Author of Social PR Secrets and Social PR Agency Owner of The Buyer Group
Lisa Buyer helps brands combine the supers powers of combing public relations, social media and search engine optimization to maximize reach and influence. Author of Social PR Secrets 4th ed with foreword by Guy Kawasaki – Lisa was and named one of the top 40 Digital Strategists for three years in a row by the Online Marketing Institute.
Lisa is passionate and ambitious about how Public Relations, Social Media and Online Marketing influence each other. She is President and CEO of The Buyer Group, an interactive public relations and social consultancy located in Celebration, Florida and editor for Social #PR Chat covering trends in Social PR, Mobile PR, Brand PR and SEO PR.
A columnist with Search Engine Journal and is an international speaker, Lisa is writing her next book Digital Detox Secrets – how to achieve work/life balance in the digital world.
Tactic that has had the biggest impact on Lisa’s success
Combining the power of public relations to influence search marketing results
Result if you follow the steps in Lisa’s session
Increase reach and exposure to your audience, potential publicity opportunity by reaching the journalists you are targeting, positive search results, increased social media SEO
Full session with video, notes, audio and discussion inside EHQ Club. Learn more
Expert session snapshot
Yeah. So, I mean, again, looking back five years, the best practice recommendation used to be every day, you know, you had to publish a blog post every day.
So today, it’s not quantity. It’s more quality. So, I would say invest in that awesome piece of content. You know, even if it that awesome piece of content comes a couple times a month, versus worrying about I have to publish something every day.
So that’s more of a general from a newsroom blog standpoint. On social, it really depends on the network. So, you know, publishing at least weekly, but if you can publish more often than once a week that’s better. And you know, thinking about it from a credibility standpoint and your audience standpoint.
So, if somebody lands on your Facebook page, and you haven’t posted anything in a month, they’re going to think, you know, that’s just not good credibility. That’s not good PR.
So, looking at your Facebook page as an extension of your newsroom, except, I’m sorry, an extension of your website, that you want to make sure that you’re updating it at least weekly.
So, that from a credibility standpoint, that’s a checkpoint today. For users will go on a Facebook page to see how legitimate a company or brand is.
All right, so let’s maybe walk through maybe an example here, just to maybe wrap things up. I’ve got a big announcement that I want to make, I don’t know if it’s a new feature, it’s a new benefit, a new service product. Maybe I’m launching my business for the first time.
What’s the best way to, you know, maximize the distribution, amplify the brands? Are we, you know, reaching our audience?
I mean, our goal is reaching our audience, getting some great search benefits from that. And obviously, you know, journalists and media too.
So, number one is, make sure that you have awesome visual assets, that those can be images. If you can do video even better, making sure that those images are, you know, optimize even as down to the detail of the file names, have, you know keywords.
The appropriate keywords, and then making sure that when you do a press release that for example, your blog post, that you’re going through the steps that you would for a website optimization, the meta tag, that the title, the description, your headline, your keywords are sprinkled throughout the press release, not necessarily linked in the paid one.
But you’re optimizing the press release just like you would best practices for a web website, you know, for the most part. And making sure that, for example, that you are doing social versions of it that you’re doing maybe a version of it, that’s going to go through meeting. Maybe a version is going to be announced on LinkedIn. So, you’re covering all these different ways to distribute it.
And Google is seeing all those different, you know, shares and content coming up in different ways. So, and besides Google your audiences too, so those things working together are going to increase your exposure, increase your reach, and give you better public relations in the long run.
Nice. And just the fact that I think you’re out there more often, you’re being exposed to your audience more. The journalist as I think you mentioned, that, you know, it might not be necessarily about this specific, you know, announcement that they want to touch base with you, but you might be top of mind for something else.
Yeah, and I think one other tip, if we have time for it, is to watch for that trending news. So, being a part of let’s say, you know, your maybe it’s your industry is having a big conference. So, looking at what is that hashtag and optimizing with that hashtag or whatever.
Reaching out to the journalists that are going to be at that industry conference and letting them know that, you know, if they need to talk to somebody that you’re available. So, you’re doing all these things ahead of time and not just waiting to react, you’re doing things proactively.