Show notes
I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q***Get more reach, visibility, credibility, trust, and SEO with digital PR - a way to build relationships with content writers and journalists to get them to mention you and your business.Today, I’m talking to Lexi Mills, a digital PR expert and Influence professional.Topics covered:Definition of digital PRDigital PR can be used to build natural link profiles and referral networks; shape nature of your brand; and make a kickstarter campaign successfulDigital PR cannot be used to get money, unless to get an audience to draw feedback for your productLexi uses her skills to get coverage for different reasons; she pushes people to be more aspirational or interrogates them to determine what they wantAsking the right questions can get you to the right goals and find out what is genuinely interesting about a businessPR or digital marketers need to have an element of genuine enthusiasmMost common way to use digital PR in a business is for internal communication; helps make people work more productively, smarter, faster, harder, and independentlyStep-by-Step Process: Step 1) Why? Why was the company founded? The products developed? 2) Why is it interesting? What is good about your product? What are your reasons for launching the product?Find the real reason - that’s the beginning of your storyBuild-Up Points: Why are you doing it? How could it be better? How is it already great? What are you planning to do as a priority? What was the incentive behind it?Acquire resources, such as media lists, within your officeIn journalism, urgency is important to coverage; if it doesn’t need to be done now, it gets put to the bottom of the fileAsk questions about why journalists want it now: Who would be interested? Who do you already know? What publications do they write for? And then you look at what are they writing now? What do they written recently?Larger companies have an in-house PR person to know what publications, what journalists to cover, and what all they should doDomain Authority: Mass metric used to indicate strength of Website and sometimes but indicator of influenceNational news outlets used to be the most influential places. Now, a variety of metrics are used to determine what will drive behavioral change, actual influence, and traffic.Media List: Put about 10 on each and tear them according to ones you think are going to be the most important to your business; start calling them and chat through email or TwitterBuild a niche Website that influences your ideal target market; big brand influence in publishing is not the same as niche influence, especially in emerging marketsIdentify your publication and the journalist who speaks about your subject; and then look at comments, which can generate ideas for future digital PR contentJournalists serve other humans; focus on people to get their attentionJournalists are always looking for an angle; something that makes your product relevant to someoneAlways try to be honest with journalists and the media for relationships to have integrityWhen trying to generate new sales leads, ask everyone in the office who has a contact to any of those companiesBe specific when contacting journalists and the media; give an incentive to get the most precious commodity they have - their timeDon’t be desperate; urgency makes them stressed and you needyLearn about wellness. What does it mean to be well? What does it mean to be unwell? If you know what it’s like to be stressed, then you might be able to communicate better with a journalist who is stressed.Know what it means to be human and what it means to be human is changing because its influenced by technology and the world around us; technology and connectivity is advancing at an unprecedented rateStep outside of your industry and learn as much as you canResources mentioned:Content Distribution Plan: An In-Depth Process for Driving More Traffic7 Steps To Launch Your First Outreach Marketing CampaignLexi Mills Website; TwitterLearn InboundThe Happiness Advantage bookChocolate Wars [email protected]***→ Buy my book: book.stfo.io→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q→ Take my 60-second quiz: stfo.io/q→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo🐔