Black Belt Web Marketing.pdf - Costa del Sol

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3.Build a Strong Media List: Key to a successful media campaign is a good media list (Exercise 9-4). Plan to continue adding to it so that future media campaigns are improved. _______________________________________________________________________ _______________________________________________________________________ 4.Send a Strong Message: The message sent to the media should be newsworthy, factual, and interesting. Avoid a lot of hype. _______________________________________________________________________ _______________________________________________________________________ 5.Shoot for a One-to-One Relationship: Preferably, send a customized news release to an individual not a blind release to a medium. _______________________________________________________________________ _______________________________________________________________________ 6.Use E-mail Effectively: Send short, attention-grabbing e-mails rather than long, rambling press releases. Don’t try for media coverage with the e-mail. Entice the media to your web site or request more information after reading your release. _______________________________________________________________________ ______________________________________________________________________ 7.Monitor Results: You may not know you received media coverage unless you periodically search the net or monitor the media sites. _______________________________________________________________________ _______________________________________________________________________ Lesson 9 Pg. 8
Exercise 9-2 – Making Your Site More "Media-Friendly" Before approaching the media make your site is more "media-friendly". Prepare beforehand information that the media will like to see when reviewing your site and in formats that demonstrate that you are "media-aware". It could mean the difference on whether or not they run a story about it. Fortunately, these steps will also enhance the professionalism of your site and improve its credibility in the eyes of visitors. A media page encourages visitors to linger longer at your site -- always a plus. Assume you are vying for attention and space with hundreds, maybe thousands of other sites. So it’s important that you make it as easy as possible for the media to give the nod to you. Create a Media Page Start by creating a special media page at your site. It will be used to store the same kinds of material as a "press kit" in the off-line, public relations world. If you get into publicizing your site off-line as well as on-line, the media page information can be used for a press kit. Add a "Media Center" or similar link to your home page. Any media that you invited to visit your site or that happen to find it on their own, will be particularly interested in this information. If they decide to run an article or review of your site, most of their information will come from your Media Center. The easier you make for them to collect the information they need, the more likely you will get the resulting publicity. Your media page should include links to: Press Releases: Link to press releases you’ve published. If you have a new site, write a "start-up" press release that announces your new site in a newsworthy manner (Exercise 9-3). Write a new press release each time another important event occurs at your site. Prior Media Coverage: Members of the media like to know who else has covered your site. It takes a little less courage to review a site that has already been deemed newsworthy by other media. This is a good reason to initially approach media where you have the greatest chance for success (Exercise 9- 5). It doesn’t hurt to add any "cool site" or other special recognition your site has earned. It’s better than nothing and lends credibility. Background History: The media will be interested in background information -- a history of the site, company, or product. Describe the sequence of events led to the present. Keep it concise, pertinent. Don’t ramble endlessly causing the media representative to scroll and scroll. Lesson 9 Pg. 9
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Self-Learning Self Learning Guide a
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Lesson 6 - Developing a Database of
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What Is "Black Belt Web Marketing"?
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How to Use Our Guide A Black Belt M
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Lesson 1 - Developing a Black Belt
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Overview of Web Traffic Concepts Th
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Sometimes all it takes is a new pag
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Persistence Persistence means to co
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Exercise 1-2 -- Introducing the Web
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A contest A FAQ A report or white p
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_____________________________ Local
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__________________________ ________
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___________________________________
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Participating in discussion groups
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Completing the Web Traffic Plan Ele
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Lesson Objectives Upon completion o
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Understanding the Registration Proc
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you aren’t the one responsible fo
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descriptive text inside your site,
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___________________________________
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6. City: City of residence for the
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3. What keywords do competitors use
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Write and Rewrite Another considera
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4. Prepare a 25-word draft: _______
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Quality of the Site: I imagine that
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Netcreation’s Postmaster2 = http:
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the Change Form instead of the Add
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9. Magellan (http://www.mckinlye.co
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Re-register to Reflect New Content
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To prepare the page for registratio
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Magellan More 4-star search engines
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Lesson 3 Objectives Upon completion
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What Makes an Announcement Work? An
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Type of Information Found in Signat
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"Puzzled by Pathetic Web Traffic???
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more. Announcing is a lot like regi
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You will find a number of suitable
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comp.infosystems.www.misc misc.crea
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Exercise 3-5 -- Targeting Special I
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Other keywords: _______________ ___
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Add a personal touch to the body Of
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(Newsgroups) (Mailing Lists) Lesson
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With 10,000 or more subscribers Wit
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9. After a suitable waiting period,
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Lesson 4 - Increasing Web Traffic w
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Classified Ads as a Way to Increase
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The description should be written i
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Exercise 4-2 -- Selecting Sites for
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Many of the techniques for maximizi
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4.Test the offering used to entice
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Worksheet for Exercise 4-4 Recordin
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To improve the odds of your classif
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Lesson Objectives Upon completion o
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Steps in a Link Campaign An aggress
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2.Separate book marked resources yo
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1001 FREE Places to Promote Your Si
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Similar Sites Directories Found wit
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7. Be prepared to tell the director
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Exercise 5-5 - Requesting Links at
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Guidelines for Requesting Another S
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If you have a product or service up
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Compiling a super directory is not
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Exercise 5-8 - Recapping Ideas in T
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Lesson 6 - Developing a Database of
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Worksheets for Lesson 6 Evaluation
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Exercise 6 -1 - Evaluating Other Si
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has any potential for your own site
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1.Known Competitors: Start with a l
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to have a greater number of links p
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11) Valuable Contents: What valuabl
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Completing the Worksheet for Findin
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2.Super Directories: List informati
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4.Ask Discussion Groups: Post quest
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Continue to add to this database. N
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Show imagination and creativity: Ok
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URL Spider's Best of the WebForm Wi
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Being selected as a "cool" or "hot"
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In this lesson you will: Lesson Obj
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Requirements for Profitable Partici
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Exercise 7-2 -- Evaluating Which Di
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discussions. A nice feature at this
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Announce a Publication: Net users l
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Exercise 7-3 -- Planning to Partici
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Page 171 and 172: 4.Note the date published. If after
Page 173 and 174: threads are. Draft acceptable messa
Page 175 and 176: Upon completion of this lesson you
Page 177 and 178: Exercise 8-1 -- Building Your Email
Page 179 and 180: guest books also offer an innocuous
Page 181 and 182: Events at site Announcements Achiev
Page 183 and 184: It is probably a better choice than
Page 185 and 186: Bring list management in-house only
Page 187 and 188: Formatting: Test to see that your e
Page 189 and 190: Describe new events and contents at
Page 191 and 192: Yahoo: Look for places to announce
Page 193 and 194: Compare your newsletter to these gu
Page 195 and 196: 7. Add your newsletter to super dir
Page 197 and 198: Note your ideas for personalizing y
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Page 201 and 202: Many types of autoresponders are av
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Page 205 and 206: Receive important announcement Noti
Page 207 and 208: Conduct special promotions Promote
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Page 211 and 212: Lesson 9 -Publicizing Your Site to
Page 213 and 214: Worksheets for Lesson 9 Worksheet f
Page 215 and 216: The traditional press release used
Page 217: Decide on the message: The message
Page 221 and 222: Worksheet for Exercise 9-2 Planning
Page 223 and 224: 7. Reviewer’s Guide: You may be a
Page 225 and 226: Quotes Are a Good Idea: A good rule
Page 227 and 228: subject for your press release. Try
Page 229 and 230: 11) Where to Study Other Releases f
Page 231 and 232: Off-Line Sources: addition to the m
Page 233 and 234: Also, continue to maintain your lis
Page 235 and 236: Regional Media: Oftentimes local ne
Page 237 and 238: 1. Subject Lines: Catching a journa
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Page 247 and 248: web. Internet News Bureau: Best for
Page 249 and 250: Summarize what other pages or featu
Page 251 and 252: Lesson 10 -- Advertising Online Les
Page 253 and 254: Worksheets for Lesson 10 Worksheet
Page 255 and 256: service, and monitor number of visi
Page 257 and 258: One of the biggest advantages of on
Page 259 and 260: 9.Plan and test special offers or i
Page 261 and 262: Cryptic Message: Did you ever click
Page 263 and 264: 10.Change Banners Frequently: Havin
Page 265 and 266: etter understanding of how to read
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Directrix Advertising -- http://www
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Early Testing Stages of Your Advert
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Exercise 10-5 - Tracking the Effect
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Guidelines for Tracking the Effecti
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2. Install Auditing Tools: Be ready
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Exercise 10-7 - Trying Banner Ad Ex
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Questions to Ask Before Committing
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For larger mailings to general audi
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Where to Find Sponsorship Opportuni
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Exercise 10-9 -- Using Off-Line Adv
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A clever, cryptic message can incre
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Survey visitors to your site. Major
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Product manuals Company newsletters
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Lesson 11 Objectives Upon completio
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Exercise 11-3 -- Leveraging Popular
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View Possible Events as Subject for
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Note: For those of you to whom it i
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Marketing ideas sometimes from comp
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gaining on you. Reputations can be
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Appendix A - Glossary of Terms Appe
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CPM also Cost per thousand The cost
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Majordomo A popular list server tha
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World Wide Web A hypertext-based sy
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Promotion Software 123Promote! Prom
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Discussion Group Resources Exposure
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Media Resources http://www.gugerell
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Direct Contact Publishing's media g
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A Morgan Stanley report on the stat
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Rank This Tests top search engines
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Tom Steinert, Inter@ctive Week, tom
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CNet--Net editor, Jeff Pelline Web
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DBMS, 73647.2767@compuserve.com BBS
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The Business Journal, pdxbj@telepor
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Newspapers Associated Press Online,
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Daytona Beach News-Journal, 74142.1
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Portales News-Tribune, pnt4481@aol.
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The Riverfront Times, rft@plink.gei
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Jonathan,Miller,The Sunday Times,co
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you’ve used in the past returns a
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The web is getting so vast, it’s
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Guidelines for Completing the Prese
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B. Key Words Used for Registration
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V. Linkage Campaign A. Directories
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B Newsgroups (Identify the newsgrou
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D. Results of Media Campaign (Ident
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C. Future Implementation (list what
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5.Put what you learn in the proper
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3) Free Email Create an e-mail web
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21) Interview a celebrity If you in
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already put together a quality semi
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easy, step-by-step format how to su
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(800)724-7900 68) Host forums Creat
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Dear Netrepreneur, - Another Resour
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There's something here for everyone
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- Another Resource To Help Your Bus
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