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« Event Marketing: Your Email List - Quality versus Quantity | Main | “There's a Sucker Born Every Minute” »

The Media and Making Your Web Address Count

Is getting your company or event featured in an article enough to drive traffic to your web site? Probably not. Too many business people jump up and down with unbridled enthusiasm because they were featured in their local media. I call it the “Hey, look at us!” syndrome. Don’t get me wrong, publicity is great – especially free publicity. But you need to leverage publicity the right way. Let me put it to you this way . . . The end result of publicity is more important than the actual publicity itself.  You should constantly ask yourself, "What is this publicity going to do for us?"

Getting Featured Online and Off
Free_Event_PublicityLast week a client was featured in both the online and offline versions of our local newspaper. The feature article was very positive and included the client’s web address (but not as an active link online). According to the Audit Bureau of Circulations the local newspaper has a daily circulation of 124,987. Online the paper’s web site has an estimated 230,000 visitors per month according to Quantcast.com. With the previous numbers one would think having your web address included in a positive article would generate a decent web traffic burst. Unfortunately, that wasn’t the case. According to Google Analytics the client’s web site received just 10 extra visitors per day when the article was featured. Getting your name in the paper these days simply isn’t enough. You need to think about how your publicity is going to benefit you.

Realty – Most Web Users are Getting Lazier
It’s important to remember that the online attention span of the typical web users is getting shorter and shorter. If a web site doesn’t load in a few second or it isn’t easy to understand and navigate, the user usually bolts to a competitor’s web site. It's important to always keep in mind the User Attention Span. Just because your web address is included in an article, online or off, doesn’t mean people will visit your site. Remember that your consumers are bombarded with way too much advertising, yet still want instant gratification. You can't expect them to do something like copy and paste a web address from an article into the address bar. Focus on leading the user down a given path.

Make It Easy to Click on Your Address
There are two simple things you can do to get more way more leverage from your web address in the media. First, make sure any online reference to your web address includes an actual HTML link to your site. If you find an article online about your event or company that doesn’t include an actual link, get in contact with the publication immediately. A friendly telephone call can go a long way. For sake of immediacy, don't try to rely on email. Correcting media references offline is a little more difficult. Print is near impossible to change after the ink dries. Be proactive with print publications. Your best bet is to ask the publication to finish the article with “For more information about XYZ, please visit the XYZ web site: XYZ.com.” That one sentence can go a long way to driving tons of free traffic to your web site. In order to get publicity to work, you need to make it easy and compelling for people to find out more about you. A well positioned web address helps tremendously.

Check out the articles below for additional information on getting the most from free publicity.
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