Creator of Impacting Millions
Selena Soo is a publicity and marketing strategist for visionary entrepreneurs, experts
Her signature approach comes down to building powerful and long-lasting relationships with influencers and the media in a thoughtful, authentic way.
How To Get Publicity That’ll Take You From A Small Business To Industry Leader
Tactic that has had the biggest impact on Selena’s success
Getting publicity that’ll take you from a small business to industry leader
Result if you follow the steps in Selena’s session
Leverage your publicity so you can build brand credibility, maximize exposure, and build stronger customer relationships.
Full session with video, notes, audio and discussion inside EHQ Club. Learn more
Expert session snapshot
So I want to talk about how to leverage publicity because sometimes people will say things like, Oh, I was mentioned in an article, but nothing happened to my business, or I did one podcast interview, my business didn’t totally blow up.
And so it’s kind of like, if you’re doing a launch and you’re saying I sent one launch email and nothing happened. You know, there’s like a process to getting known, being seen and it requires, you know, multiple actions. So when you get the point publicity, you know, there’s a couple of things you want to do right away.
So one thing is, you want to update your bio. So in an ideal world, your bio will have at least three media hits of places that you’ve been featured. And you’ll just pick the ones that are the most well-known, are relevant to your brand.
So if you’re in the business space, maybe it’ll be you know, Forbes, Inc, and Business Insider would be great, you know, media hits to have, so that’s one thing. And not only does it go on your website, but when people introduce you for maybe another podcast or on stage, they’re going to use that credibility marker, which boosts your brand.
Another thing is to update your website with those media logos, and especially where people are making decisions or taking some kind of action. So you know, you’ll see people when they are promoting their webinars, you know, they may have a strip of media logos, right, by the opt in button, or maybe it’s on the sales page or you know, another key plays on your website.
But make sure to have those logos there because no one’s going to know that you were featured in these places. Unless you tell them, they may see it once, but you have to make it front and center.
And then another tip that I like to share is including the publicity you get in your email nurture sequence. So that way, you know, when people are joining, so excited to learn about you. They’re, you know, most interested in the beginning to discovering who you are what you’re about. And so that’s the time to roll out the red carpet, and share your key publicity pieces that showcase you as an expert.
And I like to think of publicity, you know, really as a form of content marketing. It’s putting your content out there, but it’s on this third party platform that gives you additional expertise, you know, credibility. And that way you’re kind of automating, you know, your publicity by putting it in the nurture sequence.
So those are three ways. And then I have two others to share of. I’ll just kind of pause for a moment.
Well, yeah, like this feel like those necessary things that you need to be doing. If you’re a business owner, you’re adding them to your website, updating your blog. And just letting people know because this thing happened. You know, this feature on TV or article newspaper maybe happened at one point in time, and then it’s news. It’s disappears. You almost turn it evergreen.
Exactly. Yeah. I love how you said that.
Yeah. Is it just like the logos as well? Is there other things that we can do to share parts of it? On your website or in your bio itself? Like, how should we be doing it? Is it just the logo?
Yeah. So you know, it depends. Because you can certainly have like, if you have certain interviews where you feel like you know, people really fall in love with you, when they hear it, then it may make sense to include a page on your website that has links to those.
But some people just prefer to include the article title or the podcast title and people can Google it, because like, let’s say you know, it’s 2018 or 2019, and a lot of your media is from 2010. A lot of people click and it’s all from 2010. It’s not going to feel as relevant. So in some cases, you may not want to include the direct link, it really depends.
That’s good. Because the logo really is timeless. There’s no specific date stamp on that.
Exactly. Yeah. And then another thing that I like to encourage people to do is to use their publicity with their launches. So you know, with my own launches, I’ll typically do a webinar. But we all know, you know, if you’ve done a webinar before that, not everyone on our list will register for the webinar.
And even if they do, they’re not necessarily going to show up. And so you want other forms of content that people can consume to feel like they really know you, right?
So some people do a three part video series. You know, I’m going to be doing that for the first time ever, but one of the easier things to do is go on some podcast.
And you know, with these podcast, typically you’ve got, you know, 30 minutes or maybe even an hour to talk about your expertise, your success stories, you know, share your tips and things like that, and what I did for one of my launches. This was a launch program called get in and get clients, which is a six month program.
As I said to people, you know, I know it’s a big decision to decide whether to enroll in this six month experience with me. You know, you may or may not have checked out the webinar. So what I want to do is share two interviews, in depth interviews, I did that where I really go in depth about XYZ topic. And people watch that.
And I had people say to me, you know, between the webinar and the interviews, I felt like I really got to know you. And that made me feel more confident to jump into this program with you.
And so you know, and also when you’re having a launch when people see that you’re getting publicity that there’s bars, there’s people interviewing you, it creates a lot more excitement about around your brand, which can help with sales.”