Welcome to the August newsletter

This month:
Rising in the search rankings through back links
The importance of photos
7 tips for getting your small business on TV
Working with the media: How to talk to them, and when not to
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Rising in the search rankings through back links

Link-building is one of those search engine optimisation tools that are easy to overlook, but equally easy to implement. By encouraging ‘back links’ – i.e. links into your site from other relevant and authoritative sites – you are also attracting the search engines.

  1. Look for other relevant sites that would make good affiliates for your business. There may be businesses who can refer clients to you and vice versa, or authoritative sites that offer useful information on your niche area and other similar areas of expertise. Then contact them with a view to setting up reciprocal links – you link to them and they link to you.
  2. Relevant, authoritative and regularly updated content on your own site will bring you to the attention of equally relevant and authoritative sources who are active online, and they may then link to you as a natural part of their own content – for example, by commenting on your blog posts or recommending your services to their clients.
  3. Linking to pages and blog posts that are useful to your audience, and commenting on posts in other blogs, will also naturally bring you to the attention of those sources – again encouraging them to link to you.

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The importance of photos

Photos are an essential part of your publicity materials and worth some investment of both cash and time. Use them for your publicity campaigns, on your website, in your ads and brochures.

And don’t be tempted to take the shots yourself. Professional photographers bring the expertise and experience needed to create images that get noticed – and printed.

We’ve seen some articles appear that were undoubtedly strongly influenced by the images we supplied. Two recent ones were Bookabee Tours (flip to pages 8-9), and Faraway Bay.

For tips on producing effective images, go to Glenn’s blog post.

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7 tips for getting your small business on TV

If your publicity campaign objectives include TV coverage, there are a few points of difference that you’ll need to take into account.

For example, if you think about it, TV is a visual medium and the people who work there tend to be visually oriented. So a written news release – while important as a basis for discussion – isn’t likely to be enough.

Your contact will also need images or a video to determine how well the story will translate to the screen.

This is one of our 7 tips for getting your small business on TV.

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Working with the media: How to talk to them, and when not to

We spend a lot of time following up press releases with the media, and we’re always conscious of how difficult and daunting this can be for a small business operator.

Remember that media contacts are just human beings with normal frailties, and that they’re all different. The trick is to respond accordingly without agonising over a relationship that may only last a few weeks. The media is notoriously changeable, and contacts will move on at a moment’s notice.

Jane’s blog post has some useful tips.

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To find out more about how online marketing and publicity can benefit your business, call Glenn or Jane on 1800 468 416 or email ps@publicityship.com.au

Best wishes

Jane Hammond Foster
PublicityShip
Phone: 1800 468 416
Web: Publicityship.com.au
Email: jane@publicityship.com.au

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About PublicityShip

PublicityShip helps small business get publicity and market online. Publicity can be more effective than advertising and give an excellent return on investment. PublicityShip helps you uncover the most newsworthy aspects of your business and get your message to the right media contacts. And PublicityShip online marketers help you attract and convert potential clients online.