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b'A large part of digital and online marketing is having the right team to help you get your name out there. Building a powerful public relations strategy is imperative when you\\u2019re a small business and making sure that you stand out among the rest when attempting to start and ring in quality leads and traffic can be hard if you\\u2019re not entirely sure what you\\u2019re doing. Working in the world of PR can be tricky, and knowing who to trust to help you rise to the top of the list can be hard with credibility being a little scattered. How do we ensure that we\\u2019ve got the best PR strategy, and how do we rightfully implement it?
That\\u2019s where Esther Kiss comes in. The founder of Born To Influence\\u2014a PR marketing company that specializes in working with experts and people who are building a personal brand (marketers, entrepreneurs, authors, speakers)\\u2014Esther gives us all of the best tips and tricks she\\u2019s learned over the years about perfecting your marketing strategy, and what makes the best PR marketing strategy work so well. Let\\u2019s get started!
IN THIS EPISODE YOU WILL LEARN:

All about what Esther does with her company. By working closely with entrepreneurs, speakers, authors, consultants, marketers, and so much more, Esther helps them get more traffic and leads through publicity. With her connections, she gets them in with the media (blogs, television, podcasts, radio, newspaper, magazines, etc.), and leads them towards whatever makes sense for their business to build credibility and to build leads and sales.
Esther explains why having a good PR strategy is important for more traffic and leads. Depending on where you\\u2019re at in your business, you might have different goals for your publicity campaign, and Esther gives us an amazing example of a client she worked with that booked 80 shows over the span of 11 months to promote his book! For every podcast interview he completed, he\\u2019d offer a free 50 book give away to audience listeners. Then, when people read the book, they wanted help with the implementation of the method, so they\\u2019d sign up for his paid membership! That\\u2019s where the revenue comes from.
Esther also explains that PR is important to carry on through months, and not just a one-time thing. If you\\u2019re planning a slew of interviews, much like the previously mentioned the client, you want to make sure that you have 3 \\u2013 4 months to let leads come in successfully, especially with bigger shows. You need to make sure that you leave enough time for the marketing to start gathering those pre-orders and interactions before the service is available, and the same can be said for a product launch or a live event with a deadline. You need to be building momentum continually.
Esther then explains what to do if you\\u2019re a small business owner that can\\u2019t afford a publicist. Can you do your own PR strategy? Yes, of course, you can! You can always benefit from publicity no matter where you are, even if you\\u2019re just getting started and you don\\u2019t have any clients yet. How are you going to get clients if you don\\u2019t have traction is the real question, and Esther encourages people to reach out\\u2014learn how to pitch, how to develop relationships with members of the media. Once you know these things, and once you feel like you have a story that would contribute to that audience, pitch yourself and recommend that you do an interview!
Esther tells us what to do when people doubt the usefulness of media logos on your website, claiming it\\u2019s just for vanity. She gives us an example of a client who had media logos on their website, and because of them, they gained a client. It psychologically works on people even if you don\\u2019t realize it.
Esther also explains that a lot of times, people tend to release a paid press release when they want a quick win...'