The Buyer Group PR + SEO News

Florida PR Agency Gets Rocky Mountain High with Online Public Relations
Colorado Real Estate Developer Optimizes Sales and Marketing Strategy

Deerfield Beach, FL – August 22, 2008 – Online public relations agency, The Buyer Group, announces today the launch of an interactive public relations and branding campaign for Colorado real estate development, Mountain Estates. This Colorado real estate community will receive search engine strategies and online PR as part of The Buyer Group’s interactive public relations and branding services.

“Considering the challenging real estate market, it is critical for builders and developers to implement marketing and public relations strategies that will result in the best ROI, attract quality prospects and convert prospects into buyers,” said Lisa Buyer, President and CEO of The Buyer Group. “The Mountain Estates online campaign combines the best online public relations, branding, and SEM strategies to deliver the most targeted exposure for the best value.”

Interactive public relations and search engine strategies continue to attract quality leads and generate online visibility for real estate companies, despite the challenging economic times.

“The Mountain Estates public relations and marketing strategy includes local online media outlets and real estate-related search engine strategies including optimized press releases, a newsroom blog, pay-per-click advertising campaign, and a variety of other interactive digital strategies involving video, email, and select print media,” said Buyer. “Everything is tracked through Google Analytics so we can measure the return on investment and cost per lead.”

A study from Forrester Research Inc. found that 90 percent of consumers trust recommendations from other consumers. Therefore, the more recommendations that result from online conversations, the more traffic and brand exposure Mountain Estates and other clients can expect from their interactive PR and branding campaigns.

For more information about online public relations company The Buyer Group and its interactive public relations and branding services visit http://www.thebuyergroup.com or call Lisa Buyer at 954.354.1411. Lisa Buyer will also be speaking at SES San Jose, August 18-22, 2008 on the subject of news search SEO.

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Searching for me this week?

Find me in San Jose, California at Search Engine Strategies Conference where I will be mixing, mingling, and speaking.

While I am there, here are some hot topic sessions I plan to attend:

• Universal and Blended Search - Industry gurus share exclusive advancements in the world of search.
• Mobile SEO - Mobile search is all about getting found at the tap of a PDA, don’t get left behind. This session highlights best practices to make existing Web sites mobile-ready.
• Pay Per Conversion - The state of the economy makes every click matter. It’s not just clicks, it’s all about conversions.
• Landing Pages - Getting the most out of your pay-per-click campaign and how it integrates with online PR.
• Google Analytics and Web Optimizer - How to increase the ROI of your Web site? Google continues to innovate around bringing power, flexibility, and accessibility to web analytics.
• Building a Search Friendly Site - Tools on how to please both crawler-based search engines as well as end user and visitors.
• SEO Through Blogs and Feeds - How to improve client blogs and generate feed subscriptions.
• News Search SEO - I’ll be in good company speaking on this topic and sharing insight on how optimized press releases and online PR improve search results. Fellow speakers include search-rock stars, Dana Todd, Lee Odden, and Greg Jarboe.
• Social Media Analysis and Tracking - Facebook, Wikipedia and YouTube can be part of a successful PR campaign. This session shares monitoring tools and tips on increased profitability.
• Facebook, Feeds, and Microblogging - Social networks enable the streamlining and exchange of information, what does this mean for your PR future?

If you want to catch up with me at SES or when I return, just let me know. I’d be happy to set up a time to discuss your online public relations and search engine strategies.

Luxury medical condos are popping up in Coral Springs, Florida thanks to Bayshore Land Group’s Royal Palm Square. The Real Deal reported on the real estate development’s groundbreaking ceremony as a result of The Buyer Group’s interactive public relations efforts. Coral Springs Mayor Scott Brooks attended the event along with the Bayshore Land Group team.

For the full story click here.

By Sarah Van Elzen

The thought of branding and formatting a creative HTML email or electronic newsletter with links and graphics can be overwhelming. However, knowing the importance of frequent, branded email communication kept me front row at the latest Constant Contact seminar.

After all, direct mail is becoming a thing of the past.

As industry trend watchers and online gurus, The Buyer Group team has found the next best thing: do-it-yourself email marketing.

After only a few minutes of the Constant Contact meeting, I questioned the performance and delivery of pre-tech-age corporate communication – not to mention its efficiency.

Constant Contact is a powerful, cost effective email marketing solution that allows you to send content-specific, customer oriented emails to your entire database in a matter of seconds. Options such as double opt-in forms, customizable sign up pages, spam filers, and most importantly reporting functions allow even the most novice user to find their way around the program easily.

The reporting function is the most beneficial of the program.  It delivers the following information:

•    How many emails were sent and delivered
•    What percentage of your contacts opened the message
•    The click through rate percentage
•    Which links had the most click-throughs and by what percentage
•    How many contacts opted-in or opted-out
•    How many contacts forwarded email messages to a friend
•    Identify emails that “bounced back” and why
•    Compare results from your three most recent email marketing campaigns

In addition to reporting, using Constant Contact makes it easy to build and customize your email messages with an email wizard that walks you through the templates step-by-step. You even have the option to customize each template to complement the look and feel of your business.

For more information on The Buyer Group’s Interactive PR email marketing programs email Lisa Buyer: lbuyer@thebuyergroup.com

By Sarah Van Elzen

Using email as a PR tool is done everyday on personal and business emails. All interactive public relations strategies should include today’s most universal mode of communication…email.

Your overflowing inbox stands as proof that the majority of today’s communication activity happens through online conversation and email. From a business standpoint, email marketing can be successful and beneficial if the right tactics are used.

On the other hand, when strong email marketing strategies are not employed, your message can stir negative associations with your brand.

To ensure positive brand recognition, ensure all of the elements of successful email campaigns are in place.  If not, do some more editing until the checklist is complete.  Here’s why:

1.    The subject line of your email determines if it will actually be opened. This has an impact on your company’s brand equity. In fact, 30 percent of consumers in a recent study by DoubleClick say the subject line most often determines whether they open an email or delete it.
2.    Your email may end up in the spam filter if your links are not set up properly or you have a poor reputation
3.    Special offers in email work best when they support the brand or industry you are sending to.  You can get more than three times the lift in response if the offer is relevant to the message, so recognize the importance of content/subject line relation.
4.    If you leave out the option to control the email subscription (opting in or out) you loose credibility and risk reputation issues.

We recommend sending all online communication by ways of best practice email marketing. If you are interested in taking the work out of your hands, The Buyer Group offers interactive pr programs that include email marketing. Email Lisa Buyer (lbuyer@thebuyergroup.com) to learn how to integrate email marketing into your online pr strategy and check back in the next few days for more pr tools and email marketing tips.

by Lisa Buyer

Heard it from a friend who…heard it from a friend who…heard it from another you’ve been…

In a matter of seconds your email can be forwarded to a parade of people. This can be a powerful PR strategy or not, depending on the intention of the forwarder.

So, the best interactive public relations advice is this – make every email count in the most positive way possible, because the power of email forwarding is priceless.

Who wants to read a poorly executed email marketing message? Not me. I don’t have the time. When creating your email messages, use the following checklist.

1.    The subject line communicates value. Don’t be vague or it will never be read!
2.    Make sure customers can subscribe to emails and get more information at your company Web site
3.    The ‘from’ line contains a recognizable company name and sender
4.    The footer is clear and complete
5.    The message is self-explanatory without the graphics
6.    Most of the content appears “above the fold”
7.    The email is a quick read with a clear message. Don’t waste your reader’s valuable time.
8.    The content of the email meets the expectation set by its subject line
9.    The recipient can easily control their email subscription
10.     There is call to action and relevant links throughout the text

Imagine the power of an email that is forwarded. Your exposure is unlimited.

Write your emails with public relations intention.