Saturday, May 31, 2008

Use to Increase PR Coverage and Sales

At first glance seems like over kill. Why create a web site to house bookmarks? My browser does that. But bookmarks are only a part of The real power is in tagging and sharing.

Using in your PR strategy can increase your company's coverage in the media and give retail customers a more complete picture so they can make a more educated buying decision. By categorizing your bookmarks with tags and publishing the URLs to your various tag categories in your news releases, you can make your media contacts' jobs easier. By cutting down on the leg work journalists and media contacts have to do when creating an article on your company or product you will increase your media penetration. By capitalizing on tags and bookmark sharing you will also give your customers a more complete view of your company and products during buying research.

Take a look at these bookmarks we collected to go along with a news release about Club Malibu members getting VIP treatment at the Malibu Open this July. We have also publicized the RSS feed for this page so media and individuals see any additions made to this page in the future. We have added bookmarks to this page and tagged them with the "ClubMalibu" tag if they have can offer additional information on Club Malibu. As new web pages are created as a result of the Club Malibu VIP news release we will add those bookmarks to this page and tag them with "ClubMalibu" as well.

Media Benefits:

  • Focused research: A list of bookmarks fine tunes your media contacts' research so they can get more relevant information.
  • Saving time: gives journalists a list of links to follow for their research they do not have to create this list on their own.
  • Third-party coverage: Bookmarks pointing to third-party coverage of your product gives your media contacts the tools they need to corroborate your claims.
  • Continued updates: As your bookmarks are updated subscribing media contacts can visit those additional web pages and have the ability to publish continuing coverage of their own.
Customer Benefits:
  • Focused research: A list of bookmarks fine tunes a buyer's research so they can get more specific information on the product they are interested in.
  • Complete picture: The collection of bookmarks will give customers a more accurate view of your company and product.
  • Third-party coverage: Your bookmarks pointing to third-party coverage of your company and products adds credibility to your information.
  • Continued updates: Customers can subscribe to your RSS feed to see an updated list of bookmarks on a particular topic and ultimately have access to more information about your company and product.
Explore and see what it can do to increase your media coverage and sales.

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Press Release Grader

Just tried this Press Release Grader I read about on What a cool tool! It still has a few little bugs, but those will be worked out soon.

The people behind this utility are really on it. I just offered some feedback and almost immediately Dharmesh replied to me and on a Saturday no less. You can tell they are interested in making this thing work well.

Here's a link to the Press Release Grader report for my Club Malibu VIP release. My grade is only a C right now, but after a few of the bugs are worked out, I'm hoping that will climb. The Grader was having problems with my e-mail links and marking me down because of that. Dharmesh is on it.

I ran this press release through the tool just to check it out. Even though this one already went out I wanted to grade it. I'm glad I did. I learned a few things.

  1. I need to think more about my anchor text. I didn't even understand what anchor text was. I looked it up and found a great blog entry describing the term as well as the best way to optimize it for search engines. published
    It's not just being linked, but how you link - anchor text. This raised my grade.
  2. I should use keywords in my link text. According to the Press Release Grader report, "Press releases should generally contain one or more links that use anchor text incorporating relevant keywords." I wasn't aware of this, but it turns out I did a pretty good job in this area. Who knew?
  3. I also learned that I should ### at the end of my releases. I always used -end-, but this works too. Correcting this raised my grade.
  4. One area I did well in was "Gobbledygook Words". I was surprised by this. I always thought I made these errors, but not in this release. Cool!
This tool worked well in analyzing a traditional press release, but I am getting into social media news releases. I wondered how it would work with those types of releases, so I tried one. Works great! I analyzed the SMNR version of the Club Malibu VIP release and got more great feedback. I am a PR Grader fan. Can't wait to keep testing.

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