omniture

一区二区三区乱码国产在线_无码精品一区二区三区免费_日韩国产欧美一区二区三区_日韩欧美中文字幕一字不卡

Become an Industry Expert

2010-06-22 15:55

by: Rachel Meranus

Offering your wisdom to the media is a great way to further your brand. Using your organization's representatives as expert commentators in the media is a great way to gain exposure for your brand and position your organization as a thought leader in the industry.

But marketing your contacts or executives as experts requires a different set of disciplines and reporter accessibility. For instance, how are you to know when a reporter is facing a deadline and in need of a source that ideally suits your spokesperson? What is the best approach to make your experts visible to reporters when those reporters are researching a story?

For a firsthand, in-the-field perspective of the opportunities and challenges available to small businesses in marketing expert sources, I spoke with Lorrie Thomas, who heads a boutique online marketing agency, Web Marketing Therapy. We discussed how she was able to increase exposure for her clients by positioning them as experts to the media.

What qualities does a good expert source possess?

We work with clients in all industries who make their passion their profession. This quality helps to distinguish them from their competitors, and we use this principle when we design and execute marketing campaigns. We realized that the people who are responsible for bringing the passion to their profession make naturally compelling sources not only because they are most informed about the industry that they're working in but also because they truly enjoy what they do, and it shows.   

Opportunities to position clients as expert sources need not be limited to their profession. If a client has had success as an amateur athlete, has an interesting hobby or a unique personal background, these traits can provide additional opportunities to gain exposure for the talent behind a brand.

How did you begin working on getting your clients' names out there as experts?

Though our clients were leaders in their space, we needed the tools to translate that expertise into positive exposure. We researched various strategies and techniques for publicizing expert sources and realized that the only way we would be able to produce significant and repeatable results is if we employed tools that were recognized by the PR industry as best-in-class.

How do you prepare your clients for their first interview?

Fortunately, our clients are experts in their field and are very gifted communicators, so there is never a need for formal media training. What we do to prepare our clients is get a list of questions to them in advance so they are prepared. We also gather information about the audience our clients are speaking to. We understand the market, needs, wants and educational level.  It is our goal to have interviews that educate and add value to the target audience--so we plan ahead.

As a marketer, what do you see as the key benefits for building expert exposure?

Were your clients generally receptive to the strategy? An expert in his or her field can become an authority with an exposure plan. Once an expert achieves authority status, it takes marketing to a whole new level. The media is more interested in our clients, their target market trusts them more, company morale goes up; the benefits are endless.

Generally, our clients understand that they need marketing to build brand and boost business and are very willing to be catapulted to high expert status to grow their companies.

消息來源:美通社
主站蜘蛛池模板: 甘泉县| 上饶县| 土默特右旗| 宜兴市| 安塞县| 平山县| 临沂市| 广宁县| 冕宁县| 宣威市| 竹溪县| 阿瓦提县| 太仓市| 射阳县| 汤阴县| 长岛县| 台北市| 赤水市| 益阳市| 枣庄市| 忻州市| 武宁县| 屏山县| 沐川县| 乌鲁木齐市| 鄂州市| 茶陵县| 金溪县| 衡水市| 信阳市| 成安县| 咸宁市| 若尔盖县| 龙江县| 姜堰市| 油尖旺区| 即墨市| 潞西市| 蒲江县| 正宁县| 铜川市|