Protecting Your Online Brand by Posting Your Perfect Press Kit

There is something crucial that most of you are missing on your websites.

In the age of social media we are all focusing on Twitter, LinkedIn, G+, and Facebook and, we’ve forgotten an important basic: Your online press kit – the asset that makes it easy for others to publicize your brand.

In many ways, your online presence is equivalent to creating your own online billboard. If you are in control of your website and your social channels, and you have a good grasp of 2-way conversation mastery, your online billboard will have the exact messaging for your tribe (potential customers and fans).

However, if this is not the case, here are some predictable scenarios:

  • You are featured on a website or in a conference program with a random photo of you that someone Googled.
  • You are introduced at an important talk by someone who is summarizing from a and Wikipedia page that focuses on all of the wrong things. (I’ve seen this happen multiple times – it’s not a good look).

You want all assets to be as much in your control as possible that you always have your best foot forward.

Follow this guide to ensure that you are in control of your brand and your image.

How To Post A Perfect Press Kit On Your Website

Editors, bloggers, conference organizers and even potential customers will deeply appreciate having seamless access to your information because they are constantly under deadline.

Here are the four assets to include:

1. YOUR BIO

Make sure your bio is easily locatable on your site and it can be easily cut-and-pasted (not in a PDF format that they can’t easily grab).

Your bio should NOT just be a “who, what, when, where, why” or a list of business accolades. Invest in having a bio written that brings out your signature story. This should be a compelling and relatable story that evokes an emotional response from the reader.

Post a long form, 250 word, 100 word and a Tweet sized bio and you have pre-delivered every possible type of bio request that may come your way (no one will ever ask you to edit your bio down again or worse, edit it for you and forget the most important parts.

TIP: Post 4 versions of your bios

  • Long Form
  • In 250 – 200 words
  • In 100 words
  • In 1 tweet

Also:  Make sure the bio can be easily cut-and-pasted!

2.  YOUR PHOTOS – MAKE THEM EASY TO FIND AND DOWNLOAD

Thumbnails are great for quick and easy loading but are detrimental for use in print (if you are a speaker or attending a conference where there is a directory, your photo may be appearing on posters, flyers and in a printed conference guide.

You should always have a few downloadable photo options on your site in at least 300 dpi / jpg format. Also post vertical and horizontal photos so editors working on a tight format won’t have to resize anything.

TIP: Create an easy-to-see link that says “click here for a hi res / low res jpg.”  That way, busy editors can get what they need easily.  When the photos are downloaded, make sure they are properly named so that editors can find them in folders and on messy desktops!

3.  INCLUDE YOUR BOOK COVER, LOGOS, OR ADDITIONAL ARTWORK

Are you an author? Do you work at a company that has a logo that might be used (or perhaps it’s your own logo and you want it used)? Include your book cover art in both hi res and lo res (jpg format).  This way, if your book, or company is being mentioned, the artwork can be easily added.

4.  INCLUDE PRESS CLIPS OR CLIENT TESTIMONIALS

What you say about you is one thing… However, what others say about you is trusted in a different way.  So, if you have press or blog posts that were written about you or pieces you were quoted in, include them on your press kit page.

TIP: Don’t link out to articles (the sites you are linking to may take them down or go dead, so make sure you include the articles archived on your site).

Another great addition is testimonials to add from clients. If you are struggling to find some, use your recommendations from LinkedIn. If you don’t have any, send an email out to a few colleagues, your old boss or a trusted influencer in your field and ask them for a testimonial.

5. INCLUDE YOUR SPEAKING TOPICS

If you are a speaker, include a list of the topics you have spoken on and give a description of each of your talks. If you have visuals of you up on a podium or teaching in front of an audience, include them in this section.

If you are not (yet) a speaker and you want to include a list of topics and themes, you are capable of speaking on these topics for people to reference.

FINAL TIP: If you can’t easily modify your website to include all of this information, you can easily set up an about.me page and include the 5 assets listed here.

How to Build an Affordable, Effective Website

 

How To Build An Effective Affordable Website

 

I am not a big fan of spending a lot of money on a new website, but many custom quotes are still in the “outrageously expensive” category; a few clients have recently shown me quotes of $5,000 or more. It’s not 1998 anymore, and those quotes are unacceptable.

It is perfectly possible to create an effective website at an affordable price. There is a global marketplace of fabulous platforms and talented designers who can help you build a beautiful site for a few hundred dollars. Or, if you are willing to do some of the work using a templated design, an effective website can be created for less than $20/month with no upfront costs!

A lot of people drive themselves crazy building websites because they forget that simplicity is key.

 

Your website exists to do two things:

1. Help you engage with your tribe and make new customers.

2. Make you money.

That’s it.

Here’s how to set yourself on the right path…

 

Step 1: You must have a domain name.

To register a domain name go to godaddy.com

Register the domain that you would like to use. I highly suggest a dot com (.com) with no slashes and underscores if possible.

TIP: You should also make sure that the YouTube, Twitter and Facebook page names match the URL that you purchased.

 

Step 2: Choose which type of website you want

a) Pay As You Go

A pay-as-you-go option with a website builder can get you up and running very quickly and you won’t need a designer to build the site for you. This option takes some computer skills (uploading photos and basic text editing), so you may need help if you are computer-phobic.

Here are my favorite two pay-as-you-go sites. Both have excellent call-in customer service to help ease the confusion.

Squarespace
Their professional version is $16 per month and it includes free web domain registration so GoDaddy is not needed.

Spacecraft
Again- $16 per month and it includes free web domain registration so GoDaddy is not needed. Spacecraft also has a design team who you can call if you get overwhelmed or confused, and can jump in and help you.

 

b) Working with a Marketplace of Web Designers

A marketplace means that there will be multiple designers competing for your bid, which is fabulous because there will be many styles and designs to choose from. You can see multiple examples of each designer’s work, read reviews and feedback, and invite the designers you like to participate for your bid.

Here are my two favorites:

Crowdspring.com – Has price recommendations in the $800 – $1200 range

99designs.com – Has price recommendations in the $599 – $1200 range

Both sites are fabulous for logo design (approx. $250 – $400) and for social media backgrounds – Twitter, Facebook, YouTube, etc (approx. $150).

 

Step 3: Make sure it’s clear and functional

Homepage Guidelines

Your entire website should be easy to navigate with a navigation bar across the very top of each page so visitors can see it (not buried where they have to scroll down).

Your whole site should be branded with your look, your colors, and your logo (if you have a logo) and, of course, a stunning photo of you / your team. All of your socials (Twitter, Facebook, Instagram, YouTube, G+) should all match your site colors.

You should feature your name and your pitch (what you do / your mission statement) in a few words. If you feel weird creating a “pitch”, use one killer press quote which sums you up appropriately.

Prominently feature a newsletter signup connected to a juicy bribe (white paper, video, MP3) in exchange for an email address.

To set this up, I love a tool called Conversion in a Box.

– Link to your social media: Facebook, Twitter, YouTube, Pinterest, and anywhere else you maintain an active profile.

– Include a Facebook “like” widget.

– Include a Twitter stream updating in real time.

– A blog feed / news feed, or new shows updating onto the page via widgets.

-If you like sharing photos, add an Instagram, Pinterest, or Flickr stream, which
ports over to your blog!

 

Nav Bar elements / tabs:

1. Bio/ press kit. If you want a pro kit for $2 per month, you can use Presskit.to.

TIP: Photos/ Images. Make sure your photos really capture who you are.
Make sure they have clear instructions on how they can be downloaded.

2. Buy products – Storefront or link to one

3. Your speaking gigs or live appearances

4. Your Blog

5. Your Contact Info

Make sure that you have your contact information with an e-mail address or a contact form there so people can contact you for online publicity, booking, or just to tell you they like you! Don’t make it hard for anyone to connect with you online.

 

After your site is done, make sure to keep your social media sites updated! That means daily. This way, your whole site remains interesting, dynamic, and fully updated.

I hope this mini guide helps!