Why public relations and SEO tactics can work hand in hand.

This article was originally published on Forbes.com

As someone who is immersed in both client management and business development, I frequently hear from companies about the roles that online search and SEO play in their business.

For some of the more B2B and niche companies, especially those selling an expensive product or service, it’s important to own the first page of Google for searches around your name or the industry you serve. For B2C companies of all sizes, especially those exclusively selling products online, it’s not that online reputation isn’t important — it is — but hyperlinks pointing to your corporate URL and product pages are critical to driving revenue.

PR for SEO is now a focal point for many modern marketing programs, serving as the ultimate intersection of public relations and SEO/digital marketing. Over the years, I’ve seen many PR firms offer SEO and SEO firms offer PR, both without truly understanding how the functions can work hand in hand. Now, PR for SEO is more important than ever as a long-term investment that should not be ignored by CMOs and marketing execs. As the founder and CEO of an agency that offers this type of service, I’d like to provide more insight on how you can effectively leverage PR for SEO.

What Is PR For SEO?

For media relations and communications folks, the PR aspect of an SEO campaign is likely quite similar to what you’re hopefully already doing with clients today. We’re all familiar with how contributed content in the form of bylines and op-eds are an effective communication tool. They demonstrate expertise and thought leadership, and the published pieces often make for good sales material and social media fodder.

However, many companies either fail to understand or simply don’t prioritize the benefits of SEO that come with contributed content. These pieces are generally accompanied by a short byline of the author, typically a corporate executive, that includes a hyperlink to the website. This hyperlink is extremely valuable. When a credible website publishes your corporate name URL, Google and other search engines recognize this through algorithms as a supporting reason for why your site (and brand) is credible and should rank higher.

Further driving the SEO function, your contributed piece should incorporate keywords relevant to your product and business. The ability to secure the piece with keywords and on-brand focus, coupled with the corporate mention and URL inclusion, should now play a prominent role in most any organization’s marketing program.

How To Do It With Credibility

Now that you know how PR for SEO works, make sure you understand the ins and outs of how to do it with credibility. Before creating content, identify a list of online news sites that are open to receiving contributed insights/op-eds. Use SimilarWeb or SEMRush to get an understanding of a site’s digital audience or unique visitors per month (UVMs), a number that supports the quality of the news site and thus its published hyperlink.

Alex Deckard, an SEO Manager for Aeroflow Healthcare, reviews the total number of backlinks for a website, and also its most popular pages to better determine what that site’s audience is really looking for. He pays close attention to topics covered by the publication, knowing that content that’s relevant for his company will thus improve its ranking on Google and other search engines.

It’s important to understand the value of content writing and thought leadership. If you choose to hire a PR firm to lead your program, make sure you find one that understands this. It’s not as simple as just drafting an article and changing words around to repurpose it for other publications. Most quality news sites seek completely original and company/product-agnostic articles. After all, credible news publications have dedicated readers that deserve creative and insightful content. This means your organization cannot write an op-ed about the company itself, but more about the industry or various trends experienced as an expert within the sector.

By publishing a good article, you will likely experience more article-sharing and general buzz on social channels like Twitter, Facebook and LinkedIn. A good public relations professional should understand these nuances, and have the capability to produce solid content to power the PR-for-SEO program.

Once a few articles have been successfully placed, the process should get easier to repeat. Frequent brainstorming with corporate executives helps keep content fresh, which cannot be understated. By identifying timely topics and providing value to the publication, a high-volume PR-for-SEO strategy is very achievable.

How To Measure Results

There are a number of resources for digital marketers to measure more technical as well as traditional KPIs. Speaking traditionally, bylined articles are great sales and marketing tools and are commonly featured on corporate websites and social media platforms.

Many digital marketers and SEO specialists who manage and work with PR teams use a combination of KPIs to ultimately determine both short- and long-term return on a PR-for-SEO program, including but not limited to UVMs, URL link, quality of the news site, social shares, total link quantity, and long-term search engine position and rankings for specific online searches.

Thinking Long-Term

PR for SEO is very different than more technical onsite SEO upgrades and link-building, and must be viewed as a long-term project with significant upside. It can take days or even weeks to develop an article and identify the right news website for submission, and sometimes even longer for it to publish. These articles often stay online forever, meaning the content reflecting your current brand and values may become a permanent search result for your company and for the name of its author.

An op-ed submitted today may one day result in site traffic and sales of next year, meaning the long-term value of a PR-for-SEO campaign is something that must be featured in any marketing and communications program.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Marketing and Public Relations

Last week we shared articles on lead generation and inbound marketing, and today we’re sharing a few of the better public relations-focused content we read or were sent this week:

5 Public Relations Myths BUSTED

“This is why PR is most effective over a long period of time. My recommendation is to consider PR as a basic necessity for marketing your business and outreach should continue on a regular basis, as long as your company is in existence. In other words, PR shouldn’t stop until you do.”

One Of The Web’s Most Prolific Online Marketing Writers Has Been Promoting His Clients In Articles For Forbes, Entrepreneur, And Inc. Magazine

“Credible publications have policies against contributors accepting money from people or companies they write about, and they require writers to disclose any personal or business relationship with people or companies they mention.”

Public Relations: Seven Ways to Tell Your Story

“Don’t just talk “inside baseball” to your own community. Think outside the box. How has your business helped others in the community — not just your own bottom line?”

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Like many marketing and communications firms, the FischTank team often hears from current and prospective clients “How do I drive web traffic?”

Many times, we can help by strategically placing articles that drive potential customers, clients or investors, or by securing articles and bylines laden with backlinks that support and drive SEO.

There is an abundance of information to read on the Internet (duh!) on this subject matter, and this is what we’re reading this week:

Marketing Technology Tactics To Increase Engagement and Attract Attention

“Change happens at the speed of technology for marketing professionals, but your agency can adapt to this rapid pace by leveraging these changes.”

Influencer Marketing Done Right Can Drive All The Traffic To Your Newly-Launched Wesbite

“Unless you already have a bursting-at-the-seams Rolodex and a stable of superfans who are waiting impatiently for anything and everything you give birth to in the world, you might be cutting the ribbon of your new business, blog, site, app, community, or nonprofit to a fever-pitch crowd of bumpkiss.”

Inbound Marketing Not Bringing You Results? Try This.

“According to HubSpot’s State of Inbound Report, businesses that focus primarily on inbound marketing save more than $14 on acquiring each new customer. Further, 80% of B2B decision makers prefer consuming brand related content over advertising while making a purchase decision.”

SEO Game Changers Influencing Business Growth in the Year 2018

“SEO is the best way to gain a significant presence on the world wide web. SEO trends are constantly evolving with the changing landscapes. To stay competitive, you’ll have to be constantly aware and update your strategy as needed.”

How SEO And Content Marketing Work Together To Fuel Your Online Success

“SEO without content marketing is like a body without a soul. In particular, SEO is actually strategized around content marketing since every website needs words, articles, substance, keywords, etc. In order to be successful, both must go hand in hand.”

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Equity crowdfunding appears to represent a simple solution for businesses – both start up and firmly established – that are looking to raise money to fund their vision. By allowing investors (and fans of the brand) to invest in their company online, companies view this funding mechanism as a way to bypass banks, brokers, and toxic financers. You file significantly reduced SEC-paperwork, throw a website up, and wait for your offering to go viral. Once the internet does its thing and your hyperlink is shared by e-mail as well as endless Facebook and Twitter accounts, the raise will be complete and you can begin planning the listing of your IPO.

If this seems too easy and too good to be true, you’re right – it is.

Unfortunately, too many companies and individuals are being talked into this strategy without the appropriate background information, and as such, the results of poorly executed crowdfunding campaigns are much easier to find than the success stories.

But there are success stories that were made possible only because of those who adequately planned for them. Over the past year, I have spoken with at least 30 companies considering some form of equity crowdfunding (Regulation A+, Reg CF, 506c, testing the waters, etc.). One thing I am continuously surprised by are those who are unprepared to commence an online raise.

As such, here are some general tips for marketing an equity crowdfunding campaign:

  1. No two campaigns are alike. Like any marketing or communications initiative, no two companies are the same, and thus, no two crowdfunding campaigns should be executed the same way. The biggest mistake I see is thinking that a one-size-fits-all marketing approach that “worked really well in the past for another company and their raise” – will be successful. It won’t.

“Successful equity crowdfunding does require a great marketing plan executed by a creative marketing team,” said Kendall Almerico, CEO of Bankroll Ventures and one of the country’s leading experts on equity crowdfunding. “Coca Cola, Cadillac and Calvin Klein do not market their brands the same way. Equity crowdfunding companies must engage a team that understands and markets the company in a unique way that stands out from all the noise.”

Take this into consideration before planning, as each company and campaign requires its own messaging, its own advertising strategy, and its own look and feel. Figure out what your strengths are, and market to them. For example, if your story has great visuals, find a way to leverage it via some form of multimedia, preferably video. Perhaps you are an emerging company working in a high-growth industry with plenty of competition. Focus on how to differentiate yourself from the competition, while outlining the existing market opportunity and what it means for you and your investors.

  1. Get your online presence in order. Raising money from a diverse audience and group of sources can be difficult, but nothing makes equity crowdfunding so challenging as to do so with a poorly designed or ill-functioning website. The investment website is the primary way you are soliciting funds, and as such needs to clearly lead potential investors through the offering process. Think about it – using the analogy of an open house – why leave your trash on the front lawn, not fix the fence, and neglect a new paint job? Getting your digital presence ready means focusing on messaging for the website, carefully reviewing the design and aesthetics, proofing all content, and last but not least – making sure the user experience is a positive one! Do not underestimate the importance of the landing page for your online offering.

Further, legal context with regards to selling securities online must be considered. “General solicitation under the JOBs Act can open up many doors for a company seeking investments, but please, run your proposed content by your securities lawyer,” said Andrea Cataneo, securities attorney with Sheppard Mullin Richter & Hampton LLP.

“Solicitation can mean advertising, webinars, internet offerings, group presentations, but it does not mean hype or exaggeration.”

  1. Identify and market to your audience. Understanding your ideal investor profile isn’t easy, but it needs to be done to build and leverage a captive audience. If you are a company reading this and looking to raise money online, and already possess an existing database of thousands or even hundreds of thousands of contacts (be it customers, clients, partners, etc.) with e-mail addresses, congratulations! You are ahead of the curve. Or, perhaps you already have a good feel for the sort of individual who is likely to invest in your company, and now you just need to go about marketing directly to them. Review site demographics, consider the profile of past investors and interested parties, and try to make that determination early, but… 
  1. …If you don’t have an existing audience, build one. Far too often a company approaches us with a great idea, a designed website and video that clearly spells out the investment opportunity, and a strong message for the media. This should result in success, right? Well, not always. Equity crowdfunding requires some form of direct marketing, and to do so, a company must have a base, either a significant social media following or a database consisting of contact information. If you don’t, social media advertising has proven to be a lead driver of web traffic and conversions. Consider running a Facebook advertising or Google AdWords campaign that drives specifically targeted people to your investment landing page. As many know, online advertising can be precisely targeted, and is a great way to get an idea and offering in front of potential investors.
  1. Stay credible, my friends. Ah, so you finally have it figured out! Plan and processes? Check. Significant database to market to? Check. Brilliantly laid out investment landing page that seamlessly takes investors through the process? Check. Perhaps you are missing one last tool – news flow. Most public companies know this already – distributing press releases that outline corporate announcements, market opportunities, industry events, and other newsworthy items are proven ways to remind current and potential investors that you are a very active company. Similarly, getting featured in third-party, earned media (no pay for plays!) builds credibility, whether it’s in a trade publication, a daily newspaper, radio show, or broadcast television. Working with a media relations and corporate communications firm is a great way to produce press coverage, and reminds investors that you are a real company making news within a high-growth industry.

Equity crowdfunding was meant to spur innovation and growth, while providing Main Street investors with a means to access high growth companies. It is certainly not an untapped source where everyday web users are patiently waiting to visit an online investment opportunity. Be prepared, be proactive, and remain top of mind, and maybe the idea hatched in your own home will one day be listed on a major U.S. stock exchange.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

PR and Digital Firm

One of the ways FischTank has been able to grow is relatively simple — hire smart professionals who can take certain responsibilities and weaknesses off your hands.

Stepping back for a moment to share an example. As a marketer/communicator, writing is one of my few more effective skillsets. Comparatively, numbers often pose a significant challenge for me. Although the books were getting done, invoices were going out, and taxes were being paid — handling accounting for FischTank was a tremendous time suck, and was getting in the way of my ability to execute other initiatives such as client services and business development.

As we’ve scaled FischTank, my partner and I have made great efforts to hire a team that provides solutions. Naturally, this includes the accountant/bookkeeper who maintains invoicing and expenses in QuickBooks, coordinates payroll, and pays our taxes. It also includes the team in our office that now handles all facets of what we do for our clients — account management, reporting, writing, research, media outreach, website audits, social media strategies, and other marketing and public relations components.

If you’re a CEO reading this and nodding along — I encourage you to apply the same thinking to your marketing and communications efforts. Perhaps you’re putting off blogging until next week? Do you see your competitors continue to receive media coverage and wonder why the press isn’t writing about you? What are you doing to maintain some form of a digital media presence? Is your website acceptable or lacking updates? Where do you begin when writing a press release? Home come you aren’t using e-mail marketing?

Certainly many of you have asked one of these very questions. Some of you may find more than one example familiar. Perhaps many of you have suggested handling your company’s marketing and media efforts on your own. If so, best of luck and I’m sure you’ll do great. The question is — at what cost to yourself?

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Marketing and Public Relations

It’s no secret — traditional media outlets like newspapers and magazines are cost cutting, utilizing syndicated content to publish news on their websites. While this may present a difficulty in attaining coverage, with space to fill, the opportunity grows for contributed content provided by “thought leaders” – executives from individuals, businesses, and organizations.

In addition to media in general, public relations has been forever changed by the Internet. Google and other search engines make online content important not only to control, but to continue adding to. Then social media changed everything when social platforms like Twitter, Facebook, and LinkedIn began ranking high on online search. Now, it is equally important to maintain content on a social page as it is your own website!

These changes to the media itself and the increased importance placed on content is why content writing, and more specifically, specialized content writers, are about to be a premium. With smart companies everywhere committing to public relations strategies that incorporate social media, thought leadership, e-mail marketing, press releases and more, the need for content has grown exponentially. Now the very same writers who five years ago were writing for the New York Times and Wall Street Journal are transitioning to the business side and driving smart content for brands. PR agencies have taken note, acquiring content firms and those who know how to execute on the digital side.

This is why 2017 and moving forward will be a big year for those talented with a pen.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Public Relations

FischTank is seeking individuals with anywhere from two to ten (2-10) years’ public relations experience, with a focus on media outreach and account management. The titles of Account Manager and Account Director are best suited for a team player who appreciates working in an up tempo, positive company culture.

Work is autonomous, proactive, and as minimally administrative as possible. FischTank prides itself upon being results oriented on behalf of its clients. Core client industries include clean technology (sustainability), marketing and business technology solutions, non-profits, financial services, biotech, and professional services.

FischTank possesses a strong company culture, frequently providing team lunches and happy hours, educational seminars and resources, and more.

Please apply by e-mailing careers@fischtankpr.com 

Desired Skills and Experience

  • Media relations
  • Strong writing skills
  • Experience with relevant PR tools (Cision/HootSuite/etc.)
  • Positive attitude
  • Story identification skills
  • Familiarity with top tier and trade media
  • Works well with a team
  • Media results

About FischTank

FischTank Marketing and PR is a full-service communications and marketing firm serving clients spanning various industries including but not limited to clean technology, business and marketing technologies, marketing/ad tech, emerging technology, real estate, and non-profits. Incorporating an integrated strategy consisting of public relations, SEM/SEO, digital/social media, copywriting, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank is a leading media relations firm in NYC

One of the most exciting times in the life of a young company or entrepreneur is when their product or services are ready to be unveiled to the world. With that excitement however, comes the realization of the task that still lies ahead – How do we get people to notice us? Then the light bulb goes on. We need PR!

Generally though, when most non public relations professionals think of PR, they lean solely toward media relations and news coverage. But media relations is only a small part of the PR puzzle, and an even smaller part of the overall integrated marketing strategy that’s really necessary to take your business to new heights.

So how do you know if you’re really ready for an integrated marketing strategy that includes the media coverage you crave? Here are four things to consider:

Do you have something to say? Gaining visibility comes down to being seen and heard. A product launch, funding announcement, or high profile personnel hire is a great place to start, but should not be solely relied upon to build a company profile. You are an expert in your field – use this to your advantage by getting involved in various industry discussions.

One of the easiest ways to gain media coverage is by discussing current trends and news within your specific vertical, with a perspective has broad industry appeal. This enables you to become a recognized thought leader within your industry, bringing instant credibility to your brand. Then the next time a reporter researches your company while deciding on whether or not to write about your announcement, they’ll see you’re legit.

It’s important for you to have something to say – and not always about yourself.

Do you have proper expectations? This is one of the first discussions that should occur at the onset of a new campaign so both parties can get a realistic idea of what is attainable, potential challenges, and end goals.

Too often, a young company will say, “We’ll take whatever we can get” which really lets the firm they’ve hired off the hook for producing measurable results. At the same time, it’s important for you to understand that it’s unlikely you’ll be on the cover of the New York Times on day one – no matter how good looking you are.

To use a baseball analogy, have a discussion with your new firm and decide what your goals are in the sense of singles, doubles, triples, and homeruns. Singles and doubles are the easiest to obtain, are most constant, and keep your rally alive, while triples and homeruns are less common but have a major impact. This way your campaign – and business – will really score.

Do you have a plan for leverage? It’s an awesome feeling to see your company’s name in an article or to create a great piece of marketing content internally to share with the masses, but your efforts can’t stop there. This is where an integrated marketing strategy really is crucial to ensure you reach current and potential clients, investors, and industry partners.

Don’t simply post a link to your website – use a multi-pronged approach that includes social media, email, your sales team, and self-publishing to increase value. Many companies don’t fully utilize the power of their positive press by proactively sharing it. Instead potential customers and partners are left to find it on their own – an ironic twist since these companies are struggling to get noticed to begin with.

Do you have the resources? Obviously money is a factor here, but there are other resources that are just as important. I’m talking about personnel – you and other members of company leadership. While the firm takes on the bulk of the work, there are times where they will need access to you to discuss trends, campaign ideas, schedule interviews, or ask questions.

You are, after all, the expert in your field, so it’s important that you make yourself available. If you’re hoping to simply write a check and then “set it and forget it” you may not get the results you’re looking for.

Any good PR or marketing firm will be flexible and work with you to meet your needs – whether you’re ready or not. But following this guide and coming prepared enables you to earn results everyone can be happy with, and maybe hit that grand slam you’re looking for.

Matt Bretzius has worked both in-house and agency-side, helping startups to Inc. 500|5000 companies amplify their message and achieve proven results.

Public relations and marketing

Search Engine Optimization (SEO) is defined by Webopedia as the methodology of strategies, techniques, and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and others.

Many early SEO tactics are often referred to as the Wild West of internet marketing. Those of us in the business ten years ago recall black text on black backgrounds, duplicate websites, a barrage of low quality press releases, keyword stuffing, and many other tactics that quite honestly, worked.

That is, until Google the sheriffs of internet search decided to change their algorithms and penalize websites (and the companies, organizations, and individuals who built them) for executing “black hat SEO” tactics designed to manipulate search engine results.

As such, many SEO firms and internet marketing professionals have disappeared, and a new crop of digital marketing professionals and firms have emerged.

FischTank has received an influx of requests from B2C and B2B companies, non-profits, individuals, and other organizations that are looking for the right way to increase not only their position in online search within their respective industries, but to also find ways to strengthen their online reputation (ORM). These companies are slowly moving away from “quick fixes” and old SEO/ORM tactics, and seeking efforts that generate long-term, high quality results for their brand. A few effective strategies to review include:

  • Media relations, the practice of engaging editorial, third-party media entities, represents an effective tactic for driving SEO results. The reason is simple — media sites generally receive significant online traffic. A business themselves, media platforms via publishers, advertisers, and journalists do their best to publish strong content (with even stronger headlines) that drive users to their website. By sharing announcements and providing expert commentary, companies are able to gain inclusion in these stories, often with a hyperlink, which builds their respective positions with search engines.
  • Content marketing appears in many forms. The easiest first step is to develop a content calendar for self-published content such as press releases, blog posts, white papers, and case studies. Sharing these pieces on social media and within networks relevant to one’s industry often results in click-throughs to the website, increasing site traffic and rankings for the URL of which it’s hosted.

A more advanced form of content marketing is creating content to be published elsewhere, generally by third-party media or affiliated websites. For example, a company could draft a 500-700 article on something relevant to their sector, then share it with a trade publication within that industry. 99% of the time, that third-party media platform (or affiliated organization) will publish the article as a byline and attribute it with a URL to the individual and company that created it.

  • Social media. Perhaps the easiest of these three ideas to execute, creating social platforms and posting on a regular basis are almost guarantees to rank on the first page of search engine results. Twitter, Facebook, LinkedIn, and Instagram are all high quality platforms that, when content is published to and receives even minimal engagement, easily outrank mundane online results for a search for a company, organization, or individual.

Yes, these ideas may be easier said than done. In order to execute, companies seeking improvements to their online search results must identify marketing/PR firms or individuals that understand quality content. It is wise to seek firms that possess existing relationships with journalists, are strong writers themselves, and can execute social media tactics on a regular basis, not some “set it and forget it” approach.

Avoid anyone who promises a quick fix, and create a long-term strategy that ensures online searches for you and/or your brand reflect and present the best of what you do.

To learn more about how FischTank may be able to help your brand, please contact the team at info@fischtankpr.com 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

B2B Marketers are under increased pressure to perform due to a multitude of marketing options, a changing online landscape, and new data-driven tools to measure ROI. This can create an environment where realizing goals and objectives becomes more short term and reactionary, as opposed to adopting a strategy and sticking to it.

E-Mail Marketing, PR, Social Media, Content Marketing

Tips for B2B Marketers to Maximize ROI

This is not to say any plan, marketing or otherwise, can’t be flexible in its execution, but that modern marketers are now more than ever forced into the precarious position of abandoning a strategy early.

Content Marketing is a great place to start. Whitepapers, bylines, blog posts, case studies, and other forms of content are often developed in-house or by a marketing agency, then promoted through the website, online advertising, e-mail marketing, and/or public relations. As you can imagine, this form of marketing incurs cost – production, design and delivery. I caution current and potential clients to exhibit patience here – as repetition is key. For example, if a whitepaper fails to generate downloads and leads, or a blog post fails to drive visitors to the website to increase SEO, there is no need to panic. Go back and review the delivery – consider the time of day or day of the week the content was published, or review the ads you placed on LinkedIn to generate clicks. Perhaps you will find it had nothing to do with the content or landing page, but because you reached your audience via e-mail blast at a time normally spent away from the computer, like 4pm on a Summer Friday!

Takeaway: Analyze all aspects of the delivery before switching up your strategy.

Digital and Social Media is in fact more than a buzz word flung around during a business development meeting. Agencies, firms and consultants may promise high volumes of lead generation, bumps in share price, and instant revenue – expectations that are rarely immediately met. In reality, it takes time to establish a platform, cultivate a following, and execute upon strategic objectives. It’s a far smarter practice to focus on quality, not quantity of the content and messaging published via social media. For example, work on creating complete profiles with customizable links for tracking, then click “Tweet” or “Post.”

Takeaway: Identify reporters, colleagues, existing and potential clients, analysts and influencers – then engage them personally and with focused content.

Say the word “Public Relations” and a CEO’s eyes may gloss over with visions of Wall Street Journal features and Good Morning America appearances. Aspirations are great, and you should be encouraged to think big, but start by focusing on a media plan. Identify reporters from trade publications, regional media, online outlets, and yes – national media – that you believe a Company message may resonate with. Introduce yourself (or your client), and explain what kind of analysis or insight you can provide, or what kind of news you may have in your pipeline.

Takeaway: Form relationships with reporters and media outlets. Reporters always seek value, and if you can position yourself or your client as an expert, or their news as being important, you will achieve exposure.

Integrate these ideas into your media plan and you may see results, but know that patience is key. Like anything else, a real sample size may tell you not only what you’re doing well – but also what you need to improve on. By following a strategy and reviewing results, you’ll learn more about your B2B marketing efforts than if you abandon them early on.

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.