of the suggestions still apply and I remain optimistic about the long-term prospects for the U.S. economy, I believe that the economy of today is the new normal in the face of a number of economic hurdles, including high unemployment, international financial unrest and a depression in the real estate market. It is my personal opinion that things won’t change significantly, at least until business confidence can be restored with the election of a new President and Congress in the Fall of 2012. These recommendations suggest that while it is necessary to market, you must do so with the idea of slowly maintaining and growing your business, while continuing to overcome a myriad of external challenges.
Starting a Business in a Recession — If you are thinking about starting a new business in a recession, you are not alone. Small businesses are often the greatest generators of new jobs. This is one of the reasons why the unemployment rate remains high in the United States. Often, when people are laid off, they take the opportunity to start their own business. However, think hard before you start a business, especially if it is a restaurant or a retailer. For example, the highly competitive restaurant industry sees 27% of restaurant startups fail within the first year, according to a 10-year study by Cornell University and Michigan State University. If you are looking to open a restaurant or retailer, make sure that your business will be unique and that you are confident that there will be a demand for your product or services. Think along the lines of necessities, including health care or products like coffee. For example, think of the Dunkin Donuts and 7-Eleven franchises. Another essential point to keep in mind is that before you start your new business, you must set aside plenty of money for marketing. For more information on this, read our article, “If You Build It, They Won’t Necessarily Come…”
One of the first overall suggestions I can make is that when choosing whether or not to start a business in a recession, you must identify what the most profitable businesses are and which ones can give you the most competitive advantage. In a recession, consumers require value more than ever. Just look at Walmart, Target and McDonalds. These companies have done relatively well during the recession because of the value they offer consumers. However, there is an exception with high end luxury markets. Although these markets did take a hit early in the recession as real estate values and stock market portfolios declined, they did bounce back. If you can effectively market to wealthier geographies and demographics, you should do so. If your product is a necessity, for consumers or for businesses, then say it is and why it is. For example, Apple did very well during the recession because consumers viewed their products as necessities. Also, if you have products that appeal to children, then make sure you market them effectively. Parents will be more likely to self-sacrifice than to deprive their children, especially when it comes to their education, health and development.
1. Focus on Your Customers — If you already have a business or non-profit organization, focus on your current customers and clients. Continue to do what you can to keep your current customers returning and always make sure they are satisfied. If you are a retailer or restaurant, send your customers a gift card or special offer to show your appreciation. If you are a professional, hold the line on your rates, provide volume discounting or some other type of acknowledgement of their patronage. From a marketing perspective, you should periodically send your clients e-newsletters, newsletters, use direct mail and engage them in social media to communicate special offers or news to keep them in the loop. Your next step in marketing your current business should be to focus on your website because this is the online hub of information and content for your organization.
2. Develop Your Website — Since you may have extra time now, it is time to focus on your website. Ask yourself: What do I need to do to get higher search engine rankings? The answer is to make sure you have a strong public relations and content creation program, develop your website’s on-page optimization and utilize off-page optimization techniques. For more information on on-page optimization, read our article, “On-page Optimization and Keywords.” For off-page optimization tips, read our article, “No, We Can’t Get You Those Results Overnight.” One tip is to incorporate microsites into your Web strategy. Microsites are essential to maximizing your Web presence and boosting your organization’s search engine rankings. Consider building microsites for specific products or services that your company offers. To compliment your website, you may also decide to create a blog. You may need some development help, but once your blog is created and your new sites are set up, you can use your CMS system or Adobe Contribute for sites created in HTML to make changes yourself. The goal for your blog should be to develop excellent content that will compel visitors to return and share with others. We highly recommend providing downloadable content on your site that visitors will be willing to give up an email address or other contact information for.
For more information on developing your website, read our article, “A Practical Guide to Developing Effective Websites.”
For valuable tips on Web optimization, download our free guide, “Web Optimization Tips.”
You can view examples of websites that The Public Relations and Marketing Group has created on behalf of its clients here.
3. Build Your Social Media Presence — It is crucial to share your content and communicate with your audience on appropriate social media platforms. Communicating with friends and followers through social media will help build your networks and engage your current customers. If you’re just starting out with social media, focus on the big three: Facebook, Twitter and LinkedIn. If your business is B2C, focus your efforts more on Facebook and Twitter. For B2B companies, LinkedIn should be your first priority. Developing a strong presence on social media websites does require time but it can prove to be an extremely cost-effective way to market your business, which is especially helpful during rough economic times. For example, create a Facebook fan page for your company to communicate with customers and share photos and news. Twitter, the immensely popular micro-blogging network, is an excellent communication outlet to send short messages to a huge audience. LinkedIn is a professional networking site that allows users to rapidly build their connections, browse and post job offerings and share industry expertise with other professionals in their field. Determine which of these social networking sites you should devote your time to and build a strong presence there.
4. Network — Old-fashioned networking may also help you build professional contacts and reach potential clients at low cost. If you are a professional, attend networking events in your industry and other trade groups where you may find prospective clients. To demonstrate your position as an expert in your field, professionals can hold original lectures, in-house if possible, to keep costs lower. Retailers and restaurants can hold product demonstrations or workshops. Always promote these events to the public using press releases, social media and e-blasts.
Everything up to this point can be done at low cost. However, often this may not be enough and you will also need to advertise to successfully market your business. In a recession, it is often cheaper to advertise and you may have more leverage. However, always keep in mind that you should never advertise in something solely because it is cheap or within your budget. It is always better to spend more on something that is more likely to work for you. For example, your organization may benefit from targeted ads placed in print outlets, on the Web, through email or on television.
5. Focus Your Print Advertising — When using traditional print advertising outlets, make sure that you have the budget to sustain your advertising efforts. If you have a local business, consider using D-Cards and high visibility print ads. To ensure that your advertisements are reaching the right audience, micro-target your ads by placing them in specialty publications. For example, you may want to target a local community by using the front pages of Pennysavers or local newspapers, as well as D-Cards. If your services or products appeal to a specific trade group or demographic, consider specialty publications that service that group. If you need to advertise in a daily newspaper, be sure to put together a catchy ad that is in a high visibility location. In addition, Newsday’s daily deals are often good for retailers and those in the hospitality industry.
6. Target Your Web Advertising — For those on a budget, I would strongly recommend using Web advertising. As studies repeatedly show, more and more people are turning to online sources when searching for products, services or information. This is why Web advertising is so important when marketing your business. Popular Web advertising outlets include Google AdWords, social media ads, landing pages and daily deal websites.
7. Use Google AdWords — Google AdWords lets you create and run text, display or video ads for your business with a custom budget. This is good for marketers on a budget because you will only pay if someone clicks on your advertisement. These ads are displayed under “Sponsored Links” beside search results when someone searches Google using one of your listed keywords. Google AdWords is so effective because you are advertising to an audience who is already interested in what you have to offer.
8. Advertise with Social Media — Social media websites offer highly quantifiable and cost-effective advertisements. Like Google AdWords, you will only pay when someone clicks on your ad. Through social media advertising, you can control your budget, build fans, drive traffic to your website and micro-target based on user demographics, gender, age and interests. For B2C companies, use Facebook Ads to reach your audience. Facebook is able to micro-target based on what users have listed as interests. For B2B organizations, LinkedIn advertising can be effective. LinkedIn offers rich display and text ads that can reach millions of active business professionals. LinkedIn advertising is unique because it can target based on job title.
To learn more about Facebook advertising, read our article, “Interest-Based Advertising.”
9. Create Landing Pages — A landing page is a single Web page that appears in response to a reader clicking on an advertisement. A landing page is little more than a Web page that contains specific content and can be used as part of an effective Web advertising campaign. When used in a Web advertising campaign, landing pages should provide access to your entire website but the goal here is for the visitor to interact with the content on the page. By offering downloadable content, you provide your audience valuable material in exchange for their contact information. This will help you generate business leads and build your email lists. For more information on landing pages, read our article, “Five Steps to Generating New Business through Web Advertising, Landing Pages and Emails.”
10. Use Daily Deals Websites — Daily deals websites and phone applications are immensely popular, especially for those with smart phones. These websites and phone apps cater to a vast audience that is interested in obtaining new deals and visiting new venues. Daily deal marketing services such as Groupon and LivingSocial collect users’ email addresses and send them a featured email every day, offering a heavily discounted deal from a local business. Recipients may buy the coupon, redeem it at the local business and get the product or service they paid for. For example, on Groupon, you and the daily deal site will split the revenues from coupon sales and you will pay nothing upfront to Groupon. Running ad campaigns on sites such as Groupon and LivingSocial can prove to be hugely beneficial in attracting customers to your business, especially if you are in the restaurant or hospitality industry or offer some kind of service to your guests.
11. Use Take-Over Emails — Your business can benefit by using take-over emails in your email advertising strategy. Take-over emails allow you to take advantage of another organization’s broad email list. For example, Newsday and other publications offer take-over emails for $50 per thousand, meaning they will send out your email for you to their audience. When creating your email advertisement, make sure that the most important information appears at the top, under the fold of the email, and that you have a compelling title that will encourage your readers to read more. Include links to landing pages, your website, social media profiles and contact information.
To learn more about email advertising and take-over emails, read our article, “Web Ads, E-newsletters and Take-over Emails.”
12. Advertise on Television — Sometimes, you may need to reach large numbers of people in a short time frame. Under these circumstances, I would highly recommend considering television advertising. When advertising on television, it is important to narrow your target audience by using specific programming. Consider upcomers like FiOS, for example. If you are looking to reach businesspeople or wealthier viewers, consider advertising on CNBC or news channels. If your business’ product or service is catered to women, choose to advertise on channels such as Lifetime, WE or HGTV.
Submitting websites, articles, press releases and upcoming events is a great way to attract publicity for your organization and enhance your search engine rankings. To position yourself as an expert, it is crucial to have high-quality content in as many Web locations as possible so your audience will have no trouble finding you. Maintaining a … Continue reading “Why You Should Take Advantage of Free Submission Websites”
Submitting websites, articles, press releases and upcoming events is a great way to attract publicity for your organization and enhance your search engine rankings. To position yourself as an expert, it is crucial to have high-quality content in as many Web locations as possible so your audience will have no trouble finding you. Maintaining a strong presence on submission websites will build quality backlinks and increase your organization’s Web exposure and authority. Best of all, the majority of these Web services are completely free of charge.
It is essential to make free submission websites a part of your organization’s online marketing strategy. This article will give you an overview of services such as Web directories, article databases, press release directories, event calendars and our own case study.
Web Directories — Listing your organization’s website and blog on free Web directories is a quick way to build your link popularity. When people are browsing through categories that are of interest to them, your organization will show up and they’ll be directed to your website. For example, if someone is looking for a veterinarian, they can simply click on the “Pets” or “Veterinary Services” category of a Web directory and be presented with relevant websites. When submitting your links, make sure to fill out all relevant information and categorize your sites correctly. Websites that are not submitted into the correct category will be removed by administrators.
List of free Web directories:
www.dmoz.org
www.geniusfind.com
www.busybits.com
www.hotfrog.com
www.somuch.com
www.skoobe.biz
www.gimpsy.com
www.exactseek.com
www.clickey.com
www.canlinks.com
www.zeezo.com
www.surfsafely.com
Article Databases — To get maximum exposure for your articles, always submit them to free article databases. Well-written, thought-provoking articles will demonstrate your area of expertise in your industry and portray your organization as a thought leader. When publishing articles online, be sure to adhere to the site’s restrictions or they will not approve your article and you will not have permission to post additional articles. For example, you must categorize each article correctly, adhere to the word limit and follow each site’s unique HTML and link guidelines. Along with posting articles to these databases, it is also a good idea to post them on relevant LinkedIn Groups.
List of free article databases:
www.bpubs.com
www.articlesnatch.com
www.dinosauric.com
www.GetYourContent.com
www.articlecube.com
www.articlesbase.com
www.ezinearticles.com
www.isnare.com
www.articlealley.com
www.articledashboard.com
www.businessknowhow.com
www.buzzle.com
Press Release Directories — Distributing your press releases to a variety of online outlets will help attract website traffic and create buzz about your organization. Press releases, media advisories and media availabilities should be published online each time they are created. When creating press releases for online distribution, it is important to use keyword-rich language used by your audience and include as many relevant links as possible. These links can lead to further information, a specific offer or a landing page on your website. Another tip is to add a photo with your press release if the option is available.
List of free press release directories:
www.openPR.com
www.prLog.com
www.pressmethod.com
www.pr-usa.net
www.PR.com
www.PR9.net
www.pressabout.com
www.PRUrgent.com
Event Calendars — When promoting upcoming events, it is essential to advertise with online event calendars to reach your audience. In this technology-driven society, many people turn to these event calendars when looking for things to do. These calendars are also highly targeted since you can submit your event to certain categories. For example, if you are holding a fundraiser for your non-profit organization, you can ensure that your event will appear in the “non-profit” and “fundraiser” categories. If you’re hosting a book signing, you may categorize your event in “Books.”
List of free event calendars:
www.lipulse.com/calendar (regional)
www.nymetroparents.com (regional)
long-island.newsday.com (regional)
event.gstv.com
www.zvents.com
www.eventful.com
PRMG’s Case Study — At The Public Relations and Marketing Group, we utilize these free posting techniques for our own organization and on behalf of our clients. All of our clients’ websites and blogs have been added to Web directories to generate inbound links and boost search engine rankings. If one of our clients writes an article, we promote it by submitting the article for publication on free article databases. Each time we create a press release on behalf of a client, we send out the release through email distribution lists and publish it on a variety of free press release directory sites. We do the same with media availabilities and media advisories. If one of our clients is promoting an upcoming event, we will add it to popular online event calendars. All of these techniques are cost-effective means of enhancing off-page search engine optimization.
Photo Courtesy of Whole Foods Market FourSquare is an immensely popular social networking game that allows users to “check-in” to a certain location through text messages or a phone application. Upon checking in at a business establishment, the users’ location is confirmed by their phone’s geolocation technology to prevent inaccurate or unfair check-ins. Members are … Continue reading “Marketing with FourSquare”
Photo Courtesy of Whole Foods Market
Photo Courtesy of Whole Foods Market
FourSquare is an immensely popular social networking game that allows users to “check-in” to a certain location through text messages or a phone application. Upon checking in at a business establishment, the users’ location is confirmed by their phone’s geolocation technology to prevent inaccurate or unfair check-ins. Members are awarded points for their check-in progress and the user with the most check-ins at a location earns the coveted title of “mayor.” For certain milestones, members can also unlock badges and share their progress with friends. A list of available FourSquare badges can be found here. Those who are new to the world of FourSquare can watch an introductory video here under “What is FourSquare?” on the right-hand side of the page.
Apart from being a fun and competitive game, FourSquare can also be a powerful marketing tool for businesses. For example, according to a recent report from Radio Shack, the average FourSquare user spends 3.5 times more than non-members because of their special offers. What makes FourSquare unique is that by playing the social media game, users can gain real-world rewards. With over 10 million members, as of June 11, your business can benefit from tapping into this explosive social media site.
Why Should Businesses Use FourSquare — FourSquare users will be far more likely to stop by your location if they can earn points or unlock specials on FourSquare. This social networking site offers a free set of marketing tools to venue owners that will help to attract new customers and keep current customers coming back. The best part of FourSquare marketing is that it is completely free to set up and create specials. Any retailer, restaurant or hospitality industry member should use FourSquare. Most likely, someone already created a profile for you, so all you have to do is claim your venue by finding your business’ page and clicking “Claim this venue.” You can learn more and claim your venue here. FourSquare will verify your ownership either by phone or mail and provide you with a 4-digit PIN to enter on the site. Follow the subsequent instructions and once your venue has been confirmed by the FourSquare staff, you can start creating special deals for FourSquare users. For example, Radio Shack offers 20% off to 1st time check-ins, 10% off for every check-in and mayors receive 20% off their purchase. Businesses can not only attract new customers but reward their most loyal ones by offering these FourSquare specials. When a user opens up the FourSquare app, they will be notified of special deals in their area by clicking the “Special Nearby” icon. Upon clicking the icon, users are presented with the offer details and store’s location. This feature is a highly effective marketing tool because often, a user wasn’t considering stopping by a location, or never heard of it, but they were enticed to visit solely because of a FourSquare special. Once you’ve created the specials that best suit your business, you can monitor your FourSquare marketing success by using the data in your “Venue Stats Dashboard” to determine what’s working and what you may need to alter.
Available FourSquare Specials and Examples:
• Friends Special — “Come with 4 friends and unlock a free appetizer for the table!”
• Swarm Special — “If 20 FourSquare users are checked into this bar at one time, members will be awarded 1 round of drinks on the house!”
• Flash Special — “The first 5 people to check-in after 5:00 get a free dessert with any entrée!”
• Newbie Special — “Take 25% off any item in the store for your first check-in with us!”
• Check-in Special — “FourSquare users can take 15% off any spa treatment on Tuesdays!”
• Mayor Special — “The mayor gets one free drink each day of their reign!”
• Loyalty Special — “20% off for every 5th check-in with us!”
Promote Your Venue’s FourSquare Activity — It is essential to let people know that your venue is active on FourSquare. Once your ownership has been verified, you will receive a FourSquare window cling so customers know you are a FourSquare-friendly establishment. After you’ve clearly posted this decal to your venue’s window, add the FourSquare icon to all of your marketing materials such as your business card, email signatures and Web pages. You may also consider sending an e-newsletter or e-blast to your email subscribers, announcing your presence on FourSquare and any special offers you may be running.
Recently, FourSquare has proved victorious in its battle with Facebook with the death of Facebook Places. Facebook decided to remove its Places function inside of its mobile app, which was unveiled a year ago and, like FourSquare, allowed users to check-in to various locations. Although its goal was to provide competition to FourSquare, the project never became popular and didn’t find the same success. While reigning supreme in the realm of location-based social media sites, FourSquare continues to flourish and attract new members. This July, FourSquare partnered with several Daily Deals sites, such as LivingSocial and Gilt City, to offer better deals in exchange for check-ins. Users can now views these new deals, along with current local business specials, under the “Explore” tab of the application. This is very good news for FourSquare users, venue owners and marketers alike.
The Public Relations and Marketing Group highly recommends FourSquare for just about any retailer, restaurant or other hospitality industry member.
Groupon is the original group discount outlet that uses grassroots collective purchasing power in an effort to secure 50-90% off deals for its membership. Members subscribe to receive exclusive deals each day from local retailers and service providers. If enough members show interest in the deal, it becomes available for all members to purchase during … Continue reading “Advertising with Groupon”
Groupon is the original group discount outlet that uses grassroots collective purchasing power in an effort to secure 50-90% off deals for its membership. Members subscribe to receive exclusive deals each day from local retailers and service providers. If enough members show interest in the deal, it becomes available for all members to purchase during that day, only.
What this means for advertisers is that they have the opportunity to offer what amounts to a bulk discount to the members of their local or regional Groupon. The advertiser offers a product or service for at least 50% off of face value and splits the proceeds with Groupon after the deal has closed. The advertiser receives approximately 25% of the value of the item offered. Because of this elimination of almost any profit margin, a Groupon deal is an example of what is known as a “loss leader.” You may lose out on that initial visit, but the hope is that they will return many times to purchase your wares at full or sale price. By getting your company on Groupon, you are exposing your brand to hundreds of thousands of potential new customers.
In the last year, a lot of other newspapers and websites have begun running their own group coupon programs. To hold its position as the industry leader, Goupon’s offers have begun tending toward what they’re calling “full experience packages.” This means that, while a year ago, you may have seen a cheap deal on community theatre tickets, this time around, they’ll likely offer a package that includes snacks, beverages, and a one-on-one with the actors, at a significantly higher (though still incredibly reduced) rate.
Due to Groupon’s exclusivity and noted reputation, more advertisers want to offer a deal, than there are days available to do so. This results in a lot of offers, and indeed even entire companies, being rejected by Groupon’s sales force. A December 2010 article in the Wall Street Journal quotes CEO Andrew Mason saying, “[Groupon has] to pass on seven out of eight merchants that contact [them].” Our agency would be happy to speak with Groupon on your behalf to negotiate an attractive deal.
If you’re company is interested in using Groupon, please contact us at (631) 207-1057.
5 Techniques to Jump-Start Your Organization’s Public Relations Efforts Positive, free and consistent publicity is essential to any organization’s public relations and marketing success. Being written about by popular, respected news outlets can be worth far more than a paid advertisement. There are several media relations techniques that can attract valuable press coverage and boost … Continue reading “Media Relations Primer”
5 Techniques to Jump-Start Your Organization’s Public Relations Efforts
Positive, free and consistent publicity is essential to any organization’s public relations and marketing success. Being written about by popular, respected news outlets can be worth far more than a paid advertisement. There are several media relations techniques that can attract valuable press coverage and boost your organization’s credibility and public image.
Utilizing these techniques is integral to the success of any public relations and marketing campaign. This article will show you how to gain earned media by utilizing these top five basic media relations techniques: press releases, media availabilities, media advisories, photo captions and calendar releases.
1. Press Release — Press releases are used to communicate general news items and sent to the media using television, radio, print and Internet outlets. Press releases must look professional and have news value. Media outlets will pay no attention to a press release that is really an advertisement disguised as a news story. Instead of mere self-promotion, a press release should seek to provide insight to an issue that the public or a more specific target group is interested in. It should be a new thought or a new angle on an already publicized story. Press releases can also be used to publicize grand openings, charitable participation, fundraisers and events. It is crucial to emphasize the news value of your press release in the headline and then follow through in the body. Creating an eye-catching headline will grab your reader’s attention and entice them to continue reading through your release. At the conclusion of your press release, include a few boilerplate sentences about your company and all necessary contact information.
2. Media Availability — Media availabilities are used to announce the availability of your organization and its staff to publicly comment on an item in the news. To make stronger connections, it is important for members of your organization to network with the local media, journalists and public relations and communications professionals in your area. With a strong local presence and consistent commenting, the media will begin to recognize you as a reliable source and expert in your industry. As news breaks, it is important to have your availability ready to go. Often, the news can be anticipated, especially when it involves government reports.
3. Media Advisory — Media advisories are used to announce upcoming events and provide invitations to the media to encourage them to attend and cover these events. It is crucial to keep in mind that media advisories are written for members of the media, not for your organization’s clients or customers. When writing media advisories, include the following headings: Who, What, Where, When, Why and Photo Ops. It is crucial to include a headline that attracts media interest and expand upon the title in the “What” section of your advisory. A common use of an advisory is to announce a press conference. Press conferences are presentations of information and a question-and-answer period with the media, set up by your organization.
4. Photo Captions — Photos can help to tell your story and convey your organization’s message in a way that words cannot. Multimedia is a valuable tool in connecting with your audience since many people can better relate to visual elements rather than straight text. At all of your organization’s events, conventional and digital photos should be taken and sent via standard mail and email to print and Internet publications. High-quality photographs with a well-written, informative caption will enhance your story and strengthen your message. You should take photos at a location that resonates with the news item. For example, if you are announcing a grand opening for your business, take a photo of the ribbon cutting.
5. Calendar Releases — It is important to submit your upcoming events to as many event calendars as possible to get the word out to the public. Event calendars ensure that your audience is aware of important upcoming, newsworthy events. Unlike in a press release, you should only include basic information in your event listing. When submitting your event, target the event calendars of newspapers, magazines, television and radio stations.
To increase your effectiveness, post your releases online, including to free press release outlets. You may also want to follow up with personalized emails and phone calls to make sure that your press release has been received and to let the reporter or assignment editor know why it is important.
According to the article, “Pay-TV Subscriber Losses Felt at Cablevision, Dish,” which appeared in the August 10th edition of the Wall Street Journal, declining numbers of video subscribers undercut the improved bottom lines at Cablevision Systems Corp. and Dish Network Corp. These cable operators have been losing video subscribers because of new competition from telecom … Continue reading “Cable and FiOS”
According to the article, “Pay-TV Subscriber Losses Felt at Cablevision, Dish,” which appeared in the August 10th edition of the Wall Street Journal, declining numbers of video subscribers undercut the improved bottom lines at Cablevision Systems Corp. and Dish Network Corp. These cable operators have been losing video subscribers because of new competition from telecom companies expanding into video, customers opting to cut the cord and watch video on the Web, and lower home sales, which reduce new-customer cable installations.
As described in the article, Cablevision has lost 23,000 video subscribers during the second quarter, reflecting competition from Verizon Communications Inc.’s FiOS in the key New York metro area market. According to analyst Todd Mitchell of Brean Murray Carret & Co., “Cablevision is getting killed by FiOS in NYC suburbs.”
It was also reported that satellite company Dish Network has lost 135,000 subscribers during the same period. However, the company did expect to lose subscribers when it decided not to pursue “low-margin” customers that it felt would leave over time. As a result, Dish Network ended up losing more than the 19,000 that it had lost only a year earlier.
Meanwhile, telecom companies such as Verizon and AT&T Inc. are rapidly gaining subscribers. According to FiOS, in areas such as Farmingdale, Great Neck, Mount Kisco and throughout Staten Island, Verizon FiOS’s percentage of cable customers is well over 50%.
In the New York area, most of Cablevision’s losses can be explained by those who have switched to Verizon FiOS. Over the last year, FiOS showed a total growth of 264,384 in the New York metro area market. The North Nassau zone of Long Island holds 40,186 FiOS subscribers while the South Nassau zone boasts a total of 99,065 subscribers. This compares to 106,000 and 214,000 subscribers in North and South Nassau, respectively, for Cablevision. Overall, in Nassau County, FiOS showed a quarter-to-quarter growth of 8,680 subscribers. Other areas of Long Island continue to grow as well, with the Suffolk County zone holding 71,323 Verizon FiOS subscribers and showing a quarter-to-quarter growth of 5,043 subscribers.
Verizon FiOS has presented a serious challenge to the cable operators. Advertisers should take these numbers into consideration when they plan their cable advertising budgets. It is our opinion that FiOS has now reached critical mass and should be considered as part of any general cable buy. We have found that FiOs advertising is now providing an excellent value as FiOs tries to lure more cable advertisers to its service. For more information, please contact PRMG.
Google recently launched Google+, a new social media giant that has taken the Internet by storm. Although it is still in its field-testing phase and by invitation only, Google+ has reached 10 million users in just 16 days, from June 28 to July 14. This remarkable feat took Twitter a total of 780 days and … Continue reading “Google+’s Advanced Technology Addresses Facebook’s Shortcomings”
Google recently launched Google+, a new social media giant that has taken the Internet by storm. Although it is still in its field-testing phase and by invitation only, Google+ has reached 10 million users in just 16 days, from June 28 to July 14. This remarkable feat took Twitter a total of 780 days and Facebook 852 days to accomplish. According to the latest official estimate on July 18, Google+ now has over 18 million users.
Google+ improves upon the features of existing social media outlets. Like Facebook, you can create a profile, complete with personal information and photo albums, comment on other users’ content and share posts. Like Twitter, anyone can follow you and you may follow any user by adding them to your “circles,” no matter who they may be. For example, you may choose to add Google+’s founder, Larry Page, to your circle and you will not need his approval to do so.
Although there is no functionality for business pages or advertisements at the moment, we would encourage you to seek invitations from those you already know on Google+ and create personal profiles. Google+ also automatically imports your Gmail contacts so it is simple to find people you know. The company plans to add a business feature within the next couple of months. Google+ is rapidly evolving, with more features soon to come.
This article will provide you with an overview of Google+ features such as the +1 button, Circles, Hangouts, Sparks and its unique mobile and privacy capabilities.
+1 Button — This button is very similar to the Facebook “like” button. To click +1 on a blog post, article, photo or any other content is to give it your stamp of approval. You can get the code to put the +1 button on your own website and blog here.
Circles — On Google+, you can group your contacts into circles. For example, you may have a separate circle for friends, co-workers, business contacts, family and so on. You can create as many circles as you like. To add a person into one of these groups, simply drag them into a circle. Your contacts can be added to multiple circles as well. When you post text, photos, videos, links and location to your Google+ stream, you can select which circles to share the information with. For example, you may want to share a photo only with your friends, or you may share an interesting industry-related article with your business contacts. The Circles feature helps to address one of the shortcomings of Facebook which will help fuel the popularity of Google+.
Hangouts — This unique feature allows users to engage in live, face-to-face chats involving multiple people at a time. You can notify friends of who you’re hanging out with and they can choose to drop into your chat.
Sparks — Sparks delivers popular content from across the Internet on any topic you choose, in over 40 languages. Add your interests to Sparks and the tool will provide you with the videos and articles that would be of the most interest to you.
Google+ Mobile — Cell phones have become the ideal outlet for sharing information with our contacts. They are always by our side, always connected to the Internet and simple to use. Even in its beginning stages, Google+ has superior mobile capabilities. Now available on Android Market, the mobile Web and the App Store, Google+ allows users to announce their location, upload multimedia and join in “Huddles.”
Location — With Google+, you may choose to add your location to every post. Like FourSquare, this is a good tool for letting your friends know what you’re up to and recommending places for them to visit.
Upload Multimedia — Google+ has made sharing videos and photos from your phone to the Web effortless. Using Google+’s mobile feature, your photos and videos are uploaded automatically from your phone to a private album on Google+ that you can then moderate. After they are uploaded, all you have to do is decide who to share them with.
Huddles — Huddles is a unique group messaging feature that allows multiple people to chat in one place. Think of it as a texting conversation involving as many of your friends as you like.
Privacy — For those who are concerned about their privacy on social media websites, Google+ is a breath of fresh air. Google+ allows you to share any information on your profile selectively. For example, you can choose to show your occupation to business contacts but not your relationship status. If you only want your friends to be able to see your phone number, simply set up this information in your “Friends” circle only. A tip is to create a circle specifically for people who you don’t personally know and set restrictions on what they can and cannot view on your profile.
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