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Aug 26, 2008

In this issue:
Resource #1 - Marketing Plan Software powered by Duct Tape Marketing
Resource #2 - Enter the Home Based 100 and get a flood of publicity
Main Article - Use Google Alerts to Earn Free Media
Further Reading - Always B Testing - Bryan Eisenberg
Featured Listening -
James Taylor - Covers

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Listen to - The 7 Steps to Small Business Marketing Success

Featured Resource #1 Marketing Plan Pro powered by Duct Tape Marketing

Marketing Plan ProI have been working with Palo Alto Software for almost a year now to write a marketing plan software based on the Duct Tape Marketing system.

I am thrilled to be able to announce that Marketing Plan Pro powered by Duct Tape Marketing is now ready to go.

This tool is literally ripped from the streets of the real small business world and features the practical (read non-academic) approach at the heart of Duct Tape Marketing.

I think you’ll find that we’ve taken a different approach with this release and built it to be a tool you use for planning AND action. The plans you build with Marketing Plan Pro charge you with coming back and changing and updating your plans based on results. The program gives you guidance, action steps and advice needed to implement your plan.

The program is flexible enough to be used by any size business at any point in the life of the business. We even created a simple 30-minute plan because I know that a tool like this isn’t worth much unless the user can and will use it. You can always add components to create more comprehensive plans once you get started.

Featured Resource #2 - Enter the Home Based 100

Was a time when home based business meant - “not really a business” but, oh how times and technology and lifestyles change. Today home based often means, choice, family, hip, fireplace, dog, freedom, serious income and a host of other very cool things.

Winners of the Home-Based 100 find themselves at the center of a media storm that includes recognition on national and local TV, radio, in newspapers and magazines, and on some of the largest, most influential websites on the web, MSN and StartupNation among them.

Here’s where you enter the competition that celebrates America’s best home based businesses and the people behind them.

Here’s a list of last year’s winners and high vote getters so you can get a feel for what you’re up against.

Featured Article

Using Google Alerts to Earn Free Media
Listen and then talk to the media

Earning coverage of your company in the publications and shows that your ideal customers consume is one of the most effective ways to build trust. (See my definition of marketing)

The problem most small businesses experience when it comes to generating PR is that they go about in the wrong way and so they see little or no results and give up trying. You must treat journalists, the folks that can write about your company, like a target market segment. Journalists don’t like to be sold any more than your prospects - they do need your stories, but a lot of folks are trying to sell them. Be different, stand out by targeting the journalists that write about your industry and build relationships with them, educate them, build trust - then you will start to see some PR results.

Here are your action steps for today

1. Build a very select - five or six at the most - media list for your business. Identify the actual journalists by name that write in your community or about your industry

2. Create email alerts or RSS feeds for each - Google alerts allow you to create an email alert that will notify you by email any time one of your targeted journalists writes a story. The first step to building a relationship is listening - these alerts make it easy.

 3. Find out if any of these journalists have a blog - increasingly this is the case. If they do, make sure that you are reading it - subscribe to their RSS feed through a service such as Bloglines or Google Reader so that it’s easy for you to see the new content. Start posting the occasional relevant comment on your targeted journalist’s blog and building an avenue of trust.

4. Make it a habit
to drop notes to each (handwritten is nice) over the course of the next few weeks commenting on, adding to or highlighting some element of a story they wrote. This is not meant to be shameless sucking up, this is your chance to demonstrate that not only do you read what they write, you are a credible industry resource. Feel free to send industry data and research that they might not have access to in an effort to become a resource to them.

5. Within the next month
(only after completing all the steps above) invite them to coffee and tell them your story. Make sure you bring them some information they might use in a future story. Don’t ask for the order, a story about you, just continue to give, build the relationship, and the stories, mentions and quotes will follow.

    * Here’s a short video I did recently called “The Proper Way to Stalk a Journalist.” Despite the title it may reinforce today’s message.
    * I’ve also created a nifty little Press Release writing tool that makes it easier to write and format a one page press release.
    * You can find a list of assorted Public Relations resources here

Google Alerts is a great tool to use as described above, but here’s another Google Alerts hack you might find useful as a bonus.

Google also allows you use shortcuts and search parameters to create some interesting alerts.

For instance, let’s say you want to create an alert for anytime that Google picks up on someone linking to your blog. On top of being a potentially nice monitoring feature it’s also a great networking tactic. If someone is reading and linking to your blog, you might want to comment back.

For this kind of alert go to Google Alerts and put this in the search term box - link:http://www.yourblogurl.com (yourblogurl is of course the address of your blog). In the “type” box, choose comprehensive or just blog if you only want blog links. You can also select daily, weekly and as-it-happens delivery.

This is yet another one of those things you should be paying attention to and the more you can automate it the better.

You might want to revisit my Top 10 Google Shortcuts to find some more ways to track

Related article - Creating your social media strategy
~ ~ ~

John Jantsch is a marketing and digital technology coach, award winning social media publisher and author of Duct Tape Marketing. He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting www.ducttapemarketing.com

You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above

Featured Reading - Always B Testing - Bryan Eisenberg & John Quarto-vonTivadar




One of the proven secrets to marketing success is testing.

Online conversion expert Bryan Eisenberg has created the complete guide to the free and powerful Google Website Optimizer tool.




Featured Listening - Covers - James Taylor


For a legendary songwriter the proportion of James Taylor to cover other people's songs may seem a bit odd, but he's also had some big hits with songs by Carole King, Holland-Dozier-Holland, and Otis Blackwell - You've Got a Friend, Up on the Roof, How Sweet It Is, and Handyman

Thing is, I could listen to JT sing 99 bottles of beer on the wall because nobody can interpret a song better. His Star Spangle Banner to open the World Series in Boston a few years ago is still my favorite.


2003-2008 John Jantsch | All rights reserved | 866-382-8273 | [email protected]