What is the first thing you think of when searching the internet for a company or service? It is something you might not even notice you are doing, so subliminal it has become. And yet it is something that we all do every time without fail – come up with key words or phrases to input into a search engine so that websites can find useful matches.
It’s not just search engines that require key words though. In fact, a successful and strategic marketing campaign also requires a whole host of key words and phrases. Key words can be used to get across your messages and ideals when used consistently throughout marketing. Think of soft drinks, Christmas and children, think of Coca Cola. Think of cars, windows, scratches, think of Autoglass. Think of your products, services and key audience – do people think of your business?
To be successful, keywords need to be implemented from the start of a marketing strategy and consistently spread throughout all activities. From the beginning of your strategic marketing planning, think of all the buzz words that help to describe your business. If you were searching Google for your company, what words would you enter to find yourself? What values are you trying to promote with your business? Put them into words.
What words should I be using?
Think of words that describe your business. If you are a PR and marketing firm, those need to be your keywords. If you work in engineering, engineering is one of your keywords just as dentistry is one for dentists and computing one for IT companies.
Where are you? Are you in Coventry? Then that needs to be a keyword. Offering removal services from Manchester? Then removal services and Manchester need to be in your keywords.
Who do you work for? What audience demographics are you trying to attract? If it’s specialist medical chairs for over 60s then you need to be using words like ‘elderly’ and ‘pensioner’ in your key words. If it’s younger people, use the words ‘teenagers,’ ‘twenty-somethings’ or ‘children.’
That’s the obvious but what about the not-so-obvious? Have a good think. Is there another word that describes one of the existing keywords you have thought of? A good idea is to go through a Thesaurus and find all words similar to those you are including in your keywords. People search for different things. While one person might be looking for accountants, someone else might be looking for financial advisors. It is highly likely that you fit into both titles so make sure your keywords leave no room for error.
Never miss an opportunity
It’s not just a case of sitting down and penning your keywords – you need to use them as much as possible. Consider them in everything you do that helps to market your business. Keywords can be used anywhere in marketing material to get across your products and services to the right audiences.
Begin with the most obvious place – on your website. Your website may have been live for quite some time and gathering a consistent and impressive hit rate but that doesn’t mean it can’t be made even better. Now you have your key words, go back over your website copy and insert them in wherever and whenever appropriate. Even if one of your keywords is a cliché that you don’t want included on your web copy, make sure you still tag it in your META data so it is still present should somebody run a search for it. Done properly, it really does help with your search engine optimisation or SEO, driving your website up the search rankings.
Keep these keywords at the forefront of your mind for any other marketing material you produce. A press release about a new product or service offers a great opportunity to embed some of your key words while a direct marketing letter gives you the chance to be bolder when including these terms. Blogs are written by you and read by industry experts, followers and those interested in your business. What a fantastic opportunity to stamp some of your key words into your prose! What’s more, when writing a blog, unlike a press release – you have the final say over how it is published. Be striking and get your keywords as prominent as you can. Use one in your headline, add a sub-headline and don’t forget to tag the entire post with your key words. Again, keywords in blogs help with your SEO, and don’t forget to tag any images or videos you use with your key words. Be consistent.
Evaluate and monitor
Your keywords aren’t working? Then you need to sit down and think why this is not going to plan. Perhaps your industry is changing and your keywords are not supporting these changes? Maybe your target audience aren’t searching for your key words because your keywords are old fashioned or outdated. Put yourself in the mindset of a potential customer demographic. If you are selling to businesspeople think what kind of terms businesspeople will be using. It is unlikely to be slang words or terms that have been added to the Oxford English Dictionary within the last five years. They are more likely to be searching for the more traditional words that describe your business.
By regularly evaluating your key words and implementing them within your marketing strategy you can be sure that your key messages are being picked up by the right people operating in the right circles. Just as Google regularly reviews and changes its SEO terms, you need to be updating and changing your keywords for maximum effect.
And don’t forget, you can monitor the effectiveness of key words in your industry sector by using a free tool: Google Alerts. This will bring you regular updates and information from across the Internet using the key words you set up. It’s great for keeping an eye on your customers, competitors, and key industry trends as well as what is being said about your business – all because you’ve invested some time in thinking about key words that are important to your business.
It’s a question that is commonly asked – particularly by businesses owners who think they need PR, but are unsure exactly what it is. Some people think it is a way of winning new business; others think that it’s simply an exercise that gets them in the local paper and others believe that it just enhances their reputation. The real answer? It can do all this and so much more.
Public Relations is all about reputation – the result of what you do, what you say and what others say about you. It’s about not only developing a good reputation for your business but managing that reputation once you have built it up – establishing and maintaining goodwill and mutual understanding between a business and its public.
How does it work?
PR comes in many different forms; marketing, social media, public affairs, corporate communications, event management, content marketing public information – all titles which contribute to the umbrella that is Public Relations and all topics that cover a part of what PR is.
It’s about establishing trust between a business and the public, which could be done through many forms. Telling stories to the local, national, global and trade presses will catapult a business in front of a large public base. Being active on social networks and engaging with customers; old, new and potential shows the public that a business cares about the public. By holding regular events or seminars, your business can help educate the public about what it is you do. Through research, feedback, communication and evaluation, a business can enjoy positive PR and subsequent positivity when it comes to sales and customer lists.
PR is a more credible source of promotion than advertising. An editorial in a local magazine, promoting your business is worth far more than the price of an advertisement in exposure and credibility. Adverts are paid-for pages, targeting a specific audience whereas an editorial is placed because you have a good story worth telling – not because you are paying for the pleasure!
Do I need PR?
Yes. PR can only be good for business. Your company need not be the biggest, the most profitable or the most powerful in your industry sector to reach out and build trust with the public. In fact, without this circle of trust, you may never be the best in your sector.
Just as it doesn’t matter how brilliant your services are or how ground-breaking your products are – if nobody knows about them, they aren’t going to buy them. Every inch of your business can be run to perfection but you will make no money of nobody knows who you are – they will continue going to your competitors. With PR, the public will know who you are; they will see for themselves the successes of your business and grow to trust your brand and its services. If you communicate more effectively with the public than your competitors do, it will be you who the public turns to going forward.
Still not convinced?
Take a look at the question below and if you answer yes to any of them, you need PR!
- Do I want to grow my business?
- Do I want to build a foundation of trust with the public?
- Do I want to be ahead of my competitors?
- Do I want to move into new markets?
- Do I want to win new customers while retaining my existing ones at the same time?
- Do I want to win over my local community
- Do I want to be recognised as the best in my field of expertise?
To kickstart your PR and marketing, give Bridge PR and Media Services a call today on 024 7652 0025 and we can work out a plan that works for you.
One of the most exciting marketing channels to watch next year (quite literally and pardoning any puns) is video PR. All our sources tell us that this is the fastest growing area, with the UK being the third on the list for the highest number of videos watched in 2011, so far. This equates to a staggering 166 billion videos viewed in the past 12 months with only America and Canada ahead of us in the viewing statistics.
From a consumer’s perspective, video is a much more accessible format in such a congested media. It gives the story far more impact through both sound and pictures, and has the potential to go viral if the subject matter is entertaining enough or it catches an emerging trend. When you think about it, are you more likely to switch on your mobile device/TV or travel to the shop to buy a newspaper? Technological advances are the biggest influence on the way society operates. Marketing departments therefore need to stay ahead of the game.
Brands using video as a promotional or point of purchase tool are enjoying significantly higher conversion rates than those using static content, therefore if your business does not currently include video in its strategy this is a strong indication it should be included for 2012.
Video also massively helps your SEO opportunities attracting the attention of search engines, especially when supported by a keyword-rich title and a paragraph about its content. This needs to be taken very seriously when you consider that Google now owns YouTube,
If you need any further convincing that video PR needs to be part of your business marketing mix for 2012, then here are some of the facts and figures:
- A total of 1.2 billion people watched 201.4 billion online videos in October 2011 alone.
- 85% of marketing brand managers currently use online video on websites for promoting products and services.
- Videos are 53 times more likely to generate a first page ranking than traditional SEO techniques.
- If a small business adds a video to their website’s business profile:
- Profile views are increased by 100%
- Profile clicks are increased by 30%
- Generated calls are increased by 18%
- The ecommerce site receives an increase of 55% in its flow of traffic, increase of 30% in the physical site, and incidence of purchases gets an increase of 24%.
What can video PR be used for?
Video can achieve all the usual PR angles and more. Here are a few examples of videos your company may use:
- VNR (Video News Release) – must be newsworthy and strong to send around television stations
- Product Launches
- Video of conferences and events
- Video for conferences and events
- Vox pops
- Client testimonial videos
- Video tour of your company office
- Short interviews to introduce personnel
- “How to” videos to demonstrate your expertise
Where can these videos be seen?
The internet offers many destinations for video to be posted including magazine/news websites, blogs, company websites, micro-blogs, forums and direct emailing. In fact if you have produced a video for your latest release you are more likely to get covered by local and national press due to their current demand of video content. The traffic to newspaper websites is continuing to surge despite a decline in print circulation and editors are embracing video for higher SEO in a media where convergence journalism is an absolute must.
At Bridge we already have magazine and news editors crying out for video content, and we predict this will be a growing trend in 2012.
How can you market your business with video?
Bridge has a range of video packages to suit every budget and every need, from a straightforward short, sharp video news release to a bigger budget corporate video.
To find out more, just get in touch.