Promoting Your Web Sites in the Dirt WorldWritten by John Calder
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success will be determined by type of online business you operate. If you sell products and services to other marketers, for example, you stand very little chance of successful offline promotion, except perhaps at a marketing seminar. However, if you run, for example, a computer parts business online, it may make sense for you to team up with and co-promote local computer user groups, electronics swap meets, auctioneers, and even some computer retailers that don't offer parts or service. That's a very natural blend of offerings, among non-competing entities.
If you are fortunate enough to find such events, your main concentration should be on building your own mailing list first, or failing that, creating a shared list between you and your offline partner. You can offer premiums, incentives, and giveaways if you'd like, but don't just hand them out. Get a name and email address in exchange. If you do this, be sure to comply with CAN-SPAM and other applicable laws.
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Same Time Next Year: Using Editorial Calendars as Part of your PR EffortsWritten by Shannon Cherry, APR, MA
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Here are some examples of editorial calendars: •Choice: The Magazine for Professional Coaching - http://www.choice-online.com/calendar.html •Small Business Technology Magazine - http://www.sbtechnologymagazine.org/write/SBTM_Editorial_Calendar_2004_2005.pdf •Fortune Small Business - http://www.fortune.com/fortune/mediakit/editcal-targeted.html
Not all publications have editorial calendars. “Really small magazines – many labor-of-love kind of magazines published by enthusiasts –usually don't.” says Cherry. “Magazines, which don't accept ads, may have one but they don't publish it. Totally reader-contributed publications don't. New magazines generally don't because content is so often changed and tweaked as publication searches for its voice.”
Even some large, national magazines don't have calendars. News weeklies like Time and Newsweek don't. Neither does People or US Weekly. “They are steered by what news hits that week and that is, of course, something you can't predict months in advance,” she explains.
Cherry suggests, after reviewing calendar, you can decide which stories you can offer to be a source or expert for, or, in case of trade publications, which months you could offer a written expert-opinion piece.
“Remember that editorial calendars can and do change, so check for updates regularly,” reminds Cherry. “Also, pay attention to deadlines. Article queries and pitches especially should be sent to editors well ahead of time. And if they don’t have deadlines, assume that media need information about four months out.”
Shannon Cherry, APR, MA helps businesses & entrepreneurs to be heard. She’s a marketing communications expert with more than 15 years experience and the owner of Cherry Communications. Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special report: "Get Set For Success: Creative, Low-Cost Marketing Tips to Help You be Heard." Go to: http://www.cherrycommunications.com/freereport.htm.