Tag Archives: Calls to Action

Do’s & Don’ts: Saving a Reporter’s Time

newspaperKaren Leland, author of Time Management in an Instant, talks in detail about how to use HARO (Help a Reporter Out) to promote your biz/cause.

Here are 6 tips she learned on how to respect a reporter’s time:

  1. Do: Respond to a posted inquiry within 2 hours. Yes, I know your busy, and you have a life, but most of these reporters get hundreds of responses to a single post and are usually on a tight deadline. After a certain point they stop looking. So if you want to been seen, be among the first to respond. Responding quickly helps the reporter get what they need as fast as possible.
  2. Don’t: Respond to a query that is past the due date with an email that starts “I know this is past the deadline but” To put it bluntly the reporter won’t care, they have more than likely already decided on their sources and you have just put another email they need to open in their in box.
  3. Do: Refer to the topic they are seeking information on in the subject line. For example: If the reporter says they want experts to discuss the mating habits of orangutans, in the subject line back write “Expert on mating habits of orangutans.” This makes it fast and easy for the reporter to  do a search through all their emails and find the ones that relate to the topic they are interested in.
  4. Don’t: Use an abstract or general email subject lines when responding to a query. Most reporters are working on multiple stories at one time, so a non-descriptive subject line such as “Response to your HARO query” is meaningless. Don’t’ make the reporter spend any extra time searching for which story you are responding to (and cursing) you for making  their life harder.
  5. Do: Give a reporter exactly what they ask for.  If a reporter says they are looking for tips on how to take a vacation in France on five dollars a day, send one or two of your best ideas and let them know there are more available upon request. This saves a reporter time, because they can instantly see if you have the kind of information they are looking for.
  6. Don’t: Submit endless paragraphs on who you are, and what you have done. It’s too hard for a reporter to glean from this if you would be a good source.

Check out the full report in the Examiner.

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A Few Reminders on How to Improve Your Website

I was reading this post over on Marketing Pilgrim and I thought it was worth sharing.

From a talk given at SMX West (Search Marketing Expo 2009) ’15 Stupid Things You Can do to Your Website’ is a quick sketch of some key things to keep in mind when launching a new website or revamping an existing one.

Here are a couple of points I liked:

2. Using bad keywords—ones that are too competitive or no one is searching for. Michael suggested picking mid-range keywords and work your way up.

13. Mass email using BCC and not using email services. Using an email service provider is highly recommended for sending to large lists of recipients.

14. Below the fold calls to action. Ensure calls to action are above the fold and in order to check how the page appears on different screen sizes undertake browser testing.

The point on keywords is well-taken.  It’s important to review your keywords frequently and track their results with an analytics program such as Google Analytics.   What words emerge from your initial research as achieveable may not drive traffic to your site through organic search.

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Email Design Pivotal to Campaign Success

envelope1As marketing budgets tighten among companies of all sizes, folks are looking at low-cost tactics that are trackable and measurable. Because your company is known to customers and you have determined which recipients have opted-in to your list, e-mail design and messaging is the most critical element of this a campaign’s success.
Here are two points to consider when crafting an email campaign:

1. “Less is more” for an effective e-mail. An email with a shorter copy and fewer graphics work best. A clean presentation helps potential customers see your message clearly and eliminates unwanted confusion.

2. Bring in customers with a call to action. Clearly marked calls to action are important so that the customer knows the who, what, why, and where of your e-mail communication. An email with a weak or missing call to action is as ineffective as simply not sending a message at all.

Stay tuned for more email marketing tips in March.

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Filed under Calls to Action, Email Marketing, marketing basics