By Cam Secore
Search engine optimization is not dead, but the days of quick-fix and hands-off link building are gone. And, with Google giving a lot of their own pages precedence in the SERs, it’s becoming harder to make an impression on existing results.
However, public relations is a tried and true method of influencing people: Those who buy products, use search engines, and make recommendations.
Six Simple Public Relations Winning Efforts
With a bit of effort and a little time, you can create considerable momentum by influencing others via public relations efforts.
Here are six ways to do just that:
- Help a Colleague Out with HARO. Help a Reporter Out is great for public relations professionals to learn about hot topics and be included in stories for direct quotes or supplied services. However, you can use the service in a (kind of) selfless way. Rather than contact reporters for yourself, refer a friend or colleague and copy them on the email. Even if the reporter does not respond to your colleague, it shows the latter party that you’re thinking of them and trying to get them attention. It’s a kind gesture and a great way to get people to do the same for you and your company.
- Seek and Tweet on Twitter. Asking for a consumer’s Twitter handle may seem invasive, and directly spamming their stream is even more bothersome. However, there’s nothing wrong with researching who mentions your product on Twitter and following-up with them about a used product or service.
It can be something as brief as “We appreciate you using our product/service. Have a good day.” People like getting attention and feeling appreciated. Who knows? The minute it takes to send the tweet could get the person to retweet the sentiment to onlooking friends who will also be impressed by your brand’s gesture.
- Comment on Blog Posts. Due to Twitter, Google Plus, and myriad of other social platforms, the older sentiment of commenting on blog posts has fallen to the wayside, which is unfortunate for bloggers, but great for those who make thoughtful comments and want to get noticed by authors and others reading posts through to the end. Make it a habit to comment on industry-related and personal blogs of colleagues, consumers, and associated enthusiasts. Be sure to do better than “Great blog post!” Actually read the post close enough to render a thoughtful insight. It’s a great way to build a relationship with the blogger and get free attention from readers.
- Include Additional Resources. Those with websites take note of incoming links. Whether using Open Site Explorer or getting alerts directly from WordPress, those who regularly blog keep track of incoming assets. Such diligence creates opportunity to build a reciprocal rapport with those within and outside of your industry, especially sites optimal for affiliate marketing. Make it a habit of creating an additional resources section after each post; take an extra step in including a brief bio of the linked brand or personality along with providing their Twitter handle. Such things get noticed by those linked and make it likely the gesture will be reciprocated.
- Email Industry Authors. The Penguin update from Google put the kibosh on low quality guest posting, but it’s a better idea to establish a longstanding relationship with quality blogs in and outside of your industry. Just as suggested above, peruse posts long and hard enough to come up with an insightful reply, and take note of previous posts written by you or your brand. Email the author and let them know you enjoyed the post, have experience writing upon the topic, and ask if you can be a regular yet occasional contributor to their blog. Fielding a guest post is good but having a regular column on a quality blog is a great way to build links and gain more exposure from others’ readers.
- Send a Handwritten Letter. Marketing guru Seth Godin urges brands to be the purple cow of chosen sectors. So, in the age of digital media and interaction, those who send handwritten sentiments via snail mail are unique and different. Send a personalized, written letter to a colleague, partner, or customer expressing appreciation, congratulations, or just to say hello. Such a simple task is almost obsolete these days of quick and scaled methods. It shows the recipient they are worth your time and effort, which is a priceless sentiment and could accrue huge public relations points.
Even if you use only one of these tactics, your public relations efforts will be rewarded handsomely.
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