Validate Your Marketing Success!
ExpertClick's Twelve Ways – You can use in all of your sales & marketing campaigns.

1) Add your e-mail opt-in to your news releases, and pages – as important as your phone number. Send
your opt-ins to a different e-mail and tag as from us so you can tell which ones we bring to you. Ask us
to send a history file of your news releases, then you can re-issue the ones that got the best results –
you’ve got an evergreen forest of content for continual harvesting.
2) Use Google Analytics to track keywords from your Press Room Page to your website, and the actions
they take on your site.
3) For News Release Wire –– watch videos on how to use your content at our Tube site:
http://www.youtube.com/c/mitchelldavisExpertClick
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Use Bit.Ly to validate click on your new release links – url to link to with Bit.ly and then Bit.ly will
tell your traffic.
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PDF and Pinned news releases do not get picked up as well as text and html.

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Releases need at least 300 words.

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They should not have duplicate content from elsewhere on the net.

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Please make sure to include a dateline – city where the news originates from..

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Google picks up images more often when square...

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Think about using full HTML – for you can have better control – and if you have an email
newsletter you can use that HTML as a news release.
4) You can host images in your plain text releases by storing the images at IMGUR.com and picking up
the embed HTML.
5) Keep track of your inbound links – they are a key way that search engines like Google rate sites for
top search presentation. You can see who links to you with tools at Alexa.com (and see who links to your
competitors – to find new sites to contact for links.)
6) Get Oded Shenkar's book: "Copycats: How Smart Companies Use Imitation to Gain a Strategic Edge"
– you don’t have to re-invent the wheel. Use his ideas when your review websites of others who offer
what you do.
7) Visit www.Keywordspy .com who else is spending how much on their internet advertising programs.
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See what other words they are using.

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... and, most importantly, see how they are using conversion steps to attract to their sales
pyramid. Yes, emulation not imitation is the key to bringing best practices to your business.

 8) Check the keywords in the headlines that you've already used at Keywords Spy to find other related
Keywords, and perhaps you'll see a relationship between the unique high-value keywords you use, and
their value as judged by what others pay to promote.
9) Everything you do should be to engage and prompt visitors to your news releases and web page to
surrender their e-mail address – yes, clearly offer bait, lay out the salt lick, to ensure you can get back to
them. Just like when a trade show exhibitor asks for your business card, and, when you give them your
card, you are giving permission to be contacted. See more about “Permission Marketing” in Seth Godin’s
books. For example, see the new “Join-as-a-expert” page at ExpertClick.com where we ask prospects to
surrender a bit of information, to get an invitation to join. Three things happen:
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Immediately they get an e-mail with info,

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They land on the order form page so they can buy right now.

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Most importantly I get their e-mail and web site, so I can engage them in a personal
conversation about what they are doing and in my conversation work to bring value and ideas to them.
By attracting and engaging your prospects you can figure out their problems and learn the trigger events
you can use to convert them. See more about “Trigger Events” at Craig Elias’ www.ShiftSelling.com.”
10) Examine every e-mail opt in and triage them for general reply vs. custom networking reply. When
you create a dialog with the e-mail of those you attract and validate as an ExpertClick gained opt-in, you
can move the best leads up your sales ladder Push those e-mails into search or a site like
http://www.spokeo.com/ or simply go to their web site when you see:Joe@BigCompany.com opt-in –
often you can know the “who” just from their email. Then engage them by asking a question – do pitch
yourself first. Use Hunter.io to find e-mail from prospect sites.
11) Know your sales pyramid and know the steps to move people up the ladder. One participant told me
he's getting 500 opens on each e-newsletter he sends out – so he's got the eyeballs of good leads seeing
his stuff again and again. He simply needs to move them up his sales pyramid. From the message of a
news release and other message distribution options, a pyramid model sets specific benchmarks for
client awareness, interest & engagement. A good example is the Mequoda.com Media Pyramid with
steps of: web visit; advertising, products; subscriptions; memberships; events; services. What are the
engagement steps you envision your best leads climbing? Many times, this is based on how your current
best clients came in.
12) Share Ideas with others – Check out my www.NewsTip.com website for ideas people are sharing.
Visit www.WebHandbook.com to watch ExpertClick videos on how to do stuff, and
www.MemberHandbook.com for the PDF that explain how to have success with ExpertClick.
Mitchell P. Davis is a marketing expert and graduate of the Georgetown University School of Business,
he has published the Yearbook of Experts, Authorities & Spokespersons since 1984.
Broadcast Interview Source, Inc www.ExpertClick.com (202) 333-500,

April 2020