Have your ever posted a display ad and gotten no response? Most people I think have. And, what does the publication where they posted the ad tell them to do to solve the problem of no response? Post more ads. In other words, do more of what has already proven not to work. The idea here is that advertising is a numbers game. In fact, the Direct Marketing Association will tell you the average person needs to see an ad SEVEN TIMES before he responds to it.
But, where display advertising is expensive, PR is often free. The challenge here with PR is getting journalists to carry your message for you. Well, what if you could actually CONNECT a display ad to a PR campaign? That is what PR optimization is designed to do. While it does double the cost of your display ad, it puts online multimedia resources to work for you to further spread your message - long after the display ad has disappeared from the public's mind. Rather than posting the ad yourself, you pay someone else who has the proper connections to post the ad for you.
That is why I say, "Don’t just advertise, PR optimize." Through PR optimization, you can:
· Reap the benefits of a social media release
· Get your company’s news on Google News
· Showcase your business on Squidoo & Squidoo Groups
· Cleverly track your online viewership with BudURLS
· Build a retweeting Twitter network
· Wi-Fi your business world
· Engage in digital photo frame promotion
· Experience the mutual uplift of a “Cluster” Group
· Automate the third-party referral process
I have the ability to create a social media release. This is better than a text-only press release as it can include multimedia. I can get it on Google News. I can forward it as a link to just about any publication. If you were to send me a display ad for your business, I would revise it to include a landing page link to a Squidoo site I created for you. But, I would alter the web address with a budURL for both tracking purposes and easy memorization by the public. We would not only create a "buzz" for your business in the publication where you ad actually ran, but on Twitter, Squidoo (and its many Squidoo Groups), but also within the PR community itself.
The whole idea here with PR optimization is to make it easy for your message - whatever it is - to SPREAD. A message that is easy to spread is easy to find. That means it is found many places. To have a message that is found many places, you need to have many people spreading your message. That means you need to find a way to automate the third party referral process. And, that is what PR optimization is designed to do.
CDMM - Synergistic Business Marketing
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