It’s funny how much more quickly you can refine your client marketing processes by continuously learning from marketing your own agency..
On that note, I’ve found I rely on alerts services to tell me about new mentions of our brand name, new links and new opportunities for outreach so much that it’s obviously inspired how we work across the business. Alerts are the most efficient way to maximise our reach into the marketing community *after* an event has occurred – be it, a new post, press mention, etc.
In the past, we’ve used tools like TAGs to monitor for mentions of our client marketing campaigns (collecting the data makes for a terrific end of campaign report) – so much so we’ve since absorbed that process into our own in-house systems – when I need something a little more rapid and agile, I’m still hooked on email alerts.
Here’s one I found earlier, thanks Paddy!
There are lots of good posts on how to use the main alerts services, and how effective they may be. Currently, you’ll find me evaluating and using:
On Talkwalker; generally I’ve found I’ll get an alert between 15 to 30 minutes after a mention has occurred. Amazing – most of the others take as much as a few days to get their acts together.
Here’s some of the stuff I’m looking out for:
You’ll notice I’m using Talkwalker’s search syntax here. It’s very useful to do things like track mentions of competitors without getting alerts from newly published content on their own websites:
-site:"http://competitor.com" competitorname OR competitor.com
Obviously I follow our brand mentions (and those of our competitors) just like anyone else might – but my favourite use for this tool really helps with my outreach to first time contacts.
Using my RTO methodology, I always have a series of site targets on my radar to build relationships with. You know, the ones that probably aren’t as familiar with the awesome power of SEOgadget
site:"http://www.psfk.com/" SEO OR "content marketing"
When I get an alert, I decide if the content is relevant enough to our mission to justify a comment. Often, I’ll leave a good length comment:
I’ll often send an email like this:
On this type of outreach, it’s a bit hit or miss, depending on how much you’ve contributed, how trustworthy the perception is of you, whether or not you’ve got the support of PR people who already know the individual in question, or just how busy / willing to respond that particular individual may be.
When it works, it definitely works – and I’ve set up great new relationships using this tactic. If you want to continue your reading and skill building around this topic, I’d heartily recommend you head to Austin Allred’s Minimalist Guide to Getting Press Coverage. In this post Austin presents a method to scale his outreach using tools like the Scraper Extension for Chrome and Buzzstream. He makes a fair point about building a media kit and give good advice on structuring the pitch, too.
Alerts are also awesome for saying thank you, and getting a nice response back. Being nice doesn’t cost you anything, and using alerts services makes sure everyone who deserves your gratitude, gets it quickly:
How I Use Talkwalker Alerts for Journalist / PR Outreach,