#1 Not leveraging social media to build thought leadership

Social media is a great way for early stage companies to reach their target audience.  Regrettably, many focus too heavily on self-promotion and this leads to losing followers on Twitter, fans on Facebook and RSS subscriptions for your blog.

CROSSROADS PR recommends – Limit self-promotion and make thought leadership the main objective of your social media strategy. Focus on industry trends and the challenges your technology helps to solve.  Give your opinion and then listen to what others have to say about the bigger picture issues affecting your industry.   Engage in the conversation.

#2 Negating the SEO value of inbound links from media sites and blogs

Creating a web page for media coverage is one of the first things many companies do once they start creating a buzz. However, many create the page without thinking about search engine optimization (SEO) and simply link back to media sites that have covered them.

Inbound links from media sites are very valuable for search engine rankings.  However, if you just link back to the story – Google sees this as a reciprocal link and assigns it no value.

CROSSROADS PR recommends – When displaying media stories on your web site – be sure to use “no follow” in the HTML code so Google does not deem the link reciprocal.  

“No follow” allows your web visitors to click through the link but tells Google not to include that outgoing link in your site’s linking profile. Now, only the inbound link from the media site (the one that is important and valuable) will be part of your linking profile.
For more information, visit Google’s advice to webmasters on “no follow” –
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=96569

#3 Ignoring partner marketing opportunities

Partner marketing is a great way to increase your visibility – especially if you work with partners that have industry recognition. Unfortunately, many early stage companies focus too heavily on customer PR and ignore partner opportunities.

CROSSROADS PR recommends – Leverage relationships with key partners to help get your PR program off the ground.  Partner blogs provide a great platform for guest blogging, consider a joint webinar with a partner or co-exhibit at an industry tradeshow.  Effective partner marketing builds relationships with existing partners as well as makes your partner program appealing to prospective partners.

#4 Waiting to land big name customers before approaching journalists/bloggers

There is no better way to increase third-party validation than to promote your customers’ success.  
Many early stage companies assume they need a customer with name recognition for media coverage.  That is not the case – in fact reporters often prefer to hear about small customers with interesting stories to tell.  

CROSSROADS PR recommends – Start a customer reference program as soon as possible and begin cultivating customer evangelists early.   Look for customers with interesting stories that point to a trend or highlight a larger industry issue.  

#5 Paying an analyst firm in the hopes of securing briefings and coverage

Industry analysts are important influencers in the technology space and their unbiased third-party insight is well regarded by journalists and prospective customers. Unfortunately, many early stage companies wrongly believe they need to become a client before an analyst will speak with them.  

CROSSROADS PR recommends – It is an analyst’s job to keep on top of new developments in the space and that means speaking with early stage companies that are innovating and changing the industry. Complete online briefing request forms for analyst firms you’d like to educate about your company/technology. Even if analysts do not have time to schedule a briefing – your outreach has educated them and placed your company on their radar screen.  See below for links to these forms at some of the larger firms.

• Forrester –http://www.forrester.com/forr/reg/loginreg.jsp?lr=%2Fforr%2Freg%2FBriefings.jsp
  (you’ll need to register with the site first)
• Gartner – http://www.gartner.com/technology/about/vendor_briefings.jsp
• DC – http://www.idc.com/about/vendor_briefing_short.jsp
• Ovum – http://about.ovum.com/contact/analystbriefing.htm
• Yankee Group – http://www.yankeegroup.com/analyst/vendorBriefingForm.html

First 10 companies to email This e-mail address is being protected from spambots. You need JavaScript enabled to view it and reference the Southeast Venture Conference (SEVC) will receive a free PR assessment report that provides a customized look at your industry, its influencers and some PR opportunities you should consider pursuing!