Question

Topic: Advertising/PR

New Website Published Need Pr Advice

Posted by Anonymous on 9/21/2007 at 11:13 AM ET 25 Points
A few months ago I published a new on-line boutique website (www.ecasewarehouse.com) offering designer laptop bags. I have a small budget and would like to know if there really is any GOOD FREE PR websites; or any PR firms that you could steer me too. I have no experience in this area at all. I have written my own press release but don't know where OR what to do next.
Any suggestions would be greatly appreciated.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/21/2007 at 12:20 PM Accepted
    Press releases are great for disseminating something new (that may be of interest to the media). However, they're not a substitute for marketing / advertising.

    What I think you want is targeted traffic for your website that converts into customers.

    Before you get more traffic, I would encourage you to enhance your website. To actually see a good picture of one of your bags for sale (ignoring the 2 that are on the home page), it took me 3 clicks to get to the page. My suggestion is since you have an ecommerce site, make the site easier to navigate, and quicker to see the merchandise to entice me. For example, when I want to buy bags, I don't want to read about your bags (which is basically text that you've artificially created for the search engines) - I want to see them. Once the site is enhanced, then increase your traffic.

    If you don't have a big budget, then start by doing a keyword investigation to see what people are searching on and what's (and who's) ranking well. Given your price point, a PPC campaign may make sense as well.

    You also want to get mentioned in the various fashion magazines, blogs, and websites if you have something special/unusual. For the magazines, a targeted press release to the proper editor would be better than an press release "blast". On blogs, feel free to post something of value and get a backlink. On fashion websites, contact the owner and see if they'd be willing to give you a mention.
  • Posted on 9/21/2007 at 4:25 PM Author
    Thank you John and Jay.

    I have tried PPC with 3 different companies; but I have them all on hold...Their business practices seem to be unsavory. I found my site being linked to sites that have caused me some grief. I therefore am very leerie of investing money in that direction. I like your suggestion of contacting fashion websites; I haven't tried that idea yet. How do I go about targeting press releases to magazines? What is the procedure, costs etc.?
  • Posted by Jay Hamilton-Roth on 9/21/2007 at 5:19 PM Member
    Initially, you don't need to hire someone to do PPC for you (although they'll get better results, since that's what they specialize in). You can, for example, use Google Ad Words and develop you own keyword purchasing, etc.

    As for as press releases, they are free to send. There's just no guarantee that anyone will do anything with it. That's why when you do send one, make sure it's addressed to the proper editor (which shows you're paying attention to their publication). Most magazines have websites with a list of the editors (and their email addresses). That's the starting point.

    I'd be happy to discuss this further. Contact me by clicking on my name.
  • Posted on 9/24/2007 at 4:29 PM Author
    Thank You again John and Jay for your help. John your email to me had many great ideas and suggestions on how to improve my website as well as ideas with promotion. I have already started to change my website and am now trying to figure out a blog idea. To be honest Blogging is still a mystery to me. Jay you have made the press release info clearer to me.
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