Marketing In A Web 2 0 World

Marketing In A Web 2 0 World

When it​ comes to​ marketing the​ choices are clear: market to​ your reader. But the​ “where” to​ find your reader has changed as​ more and more of​ our lives migrate online. a​ recent article on​ how offline media is​ succumbing to​ the​ ’Net talked about a​ flurry of​ newspapers diving into online content,​ online ad placement,​ and online forums to​ push more of​ their feature pieces,​ reviews and editorials into a​ virtual medium.

Even industry standards like the​ Wall Street Journal and the​ New York Times are moving more and more of​ their content to​ the​ website. So what does this mean for you? Well,​ it​ means that the​ lines between on​ and offline are becoming even more blurred. it​ used to​ be that if​ you​ had a​ few select publications that you​ were pitching you​ could contact their on​ and offline departments and possibly be considered for interviews or​ feature pieces in​ both of​ them; that’s not the​ case anymore. Sometime an​ online feature means that you​ can kiss your offline exposure goodbye,​ so it’s good to​ ask before you​ start pitching. Much of​ the​ online content is​ now pulled from the​ offline source,​ so while this could work in​ your favor,​ better to​ be certain if​ you​ have your eye on​ print coverage. That said,​ you​ might be better off being on​ their website,​ where you’ll get lasting exposure.

But media promotion isn’t the​ only factor in​ marketing,​ in​ fact,​ there’s a​ lot you​ can do without even heading into the​ media realm. Consider these ideas:

* Craig’s List: have you​ been on​ this site recently? if​ you​ haven’t,​ take a​ few minutes and run through the​ listings for your city. It’s a​ great place to​ promote yourself but be careful,​ the​ Craig’s list people don’t like a​ “salesy” type of​ pitch but prefer something more folksy and casual. if​ you​ surf the​ site for a​ while you’ll see what I mean. you​ can use Craig’s list to​ promote your event,​ your product,​ even your service,​ but they key is,​ don’t look like you’re promoting. Also,​ keep in​ mind that often regional media will surf this site looking for events they can cover,​ so get yours listed there now!

* Virtual networking: it’s not just for trading business cards anymore. if​ you’re trying to​ gain platform or​ gain media exposure,​ heading on​ over to​ sites like can be a​ good way to​ start your network and gain additional exposure. Also,​ sites like MySpace have gotten a​ bad rap as​ predator sites,​ but only a​ marginal portion of​ people on​ this site are there for nefarious reasons. While the​ MySpace age does tend to​ skew younger,​ there’s virtually a​ place for everyone and every message on​ this site. Not a​ MySpace person? Try instead,​ this site targets the​ over 50 crowd and offers another great place to​ market your book and message.

* YouTube: this site isn’t just for singing pancakes; in​ fact,​ more and more authors are moving snippets of​ signings,​ speaking gigs or​ other visual promotion tools to​ this hot new resource. It’s a​ great link back to​ your site.

* Social bookmarking: have you​ been doing your social duty lately? Posting to​ sites like could really help to​ spread your message like wildfire. Sometimes a​ few sites is​ all it​ takes to​ start the​ buzz going in​ your market.

* Consider the​ overlooked media: as​ the​ bigger papers are moving their content online and vying to​ keep readership interested,​ the​ smaller overlooked papers like the​ Bastrop Daily Enterprise in​ Louisiana and Arkadelphia Daily Siftings Herald in​ Arkansas are booming. Their readership is​ loyal and their papers always hungry for content. Have you​ poked around in​ the​ smaller regional newspapers yet? if​ you​ haven’t,​ you​ might want to. you​ might find that while it’s great to​ have an​ online presence,​ the​ further we get into Web 2.0,​ the​ more these publications are overlooked by pr people.

The ’Net has opened up a​ bunch of​ opportunities both online and off,​ take your focus off the​ norm and start exploring some new territory,​ you​ might be surprised what it​ can do for your campaign!

Marketing In A Web 2 0 World

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