How To Attract Media Coverage Through Digital Marketing.
So many people ask me how I've managed to become a trusted media provider of Tech & Digital Marketing content. The simple answer? I'm an expert. The more complicated answer? It took me years to finally come to the realization that I have to tell my story. I have to be comfortable enough to tell the world that I'm an expert. Once I did that, everything changed.
I'll never forget... Looking down at the caller ID in my office and seeing the Daily Buzz calling me. The Daily Buzz was a Nationwide morning program filmed live here in Orlando. They had done a Google search and found me under a keyphrase like Social Media Expert. After a few appearances on the Daily Buzz, my phone rang under. This time, it was the local Orlando Fox affiliate. They came to my offices and shot a piece on Social Media. Not long after that, I was appearing in their studios, sometimes taping 2-3 segments at a time.
This earned media coverage has been a blessing, one that I NEVER take for granted, one that helps instill confidence in my prospects, one that helps me stay on top of the ever-changing tech and digital marketing space. I've had the great fortune to appear on TV now over 260 times. As a side effect, I've also been on other media outlets and channels, have been covered in the USA Today, have been on a global station, CCTV a few times, it's been amazing.
So, how can you become a trusted expert? Well first and foremost, you have to know your stuff. Read EVERYDAY, absorb your industry, go to the networking events and hang out with smarter people than you. Read industry publications, subscribe to every bit of information that you can in order to constantly improve yourself. Next, the hard part, TELL the world that you're an expert. People want to buy from experts, they want to know that you / or your company is the absolute best. No one wants to work with a novice, ever.
9 Ways To Help Build Your Expert Status Level
- Start a blog. Keep it up. Share your thoughts, share your wisdom, share your feelings about the state of your industry.
- Keep your social media on point. Tweet and post about your industry, share your insights with substance, remind people that you are the expert in your space.
- Build your tribe. I can't stress this enough, surround yourself on social media with influencers who believe in you and your expertise. Feed them, enlighten them, entertain them.
- Build a media list. Find the right people that you want coverage from on social media. Be a real human being, don't spam them, don't solicit them, but feed them and help to make their jobs easier. Reporters need your help, they need your expertise, make it available to them.
- Be gracious. If you do get a media hit or inquiry, be nice. I can't state that enough. Try to be as accommodating as you can to help the reporter get the information that they need.
- Be thankful. After a media hit, remember to thank the media outlet / reporter, etc.. Professional courtesy goes a long way.
- Market your media hit. Don't forget to post your media hit on social media, boost it on Facebook, upload it to your website / blog, it helps to attract other media outlets and builds credibility for your company / business.
- Google is your friend. Be certain that you are keeping your blog / social media channel / youtube channel current. The media USES Google to find experts like you.
- NEVER, EVER sell your products or promote yourself during any media hit. It's perfectly acceptable to say who you are and what you do, but, this is not an opportunity to sell, EVER.
Again, the hardest part of all of this is telling the world that you're an expert. I'm actually a very shy individual and don't thrive on telling people how awesome I am. It's hard, but it HAS to be done. No one will recognize you as an expert if you don't recognize yourself as one first.
Thanks for reading and good luck out there!