All kinds of people visit your online media room, not just journalists

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.

Online Media Room  |  Brand Journalism  |  Best Practices

Your buyers are snooping around your organization by visiting the media pages on your Web site. Your current customers, partners, investors, suppliers, and employees all visit those pages. Why is that? I'm convinced that when people want to know what’s current about an organization, they go to an online media room.

People expect that the main parts of a typical site will contain hype-driven, gobbledygook-laden, product-centric sales pitches. However, if they REALLY want to get the lowdown on your company, they'll visit your online media room.

So I want you to do something that many traditional PR people think is nuts. I want you to design your online media room for your buyers. By building a media room that targets buyers, you will not only enhance those pages as a powerful marketing tool, you will also make a better media site for journalists. I've reviewed hundreds of online media rooms, and the best ones are built with buyers in mind. This approach may sound a bit radical, but believe me, it works.

For an example, check out the outstanding Neighborhood America online media room. This media room from a small innovative company puts Fortune 500 company media rooms to shame. I particularly like the customer videos (you’ll find them in the middle column.

Consider this: If you were a potential customer of Neighborhood America, wouldn't this content compel you to take the next step in the sales process?

What about your company – is your online media room a compelling place for your buyers?