news-644855_1280Whether you are a local brick and mortar business or an international corporation or an entirely online business, publicity is an important part of your marketing arsenal.  Publicity differs from marketing in the sense that it is more about creating relationships and drawing attention to your business/event/project, introducing your business to your ideal customer.

There are many ways to do this and many media to participate in, in order to accomplish the goal of getting your business in front of th right eyeballs and then engaging them in something that they feel is important to them.   Remember, as you do this that this is not about you or your business or what YOU want.  It is completely about your customer and their needs, desires and interests.  If everything you do in your business revolves around your vision and goals for your business, you will miss the boat and never really understand why.

Secondly, this isn’t about waiting for the right opportunity to promote your business comes along.  It is about creating opportunities to delight and surprise your ideal customer/client/recruit/reader.

So what can you do?  Get out of your business at least once a week and put on your community service hat.  What important cause or event in your community can you get involved in?  How can you make a difference and go out of your way to promote someone else?

One of the big things you can do is to become a resource for the people you would most like to have promote you.  Local reporters are always looking for good stories.  When you get involved in a community event, offer to help them promote it and then go to your local radio, tv and newspaper editors and tell them about the event.  Go prepared with some background information and maybe some photos (in digital format) to give them a leg up.  When you do these meaningful things for the folks who do the promoting in your community, they will pay attention when you put out a press release about your business and you are more likely to get a great article, interview or blatant free promotion of your business.

This goes for columnists as well.  If you know of a newspaper or magazine columnist who writes on your topic, develop a relationship with them by making positive and interesting letters to the editor.  Oftentimes not only are these published, but it also creates a positive relationship with the columnist who may now be open to writing a column post featuring you.

How about becoming a columnist yourself?  If you are an expert on a topic, you might want to offer to write a column for your local paper on that topic.  I know several of my clients who have done this and used it to become a celebrity in their niche.

If you aren’t a local business, especially if most of your business comes from online, you can still develop relationships with reporters.  One of the coolest ways to do this is HARO (Help A Reporter Out), a brilliant resource site run by the brilliant Peter Shankman.  The purpose of the site is to allow reporters access to expert volunteers who act as resources for articles on specific subjects. You can register as a resource for free.  Once you register under your topic, you will begin to receive notifications in your email of specific needs of specific reporters.  When you answer their queries, you help them with resources, stories from your own or others experience and anything you have to say on the topic.

They may or may not use it, but over time you will develop a relationship with certain reporters, bloggers and broadcasters for having accurate and engaging information about their topic.  More often than not you may find them attributing you in their articles and even asking to write a story specifically about your business or you (which is pretty much the same thing) or mentioning you or your business in the course of their article.

The result could find you as a guest in a television, vlog or radio/podcast or featured in magazine and newspaper articles or blog articles.  Trust me…this is a good thing for you and for your business and could easily take you to the next level, creating you as a celebrity in your niche.

 

So now that we know how important the right tool for the job is important, it is time to introduce you to your very first marketing tool.

You will be spending a lot of time with this free tool.  If you are wise, you will make time at least once a week to play with it and take notes.  This tool is exploratory in nature.  It is going to help you find your tribe, that ideal customer we discussed in our last class.  It will help you think like your customer and give you insight as to exactly what they are searching for.

Some people use this tool for SEO.  Some people use it for inspiration in creating their next product.  Some will use it to design their internet marketing strategy.  Some will use it to spark their muse, to write blogs that are more to the point.  Some will use it to design brochures, presentations and website that push every hot button their customers might have.

Do I have your attention yet?  This tool is as important to your business as a hammer is to a carpenter or a wrench set is to a mechanic.  And the cool thing about it is that is is free to use.  I don’t see how it can get any better than this.

Over time we will introduce you to many amazing tools that will help you to work smarter while you are working harder.  Here is the recording to Class 3.

 

Here is the slide with your homework for class 3. Each week we give you action steps that, if you make time to follow them will lead you closer to your goals of creating a marketing empire for your business or project. As we said in Class 1, a true entrepreneur does what they need to in order to succeed, including learning new skills and making time for the important things that pertain to their business.

Regardless of how amazing your product or service is, regardless of how profitable your marketing opportunity may be, without marketing, nothing is sold and no profit happens. Just knowing how to market your business online will avail you nothing, if you do not put what you are learning into motion. So, do your homework.

class 3 homework

There is a big emphasis on SEO (Search Engine Optimization) out there on the internet.  People are paying thousands of dollars to get someone to create SEO for their websites to somehow get themselves to the front page of Google or other search engines.

May I offer a somewhat radical and controversial opinion about that?  The premise of SEO is that you can somehow trick the major search engines into putting you into a desired ranking spot and that is what you need to do to get your site found on the internet by your tribe.  One of the large purposes of this series of classes is to dispute that premise that assumes that te best way to get your website found online is to get found on the search engines.   Experience has taught me that “it ain’t necessarily so.”

Class number 2 in our series “Internet Marketing Education With The Web Woman” is foundational.  In this class I will teach you an ongoing principle and a vital task that you will need for the rest of the time you work online.

What if, instead of trying to trick the search engines into helping you, instead you created internet properties that attracted the search engines and other powerful entities to you?  What if you could somehow magnetically attract your ideal customer to you with every post you make, with every product description you create, with every social media article you write, with every video you post on YouTube and other video sharing platforms?

That is where this series of internet marketing classes is taking you.   This class will give you the first step towards a unique marketing journey, but you need to do the homework.  Here you go:

 

Here is the slide with your homework assignments on it. To join the private internet marketing mastermind group, please friend me on Facebook and private message me to add you to the group.

class 2 homework

 

To support this free class and defray my expenses in continuing it, click here.