Best of PubCon for PR Pros

Best of PubCon for PR Pros

This was my first year at PubCon (an internet marketing and social media conference), though several of our team are regular speakers. Matt Siltala is a bit of a PubCon celeb (he’s famous for his beard and seo/social street cred). Here’s the team in Vegas.

Avalaunch Media executive team

I went to most of the PR-related sessions, most of which were exceptional from both a PR and an SEO/social perspective. Here are my best tips from the top sessions for PR pros.

1. Easily buy SEO and do PR without Breaking the Rules.

PR is content: links, likes, pluses, traffic, media, and blogger mentions. Marty Weintraub showed us how he copies the direct link to a Google+ post.  It’s in a dropdown menu:

Google Plus direct link
How to find the direct link to a Google+ post.

Here’s a direct link for a report from our yeti on how to do social media right: https://plus.google.com/115671137696411026556/posts/JrGQt9vc6gw

After you have the direct link, tweet about it using the Google+ link. Next promote the tweet for the hashtag #pubcon (Marty notes on this one he links directly to a blog post). He also posts on his personal Facebook page where he has many friends/followers and pays to boost the post so more of them see it. On his brand page he uses the power editor and creates many versions of the ad to show in the newsfeed. He targets his trade/industry people, in this case to places like Search Engine Journal, Pubcon and SMX. He creates another version of his ad for PR – places like Mashable, producers, show hosts, and local ad agencies. In addition, you can buy LinkedIn ads, Bing ads, and even run Google AdWords to the post.

While there may not be a direct correlation between Google+ interactions, there is a correlation. If you share and someone engages, then their connections see your content. Then your content rises when that person and their friends do related Google searches.

2. Press Outreach Secrets

Rob Woods along with moderator Warren Whitlock talked about creating press and Rob introduced me to a few new PR tools that I can’t wait to try.

  • Do a keyword search in Google News to find who is writing on the topic you want to cover. In Google News there is a link next to the author’s name and that takes you to their Google+ page. Some people put their email address on their “About” page or there is an icon to email them directly without knowing their email address (some have this disabled). If that fails you can tag them. Scraperr will scrape the top 500 results from any search term. From there you can pay someone on oDesk or Mechanical Turk to find contact info for the articles written that fit what you’re trying to pitch. Or you can do research to find contact information yourself.

Google-plus-profile-link

  • Subscribe to Muckrack to build a list of journalists on Twitter related to your topic.
  • Search Followerwonk profiles for journalists from publications or blogs you want to do outreach to. For example you could search “tech reporter” or “sports reporter” or even search the URL field for the publication itself, such as “mashable.com, techcrunch.com, etc. You can export the results to a csv file. You can even download a file of only your followers and see if there are people from blogs or news organizations who follow you that you could reach out to.
  • Search abyznewslinks.com to find the newspapers and TV stations for every city, state and many countries in the world. Or find the 15 most popular news websites here.
  • Check out Pitchbox to do research and keep track of your outreach efforts and results.

 3. Pinterest Marketing – How to Leverage the Fastest Growing Social Network

You know you truly love a subject when you’ve studied it for hours and still want to learn all you can about it. That’s how I am about Pinterest marketing. John Rampton shared a simple Pinterest marketing plan.

  • Spend 30 mins. on http://postris.com to see what is trending and to get ideas for your business niche. Breaking news, seasonal or pins for the holidays do well.
  • Go to the “popular” category on Pinterest and comment on the top 30 or so pins in your niche. I’d add that you could repin or like their pins.
  • Use auto-follow tool ninjapinner to auto follow back people who follow you.
  • Plan out your pins with ideas you had.
  • Use Viral Tag to schedule out your pins.

Vince Blackham shared some great case studies of pins that killed it on Pinterest. Check out his slides here. In the Q&A Vince gave advice to a vacation rental company that applies to other businesses too:  “don’t promote yourself, promote the experiences”. So for this company based in Park City, Utah, I picture boards with the best places to eat, the festivals, the farmer’s markets, the events, places to stay (with their properties), skiing, and outdoor activities in Park City, Utah.

For additional Pinterest marketing tips see my slides from Bend WebCAM: 10 Tips for Marketing on Pinterest.

Not only were these sessions incredibly helpful for those of us in public relations or blogger outreach, it was also a pleasure to reconnect with or meet the presenters. Thank you to all who shared their expertise at PubCon. I was inspired to fine tune my pitching and introduced to new ideas and tools to use.

If you were at PubCon, did I miss any great PR insights? Please let me know in the comments.