Your Website and Public Relations (PR): Working Hand In Hand
[By Tony Popowski]
So if you haven’t caught on by our other blog entries, the members of the GRM team are firm believers in the integrated inbound marketing philosophy. Consequently, this also means we’re firm believers in the importance of an effective company website. If you’re a new reader to Marketing, Coffee & Pretzels, I’ll emphasize the point here again for you: your website is your most important sales tool! In addition to being the center of your marketing universe, a stellar company website can also help your PR efforts – and vice versa:
Getting Found by Reporters
If a reporter is looking for a subject matter expert to interview for a story, wouldn’t you like to be the one interviewed? When a reporter is searching for experts in Google, Yahoo, Bing and other search engines, he or she should find you! This will only happen if your website is search engine optimized (SEO).
Establishing Credibility for Reporters
Whether a reporter found you through a search engine or a pitched press release, there’s a good chance he or she is going to scope out your website if you’re being considering as a source for a story. If your website is filled with valuable content like industry articles and blog entries, the reporter will trust you as a credible resource and will be more inclined to interview you.
All company websites should have an archived Articles and Press Release section. The keywords from all of your press releases will help improve your website’s ranking in search engine. Additionally, if you submit your press releases (which should have your website mentioned in the boilerplate) in article archive sites and press release distribution sites, there will be more opportunities for people to find your website.
Establishing Credibility for Prospects
People like buying from people and businesses they trust. If you’re consistently quoted in media publications, your audience will look at you as the go-to subject matter expert in your field. Showcase any media features on your website to show your targets your industry knowledge.
Your PR efforts and company website can support one another to build your brand!