Media exposure is a hot topic for many businesses as they look for ways to promote themselves. And many businesses are successful in getting exposure in big media outlets like magazines, daily newspapers, TV and radio.
But there’s more to the media than these big channels. Much more. The Internet is home to more media than all the TV, radio, magazine and newspapers combined. It’s reach is global. Better yet, access to the Internet is available to ANYONE.
So, here are some tips to help you use the Internet to get effective media exposure for your business.
1. Have a plan
Know where media exposure fits into your overall marketing plan. PR can be great for building credibility and awareness. It’s not so strong in generating direct business. Understand what you can realistically accomplish with your PR and plug it into your marketing plan.
2. Define what media exposure you want
Once you know what you want from your PR, define what media exposure will help you accomplish it. Do you need big media exposure like TV, radio, large business publications or national dailies like USA Today? Or would niche publications in a specific industry work better? There are endless media opportunities for media exposure beyond the big media we usually think of:
- Blogs (some have millions of readers)
- Information portals
- Association websites and newsletters
- Chamber of Commerce websites and newsletters
- Professional and industry groups
- Non-profits, churches, networking groups
- Online magazines
- Email newsletters or “ezines”
- Other information-based websites
3. Create content
If you like to write, then write articles, ebooks, books, white papers, special reports and, of course, a blog. If you’d prefer to speak then record your wonderful voice and publish podcasts, MP3 audio files or CDs.
If you really want to strut your stuff, create mini videos with compelling content and publish them on video websites like YouTube.com. Millions of people use this site daily. And you can display on your website easily, with no fancy programming or tools required.
Great content gets you noticed. The Internet is designed to help people find stuff. So, put your stuff out there where it will get noticed…and it will!
4. Publish in multiple places
If you write articles to promote your business, publish them on your website using blog software. This enables more people to find your website because search engines love blogs. But you need to do more. Find other information based websites that relate to your topic and publish on them. The best sites evaluate articles before publication (this keeps the quality higher) but if you write well and offer useful information you’ll have no problem.
Some suggested places to publish:
5. Focus on your topic
Whatever you write about (or created podcasts and video about) keep it focused on the topic(s) you are expert in. The Internet is all about keywords. And it remembers everything. The more you publish on your topic, the more the Internet will consider you a thought leader on that topic. If you spread your content over many topics, you’ll dilute your reputation as an expert on those topics.