JoCarole : Hello and welcome to our February Chat. I want to thank everyone for taking the time to attend because I know you all have a very busy schedule. It is my pleasure to introduce Diana Ennen. Diana is the President of Virtual Word Publishing and author of the popular book “Virtual Assistant: The Series” in addition to other books listed below. Diana will share her expertise today which will help all VAs take their own marketing to the next level. By correctly using press releases, article marketing, social media and online networking you will see your VA businesses become more visible and an increase of traffic flow to your Website. Diana specializes in professional publicity and marketing services. She has been a leader and mentor in the ‘work-at-home’ industry since 1985. Other books by Diana include “Words from Home: Start, Run, and Profit from a Home-Based Business” and “So You Want to Be a Work-at-Home Mom A Christian’s Guide to Starting a Home-Based Business”. To learn more visit http://www.virtualwordpublishing.com.

JoCarole : There will be a Q and A session at the end of the chat, so please save your questions and comments till then. Thank you again for attending and now please join me now in welcoming Diana Ennen!

DianaEnnen : Thank you all so much! It's such a pleasure to be here and to see so many familiar faces. Today I'm going to talk on Publicity & Marketing! My true passion. PUBLICITY AND MARKETING – Steps you need to take today to get the results you’ve always wanted. Effective marketing will help you do so much. Not only can you get more clients, which is often the ultimate goal, but you can also invite people to your events, teleseminars, blogs, etc.

DianaEnnen : You build credibility in all you do so potential clients get to know about you and when the need arises, they look you up. Most importantly, you establish your presence. You’d be amazed how what you do today can be looked at months even years later and it catches someone’s attention and you get a call. But before we get into publicity, let’s talk about one essential you have to have. First and foremost - You have to have a fabulous professional website that just shows the benefits of the services that you offer. You could get press on CNN, Wall Street Journal, major websites, however, when the client comes back to your site and isn’t impressed, well they just go away. And it’s really hard to get them back.

DianaEnnen : So tip #1 before you start your publicity campaign is: develop your website so it rocks. Make sure that it not only lists the services, but tells the benefit the clients will get with working with you. Personalize it so they feel your presence. That makes a big difference. Don’t just talk what a VA does, tell them what you do. YOU being the key word there. Add your photos, especially virtually, people want to see you. It builds confidence that you are a real person. Make it easy to contact you for additional information. Link to your social media. That’s really important because say a client isn’t convinced right away to work with you, you get more and more chances

DianaEnnen : If they happen to follow you or go to your facebook page. (Especially if you give tips). Make sure you have a newsletter or a method to get those all important email addressed. That builds your mailing list. Each time someone signs up for your newsletter or connects to the RSS feed on your blog, that gives you more changes to connect with them later and SELL them on you!

TaylorR : so Dianna you are emphasizing a subscription area for clients then?

DianaEnnen : Absolutely Taylor ... you want people to sign up for your newsletter - I use Constant Contact. You want them to keep in contact with you. They might not remember going to your site, however, if you've kept in contact with them throughout, then when they need some thing you are front and center.

DianaEnnen : Now let’s get into PR, because that’s why you came!

DianaEnnen : First, how can you get PR – Here are just a few ways.
* Article & Press Release writing *Online Networking
* Social Media
* Google or Facebook Campaigns.
* Following up on Profnet, Haro, PR Leads, etc
* Having an updated blog and commenting on others (Blogs are fabulous! You can post your articles on there, provide tips, share about what a VA is and does and how they can help. Talk about client relationships, etc. Totally rocks!)
* Doing teleseminars and podcasts or hosting your own. (BlogTalkRadio and Toginet are just a few of the ones out there.)

DianaEnnen : Jill Hart and I have a radio show on Toginet on Thursday at 11:00 EST. It's easy to do and the results are so worth it. It builds confidence.

DianaEnnen : On our show we have guests, but then Jill and I normally have 1/2 of the time for us. We do encourage questions on the show and we answer them live. Also, a lot of people sign up for your radio newsletter. Again, our way once a week to connect to our audience.

DianaEnnen : Another marketiing idea is to add videos to your site letting clients get to know you better. Submit the videos out to places that allows it as well. Consider doing Ustream videos. You could do a question and answer or a tips video. Videos are so in now. When you think about it, when you go to a website and there's a video here, don't you click on it first. Your clients can do the same. For ustream, Scott Fox of ClickMillionaires does a video twice a week on internet marketing. You could do a video to teach your clients how to use their shopping cart, how to best use your services, etc. Create a video on what's a VA and why they need one. I did one on press release writing.

DianaEnnen : Other marketing ideas - Have a Twitter Party. I plan on having these more often. Develop a hashtag. And go for it. Have a bi-weekly get together. Discuss topics of interest to you and your audience. (BTW, follow me at @dianaennen to join in on my upcoming Twitter Parties.)

DianaEnnen : What’s important with all media you do is to "get to the point." In the day of Twitter and 140 characters, you tend to do it regularly anyway. You discover that you can usually say it in less time than you ever though. So in all you do, think “quick and to the point.” How can I relay my information best in the shortest amount of words. Develop solid soundbytes and work those soundbytes.

DianaEnnen : For a twitter party or chat you can create a hashtag and everyone can follow you during a specific time. I did one for the super bowl. #entspb

DianaEnnen : What's beneficial with hashtags too is if you see someone attending an event, if it's of interest to you, like a PR pro for example, you can follow along. It's a great way to get tips and meet others.

DianaEnnen : So back to the media. Think... what soundbyte (or, very few words) would sell your client on your services. Like if you offer bookkeeping, *Tax Season is here, are your ready?* or *Online sales slipping? Hire a VA who specializes in publicity.*

DianaEnnen : See how those are quick and to the point? Keep that in mind with pitching. Headings and Subject lines are important. You need to wow not only editors who might take your pitch, but also your targeted audience (your client).

DianaEnnen : Headlines / Titles / Subject Lines come into play all across the board in marketing. On your website the metatag title is so critical today and so is the title on the top of the page. Perfect it. You'd be amazed how even changing the title on the top of the page makes a huge difference in SEO. In a recent article in Entrepreneur, they said that the titles on website and metatags are THE MOST important thing. How cool is that!! On your blogs, facebook, everything.

B-organized : With the metatag on website-should it be just your "soundbyte" and contact info?

DianaEnnen : Your metatag should be your keywords and what you offer -- Like mine is *Publicity and Marketing*. Have the metatag match each page. So each page will have one that relates to that page.

DianaEnnen : The subject line on emails when you submit out is critical to even get the email read. I always recommend when submitting press releases out via email to not just list the title, but to make it something more compelling. Why would they care to open that email?

DianaEnnen : In the actual press release or article itself, the title determines again whether they read further. Even the title of topics on your newsletters work to your advantage. So take your time when deciding on titles and make sure they work.

DianaEnnen : As most of the people who work with me know, I’m a big fan of article and press release marketing. It just works! It not only gets results, but it brings great backlinks to your site, establishes you as the go to expert, gives you more content for everything, blogs, newsletters, etc. It allows you to provide information about your topic that you wouldn’t normally be able to provide.

DianaEnnen : For example, let’s say you specialize in publicity, you can write articles on getting publicity and clients will find you through those articles. You specialize in social media, same thing. You specialize in editing and proofing, bingo. You write editing tips for manuscripts, or ways to edit your newsletter and people take note. Even bookkeeping. Now is a great time to submit bookkeeping articles. Everyone is thinking taxes. It’s easy too to write a series of topics. For example the top 10 ways to get PR. Top 10 ways to write a press release. Top 10 ways to write an article, etc.

DianaEnnen : Now some tips for article marketing – First . Aways do SEO first - Always! I use Google but WordTracker works too. You would be amazed how much it makes a difference in traffic.

DianaEnnen : Just do a Google search for "keyword tools." If you have a Google Adword campaign running, it's even cooler because it will tell you the price of the keywords.

DianaEnnen : So if the price of one keyword is $20.00 and another keyword is sixty cents, go with the higher one.

DianaEnnen : Get those keywords in the first 4 words of your title. I normally try the first one or two. Add the keywords to the first few sentences of the article/release, and spread throughout the article. Include keywords in the bio, summary, etc.

DianaEnnen : Also, don’t just give individual keywords, work on the best keyword phrases.

DianaEnnen : One great tip I have is when submitting to Ezine Articles – you can even discover what is driving people to your articles. The keywords that someone clicked on to find your article. It Rocks. http://blog.ezinearticles.com/2009/1...ol-how-to.html

DianaEnnen : You often get to provide a summary with your articles & press releases - Provide a short – few sentence description. If you provide copy that is long and boring it will probably turn off your readers. Get those keywords in the summary!! Think in the summary, if someone were to pull up your article in Google, that summary is often what shows. What tells about the article and sells it well too?

DianaEnnen : It should address audience problem(s); it should be attention grabbing, create curiosity and finally it should entice the reader with a strong reason why he should continue to read further. So, offer sufficient information to grab their attention and hold their interest, but not too much information that they get bored.

DianaEnnen : Now when writing and submitting articles - Be informative – you are an expert and people value your information. Give it to them. Solve a problem, answer a question, tell others how to run their business better and skills for a better lifestyle. Write about how you are there to make them money or alleviate their stress.

DianaEnnen : For your releases, don’t only talk about yourself, talk about why this release would benefit your audience. For releases – add quotes from yourself or experts. Add any market research, or statistics that support your release, use active energized verbs and additional words.

DianaEnnen : I’ve been talking about articles and press releases together here, but let me explain the difference. The major difference between an article and press release is that an article can be more informative, whereas a press release is more newsworthy.

DianaEnnen : You would use an article to tell someone what they need to file taxes, you would use a press releases to say, tax season is here and I’m here to help.

(Continued in next post...)

DianaEnnen : An article you can put links in the bio and not the article itself. A press release you can do in the release itself. (Try and get your website link in the top portion too. They go to different databases so I recommend doing both. One month do articles, the next month do a release.

DianaEnnen : Normally you have to fill out the following when submitting press releases or articles online: Author / category / summary / title / body / bio

DianaEnnen : It's important to put the right category. Don't just go with "business". Go with business, entrepreneur. Many article submission sites now even have a category for VAs - that's great.

DianaEnnen : Make your bio for your articles rock and not just sound like a I did this and this and this and this and this. Relate it to the article. If your article is on taxes, don’t use the bio that announces your PR. In the bio, give out a free report or something. Also, always have "article is free to be reprinted as long as bio remains." You want it to go places. And they will go places. What’s exciting is that so many things work together. For example, you send out an article or press release, then use social networking to share it via your social networks.

DianaEnnen : When you submit your articles - look to see if it has a “share” button that allows you to share on other networks – Ping, Twitter, Facebook, Dig / BizSugar, StumbleUpon, Etc. Share the article with others and try and get them to social bookmark your articles and press releases as well. Make it go viral.

DianaEnnen : Send articles and press releases everywhere, blogs, newsletters, sites, etc. Add to your facebook page. When you send out an article, it might be a great idea to do a Google Adword campaign then you are already out in the media more, so it's a great time to get out there as much as possible!

DianaEnnen : I love submitting to both the free and the paid ones. Some free sites get picked up by more websites than others. For example, the press release that Tess did announcing this chat was posted on Pr-Inside. I have a Google Alert Set up for my name and found that many other home-based business sites picked it up. That tells me to always send to them. I encourage you to go look over the other chat I did on press release writing http://www.virtualassistantforums.co...sistant_Events. Also, email me for my free PR booklet to learn more. It has many of the how to's for how to write a press release -- such as it should be 300 to 500 words, have an impressive title, great introductory paragraph, supporting body that tells what the release/article is about, and then the call to action paragraph. That call to action paragraph is key!

DianaEnnen : You need to tell them "what it is that they will do with this release. Call you, buy your book, etc.

DianaEnnen : Send your press to reporters who regularly write on your industry. Be sure to build your credibility, show your qualifications and direct insight into that topic. It's hard sometimes to think of a topic for your article or release. Think what's in the news today that could relate to my business. What do I offer that is unqiue. What great press or event can I share. For example, did you get a mention in the local newspaper, etc.? Write about it. Did you win an award? Can your business help struggling realtors survive this economic downfall? Can your business get those small business owners get through tax season? Write about it.

DianaEnnen : Now onto other marketing - FaceBook is HUGE now. I know it’s time consuming but many professional PR Pros say that this is where you need to be and remain (at least for now.) Build your presence there. Remember that key word – relationships. You can’t just put up a page and expect them to hire you, you need to communicate. One recommendation from Scott Fox is to add a business page onto your personal page and put keywords in the name (instead of company name). I’m trying that now with Publicity Virtual Assistant

DianaEnnen : Set up a Facebook ad campaign. Scott also recommends to set the keyword amounts low. They give you a price that you should pay but go far below that. It will result in more exposure and also keep your budget down.

DianaEnnen : Linkedin is great way to market. Find groups that interest you and be active.

DianaEnnen : How can you network on Twitter – Give tips and recommendations. Include Virtual Assistant. Don’t go overboard. You lose your audience if they feel they are being pitched to. I love Twitter!! I've gotten many speaking engagements, clients, radio shows, etc. It just works!

DianaEnnen : Consider instead of pitching to offer assistance. You see someone say they are strugging with a shopping cart issue, you offer help, BAMO – they know you. In addition to tips give articles of interest, (including your’s) RTs from others, business updates and a little of you. You don’t want it all business. However, and most of you already know this. But don’t just give an update of your day just to post. I think it’s okay sometime to say, out to dinner with friends, love working at home. But if you haven’t posted in a month

DianaEnnen : And you write that followed by 5 pitches, well there’s not much relationship building going on. People will feel pitched. Learn to listen. Read what others say and comment to them. Don’t let it be a one-way conversation with you talking.

DianaEnnen : Follow those that would be beneficial. Use Twitter to find media to pitch to: Set up Twitter searches though aps such as TweetDeck., Reporters & Your Target audience use these too. And again, build relationships. For example, I follow a reporter from my local area. I personally responded when she asked something once. I RT what she says occasionally, I listen and connect. I put a search on her Twitter name to see what she’s up to. Guess what, when I once posted a link to my article, she knew me already, knew that it was important to her audience, and ran it. BAMM, It worked!

DianaEnnen : When connecting with media though, think about it more than just pitching them. Learn from them. It’s priceless what information you can get. They blog, they post, they attend Twitter parties, etc. Connect with others even when you don’t have an event. Have you seen those who just tweet when they announce events. Glad to hear of their events, but I haven’t build a relationship.

DianaEnnen : Now regarding pitching PR – Follow PR pros. You can find these reporters by Google Alerts, reading newspapers, magazines, etc & seeing who wrote the article. You will pitch either via emails, on their site, by mail, etc. dependent on what they request. With emails write a brief introduction.

DianaEnnen : Know the media outlets you want to pitch dependent on who you are pitching (business, to moms, women, etc. Decide what will give you the best punch Decide the audience. Some pitches are made for radio, other newspapers, etc.

DianaEnnen : - Haro
– Reporters Connector
– Steve Harrison
- Medialistsonline.com
- RadioGuestList.com
- PitchRate
etc.

DianaEnnen : HARO is the best. Most of you are signed up for it. If not, get signed up now. But there are now a lot of free ones too.

DianaEnnen : When you pitch a HARO lead, do it ASAP when they arrive. Open with a few sentences why you are the expert they need and then give valuable information that relates exactly to what they need. They should be able to take it right from your email and put it into an article. Follow-up with complete contact information. Find out if the reporter you are interested in targeting has a blog. familiarize yourself with that blog. Ad Comments, Build relationship. I agree with you. I love your “specific comment. Would like to see more …

DianaEnnen : When building your PR campaign think, what can do I every week. PR and marketing is a process, not a one-time deal.

DianaEnnen : Too many make the mistake of sending out one release, one article to one place and then it doesn't get results.

DianaEnnen : And don't worry about being perfect. Be the best you can be. Tell it like it is and submit it out. You'll be better as you go.

DianaEnnen : Have a PR template and article template and jot down ideas throughout the week. That makes it so much easier to write all the time. Just put in a few tips as they present themselves.

DianaEnnen : I do have a free PR informational package that tells more about the how to's of writing articles and press releases as well as places to submit your PR. Get in touch with me to receive it. Follow me on Twitter too. @dianaennen ... DM me so I know to follow you back too!

sierradavis0 : Diana I wanted to know how many sites do you send your PRs too?

Your Virtual Wizard : Diana, how many of the free press release sites do you recommend a release be submitted?

DianaEnnen : I send it to all the free ones and some of the paid ones. Free ones: BigBiz.News. Ideamarketers, and 24-7press release.
Paid ones I recommend are -- PRWEb, Webwire, SBWire.

Tess : Do those three PR sites you mentioned usually index releases in Google News?

DianaEnnen : YES they do index in Google. In fact, when I submit them out, I can almost guarantee my clients front page google status for the keywords we choose. That's why it rocks so much. Of course, paid ones are great too. They go to more places.

DianaEnnen : Definitely get my listing of the free places. It is so worth it. You and your clients will just love me for it! LOL

Staceyv : Diana, you mentioned a little about FB Campaigns. Are you speaking about creating a paid ad on FaceBook?

DianaEnnen : Yes, FB -- Facebook. You can do one quite inexpensively and they can really pay off.

TaylorR : dianna i am a freelance writer and often write press releases and articles for clients - how can I educate them about determing their target market for the purposs of article/PR marketing?

DianaEnnen : Great question Taylor. It's so important to target their release and article. What I tell my clients is that we can get better results if we know who we want to approach.

TaylorR : ok thanks, because so many of my clients get caught up in the SEO-Keywords and they forget who they are trying to talk to

Your Virtual Wizard : One of the questions I always have with press release sites is to select the category for which it should appear. Most times there is a Business category but that seems awfully broad to me. Are there categories you prefer to select?

DianaEnnen : Exactly with the categories! You don't want to just pick the broadest one. You want to bring it down as much as possible. Like for me being a publicity virutal assistant, my articles will often be, marketing, PR.

Your Virtual Wizard : So the category selected is what the release is about as opposed to the market one would be trying to reach? So if I write a release about promoting baseball am I selecting sports or public relations?

DianaEnnen : Absolutely -- the category should relate to the release. Say you are working for a client who has a online shop selling handbags. Look for something that relates to them.

TaylorR : diana, if you were to suggest one thing that a client can do to get more exposure- what would it be? I ask this because many of my clients are on limited budgets and have very little time,

DianaEnnen : The one thing I always recommend to my clients to get the best PR is to send out article and press releases. We get the most bang for that.
Essential Office Solutions : Diana - can you give more info on Haro - just googled it and not finding what I think I am looking for.

DianaEnnen : HARO is Help A Reporter - http://helpareporter.com/. Every day you get three emails that list from reporters what they need for their articles. Best way to get into major magazines such as Woman's World, etc. I highly recommend it.

Staceyv : Diana can you share a little about the Facebook Campaigns.

DianaEnnen : Facebook campaigns are very similar to Google Adword campaigns. They are newer, but I've heard amazing results. Like with Google, you come up with an ad that relates to your audience (like for me PR). The key is getting those keywords in there.

Tess : We have used FB ads for a few projects with mixed results, it helps if you have a VERY narrow niche to target

DianaEnnen : Tess, that is absolutely right!! That's the key to success too is knowing your audience, using the right keywords and ads, and then having something of value for them once they click on.

DianaEnnen : Thanks so much everyone for coming!!

This was a great chat with Diana, anyone who missed it here's your chance to get the scoop!

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Thanks for posting the archive, Tess! It WAS a terrific chat and, as with all the VAF chats I have attended, i found nuggets that I can refer to again and again.

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Lily Chambers, The Virtual Office Goddess, LLC
Author "How to Do Your Own Small Business Bookkeeping"

The information given in during the chat is priceless. Thank you for posting the archive.

Desiree

I appreciate this being posted too. It is always nice to glean from those who have gone before.

Thanks,
Theresa