As this year quickly comes to a close, it’s time to determine your top three high-performing lead generation methods and assess how consistently you apply them. Too often, we make one-time attempts at any variety of marketing or public relations tactics, only to abandon them before giving them the benefit of consistent application. Let the New Year be the year you apply focus, discipline, and consistency to the top three high-performing lead generation methods in your business-building toolbox so you can reap the greatest rewards.
To that end, here are ten powerful media relations tactics for growing businesses to get serious about generating quality leads.
1. Write how-to articles for the media that have the most influence with your ideal customers. The value of editorial placements is said to be three times the value of advertising placements. How-to articles reach a wide audience of decision makers and decision influencers with a single swipe. They serve as credible and affordable brochures and often reside online indefinitely. They demonstrate your expertise in a way that inspires quality leads to contact you for more information. And business magazines are eager for your comment and perspective to inform their editorial plans, as long as you do it in a way that provides your expertise without outright selling your company.
2. Post your how-to articles to online article directories such as http://www.ideamarketers.com, http://www.articleteller.com and http://www.ezinearticles.com. Ezine publishers tap into these article directories for quality content, offering you the promise of potential global reach for your expertise and contact information.
3. Leverage your “how to” articles in the press with speeches and radio interviews. Media momentum can be a powerful thing. Earlier this year, I wrote an article for a marketing trade journal. A radio show producer invited me to be interviewed on his show after reading it. The radio interview helped promote one of my local talks, which, in turn, generated interest in my services and led to several new engagements.
4. Serve as an expert to reporters who write about your industry. Newspaper editors want to hear from experts who have timely, newsworthy, relevant, and trending ideas to share. Offer yourself as a quality, credible resource to the right reporters and ask for the opportunity to share your views. Prepare a bio that makes clear the areas you can comment on with impact, credibility, and insight, and your qualifications. Share it with feature editors and win over reporters so they know to call you the next time they write about your business or industry.
5. Launch and maintain a quality ezine to keep in touch with interested prospects. The beauty of email newsletters is that prospects ask to be added to your mailing list because they are interested in what you have to offer, even though they may not be ready to buy right now. As long as you keep the share ratio at 80% and the sales ratio at 20%, your business will most likely be the first to call readers when they are ready to buy. Your website visits, emails, and phone inquiries will increase in direct response to the effort.
6. Host free or low-cost small-scale webinars or teleseminars or seminars to make your expertise readily available to prospects. It is efficient to share your information in a one-to-many way. Group settings are comfortable for evaluators. One-on-one sessions are more like sales pitches, and that can be awkward for those who aren’t ready to buy now.
7. Share meeting notices with local newspapers. Exposure to your readers gets your message out to a wide audience of potential event guests. For a list of our top 27 Puget Sound media and online contacts for getting it done, visit our website to read more about Media-Savvy-to-Go Special Report #3.
8. Share valuable information on request. When people read your materials, they become more deeply involved with your experience. That makes them want to hire you for a fee. Try it. It works very well. That’s why so many companies do it. And remember, this is not sales information. It’s useful information that draws on your experience. That is an important distinction.
9. Write press releases about grand openings, news and staff additions/promotions, and other happenings at your company, targeting the right reporters who cover your industry. If she wants to learn 89 Reasons to Write a Press Release, Joan Stewart offers a free online course to boost her learning. Sign up at http://www.publicityhound.com.
10. Enter prize contests that are well supported by the media. Earning Best Company to Work For, a spot on the list of America’s Most Powerful Women in Banking, or Company of the Year honors is a great way to gain media attention, new inquiries about your services, and business opportunities. employment, while enhancing your reputation.
These activities require time, but not a lot of money, and can yield significant results in lead generation. My advice is to choose the top three tactics that best match your skills, talents, and passions, and take action today. Your focused, disciplined, and consistent media relations efforts can set the stage for the best New Year ever.