7 Core Digital Marketing Elements

Consider these 7 core communication elements that should be at the core of your Digital Marketing campaigns: 1. Anchor Statement. What is the go-to description of who you are and what you do, sometimes referred to as an elevator pitch? 2. Unique Branding Proposition. What is it about what you do, or how you do it, that makes you unique, distinct, and special? What sets you apart? 3. Brand Tone and Temperament. What is the consistent mood, tenor, quality, character, and manner that you bring to all your interactions? 4. Brand Energy. What you can be counted on to contribute—in all circumstances and at all times? 5. Signature Story. Why do you do what you do? What’s the essential story that brought you to this place? 6. Signature Services. What are your core competencies and...

How To Pitch the Technology Press

Here are suggestions for pitching your technology story to the media: – Write a media release that captures your story from the eye of your customers and in parallel the media covering your industry. Provide information that solves a problem. Have a link back to your website providing more content to generate leads and inquiries. Post the release via a service to achieve broad distribution. – Create a media page on your website to contain all media releases, media coverage and a media kit that can be downloaded as a PDF. – Initially target 25-50 relevant reporters to develop an ongoing relationship with. You can’t boil the ocean. Connect to reporters and editors via Twitter and LinkedIn. – Choose a reporter and their editor that fits your story. C.C. all correspondences to the editor. Look at the editorial calendar of the media to see what stories are planned. Understand the writer’s interests, themes and most importantly how your idea would help them extend their reporting. – Think through your pitch with the reporter’s eyes – how will this piece be of interest to the reporter’s readers? How will it meet the criteria of the publication? – Pitch the story via email first. Customize the letter as much as possible mentioning the reporter’s previous pieces. In the pitch letter provide links to the media release, videos and other content. – Send a follow-up email with additional information as appropriate. – Call a few days later referencing your email that you can re-forward. – When you call get to the point and respect the reporter’s time. Do NOT call back repeatedly. – Respond...

How to Use PR to Successfully Launch Your New Product or Service

By Howard Oliver, Founder and CEO, What If What Next – Tech PR   Microsoft co-founder Bill Gates said, “If I was down to my last dollar, I would spend it on PR.” Similarly, Richard Branson has noted: “A good PR story is infinitely more effective than a front page ad.” A recent Nielson study concluded PR is 90 percent more effective than advertising and some 80 percent of business decision-makers prefer learning about companies through articles instead of advertisements. As such, Learning is the New Marketing. PR works and its role – to establish and maintain relationships with your target audience via the media and other opinion leaders – is important. It’s especially important to the successful launch of a new product (or service), enabling you to build awareness in targeted markets, build your brand, generate quality leads and drive revenue. So where to begin on a PR campaign to successfully launch your new product (or service)? 1) Be ready: If your new product is not the best version of itself, no reporter will cover you, and you can experience backlash and negative press. Make sure you are completely ready before employing any PR strategies. 2) Create your story: Ask your team and trusted advisors: What is our identity, what are our values and company culture? What are the three things about our business that matter? What was our journey in establishing our company and this new product? How are we different from our competitors? What was the discovery process like to build this product? What are the three things that are different about our product and what are our proof points? What are...