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The idea of monitoring mentions of one's own company on all channels sounds tempting. After all, measuring the success of sending out a press release can be quite useful.
For this purpose, there are a number of providers who monitor the media market on a daily basis with crawlers and specifically search for your company name in the monitored media sources.
For this survey and analysis service, which often includes the automated preparation in simple dashboards, often thousands of euros per year are due.
The easiest and most practical way or work around for the vast majority of companies is to simply create an Altert on Google News that will notify you when your company name is mentioned in an article, because - if it's not there today it's not relevant. With the ability to set the time period, for example, to one year, and the number of search results to 200, you can quickly copy the URLs to the articles, along with the teaser text, into a spreadsheet, and most importantly, for free.
Some providers already charge several thousand euros per year just for depositing these so-called press clippings (=links to the articles) - in addition to the costs of media monitoring or press clippings, which provide the URLs to be deposited.
Login & Functions
Activation, Login & Database Access:
After confirming activation via email link, you can log in to the "My Account" area using your established login name and password via the person icon in the header area of the www.fischer-data-science.com website (to the left of the "i icon").
In the "My Account" area you can access and change your customer and account settings, view and download your orders and invoices (HTML or PDF, soon additionally as machine-readable XInvoice), access your search history, favorites and watchlist as well as create, manage and open your own lists (tab "My Lists").
Under the "Security" tab, you have the option to change your password, view your login history, log out devices that are currently logged in, and request your personal customer data for download in accordance with DSGVO.
Under the "Orders/Databases" tab, you can access this by clicking on the "Open Media & PR Database" button.
Alternatively, you can access the overview & search screen of the media & PR database by mouse-over via the sub-item "Overview & Search" (1st sub-item of the menu item "Media & PR Database") via the main menu or use the direct link https://www.fischer-data-science.com/en/media/overview/.
Overview & Search screen:
Figure 1 shows the backend area of the master table with search and filter mask (top of image), where you can, for example, list the radio stations included in Germany or further filter and sort by more than 20 filter criteria (including city, state, country, title, relevance/reach for prioritization, editorial email address, editorial phone number, fax number, type, Facebook, Instagram, YouTube, LinkedIn, Xing, number of Wikipedia views). Searching by keyword or tag is also possible.
A right click with the mouse on a cell value in the table (e.g. city) opens a list with all entries of this feature. A normal click (left click) with the mouse on a symbol opens the stored entry (e.g. the Facebook profile) in a popup window or controls the search function at Xing or LinkendIn for journalists or editors as well as departments to quickly find concrete contacts in the editorial offices.
A mouse click on an icon or feature while holding down the Ctrl key, on the other hand, opens the corresponding feature as a new browser tab in the background.
Figure 1: Master table "Overview & Search" with search mask. When mouse-over the title of a medium, you will get a short description of the same, if a Wikipedia article is available for the medium.
The bulk functions (engl. mass editing; see checkboxes on the left of the image) allow you - as you are used to from your email provider, for example - to edit several of the selected entries simultaneously (per page between 5 and 1. 000 entries displayable), to open the stored media URLs or further stored features such as Facebook presences in new tabs in the background, to add to favorites list or watchlist, to remove personally stored information again as well as to export the entries & contact data of the selected editorial offices in CSV or JSON format.
To be able to send an email without export directly and individually to an editorial office with your email program, simply click on the corresponding email address, which opens your email program or a new window there.
Clicking on the name of the medium opens the detail view of an entry. Here you will find a short description in the form of the Wikipedia article with useful information such as reach and target audience of the selected medium with all links to the social media channels and the contact details of the editors. Furthermore, you also have the option here to rate the medium, to put it on a list, to create your own lists (e.g. to-do list, campaign list "Campaign X in period Y"), to deposit your own comments and notes for documentation purposes of the communication that has taken place or the contact that has been made incl. feedback.
As already discussed here, the costs for online marketing in the B2B sector are dizzyingly high and the number of actual clicks is vanishingly small due to ad blockers and & co.
With given completion rate, English conversion rate, of 1-3% of ad clicks on average, it usually cannot pay off to generate B2B customers via search engine advertising.
An alternative customer acquisition strategy is the so-called content marketing. Here the production of articles and texts is meant, which of potential customers googgelte topics and terms and/or keywords beeinhaltet.
Content is King.
With the content strategy you have the opportunity - provided you can regularly create and provide relevant content for your target audience - to get organic traffic via the search engines for free, i.e. at least without any further advertising budget.
For this purpose, a blog area has been established on the website itself, where new content, how to's, definitions of terms or the like are posted or posted. Another advantage is that all content, with which you provide free added value and insights for your potential customers, can also be subscribed to via rss feed.
Become a customer magnet with the right content strategy
In order for the search engines to reward your efforts for creating, optimally high-quality content, in the form of a better search engine ranking and associated higher traffic, it is necessary that they regularly publish new content and entertaining texts on your website.
Make yourself a concrete plan, when and how often you want to post blogposts or articles on your website and which topics (also: in which order) should be kept. As is true everywhere, you can only expect results if you stay on the ball. Consider exactly who you want to address with your content.
In the first part we have discussed the paid measures in the online marketing area.
Another way to attract traffic, i.e. website visitors - and hopefully enough potential customers - to your website is the so-called content marketing.
Content marketing is all about knowledge, in the form of entertaining and informative articles that you provide to your visitors for free on your website. On the one hand, articles serve as a confidence-building measure, on the other hand, you save the previously mentioned high PPC click prices and can ideally, in addition, through the content and the thematic focus, i.e. also through the selection and use of certain keywords and words, target your desired target group or desired customers better than with the possibilities in Google Ads, for example.
In order to build up a press distribution list that is effective for your company, a number of points must be taken into account. In addition to the thematically and geographically appropriate orientation or the recipient circle, it is necessary to keep the press distribution list up to date and to constantly expand it. Because the more recipients your press releases or news have, the higher the probability of being considered with your story in an article.
Basic should be first the main editorial email addresses, which are supplemented by personal email addresses of thematically suitable journalist:inside and/or Repoerter:inside. Our Media & PR Database 2022 with over 16,000 entries in Germany, Austria and Switzerland is a good basis for this. Your contact database can additionally be expanded with contacts from LinkedIn & Xing, any trade fair appearances or existing media contacts.