Using PR to Drive Web Traffic

We’d all love more clicks on our websites, right? Who wouldn’t? But wishing for them is very different than making it happen. Luckily, we have some great PR tactics to help you do just that:

E-newsletters
This is one of the best ways to drive traffic from a targeted audience list. If you have a contact database, send out an e-newsletter once or twice a month, or quarterly based on how quickly your organization’s news cycles. Use a combination of informative articles and tips to balance hard selling for products or services. Each item in the newsletter should include a unique link back to your website. Distribution services like Constant Contact will track who opens your email and which links they click.

Social media
Social media is a great way to get people engaged. Add images or quotes to your posts to capture attention, then use a link to direct your audiences back to your website for more information.

Conferences and presentations
Yes, your main focus at conferences and presentations is to build face-to-face connections, but that doesn’t mean you can’t also give a shout out to your website. Include a closing slide that directs people there if they have questions or want more information. Or, take advantage of a conference-wide hashtag to spread the word about what attendees can find on your website, with a link of course! 

Be sure you have analytics set up for your website, and that you use unique URLs for each of your campaigns, so you can track your referral sources and determine which approach gave you the most bang for the buck.

Bottom Line’s Community Engagement Model

The Community Engagement Model is a Bottom Line best practice for achieving strategic goals that rely on involving community stakeholders. It is a key tool in communication plans for everything from a crisis to a new product launch. The model can also be applied to other audiences, including internal audiences.

You will see below there are five communication strategies. As you go left to right, from “inform” to “empower,” community engagement increases and your control over the message/outcome decreases. Depending on the situation, we help organizations find the right balance of engagement and control. 

Community Engagement Model
If you’re interested in learning more about this Bottom Line best practice, please contact us. We’d love to hear from you and learn more about your organization. 

5 Ways to Reduce Work-related Stress

We recently read in Forbes that public relations executive is the sixth most stressful job in 2016, right after occupations that involve some kind of personal peril, such as enlisted military personnel and firefighters.

At Bottom Line, we operate under challenging deadlines and have managed many client crises. It can be stressful at times, but we have five fail-proof ways to prevent, or minimize, the pressure.

1. Make to-do lists. Planning out your day is key to keeping the stress at bay. Sure, it might stress you out that your to-do list is 2+ pages long, but that two seconds of stress is worth all the worry a list will save you when you suddenly are swamped and can’t remember what you need to accomplish first.

2. Take a break. Pausing to take a few long, relaxing breaths, getting up from your desk for a five minute walk, or even focusing on a different task for a short-time, are great ways to catch a break and stop the stress from piling up.

3. Think positive. Being a negative Nancy doesn’t usually help with stress. Rather than dwelling on how packed your work day is, think about all the good things that come with your job.

4. Talk it out. Two brains are better than one, and sometimes your coworkers/friends/family can double as psychiatrists. Talking about a stressful work situation is a great way to relieve some of your anxiety. You might even gain an outside perspective that could provide a solution you haven’t thought of yet.

5. Let it go! (Any Frozen fans out there?) OK, really though, sometimes the situation is out of your control and you have to just let it go. Whether it’s a foregone deadline or a client spokesperson who strayed away from the talking points, don’t sit and stew because let’s face it, there’s probably no time to do so. Focus on what’s down the pipeline or reflect on a project you’re looking forward to.

These stress-fighting techniques are key to how we continuously generate measurable results for our clients… without losing our minds. Oh, and there’s always chocolate. 

Bottom Line Goes Red

At Bottom Line, we like to support causes that are important to our clients. Friday, Feb. 5 was National Go Red for Women Day, created by the American Heart Association to raise awareness of women’s heart disease and stroke, which kills one in three women and is preventable with knowledge and information.

Our health care clients wore red on Friday and we did too! The Bottom Line women are thankful for their health and the expertise we get from our clients on their various industries whether it’s healthcare, banking, agriculture, disabilities or social services. We’re happy to raise awareness of women’s heart disease. What’s your cause? #GoRedForWomen #GoRed

Wear red

Digital vs. Face-to-face Networking

The digital business world certainly has its benefits. It’s quick, convenient and highly accessible. It’s where trends are happening. Online networking is one of those trends. While it’s not trendy, face-to-face networking is here to stay. The key then is to integrate online and offline. This can translate into a more strategic approach and help you make the most of the time you dedicate to real world networking.

We are humans. We are hard-wired as social beings. The trust and momentum behind a strong business relationship, just like any relationship, springs from a real, physical presence — and that’s something not even the most dynamic online conversation can provide. Online networking tools are an excellent way to organize and augment your face-to-face networking.

So what are the benefits of networking in person?

  • Recognition. Face-to-face networking creates a memorable, personal impressions (hopefully positive) that you can follow-up on later. It puts a face with the name. Your network can see the real actions and values you embody, more than the professional content you share online.
  • Resources. By taking a genuine interest in others, you position yourself as a valuable resource to help someone get their job done, solve their problem or connect with someone else who can help
  • Inspiration. People tend to say different things in person than they do online. We talk differently than we write. In dialogue, we unearth background information that’s important to making smart business decisions, such as whom to work with on a new project, or how to better understand your competitors
  • Problem Solving. According to a survey of 850 business leaders by the Economist Intelligence Unit, more efficient problem-solving is the number one motivation for face-to-face interaction. Personal discussion can lead to faster, more productive solutions.

The future of great networking likely involves the perfect mix of face-to-face and digital, where each makes the other stronger, and none are dismissed as irrelevant and outdated. It’s like everything else in life — balance is key.

How have your business and networking efforts evolved over the last few years. Are you just using the Internet, or are you more in the world of face-to-face? What’s bringing you the most results? And what do you do to strike a balance?