Archive for the ‘Online PR’ Category

Brand Message Global Positioning System: Locate Your Brand Message from A – Z

Tuesday, September 8th, 2009

Your brand message is present everywhere. In fact, it’s all around you—in reality and virtually. That’s not meant to scare you though; this isn’t the Matrix—I promise. But, if you want to ensure your business message is working for your company, you need to know where it is and what it looks like to others. If you neglect your brand message appearance in certain areas, you may be losing a huge audience. Imagine all of the prospective clients you can attract if your brand message is accurate and strong in every area where it’s present.

Where does your brand message appear?

A business card: Many times a business card is what reminds prospects to call you. If you don’t have a professional-looking business card that projects an accurate brand message, your card might as well go in the garbage.

Blog appearance: An organized sidebar, constantly updated content, and contact information that is easy to find are crucial if you want prospects returning to your blog—or for that matter, even reading it. A sloppy-looking blog that isn’t updated shows to prospects that your business must be the same way. Don’t let them think this.

Comments you leave on other blogs: Offer constructive comments that add to the conversation. A nasty response isn’t going to attract anyone.

Digg: Increase your friend base and add valuable information to the conversation. Digg other people’s articles and blogs—not just your own.

Email signature and content: Be professional, and be sure to include your name, website, and contact information in your email signature. Avoid using a long-drawn-out signature that has lots of colored fonts. This is overkill.

Facebook: This is a viral social media platform, so whatever you say can go a long way. Be sure you are projecting your brand image appropriately and accurately.

Graphic design (on both print collateral and online): Bad graphic design elements could be projecting an inaccurate brand image for your company. Make sure you use graphics that drive the prospect to take action, that are in line with your brand image, and that don’t look cheap.

Homepage: Your website homepage should invite the prospect to search deeper into your website and learn more about your company and the products / services you offer. And it only has 3 – 5 seconds to do this, so make it count. Industry discussion forums: Provide valuable information to the discussion. No one likes a Debbie Downer so avoid unconstructive criticism.

Industry discussion forums: Provide valuable information to the discussion. No one likes a Debbie Downer so avoid nonconstructive criticism.

Jpeg: Whether you’re using Facebook, your blog, Twitter, or Flickr to post your photos, they should be clear and crisp, appropriate, and of interest to your followers.

Knol: Chronicle morsels of interesting industry information on Google Knol. A Knol is “a unit of knowledge.” Knol online platform allows you to share your expertise and increase exposure.

Logo design: This is the physical image behind your company. Make sure it illustrates your brand image correctly.

Media outlets (both on- and offline): Bad PR can give you a bad reputation. Search through the web, or sign up for Google Alerts for your company and see what others are saying about it.

Networking events (both on- and offline): Listen to what everyone has to say. Don’t talk about yourself every moment. Learning about what others have to say is more important in building relationships than talking about yourself. And since the whole point of networking events is to build relationships, listening is key.

Online marketing campaigns: Everywhere you place your name both on- and offline, has a direct correlation to your company. Your message needs to reflect your brand image.

Physical appearance: Always look professional and well put-together. Even when you’re taking out your trash, you should look tidy—neighbors and people who drive or walk by could be potential customers or prospective business partners.

Q & A participation on LinkedIn: Q & A is one of LinkedIn’s greatest features. It allows you to ask questions to others in your industry and answer questions others have asked.

Reddit: This social bookmarking site allows people to rate blogs, links, and articles. Check Reddit frequently to see what others are saying.

Stumbleupon: Increase your friend base and add valuable information to the conversation. Bookmark other people’s articles and blogs—not just your own.

Teleseminars (thought I was going to say Twitter, didn’t you?): Interact with prospects, and share your expertise on teleseminars. They provide the perfect opportunity for positioning yourself as an expert. Just make sure you have a well-written and valuable script that projects an accurate brand message.

User-friendly website: When viewers can’t properly navigate through your website, they become frustrated and move on to a website that they can navigate through. Don’t lose customers to a difficult-to-use website.

Video content on YouTube: Your video should reinforce your brand, not hinder it. A poorly made video—whether it be bad quality, muffled sound, or flat-out pointless—reflects your brand image.

Website copy: Bad web copy not only impedes your ability to rank high in search engine results pages, but it also projects a bad image of your company. This is not what you want.

X stands for the unknown: You aren’t ever going to be able to know every last place your business message is present. Remember that online marketing is viral—it can be difficult to find all the thousands of connections between your website and others. This is where Google Alerts comes in handy. Signing up for Google Alerts for your company is an excellent way to track connections that fall through the cracks. It sends you updates on where your company name has been found across the Internet.

Yahoo! Bookmarking: People are bookmarking you, so watch what you say.

Z . . . I’ve got nothing. Any suggestions?

Redefining the Way Businesses Gain Exposure

Tuesday, August 18th, 2009

Message from Michelle

Greetings from Kimberling City. For the past week, I’ve been in Southwest Missouri visiting my family and relaxing.

It’s a much-needed break as my team and I have been busy this summer helping clients ramp up their publicity on- and offline. And it’s working. This past Sunday, our client Ears of Experience was featured in the Travel and Arts section of the Post and Courier. In addition to the article, within days after their optimized press release appeared online, they received four calls from prospects that saw the release.

In the past few months, more and more companies are contacting me, asking for help with promoting and marketing their companies online. This issue of Sūmèr’s Secrets focuses on how to gain more exposure-both on- and offline-through integrated PR.

Connect With Me Online at:

Feature Article:

Integrated PR: Redefining the Way Businesses Gain Exposure

When most people think of PR, they understand it to be the act of relaying news to a media source via a press release. They believe once they submit a press release, that’s all they can do. They wait to see what the press release can do for them. Too many people submit a press release to a variety of news outlets–thinking they have a great story the media will pick up–but they hear nothing back.

Instead, they wait, and wait, and wait. Nothing happens.

Ever since the first press release was published on October 30, 1906, public relations has been shaped and defined by more than a written release. Networking, relationship building, trustworthy practices, and brand presence are just a few additional elements that help define public relations.

Today, with a wide variety of news mediums to choose from, the public has spread itself across several channels. If you choose to convey your company message only through one medium, such print media, you may find the public is elsewhere and your efforts wasted.

If you’re not using online platforms to enhance your public relation efforts, then you’re missing an opportunity to expose your brand to the public, generate leads, increase sales, and boost credibility.

Some of the most innovative and effective ways to reach your target market online include PR 2.0 and optimized press releases.

  • PR 2.0: By definition, PR 2.0 is a social media press release. This newly developed public relations tool was born from the rise in social media popularity. As more and more people use flickr,, YouTube, Facebook, Twitter, and Digg, they are more desensitized to newspapers and traditional media outlets. Because of this shift, using modern media forms, in addition to traditional forms, is the most effective way to get across time-sensitive news items related to your business.PR 2.0 incorporates a variety of interactive social media elements including video, Twitter pitches, share options, bookmarking capabilities, photos, slideshows, bulleted information, links to your website, blog, and social media sites, and contact options. Because PR 2.0 is viral, the audience base you can reach with it is infinite.Click here to view one of our client’s latest PR 2.0 releases.
  • Optimized PR: Also known as SEO PR, an optimized press release is search engine optimized to ensure it pulls up on search engine result pages. In other words, the press release is written to incorporate important keywords that prospects may be using as search terms. One of the most popular places the public and even the media go for their daily news dish is the Internet. Google News, Yahoo! News, and Bing, to name a few.

If you post an optimized press release in popular search engines, you can be sure to get some hits off of it. Similar to PR 2.0, an optimized press release is viral and has the ability to reach a countless number of prospects.

It’s obvious the public relations model has shifted over the years, but public relations still, without a doubt, embodies the same principles it did over 100 years ago: provide the people and the press with truthful, accurate information that is both newsworthy and valuable.

Want to see more marketing articles like this one? Visit Michelle’s marketing blog, Sūmèr Blog.

Tip of the Month

According to WebProNews, PRWeb shared a case study that involved a firm that usually sees a 50% increase in website traffic after issuing a press release. One of their most successful releases led to a 400% increase in website traffic. In order to drive additional traffic to the releases, this same firm used social media sites to increase press release exposure.

Like this post? I’d love for you to share it on Digg, StumbleUpon, or the other social media tools found below.

Are You Effectively Connecting With The Online Community?

Friday, July 24th, 2009

In the above video, web public relations expert Brian Solis shares his expertise on how to effectively build relationships on social media sites. You might be surprised to find out the truth behind building solid connections . . .

Maximize Your Marketing Efforts in Any Economy

Monday, December 29th, 2008

How would you like to be able to keep growing your business no matter what the economy does?

Sign up for expert online copywriter Michelle Salater’s Online Business Marketing Bootcamp for Beginners, and she’ll show you everything you need to know to go where the customers are—online—and grow your business by maximizing your marketing efforts.

And do it in any economy. 

Over the course of 8 weeks, you will work one-on-one with Michelle as she shows you the same tips, tactics, and strategies she used to take her own business from flat broke to so busy she has to turn customers away…and she did this all within one year.


Because Michelle really wants to help you grow your business online without struggling so you can skyrocket your sales in 2009, she’s offering a $200 Early Bird Discount to those who sign up before January 4, 2008 (midnight PST).

Now is A CRITICAL TIME for businesses to invest in their marketing. And the best way and most cost efficient way to do this is to market online.

A 2001 McGraw-Hill study found that aggressive recession advertisers / marketers increased their market share 2 ½ times the average for all businesses than in post-recession.

How would you like to increase your market share 2 ½ times?

If you’d like to skyrocket your online sales, increase website traffic, and save thousands of dollars by implementing online strategies on your own, NOW IS YOUR TIME to sign up for Michelle’s Online Business Marketing Bootcamp for Beginners. The course begins January 21st.

She can’t make it any easier for you than the 3-payment option she’s made available and the Early Bird Special (save $200) that ends at midnight January 4, 2009.  

Remember, this special offer won’t be available after January 4…


Increase Business in Economic Crisis and Strengthen Your Brand Name

Wednesday, December 3rd, 2008

During tough economic times, customers are more particular about businesses they’re buying from. Customers want to know you understand the current crisis and are there to help them with their needs. Showing clients you value their business during economic crisis expresses your dedication to customers and their satisfaction. Your company will appear as a helpful friend as opposed to a business looking for a quick buck.

Show customers your brand name symbolizes a business that cares about their families, their success, and their happiness.

·       Nurture relationships with customers. Sell them products / services with benefits that cater to their needs and be truthful about the benefits. Once customers recognize they have purchased a product / service worth their money, they’ll most likely come back. Strengthening brand loyalty is a great way to grab customers during this economic crisis and keep them when the economy rebounds.


·       Present customers with a mission statement on your website. When customers see a set of values on your site, they’ll be more likely to view your company as truthful and trustworthy. Customers are looking for businesses they can trust and who can satisfy their needs and the needs of their families.


·       Submit newsworthy press releases explaining company improvements and innovations during the economic crisis. This will show customers you dedicated to them.

Strengthening brand loyalty in tough times will gain customers now and keep them in the future. For more helpful tips on marketing in economic crisis and to learn about our many marketing services, visit Michelle Salater Writing and Editorial, LLC. 

Hiring the Right Professional Copywriter

Tuesday, December 2nd, 2008

If you’re ready to take your website to the next level and boost sales dramatically, it’s crucial to find the right professional copywriter.

It’s important to hire a copywriter with thorough knowledge of marketing an online business through web copy, website design, blogs, online articles, and other traffic-generating tools.

A copywriter with skills in various areas of marketing has the ability to see the overall picture for effectively marketing your business. He / she can introduce you to innovative, effective, and helpful solutions sure to send your business skyrocketing to success. 

Here’s what to look for when hiring a professional copywriter:

·       He / she offers several writing and marketing services for businesses. Someone who only does copywriting is most likely not as qualified as one who utilizes various marketing strategies through different writing / marketing vehicles. He may open your eyes to grand opportunities for your business, maximizing success and dramatically increasing sales.  

·       He has a reputable list of clients. Look over the list of past clients and what services he provided for them. Note any testimonials he may have from these clients. If he has created successful marketing strategies for one business, he can most likely do the same for yours.

·       View any sample work / websites she has worked on in the past to get an idea of her writing style, spectrum of ability, and thoroughness.

Your website is an extremely important marketing tool for your business. It’s crucial to find a dedicated professional copywriter with the right vision for your company, recognized clients, great work samples, and a list of result-driven writing services.

Ezines and Free Reports: Powerful Marketing Vehicles

Tuesday, November 4th, 2008

Sharing free tips and information about your industry to consumers is a great way to illustrate your professional expertise. Reliable information and tips can benefit consumers’ lives, helping them become better educated, solve a problem, or change their future actions.

Providing well-researched and helpful information to consumers builds customers’ trust in your company. In turn, this makes them more likely to purchase your products / services.

Ezines and free reports are excellent ways to compile information and tips for consumers since they’re free.

What creating ezines and free reports can do for you:

·       Ezines are free online articles that can drive more traffic to your website via a link at the bottom of your article. This inbound link can be clicked by potential clients, leading to a rapid increase in online sales and website viewers. Customers will associate the information they receive from the article to your company. Make sure the information is useful, focused, and relevant to your expertise. Ezines are also a great way to increase SEO with the utilization of keywords.


·       Free reports can be posted on your website or sent via email to your opt-in list, providing helpful tips, how-tos, and hints. Customers looking into your products / services will be more likely to purchase when they already find benefits through your free reports. They’ll associate the free reports’ benefits with your company and look forward to similar benefits through your products / services. 

Both ezines and free reports can be difficult to produce without the right marketing and writing skills. If you find yourself in a bind to produce a brilliant article or report, hiring the right professional copywriter can produce result-driven writing, increasing sales and customer loyalty.

Press Releases: Get Your Company the Attention It Deserves

Friday, October 10th, 2008

If you’ve been marketing your business the same way for years now, it’s time to make changes and send your company soaring to success. Make the public aware you’re eager to lend your industry expertise and that you’re passionate about customer satisfaction.

Press releases provide an excellent opportunity to bring your brand name to life. If your business has remained at a steady rate for years now, the right press release can gain your company recognition, leading to growth and incredible success.

What makes a good press release?

·       Knowing what medium your target market is apt to use will allow you to structure your press releases towards those specific mediums and media members.

·       Newsworthy information will help you stand out to the media and public, to gain company recognition, and secure more business.

·       Press releases should encompass the elements that set your business apart from others in the industry.

·       Every bit of information in your press release must lend itself to the success and growth of your business. Let the public know you’re at the top of your game and are a solid investment for their time and money.

·       A press release must be newsworthy. News items include the following: new employees joining the team, involvement in the community, participating in fundraisers, important anniversaries, new and innovative products / services entering your market, important internal affairs, and much more. Your company deserves the spotlight as it goes through important changes.

Press releases need to sell themselves to the media, the crucial link between your business and the public eye. The media loves informative and edgy news, so flaunt it. Press releases require expert skills in writing, public relations, and selling. If you don’t have the right resources, skills, and time to create a powerful press release, hire a freelance copywriter to show off your company and all it has to offer.

For result-driven press release services, visit Michelle Salater Writing & Editorial, LLC.

Make More Online Sales

Saturday, September 27th, 2008

Your website works around the clock to persuade customers to purchase your product without any personal interaction. However, many websites aren’t doing all they can to draw customers in and persuade them to act. This often occurs because companies do not know where their website falls in the sales process.

The sales process of your website is similar to the one you use in store—beginning with identifying the customer and ending with a customer relationship that will bring him or her back in the future.

The online sales process consists of . . .

·       Create a stellar first impression: First impressions are everything. Your website has to prove to your target that your products / services will satisfy their needs. The tactics you use on your site through words and design are equivalent to the store-based salesperson approach and must be executed to the highest degree of efficiency.

·       Promote features and benefits while answering customer objections: Websites must anticipate what questions a customer may have, and the copy should already have them answered. Once you’ve fully described the various features and benefits of your products / services, answer any customer fears and concerns. This allows the customer to make a better buying decision and recognize your company as thorough and knowledgeable. FAQ’s and customer testimonial pages can be used to get various answers across.

·       Close the deal: Make sure navigation to the purchase button is obvious and user-friendly. If you’ve gotten as far as getting them to purchase, it would be a shame to lose them during the actual purchasing process. To account for any skeptical customers, it would be beneficial for your website to recommend different products, utilize promotions, and reinforce benefits of the products / services.

·       Keep the relationship alive: It’s extremely important to keep past customers returning to your website / store. Thank you emails, coupons for future purchases, and excellent customer service all aid in maintaining future relations with the customer.

Not sure if your website could use a sales process facelift? Visit Michelle Salater Writing and Editorial, LLC, to learn how we can help you with our writing services. 

Website Effectiveness: Discover Your Return on Investment

Monday, September 15th, 2008

Curious about what your website is contributing to business? It’s important to measure successful and unsuccessful elements of your website in order to understand what changes need to be made for an increased return on investment.

Once you understand what your target market needs, you can predict their website behavior and track it by logging data about the number of visitors in a specified period. Also, log the number of website sales per week. This will show you the popular and unpopular items, which you can compare to store sales. Are there some items bought online more than in the store? If so, cater to those items online to increase website profits.

Identify patterns in the data that may lead you to make changes to your website content and design. Is there a page you have on your website no one is visiting? It could mean the link isn’t in an obvious spot. If many people are visiting your site, but no one is buying, it could mean your website content, such as web copy, and interactive tabs aren’t developed strongly enough to get you the sales you want. If you notice an area on your website is getting more attention than others, pinpoint the successful aspects and apply them to other pages to see if that helps increase visitors.

It’s important to constantly analyze your website data and connect it to your return on investment. Constantly keep your website fresh, user-friendly, and interactive to ensure you are effectively communicating with users, selling, and providing excellent customer services at all times.

Want to learn more about the services that will help your website be effective and increase return on investment? Visit Michelle Salater Writing and Editorial, LLC, our many result-driven writing services. 


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