Guerrilla Content Strategies CEO Workshop Colorado Springs Marketing Group 2013
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My presentation covered 4 types of guerrilla content: web, social media, press and video.
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Guerrilla Content Strategies CEO Workshop Colorado Springs Marketing Group 2013
- 1. @AnthonyKirlew 4th Annual CEO Workshop Guerrilla Content June 12, 2013 Anthony Kirlew
- 3. @AnthonyKirlew 4 Types of Guerrilla Content • Social Media Content • Web Content • Press Content • Video Content
- 4. @AnthonyKirlew Guerrilla Web Content – Web Copy • Does your copy get the visitors attention? • Do you have a compelling offer? • Do visitors immediately know what you do? • Does it highlight features & benefits • Testimonials / Third Party Validation
- 7. @AnthonyKirlew Guerrilla Web Content - Blogging • Creates Fresh & Relevant Content • More is Better (According to Google) • Leveraging Audiences (Guest Blogging) • On the Same Domain as Your Website - www.akaim.com/blog • Attracts Links • Your Competitors Will Promote YOU!
- 8. @AnthonyKirlew Guerrilla Web Content - Blogging • What Makes Great Blog Content? o Questions & Answers o How To’s o Press / Company News o Promotions & Offers o Video blog posts
- 9. @AnthonyKirlew Guerrilla Web Content – Going Viral • Infographics • Free eBooks • White Papers • Great blog posts (use images) • Autoresponders
- 11. @AnthonyKirlew Social Media Strategy Developing a Social Media Footprint o Create compelling (& complete) social media profiles o Start with who you know o Educate, Empower, & Influence o It’s not about selling o Great for branding and building online presence o Integrate Lead Capture for Optimal Results
- 12. @AnthonyKirlew Social Media Lead Capture Examples
- 13. @AnthonyKirlew Social Media Sites That Matter o LinkedIn o Twitter o Google+ o Facebook o Pinterest (Image / Media rich businesses) o YouTube (Video Platform)
- 14. @AnthonyKirlew LinkedIn Tips • People Come to LinkedIn to do Business (#1 Professional Social Network) • Have Relevant and Up to Date Contact Info • Use the Summary to Sell Your Business and Make an Offer • Create a Company Page (More online real estate) • Creating Groups is A Powerful Strategy • Allows You to Build Your Own Community within LinkedIn • Allows You to Market to a Targeted Group • Works Great as a Lead Generation Tool
- 15. @AnthonyKirlew Google+ Tactics • Claiming Google Authorship • Links Your Google+ Profile to Your Online Content • Image based posts get more clicks • Improves Online Presence
- 16. @AnthonyKirlew Twitter Tactics • The power of Twitter Search • #hashtags
- 17. @AnthonyKirlew Facebook Tactics • Great Opportunity for Consumer Based Businesses • Focus on Community Building (Not Just Selling) • Become the Local Go To Source • Understand the Power of Paid Promotion
- 19. @AnthonyKirlew Social Media Tactical Strategy • Images and videos often get shared more • Sell less, give more • Never link to dormant social media profiles • Be relevant (Use an editorial calendar) • Tell people what you want them to do (Like, Share, etc.) • “Ask for a date” • Track everything
- 20. @AnthonyKirlew Social Media Tactical Strategy • Share often but make it count • Tips • Testimonials • Events • Blog Posts • Ask / Answer questions
- 22. @AnthonyKirlew Guerrilla Press (PR) Strategies • Huge missed opportunity • Who would you rather have tell your story? • It’s about relationships • Being a source • Being a newsmaker • Have a press calendar / Be prepared
- 23. @AnthonyKirlew • The art of developing and managing the public image of an organization • Can include: o Drafting and distributing press releases o Developing relationships with local and industry media professionals o Crisis / Reputation Management • It’s not advertising • Doesn’t have to be expensive • Not a one-time event • Goal is publicity (getting noticed & getting your message out) What is PR (Public Relations)
- 24. @AnthonyKirlew • Print (Newspapers, Magazines, etc.) • TV • Radio • Online • Social Media Typical Channels for Publicity
- 25. @AnthonyKirlew Why You Should Consider PR Who is the best person to tell your story? HINT: It’s not you
- 26. Editorial Content Ranks #3 in Trust
- 27. @AnthonyKirlew • Third party credibility / validation for your company, product, or service. • Increases Online Exposure in Search Engines • Reinforces Your Expertise • Proactive Brand / Reputation Management More Reason to Leverage PR
- 28. @AnthonyKirlew STORY: Local Electrical Contractor was hired to update wall sconces at the Biltmore Hotel in Phoenix and wanted to sell them. PITCH: My company ran a local PR campaign for them. RESULT: Received media coverage via Mesa Republic & KTAR Small Business PR Case Study
- 29. Small Business PR Case Study
- 30. @AnthonyKirlew RESULTS: • According to client “Phone Rang Off the Hook” for a few weeks after media coverage. • Client generated roughly $3,000 in sales and service (installation) revenue and generated additional exposure via web and print. • Campaign cost = $750.00 • ROI = > 300% Small Business PR Case Study
- 31. @AnthonyKirlew • Be a News Source • Be a Newsmaker 2 Strategies for Gaining Publicity
- 32. @AnthonyKirlew • Develop relationships with journalists o Media Events o Social Media o Direct Outreach • Subscribe to Press Services o HARO – HelpAReporter.com o PitchRate.com Becoming a News Source
- 33. @AnthonyKirlew Social Media Press Opps
- 34. @AnthonyKirlew A silver bullet for your PR campaign Media requests delivered via email three times per day Help a Reporter
- 35. @AnthonyKirlew • How to respond o Explain why you are the expert o Provide input for their story o Always give your cell number as a contact o Citing prior media mentions can help o Have an online news room on your website Becoming a News Source
- 36. @AnthonyKirlew Press Releases 101 Be a Newsmaker
- 37. @AnthonyKirlew • Headlines o Use numbers / stats o Use keywords (helps with SEO) • Opening Paragraph (The 5 W’s) o Who - is making the announcement? o What - are they announcing? o When - is this taking place? o Where - is this taking place? o Why - do I care? (or why is this newsworthy?) Press Release Creation
- 38. @AnthonyKirlew Press Release Creation • Always written in the third party • Target audience is media, not consumers • It’s not advertising • Always use a quote • Make sure it is proofed and edited • Close with “About Company” paragraph and link.
- 39. @AnthonyKirlew Press Release Distribution • Personal media contact list o How do they prefer to connect o When to connect o Getting back in time o The power of working with interns o Personalize the pitch o Are they the right reporter?
- 40. @AnthonyKirlew Press Release Distribution • Online Press Services (I don’t recommend free services) o OnlinePRMedia.com (See offer at the end of slides) o Webwire.com o PRWeb.com o PRLeap.com • Social Media o Personal SOI - Contacts, Fans, Clients, etc. o Industry / Local bloggers
- 41. @AnthonyKirlew Responding to Journalists • Respond ASAP when you are contacted • Get media coaching (Especially for TV) • Be cautious of paid offers
- 42. @AnthonyKirlew Additional Press Tips • Create a Media list o Target geo and industry o Use social media to connect • Editorial Calendars o Make PR an ongoing part of your marketing campaign • Understanding Journalists o They need experts
- 44. @AnthonyKirlew Why Video Marketing? YouTube Statistics: • 800M Unique Users Visit YouTube each month. • Over 3 Billion Videos are Viewed Daily (How Many are Yours?) • YouTube Mobile Gets over 400M Views per Day (13% of daily views). • Owned by Google – Boosts Online Presence
- 45. @AnthonyKirlew Guerrilla Video Marketing Two types of videos • Professional • Raw (smartphone)
- 46. @AnthonyKirlew Guerrilla Video Marketing When to Use Professional Videos • Website • Paid Online Advertising • Membership Sites • When you want to project the best image for your company.
- 47. @AnthonyKirlew Guerrilla Video Marketing When to Use Raw Videos • Video blogging • Live events • Getting Customer Testimonials • When time is short and you need to shoot a video.
- 48. @AnthonyKirlew Guerrilla Video Marketing • The Video Production Studio You Already Have • The 5 Minute Video Marketing Solution • Going Viral on YouTube
- 49. @AnthonyKirlew Tactical Video Marketing Strategies • Use relevant keywords (and phone number) in titles and descriptions (great local search ranking results) • Create helpful “how to” videos • Use video to reach out to prospects (your competition most likely won’t) • Screen Capture Tools: Camtasia Studio ($), Screencast-O-Matic (Free)
- 50. @AnthonyKirlew Your Next Steps Don’t just be a note taker… Be an ACTION taker! • Take a good look at your website and find a way to improve your results • Analyze what you are doing through social media. Is it working? If not, get an action plan. • Make a commitment to write a press release for your business within the next 30 days. • If you haven’t already, commit to make your first video this week!
- 51. @AnthonyKirlew Resources • Get our FREE Internet Marketing & Social Media eCourse (http://www.akaim.com) • FREE 22 Point Internet Marketing Blueprint (email me at akirlew@akaim.com) • Contact me for a complementary 30 minute consultation (akirlew@akaim.com) • Get a 20% Discount off of your first press release distribution at OnlinePRMedia.com • Send an email to support@onlineprmedia.com and mention Anthony Kirlew) • Pick up a copy of Media Magnetism (http://goo.gl/8HIBu)
- 53. @AnthonyKirlew Contact Me: Anthony Kirlew Tel: 602-903-6223 x700 Email: akirlew@akaim.com Web: http://www.akaim.com Facebook: http://www.facebook.com/aka.internet.marketing LinkedIn: http://www.linkedin.com/in/akirlew Twitter: @AnthonyKirlew @oldschoolseo Thank you for attending!