The Social Media Marketing & Communications guide for Natural Health and Wellness insiders.

Earned Media: How To Use Blogger PR to Promote Your Brand and Products

Smart marketers know that earned media is more valuable than bought advertising. That’s why companies pay PR firms big bucks to pitch story ideas to print, television and radio media. Getting your brand or product featured in a review, story or editorial is a major win.

The same is true online. Natural health bloggers and online journalists review products and report on innovations and ideas that directly support your brand. But how do you achieve this outcome? How do you get featured in online media?

1. Know WHO to pitch.
Make a list of the bloggers and online journalists that are likely to be interested in your company’s products and news. Use google search, twitter and other online networks and resources to find the influential writers in your niche.

2. Know HOW to pitch.
Just like traditional media, bloggers are interested in providing content that their audience cares about. To successfully pitch them, you need to understand their style, their audience and their needs. Be respectful of their time and of the value they provide you. Look for ways to bring value to them. The crucial mistake that PR people make when trying to reach out to journalists (online or offline) is one of relevance. Your pitch needs to fit the needs of the publisher. They’re not there to do you favours. They have their own priorities. Do your research before you reach out. Read their blog. Know their name. Customize your pitch.

3. Follow up.
It takes perseverance to get results. Keep careful records of who you contacted and how/when you followed up. Don’t be pushy, but don’t be shy. These folks are just as busy as you are. Ideas, even good ones, often slip through the cracks. They often appreciate your follow-up efforts.

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Tweet Links to Drive Clicks (Not To Drive Your Ego)

Twice today I’ve seen natural product brands tweet a link to a media story about their product. Both times the brand ignored the original headline and theme of the story and instead tweeted a headline that was all about them.

For example, say the Globe and Mail just published a story about natural approaches to managing high cholesterol. And hooray – they included a mention of your product!

Their headline: “Natural Health Companies Capitalize On Consumer Safety Concerns About Cholesterol Drugs.”

You might be tempted to start tweeting: “Read about us in the Globe and Mail! <link>!”

Here’s why you need to think twice:

How Information Technology (IT) Is Different From Social Media

Do You Have a Social Media Map?

Imagine you’re trying to get to… Disneyland. You’re in a car. You ask a guy for directions. He says, “Disneyland? Oh, that’s easy. Here’s how you get to Disneyland: Press down lightly on the accelerator while you slowly release the clutch. This introduces fuel to the carburetor and engages the transmission…”

Half an hour later you’re getting a pretty thorough understanding of combustion engine mechanics. But you’re not any closer to Disneyland.

Twitter, Facebook, Blogging, YouTube… are all tools with mechanical aspects. Certainly you need to know how to use them, just like if you’re going to drive to Disneyland you need to know how to use a car. BUT – an understanding of mechanics is NOT the same as having clear directions to your destination.