generating buzz through bloggers & new media sources by david siteman garland
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Presentation by David Siteman Garland author of Smarter, Faster, Cheaper: Non-Boring, Fluff-free Strategies for Marketing and Promoting Your Business at a recent RISE Lunch in St. Louis, MissouriTRANSCRIPT
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Non-Boring, Fluff-free Strategies for Marketing andPromoting Your Business
Generating Buzz Through Bloggers and New Media Sources
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Today’s Game Plan
• Couple Stories
• Lessons
• Tips for You to Maximize Blogger Relations
• Mistakes to Avoid
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Major Takeaways• They approached bloggers as a trusted resource and not as a product
pusher.
• Size and numbers are overrated. Everyone in your niche matters.
• Online is about engagement.
• Bloggers aren’t just writers.
• It isn’t about your product. It is about a topic/interest/passion.
• Bloggers and new media sources laser cut a niche.
• Bloggers and new media sources are influential.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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So, how can you do this?
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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First, here are a few concrete principles of smarter, faster, cheaper, as opposed to
dumber, slower, and expensive.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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vs
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Smarter, Faster, Cheaper Strategies…
• Cost little to no money up-front, compared to traditional campaigns.
• Put more weight on creativity, experimentation, and effort.
• Take time and participation. You have to want it.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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So, again, how can you do this?
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Understand Blogger Motivations
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Identify• Use http://search.twitter.com and look for topics.
• Alltop.com
• Pay attention as you link around.
• Use http://blogsearch.google.com and look for topics.
• MediaOnTwitter.com
• In-Person
• TIP: Search for fringe bloggers and up-and-comers.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Participate and Help
• BONUS: Use your content as a handshake and offer something.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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When the Time Is Right…
• Approach with an idea.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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What might your idea be?
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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A Little Bribing
• Give it away for free.
• Don’t require an obligation or you will look like a jerk.
• Only pitch products to big blogs, and make it
personal.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Guest Post, Not Pitch Fest
• Provide valuable content.
• Show examples.
• BONUS: Write it first, or approach with ideas.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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JV-Affiliate
• It works like this:– %– Deal to readers.– Kick back to the blogger. The blogger will disclose
this.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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Sponsorships• See what you can get.
• Go beyond banner ads.
• Bloggers will work their asses off for you.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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How To Piss Off Bloggers & New Media Sources6 Rookie Mistakes
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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1. Pitch without any kind of relationship.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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2. Not knowing the material.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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3. Assuming everyone is the same.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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4. Using the wrong contact method.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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5. Press releases don’t fly. Personal outreach does.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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6. Going for the one night stand. Build the relationship before you need it.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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One Final Tip…
Grow a bigger mouth.
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com
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This is something you can start today and build that foundation for the future. Eyeballs are continuing to shift this way.
Wrapping It Up…
David Siteman Garland – TheRiseToTheTop.com – SmarterFasterCheaper.com