Two Important Marketing Resources

As 2013 is winding down and following upon yesterday’s post of what is coming in 2014, I’m left thinking… “What could I possibly share that would be very useful to app developers and marketers today?”   There are two things that I’ve found immensely useful over the years.   These two items can be so useful that I almost consider them “secrets”.

One is Google Alerts.  This is old hat if you are already familiar with them.  If you aren’t — it is time for you to jump in.  Rather than reinvent the wheel, I would point you to How to Use Google Alerts.  This link will provide you easy to follow instructions, with pictures, on how to set up a Google Alert.

What is a Google Alert?  Simply, it is a notification that a new web page has been created, and indexed by Google, that contains sets of keywords that you are interested in tracking.  It is brand new content on something that is important to you — it could be your name, your app’s name, company name, it could be general industry information, it could be just about anything.

How to use Google Alerts?  While there is value in seeing new, highly relevant data within 24 hours of it being published – the following are some immediately actionable applications:

  • Search for company name plus words like “review”, “complaint”, “experience”, “customer service”, “bugs”, etc., can bring to your attention what your customers are saying about you, giving you the opportunity to respond promptly.  You can use this to turn negative feedback into a positive customer experience, nip problems in the bud, and generally show you are proactive about addressing problems.
  • Similarly, with “review”, “comments”, “article”, and your own research may turn up other terms, you can identify who is giving your products reviews, backlinks to your site, which is almost like an invitation for you to try networking with them, add your own comment, respond to their blog post in your blog, etc.
  • Google Alerts could be used to help track unauthorized file sharing.
  • It can add dimension to naming your apps by tracking a range of possible product names to see what turns up over the course of a week or two.  It can help you avoid using confusingly similar product names and/or identify others possibly infringing upon yours.

While you can always do a general web search, the core benefit of the Google Alert is that it segregates the newest, specifically relevant content.  That is valuable.

The second resource which is more situational, but incredibly value when you are in that situation… is HAROHelp A Reporter Out.   This is a Free Service.   This is a mailing list that generates mail 3x per day, Monday through Friday.  My recommendation is that if you subscribe to it, that you set up an email account just for it.


UPDATE:   How to use HARO

April 28, 2015 - Anyone wanting additional details about how to get maximum mileage out of employing HARO would do well to check out HeroicSearch.com.  If you think HARO would not be useful for your mobile app, think again – they applied HARO to exceptional effect on two very relevant mobile topics:

  • increasing conversion rates
  • and the app they were promoting – Mighty Skins

What’s awesome is they even provide you an example of how they did it.

HARO is a strategic tool – if you use it right, it is worth more than money.



Reporters across some of the largest news networks, as well as a lot of smaller ones, are constantly seeking “sources” – experts, specialists, people with specific experiences, across “everything imaginable”.   All requests are segmented by topic, like Health, Technology, etc.

You are not limited to being a source, you could be a journalist seeking sources, too.

Venues range from major network television to small blogs, newspapers and sometimes radio.

You choose which requests you want to respond to, the individual making the request will decide whether to include yours or not.  There is some competition involved in supply high quality content.  If you are selected, you will typically get fair credit which can help promote you, your company, possibly your product – “on the side”.  That is, your response to journalists should not be a matter of promoting you, but of helping them.  The two do tend to go hand in hand, but each media venue has its own guidelines.

I’ve referenced HARO previously, suffice that I know firsthand that it works very, very well.  Journalists and editors have deadlines.  Sometimes they need answers and other information to support their articles and stories “very fast”.  Knowing this very simple dynamic about publishing is one of the most valuable things you can know.  Whether the Pen is mightier than the Sword is sort of irrelevant when it comes to the #1 axiom in all marketing, “Publish or Perish!!!”

These two resources applied together?

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Project Manager at the Opera Mobile Store providing Sales-Marketing support. Content development and research.

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