Delia Associates introduces e-PR, the New Marketing Hybrid
While traditional advertising still fuels American economic engine, new technology and the need for fast, economic alternatives have lead to a powerful new marketing hybrid.
“We call it e-PR, which is short for search engine optimized public relations” stated Ed Delia, president of Delia Associates (http://www.delianet.com), a branding and marketing firm. “It’s a way of maximizing the ROI of public relations activities by fully leveraging the Internet’s ability to quickly distribute information on a massive scale. And, it’s an area where a growing number of our clients are already expressing interest this year.”
The driving engine is the fact that virtually every press release sent via a wire service ends up on the Internet. If a press release is optimized for search-ability, everyone from B2B prospects to the general public will find these stories as they punch in the corresponding key words. Delia adds, “This offers marketers a means to make products, services, or special offers instantly accessible by tapping the variety of established major news portals.”
MarketingSherpa recently noted a compelling case study:
“Marketers for Southwest Airlines used four press releases deliberately written with search engine optimization and consumer response in mind, to sell $1.5 million in tickets in 90 days. Every ticket sale was directly traceable to links in the releases.”
Step one: write great content.
Write meaningful stories that are developed with the end customer in mind. Stories can include new product development, new hires, recent projects, customer testimonials, trends, surveys, or commentary on industry events. Delia, comments, “The more online news you can generate, the more likely you will get ”picked up“ by online outlets, get noticed by your buyers and influence your search engine rankings.”
Step two: get it out there.
Make sure every single release finds its way onto your site and out to the Internet. Check out PR web, a service that offers broad web distribution for a nominal contribution. There are other small-fee options available in addition to paid services such as PR Wire, Business Wire and Bacons. Today, the primary benefit of using any major press release wire service is to get your release on the Internet. In doing so, the release gets posted to major Internet news portals and search engines and, depending on which wire service you use, it may land on an RSS feed (RSS stands for Rich Site Summary, or Really Simple Syndication) and result in thousands of other distribution outlets: niche web sites, e-Newsletters, blogs, and other news aggregators. The end result is the release lands in front of many of your prospects.
Step three: Keep it coming.
If you are not sending at least two marketing releases per month in this fashion, you are missing a major lead-generation opportunity. Delia, advises that these marketing-driven press releases are different than traditional press releases. Marketing releases are SEO optimized with imbedded hyperlinks, key search terms, and shorter headlines. And, they are written for buyers, not for reporters. As increasing numbers of consumers and B2B buyers use the Internet to “shop”, this strategy becomes more effective in terms of producing results.
Delia concludes, “It all comes down to quality content and a company’s ability to keep churning it out. For smaller companies that are trying to compete with larger entities for business, e-pr is a great way of establishing a competitive edge on the competition.”
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A full service branding and marketing firm based in Whitehouse, NJ, Delia Associates is a second generation family owned and operated business. The firm focuses on strategic marketing and brand development, employing a proprietary brand development system that takes clients through a detailed process resulting in the creation of a unique brand identity.
Delia Associates has directly contributed to the success and growth of a wide variety of clients, from large international corporations to local businesses. The agency has fostered client growth and expanded sales opportunities through the development and implementation of highly successful branding campaigns. Delia Associates is known for its creativity and ingenuity, receiving numerous professional awards and industry commendations. Ed Delia is a frequent speaker on the subjects of branding, e-branding, creative thinking, and market differentiation.
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