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Last month, I responded to a media lead by a writer for a nationwide online business magazine seeking expert insights on how to use video to promote your business. After confirming that, if I was quoted in the article, she would include a link to my blog, I invested about two hours helping her with her story. It was published last week with no link to my blog. I emailed her to ask when she will make good on her promise, but so far, I have not heard back.
This experience points out how important it is not to rely on third parties or traditional mainstream media outlets to spread the word about your business. It's great when traditional media comes calling, but in the meantime, you have to be front and center on your own. Lucky for me, the writer mentioned my name and my business name. Anyone who copies and pastes either into any search engine will find me quickly and easily. But people like easy access, and many more people who would click on a live link will not take the extra step to find me, even if all they have to do is cut and paste.
Be sure to use your brand name as often as you can online. Be consistent, clear and original so that if people search, they can quickly and easily find you. In a perfect world, reporters who quote us would keep their word all of the time, but at the end of the day, it's our job to make sure that, even when they don't, our target audience can find us easily on the Internet.
Question: How are you making sure that your brand is easy to find when mentioned online, even without a live hyperlink?