Courtesy of John Jantsch
Getting positive mentions of your business, products, people and events in the publications that your ideal clients consume is an essential part of what I call the lead generation trio (advertising and referrals being the other members.)
The credibility that comes with media coverage is something you simply can’t buy and obtaining this coverage is something that you simply must make a part of your overall marketing system.
While a spot on Good Morning America might not quite be in the cards at the moment, even the tiniest of local businesses can generate some media coverage in this day and age by simply adhering to the plan outlined below.
Create your media target list
Most small businesses, particularly local businesses, can probably dig up the five or six important journalists, producers and editors that they need to focus on with very little effort.
Create this list and then get to work on turning it into a rich dashboard of information by creating Google Alerts for each of the members of your list so you know when they’ve written something. Subscribe to the blog their publication makes them write, find them on every social network they belong to and add them to tools such as Twitter Lists and Google+ Circles so that’s easier to listen to the things they are doing and saying.
It’s not uncommon these days for journalists to talk about stories they are working on in social media outlets. In many cases you put yourself in a story as a source by simply paying attention.
John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies. John is a marketing consultant, award winning social media publisher and best selling author Duct Tape Marketing and The Referral Engine.