In our efforts to find new ways to generate publicity and traffic for our website through new media, we sometimes forget that old media is out there. While the Internet and link building through popular websites is still the main way to go, we shouldn’t neglect old methods like television and newspapers.
Don't Forget Old Media
It might seem like no one reads newspapers or watches traditional television any more but that’s just not the case. Having your website displayed on the screen during a TODAY show broadcast, or having it appear in a New York Times (which, remember, has an online version) article on successful small businesses could double or triple your market share overnight. Having your website URL appear in the comments section of an affiliate marketing blog probably will not (although it couldn’t hurt).
How Can You Make Old Media Work for You?
So once you’ve accepted that there are benefits to getting into the paper or on TV, how do you make it happen? Well there are certainly no guarantees, but if you put the same effort into getting an old media mention as you do towards driving traffic through traditional new media means, you may have a shot.
One way is certainly to be at the top of your field. Newspeople are always looking for a story like “top ten pizza places,” “top ten flower shops” or “ten best jewelry bargains.” If you can establish yourself as one of the best in your field, or at least, position yourself so a journalist looking for a story thinks you might be, you’ve got a good chance of having your name and URL in print.
Another way is to be a counterpoint. When a journalist does a story on a particular business, they’ll want to talk to a competing business for contrast. That competing business can be yours. If the story is out, consider contacting the journalist for a follow up. If not, try to make sure that you are on the same Google search page as your top competitors, so when journalists come looking for balance to their story, they will come to you.
Old Media and Your Business Future
Be creative. Follow old media news in your field and keep your eyes out and your mind open for opportunities to get your business on the page or in front of the camera. One good news story could change your business forever.
