Nowadays, in a society where instant gratification rules all, we have blogs, online publications, and white papers all at the fingertips of executives. These outlets provide specific knowledge that executives need to make confident purchase decisions. Being present in such publications is a critical opportunity to show your prospects that you understand their problems and care about helping to solve them. The goal should be to attract your clients rather than capture them. This concept is known as pull marketing. While pull marketing is not a new idea, it is sometimes used incorrectly.

I cannot stress enough how important it is to become the authority on the product or service that your prospective client is researching. And the only way to achieve this is by sending out several press releases, blog posts, and other forms of publicity with the intent of educating your prospects and helping solve their issues. However, there is definitely a fine line that must be exercised. The second your prospect senses any sort of insincerity you will lose their trust. The information you provide to them must be given with the understanding that the knowledge itself will be the sales tool. A good public relations campaign has the prospective client believing that you have the solution to their high pressing problems and that it’s imperative that they contact you immediately to learn more about that solution.

Every chance you have to gain access to your prospects is another step closer to acquiring a new client. Public relations should no longer only be used on subjects that your company is “proud to announce,” but rather an opportunity to pull your prospects closer to the end of the sales funnel.

So now your CEO is upset and running around blaming people and tasking you with the removal of every negative link result. What do you do? The solution is called Online Reputation Management or “ORM” for Search and is defined as the act of monitoring and mitigating undesirable search engine results or mentions in online media for a brand, company or product.

Regardless of whether you have a problem with reputation in the search engines or not, you should make sure you secure your brand name online. One of the easiest ways of mitigating this risk is utilizing Social Networking sites. There are literally hundreds of Social Networking sites out there that have strong standing with the search engines, and by securing your brand name with them, you will increase your rank on multiple sites. You do need to have a minimal level of participation in these sites, such as setting up profiles with descriptive content, images and links. Some of the Social Media Networking sites can actually become a platform of Customer Service, Lead Generation and Technical Support.

ORM does not happen overnight - it is much like SEO and takes time. The search engines are a “black box” so we utilize tactics that have been shown to work. Below is a sample timeline of how ORM may work for your company.

Typical ORM Timeline

Month 1
Social profile creation, setup keyword monitoring, microsite creation, begin content development, begin link research

Month 2
Finish link research, finish content development, finish microsites, begin link building to social profiles/microsites, begin optimization on given sites and microsites

Month 3
Continue link building, continue optimization. Add more microsites/social profiles as necessary

Month 4-12
Continue link building, continue optimization and account creation (as needed), maintain rankings accordingly

Expectations
For the first 4 months, you can expect the search results for the given keywords to begin populating with microsites and social profiles. During months 4-6 , you will start to see dramatic reshuffling of the results. Months 6-12 will find your properties ranking above the negative sentiment and push it off the first page of results.

If you are interested in securing Online Reputation Management for your business, contact Moss Networks today so we can put an action plan together for you! Email info@mossnetworks.com for more information.

Here are some reasons you need press releases, and how you can make them work for you!

1) They aren’t just for momentous announcements

So you didn’t get bought out by a large investment firm. You didn’t strike a multi-billion dollar deal with Google. You didn’t just higher another off the wagon executive from myspace. Do you think your news really deserves a press release? I’m here to tell you, it does. Keeping up your news and announcements through a constant flow of press releases keeps a steady stream of buzz about your company alive. Someone who missed your big product launch news last month might see one about your new compliance or customer service department, and may just look to see more. This is the importance of all your news. Don’t sell your company short. Just think like an egoist - everything that you do, someone wants to know about it. So tell people!

2) They can increase your online reputation

Press release can be hand sent to editors, pitched over the phone for articles and write-ups, blasted on the wires or networked out via social sites (i.e. facebook, twitter, technorati etc.). Hopefully your PR department or the firm that handles your PR will have the good sense to do a combination of them all. When surfers search for your company online, wouldn’t you want to put your best foot forward?  Press releases serve as a great tool to give your company creditability as well as an opportunity to give users a positive and more intimate avenue to learn about you, than they would by just visiting your site. Your past success, gains and highlights can all be archived on search engines like Google and even used on your site to indirectly sell your goods.

3) They give bloggers something to write about

Newsflash, people: bloggers get their ideas from resource sites. Guess where resource sites get their information? That’s right, from press releases. News comes and goes fast, PR serves to deliver it quickly and give just enough information to give the resource sites something to say. If you want to be blogged about, you need to get your press releases out to some of your industry’s biggest resource sites. Word of warning: especially now, with sites like TechCrunch developing a policy of ignoring PR embargos - make sure you are READY to announce your news. Press releases should be sent once you have your news already in place. Don’t send a release if you don’t have your new software running, or the ink hasn’t dried on that new contract. There’s a reason that releases are always written in past tense!

4) They can be your Secret Salesperson

Yes, I called press releases your secret salespeople. And why not? Sure, they won’t make a sales pitch or cold call for you, but a press release is actually a more effective and informative way of gaining your company business (nevermind the added bonus of them not being on your payroll). Press releases are constantly working for you, working to generate your company exposure and give your company validity. Their effectiveness is retained by the beauty of the World Wide Web and the helping hand of search engines. If you have someone considering your company over others, press releases can be the tipping point for them. They will work as your constant salesperson, pitching your corporate announcements and lending authority to your reputation. Get your news out there, and let your press releases work for you!

Contact a Moss PR executive and find out how we can put the power of PR to work for you.

We had a spectacular time creating a monumental night for the online dating industry and were honored to contribute to the night’s success. We look forward to producing next year’s event in a bigger and better way.

To see pictures of the event, visit our photo gallery HERE

Sign up will take place on site at the Affiliate Convention show registration area. Speed Networking will take place at 2pm on Dec 3rd and 4th. Spots are first come first serve, so make sure you sign up as soon as you arrive.

For details about the Affiliate Convention visit: www.affiliateconvention.com
or contact bonnie@mossnetworks.com for questions or more details

“We are so excited to have Advertise.com as one of the sponsors of our VIP MIX+MINGLE event. They are a perfect addition to the high caliber of companies already attached to this event, such as Adknowledge and GenieKnows.com,” said Moss Networks President and Founder Bonnie Moss.

The VIP MIX+MINGLE event will take place on the opening night of the upcoming ad:tech show at New York’s most elite and desirable event destination, Hudson Terrace. The event stands apart from the mass of events going on at the tradeshow as it been uniquely designed to cater to needs of sponsors and their VIP clients. The team at Moss Networks is so happy to be working with Advertise.com, and hopes that this will be the first of many VIP MIX+MINGLE events that they will be a part of!

There is only one opportunity left for your company to become a sponsor! If you are interested in booking the last spot, or getting more details for this popular event, visit http://www.mossnetworks.com/mix/index.php.

This year’s event will be held at Hudson Terrace, New York’s most elite and desirable event destination. The magnificent multi-level venue boasts a breathtaking rooftop lounge, dreamy garden patio and plush salon lounge that has been home to such events as Real Housewives of NY Finale party and recently MTV VMA’s after party. Guests will enjoy premium open bar, live DJ, dancing, entertainment and some of the best networking most companies will see at the show.

Coming onboard for their second VIP MIX+MINGLE event, Super VIP Lounge sponsor Adknowledge.com is looking forward to another successful ad:tech party. “We’re excited once again to partner with Moss Networks. They take care of all the details for us so we can treat our advertiser and publisher clients to a great event at an exclusive venue,” said Tim Kidder, VP, Marketing for Adknowledge.

“I have to admit, this event is going to blow all the others out of the water,” said Moss Networks President and Founder Bonnie Moss. “The Hudson Terrace is an awesome venue, and with our event and branding expertise, this is sure to stand apart from the mass of parties going on at ad:tech. We look forward to working with amazing sponsors like Adknowledge and Genieknows.com, and creating a truly unforgettable event experience for them and their VIP guests.”

In addition to producing VIP MIX+MINGLE, Moss Networks has developed a well-earned reputation for putting into action the PR and marketing initiatives for their clients over the last decade. Executives interested in meeting with the Moss Networks team to see how their expertise, passion, and dedication can help them elevate their business, are welcome to schedule a meeting in advance by contacting info@mossnetworks.com.

If you are interested in sponsorship opportunity, please email info@mossnetworks.com or visit www.mossnetworks.com/mix. Sponsorships are limited, so secure your position before you lose out on this great opportunity to make an impact during ad:tech NY!

The Internet Dating Conference (www.idate2009.com) focused on business management and marketing for the internet dating and social networking industries. The show featured exhibits and seminars from high profile speakers including Patti Stanger, CEO of Millionaire’s Club and the star of Millionaire MatchMaker. It was attended by hundreds of internet dating executives, social networking executives, venture capitalists and other industry leaders.

The Maxpayments Cocktail Party, the official iDate party, was planned and produced by Moss Networks on June 25th at the Stone Rose Lounge inside the Sofitel Hotel. Guests enjoyed an intimate environment carefully selected to maximize companies meeting up in order to generate new revenue streams. Bringing together companies known world-wide for bringing online daters together was very rewarding.

Maxpayments (www.Maxpayments.com) is a full service ISO handling multi-currency processing and European debit services. The growing reputation of Maxpayments as a premier processor with turn-key services helped to make their company one of the stars of the show.

“We knew sponsorship of this event would be significant because of the exceptional growth in the internet dating market,” said Avi Chesed, President of Maxpayments. “We had a great time - we were able to meet up with old colleagues and get to know new ones. We enjoy being a part of events like this, it allows us the ability to treat our clients and prospects like the VIPs that they are!”
As internet dating continues to expand and more companies enter the marketplace, the the iDate show will experience persistent growth and continued efforts from Moss Networks to amplify the magnitude of their events. “The Maxpayments Cocktail Party was a huge success and we had a great time at the show as a whole,” said Bonnie Moss, President of Moss Networks. “We look forward to working with iDate and sponsors during future shows as well.”

Check out pictures from the event here: http://www.mossnetworks.com/me_gallery.php.

The Maxpayments Cocktail Party will take place on Thursday June 25, 2009 as the official iDate event to kick start the show. The event will be held at The Stone Rose Lounge located inside the Sofitel Hotel from 9:00 PM – 11:00 PM, just a few blocks away from the show.

Maxpayments (www.Maxpayments.com), the sponsor of the event is a full service ISO handling Multi-Currency Processing and European Debit Services, providing exceptional turn-key payment processing services. “This will be a fantastic event to compliment the iDate show, where attendees can mingle with one another, make deals and socialize,” said Jon Avganim of Maxpayments. “We are so excited to sponsor this event to treat our clients and colleagues. We look forward to seeing everyone there.”

Event Details are as follows:

• Location: Stone Rose Lounge (Located inside the Sofitel Hotel)
  8555 Beverly Blvd Los Angeles, CA 90048
   
• When: Thursday, June 25, 9:00 PM - 11:00 PM
   
• Must have iDate show badge or be on guest list for entry to this private event.
   
• Complimentary drinks for the first 100 guests will be provided, as well as a live DJ and great networking opportunities amongst show attendees and guests.

Don’t miss the opportunity to come to this great networking event centered around the iDate show attendees and guests. To RSVP email info@mossnetworks.com, keep in mind space is limited. For more details about the iDate 2009 conference, click here.

President of Moss Networks, Bonnie Moss, will be conducting the iDate Buyers and Sellers Gathering, which takes place on June 24, 2009 inside the George Room at SLS Hotel during the iDate show from 5:45 PM – 7:00 PM. This networking event will be open for all pre-registered attendees. It has been designed to help buyers meet sellers and maximize opportunities and deal making at the show.

The Internet Dating Conference (www.idate2009.com) focuses on business management and marketing for Internet Dating and Social Networking Industries. With exhibits and seminars that include high profile speakers such as Patti Stanger, CEO of Millionaire’s Club and star of hit reality show Millionaire MatchMaker, and department heads from Match.com, Google, Intel and Wal-Mart, the show is sure to educate attendees and generate cutting edge techniques and solutions for the online dating and social networking industries.

“We are honored to be hosting this event for the iDate show as it is the largest event for the Matchmaking and Online Personals Industry. The show has always generated insight and new opportunities for its attendees and we excited to expand on that with this Buyers and Sellers Gathering,” said Bonnie Moss President of Moss Networks.

Don’t miss the opportunity to meet the Moss Networks team at their booth at the iDate 2009 show. To set up a meeting ahead of time with Moss Networks email info@mossnetworks.com. For more details about the iDate 2009 conference or the Buyers and Sellers gathering, visit www.idate2009.com.