Creating a Successful Internet Marketing Funnel

By Anthony Mora

Synopsis: Content is king when it comes to the net. You can’t overestimate it. Once that most important element is in place, there are various ways to package and deliver your content. To be effective, you need to develop a consistent, cohesive message and offer relevant content, but you also have to build relationships. Once you have a comprehensive approach in place - now is the time to add the silver bullet and separate yourself from your competitors.

Social media, blogging and article marketing offer effective ways to generate interest establish a presence for your brand and your company and create a powerful inbound marketing funnel. As with all forms of Internet marketing, online tracking and analytics help make this type of outreach accountable. They keep you on track, letting you know if you’re utilizing the most effective approach. Moreso than with other types of marketing, the key to success here is relevancy. In this case you are truly shooting for quality, not quantity.

Relevancy comes down to creating and posting effective content that your readers and customer base are interested in. Content is king when it comes to the net. You can’t overestimate it. Once that most important element is in place, there are various ways to package and deliver your content. The more organic avenues include blogging, article marketing and social networks. The more commercial-oriented avenues include Adwords, pay for clicks, placing ads on social media sites email marketing, etc.

As I mentioned in an earlier blog, the jury is still out on the success of ads on social media sites. There are certain risks by association that advertisers are not comfortable with. An ad on Facebook or Twitter could be placed next to some very controversial post or image. It is a risk the advertiser takes. The sites themselves are developing new revenue models that are not ad-oriented. Some offer games on their platforms, others sell customized digital items to their members, and others such as LinkedIn offer premium services for a monthly fee. Twitter will be charging for different analytical tools. One thing that’s clear is that the revenue model for social media sites is not yet clear at all.

But, social media sites offer outreach to a huge number of visitors, followers, friends, and potential customers. Utilizing them is a major component of any organic inbound marketing campaign. The organic approach is less expensive and generally offers more authenticity and relevancy, but it does take time and a well-thought-out game plan. You need to know your target market and where they look for the type of information you’re offering. If your approach is a combination of article marketing, social media and blogging, you need to develop a consistent, cohesive message and offer relevant content, but you also have to build relationships.

Once you have content based social media and blogging approach in place, now is the time to separate yourself from your competitors. Add traditional public relations to the mix. Use press coverage to give you and your company the reach, validation and credibility that only media can offer you. Turbo charge your inbound online campaign with a strong media relations campaign and watch your company grow.

Copyright © Anthony Mora 2010

How to Get Media Exposure - FAST!

Synopsis: Yes it's possible to get media exposure quickly, but to do so you need to focus on the media's needs not yours, and that's easier said than done. You need to be ready, you need to prepare and you need dynamite pitch ideas and you need to be albe to modify your story and pitch ideas so that you can reach a broader target market. It is a process of continually reviewing and refining. Constantly look at how you can better express your message, pitch your story, and present yourself.

You're ready to place your story in the media, but what do you do now? Before you move forward, step back and review your objectives and your approach. What is your pitch? What is the story that you're offering to the media? Are you pitching a story that meets the media's needs? Have you defined your target market? Does your press release effectively address that market? Does your media list effectively target that market? Can you modify your story and pitch ideas so that you can reach a broader target market? Is your press release grammatically correct, easy to read, and no more than one page long? These questions are going to start becoming automatic. They will become your media mantras.

Put together a select list of media outlets that you want to approach, keeping your target audience in mind. This is your first outing, so don't get too ambitious. I suggest that you initially target the local media. Along with your local TV programs and newspapers, study the cable outlets, community papers, college papers, and business newsletters. Start small; learn to walk before you try sprinting.

Don't think that because you're going to smaller or local media outlets your job is going to be made simpler. One of the odd quirks about the media is that often the smaller the outlet, the more demanding the producer or editor will be. I can recall several instances where the editor of a small local community paper was much more difficult to work with than an editor at Time or Newsweek would ever be. Every now and then, you'll run into someone who thinks that being difficult is a mark of professionalism. If you run into that, just roll with the punches, be polite, present your story, and move on. Do not become confrontational or argumentative. That's a sure way to ruin your campaign.

Media outlets vary. Each magazine, newspaper, and TV program have different needs and demographics. Each time you're preparing to pitch a story, put yourself in the place of that editor or segment producer. Try to think the way he or she thinks, and you will be much more creative, and more effective. Now put yourself in the place of the reader or viewer. If you're going local, pick a local slant. If you're going national, broaden your pitch. If you were a reader of People magazine, would the story you're pitching interest you? If you were a CNN viewer, would your story be of interest? Are there various ways to write your release that would interest both a People magazine reader and CNN viewer? You may want to come up with three or four different releases to send to different outlets.

It is a process of continually reviewing and refining. Constantly look at how you can better express your message, pitch your story, and present yourself. I can't overemphasize that you're pitching a story, not a person or a product.

Consider pitching articles to newspaper and newsletter editors in your area. Offer to write a free feature article on a topic that has to do with your particular area of expertise. Pitch an informative or how-to article that will help both educate and inform the readers. Ask the editor if he or she would be kind enough to run your name and phone number at the end of the article. If you are uncomfortable writing an article, hire someone to write it for you. This is the type of article that truly helps position you as an expert in your field.

It could take some time. You might have to pitch three or four different ideas, but, eventually, a newspaper, radio show, or TV program will listen and schedule an interview.

Let's see if you're ready. Have you practiced conducting mock interviews? Have you done some media training, even if it's only with a friend? Do you have a list of the main points you want to cover? Have you stood in front of a mirror and asked yourself some anticipated questions, reviewing how you'll answer and how you'll look? You owe it to yourself to give the best presentation and interview you can.

The good part is that you started. If you are prepared, you know your topic, and you give the media a good interview, then other media outlets will follow. The media and the public will begin to see you as an expert in your field.You'll start getting calls about your product, your service, or your practice. Your hard work will pay off as the interviews begin and your media campaign takes flight.

Copyright © Anthony Mora 2010

Top 10 Marketing Success Secrets for Businesses

Synopsis: If you want to market successfully, you need to communicate successfully. For example, when pitching a TV show, you want to generate interest in your company, whereas the producer wants good ratings. It's not much different when you speak with prospective clients, you want to interest possible clients, and they want to know how you can solve their problems, or add value to their lives or businesses. With that in mind, the following are my top ten marketing success secrets for businesses:

If you want to market successfully, you need to communicate successfully. The biggest communication mistake businesspeople make is telling their prospects any and everything about their business or company. The same holds true when communicating with the media. When you're being interviewed, producers and writers don't have time for your life history, they want a good story.

Communicate your message in the shortest amount of time with the greatest impact. This is an important business skill, as well as a media skill. A media interview is not a conversation. Both sides have an agenda. You want to generate interest in your company; the producer wants good ratings. It's not much different when you speak with prospective clients. You want to interest possible clients, and they want to know what's in it for them.

So, with that in mind, the following are my top ten marketing success secrets for businesses. The trick is not to implement all of these, but, through trial and error, to find out which work best for you.

1) Yes online exposure is crucial, but don’t ignore the traditional media. Being featured in the news is the best way to gain credibility and validation and reach your target market.

2) Position yourself as an expert in your field, not simply as a business owner or entrepreneur.

3) Write and send out press releases to the media, but also write press releases to post on the internet and reach your audience directly.

4) Post your releases on free press release sites, or use the most inexpensive option on a fee-based press release distribution service.

5) Write articles giving valuable tips, secrets and, information about your field and post them on article sites.

6) When writing press releases or articles, don’t focus on your product or service, focus on solving your customer’s problems.

7) Shoot short videos of you talking about your area of expertise and post them on Youtube and other appropriate sites.

8) Search for blogs in your business arena or field of expertise and comment on them. Don’t promote, but communicate.

9) Find appropriate social media sites and connect directly with your target market.

10) Create a blog. Make it interesting. Post on a regular basis. Tell a story. Solve problems. Ask questions. Be creative. Have fun with it. Communicate with your audience.

Never forget that your marketing comes down to your story. The most powerful brands have established themselves by developing an effective compelling story. Remember, your message defines your marketing. So, that’s your starting place. Find your story, then start at number one and start building your own, unique successful marketing machine.

Copyright © Anthony Mora 2010

Why PR Now Stands For Personal Relationships

By Anthony Mora

Synopsis: PR has dramatically changed and the ways to reach the public have radically shifted. The world of social media, blogging, and online communication has created a new era of personal reporting, what is sometimes referred to as citizen journalism. Savvy businesses and entrepreneurs no longer speak to or at their audience or target market, they speak with them.


Yes PR still means public relations, but the definition of the term has broadened. It is now about building a personal relationship. Traditional PR is more important that ever; it is the only form of marketing that offers you the validation and credibility of being featured in the media. It also establishes you as an expert in your field and is the most effective brand building tool available.

PR has also dramatically changed. The world of social media, blogging, and online communication has created a new era of personal reporting, what is sometimes referred to as citizen journalism. Although it usually has very little in common with true journalism, which includes research and third party vetting, it has become a very powerful form of communication.

The internet has not only changed how we market, but how we communicate. Social media sites offer (at least the illusion of) personal one-on-one communication. There is a much more intimate relationship that is formed. Now anyone with a computer can post information and that information can affect a company and a brand. The net is a much more democratic information system, but the real shift is in the style and tone of the communication. Whereas print, TV and radio are still incredibly important, people are now also used to being spoken to directly. The internet is perhaps the closest we’ve come to a physical manifestation of the collective subconscious. Unlike previous forms of one-way communication, such as TV, newspapers and radio, the net is a free flowing system. To be effective in this new information terrain, people need more than a modified promotional approach, they need a marketing transformation. They need to redefine how to market on a very basic level.

Savvy businesses and entrepreneurs no longer speak to or at their audience or target market, they speak with them. They personalize their message and their approach. Companies and PR professionals now need to treat customers and potential customers in the same way they treat the media. They need to build a Personal Relationship, and as in any effective relationship, there needs to be respect, as well as open and timely communication.

Copyright © Anthony Mora 2009

Using Public Relations to Drive Sales, Land Clients & Make More Money

By Anthony Mora

Synopsis: The media is amazingly powerful. The trouble is that most business owners and entrepreneurs have a very narrow, short-sighted view of how public relations actually works. What can maximizing your media exposure do for you and your business? It can generate more exposure for your company, create more interest, bring in more clients, and sell more products. In a nutshell it can make you more money.


The media is amazingly powerful. A well placed story can reach hundreds, thousands, even millions of people in a matter of minutes. And now with the internet and social media you can take a traditional media story and magnify it online. The trouble is that most business owners and entrepreneurs have a very narrow short-sighted view of how public relations actually works. Because of this, very few businesses effectively utilize their media. Most companies hire a public relations firm, press releases go out, follow-up calls are made, media coverage is generated and then everyone waits to see what happens.

Well, that's one approach. You certainly do want your media placements to generate calls, create a buzz, and help establish you as an expert in your field, but don't let a magazine article or a TV segment to be the end of the PR trail. You want to utilize your media as it comes. First and foremost you want to use the press coverage you receive to gain more press coverage. Leverage your articles or TV and radio interviews to land more media coverage. You also want to utilize your media in any other form of marketing you do. If you use traditional advertising, or direct mail marketing, make sure to include the media you've been featured in, in your ads or marketing material. If you send out email blasts, again, be sure and highlight your media coverage in those emails.

You definitely want to magnify all of your media coverage online. Build a media page on your website. Whenever you receive coverage magnify that exposure via your blog, on Facebook, Twitter, YouTube and other appropriate social media sites. Post appropriate information on other blogs. What can maximizing your media exposure do for you and your business? It can generate more exposure for your company, create more interest, bring in more clients, and sell more products. In a nutshell it can make you more money. Work your media and you'll be amazed how your media will work for you

Copyright © Anthony Mora 2009

Shift Your Marketing Now For Success in the New Year

By Anthony Mora

Synopsis: Prepare now for success in the new year. Shift your focus from tactical marketing to transformational marketing. Inject that new attitude into your PR campaign, your internet marketing, and into all of your promotional efforts.

2009 was not an easy year for most businesses. We hit the worst recession since the Great Depression (is “great" really the appropriate adjective); we saw unprecedented unemployment rates. It was a year of sustained constriction, but as with all of nature we’re in a cycle. Fall leads to spring and times of constriction lead to those of expansion. The problem is that when tough times come, most businesses focus on the negative, actually adding to it. They cut back on, or severely limit their marketing, which in turn restricts their growth. So, make a decision NOW to reverse this trend in the new year.

Be practical, but be savvy. Take a look at your business plan and make the appropriate adjustments. Focus on your values and your core strengths, then market to those. Get excited about where your business can go, how it can grow, the new changes you can make, the new markets you can target. Use this time to transform yourself and your business. By that I don’t necessarily mean make major changes to your business. But change how you approach it. Shift your attitude towards yourself, your business, your associates, your employees and your customers or clients. Bring some magic to the table. Get exited about what the new year can bring.

Now take that change in attitude, that excitement, and reflect that in your marketing. Shift your focus from tactical marketing to transformational marketing. Inject that new attitude into your PR campaign, your internet marketing, and into all of your promotional efforts. Having run a public relations firm for nearly two decades, I’ve seen how the excitement that entrepreneurs or business owners bring with them carries into their marketing and ultimately into their overall success. Make the leap towards sustained, transformational marketing your goal for the new year. Make it your year for growth and expansion. Make it your year for success.

Copyright © Anthony Mora 2009

Growing your Business Intuitively

By Anthony Mora

Synopsis: We ended up in the worst recession since the Great Depression because we all collectively listened to the “experts.” Can we really do much worse than that on our own? I doubt it. So why not try a different approach? Try listening to your intuition when it comes to making business choices. Some of the most successful businesses have been built by those who listened to their gut and took the road less traveled.

You've read the latest business books, visited all the marketing websites, gone to the most popular seminars, listened to the gurus, yet you feel that you still don’t have the answers to many of your basic business questions. So how about trying something different? How about taking a step back and listening to – you?

You definitely want to consult an expert when it comes to the specifics of growing a business; you want to benefit from the expertise of others. But do you really need or want someone to tell you what your business should be? Shouldn’t your vision define your business? If your gut is telling you to focus on a certain target market, or try a specific type of marketing campaign, or develop packaging that is unique and different, why not listen? What if you know more than you think? Some of the most successful businesses have been built by those who listened to their gut and took the road less traveled.

Haven’t you ever had one of those feelings or thoughts that you should try an idea or a direction that is new or different? Maybe fear that all of your peers and mentors would think you were wrong is stopping you, maybe this gut feeling of yours goes against everything you've always been taught, everything the gurus preach, still, that feeling is there. Listen!

That’s not always an easy thing to do. Ours is a culture of experts. We look to authorities for everything from how to run our businesses, to how to raise our kids, to what movies we should see. There’s nothing wrong with listening to specialists. They can save you time, money and heartache, but at some point, your core life decisions have to come down to one authority, you. Your choices might not always seem right. It may be that there is a series of steps you have to go through and the first one or two (which might seem like miss-steps) are designed to move you to the next important level. But, the more you listen to yourself, the more on track you’ll become.

We’ve all experienced or have seen examples where others have listened to experts and generally made a mess of things. Look at the economy. We ended up in the worst recession since the Great Depression because we all collectively listened to the “experts.” We can’t do much worse than that on our own. Try listening to your intuition when it comes to making business choices. Not only is it beneficial and authentic, it works. Give it a shot, even if only for a few days, try tuning out all of the external advice. Listen to yourself. Become your own guru.

Copyright © Anthony Mora 2009