| As this year fast comes to a close, it's time to | | | | 5. Launch and sustain a quality e-newsletter to stay in |
| determine your top three, high-return lead generation | | | | touch with interested potential clients. The beauty of |
| methods and evaluate how consistently you apply | | | | e-newsletters is that prospects ask to be added to |
| them. So often, we make single attempts at any | | | | your distribution list because they are interested in |
| variety of marketing or public relations tactics, only to | | | | what you have to offer, though they may not be |
| abandon them before giving them the benefit of | | | | ready to buy right now. As long as you keep the ratio |
| consistent application. Let the New Year be the year | | | | of information sharing at 80% and selling to 20%, |
| you apply focus, discipline, and consistency to the top | | | | chances are good that your company will be the first |
| three high-return lead generation methods in your | | | | readers will call when they are ready to buy. Your |
| business-building toolbox so you can reap the greatest | | | | Web site visits, emails and phone inquiries will escalate |
| rewards. | | | | in direct response to the effort. |
| To that end, here are ten powerful media relations | | | | 6. Stage webinars or teleseminars or small scale free |
| tactics for growing businesses serious about | | | | or low-cost seminars to make your expertise readily |
| generating quality leads. | | | | available to prospects. It is efficient to share your |
| 1. Write how-to articles for the media that have the | | | | information in a one-to-many fashion. Group settings |
| greatest influence with your ideal customers. The value | | | | are comfortable for evaluators. One-to-one sessions |
| of editorial placements is said to have three times the | | | | are more like sales pitches, and that can be |
| value of advertising placements. How-to articles reach | | | | uncomfortable for those who are not ready to buy |
| a wide audience of decision makers and decision | | | | now. |
| influencers with one pass. They serve as credible, | | | | 7. Share meeting notices with the local papers. The |
| affordable brochures and often reside online indefinitely. | | | | exposure to their readerships brings your message to |
| They demonstrate your expertise in a way that | | | | a wide audience of potential event guests. If you'd like |
| inspires quality leads to get in touch with you to learn | | | | a list of our top 27 best Puget Sound media and online |
| more. And, business journals are eager to receive your | | | | contacts to get this accomplished, visit our Website to |
| commentary and perspective to lend insight to their | | | | read more about Media-Savvy-to-Go Special Report |
| editorial plans, as long as you do so in a manner that | | | | #3. |
| delivers your expertise without directly selling your | | | | 8. Share valuable information by request. When folks |
| company. | | | | read your materials, they engage more deeply with |
| 2. Post your how-to articles in the online article | | | | your expertise. That makes them want to engage you |
| directories, such as and E-newsletter publishers | | | | for a fee. Try it. It works really well. That is why so |
| access these article directories for quality content, | | | | many businesses do it. And remember, this isn't sales |
| offering you the promise of potentially worldwide | | | | information. It is useful information that leverages your |
| reach of your expertise and contact information. | | | | expertise. That is an important distinction. |
| 3. Leverage your "how to" articles in the press with | | | | 9. Write press releases about grand openings, news, |
| speeches and radio interviews. Media momentum can | | | | and staff additions/promotions, and other happenings |
| be a powerful thing. Early this year, I wrote an article | | | | at your company, targeting the correct reporters that |
| for a marketing trade newspaper. A radio show | | | | cover your industry. If you want to learn 89 reasons to |
| producer invited me to be interviewed on his show | | | | write a press release, Joan Stewart offers a free |
| after reading it. The radio interview helped promote | | | | online course to jump-start your learning. Register at |
| one of my local talks, which - in turn - created interest | | | | 10. Enter award contests that are well-supported by |
| in my services and generated several new | | | | the media. Earning best-company-to-work-for |
| engagements. | | | | recognition, a place on the list of most powerful U.S. |
| 4. Serve as an expert to reporters that write about | | | | women in banking, or company-of-the-year honors is a |
| your industry. Newspaper editors want to hear from | | | | great way to earn media attention, new inquiries about |
| experts who have timely, newsworthy, relevant, and | | | | both your services and employment opportunities, while |
| trend-worthy ideas to share. Offer yourself as a | | | | enhancing your reputation. |
| quality, credible resource to the right reporters and ask | | | | These activities require time, yet not much money, and |
| for the opportunity to share your points of view. | | | | they can deliver meaningful lead generation results. My |
| Prepare a biography that makes clear about the areas | | | | advice is to choose the top three tactics that appeal |
| about which you can comment with impact, credibility | | | | most to your skills, talents, and passions, and get into |
| and insight and your qualifications. Share it with the | | | | action today. Your focused, disciplined, and consistent |
| special section editors and beat reporters so they'll | | | | media relations efforts can set the stage for the New |
| know to call you next time they write about your | | | | Year to be your best ever. |
| business or industry. | | | | |