This week I wanted to share with you my experience with traditional PR and how I got some great results – but not the ones I expected.
As you may know, I ran my own ecommerce business, The Wedding Crafter, for 7 years before selling it in 2011.
In 2008, I ran a campaign with a PR agency to boost the business profile. This involved a traditional approach – press releases, media packs and telephone calls – rather than online PR.
Our aim was for an increased profile and business from exposure in bridal and craft magazines but we also included features editors from national press and lifestyle magazines. We got some good mentions, but overall I was disappointed with the immediate results from the campaign.
Then, several months later, checking our Google Analytics, I noticed someone had been referred from The Daily Telegraph. A quick hop over to their website and there it was – Miss PennyPincher had mentioned us in an article on saving money on your wedding.
Over the next couple of years, we had mentions in several more papers including The Guardian, Mirror and Sunday Times – usually with links back to the website.
Last time I looked (just before I sold the business and 3 years after the original campaign), those links were still there. And while they continued to send through a steady trickle of visitors, the long term benefit came from the links from these popular sites ( page rank 7 and 8 ) which kept us right up there at the top of Google for our key phrases.
So consider PR as part of your online SEO strategy. A well crafted campaign can bring you both immediate benefits from the exposure and long term benefits from links. Just remember:
- be patient, it can take time to see results
- local press can be just as valuable as national
- say something interesting – “xxxx launch new product” just won’t work