Getting major media coverage is great for generating attention, traffic, credibility and ultimately sales for your business.
And when it comes to online media, TechCrunch is one of those holy grail outlets every entrepreneur wishes they could get featured in.
They currently receive more than 12 million unique visitors and 37 million page views per month. In addition, the TechCrunch community includes more than 2 million followers on Twitter, Facebook, LinkedIn, Google and other social media properties.
In other words, they have extremely wide reach.
It should come as no surprise then that getting your business featured on TechCrunch isn't easy. It takes resourcefulness and tact to get your pitch noticed as well as having a compelling story to share with the TechCrunch audience.
In this post, we'll look at some strategies to help you land your big TechCrunch cover story.
Lets dive in.
It's All About Networking
Sometimes getting featured on a major media site comes down to knowing the right people.
If you're lucky enough to know someone who works at TechCrunch, obviously your odds of getting featured are going to be significantly improved.
You can start with the 12 people listed on the TechCrunch about page. They consist of editors, community managers, executive assistants, directors, and their top writers.
But if you're like most of us and don't have a cousin working at TechCrunch, don't worry, there's still hope.
A quick search on Followerwonk (a Twitter search tool) reveals over three hundred Twitter users that are in some way affiliated with TechCrunch.
If you're lucky, you might even discover one of these people are already following you. If not, start following them, engaging with them and being helpful wherever possible.
Find Out Who's Talking About Your Competitors
If you don't know anyone at TechCrunch, your next option is to discover which writers are talking about companies similar to yours so you can start connecting with them.
Head over to Google and perform searches for some of the following:
- site:techcrunch.com your competitor
- site:techcrunch.com industry
- site:techcrunch.com your product category
These searches should result in the discovery of TechCrunch writers who have a history of writing about companies like your own.
Now you can target your approach more effectively by reaching out to them and framing your pitch as offering additional value and a different perspective on a topic they've written about already. In other words, you're able to position yourself as being helpful instead of annoying.
Connect with Reporters Everywhere
One of the perks of Google search results theses days is how Google connects article authors to their Google+ profiles.
Once you find a writer you want to connect with, visit their Google+ profile and look under their 'About' tab to find links to the rest of their social networks and personal sites.
While you don't want to go too overboard and seem like a stalker, you will want to connect with the writer on one or more social networks where they share public status updates. Twitter, Google+ and their blog (if they have one) are a good place to start.
This will help you determine where they're most actively engaging with others and if they see you on more than one network, there's a better chance they'll notice you.
Add Yourself and Your Company to CrunchBase
CrunchBase is a free database maintained by TechCrunch for people, companies, and investors in the tech industry. If you're not already listed, you can add yourself and your company to it for free - listings usually take about 24 - 48 hours to get approved.
You'll need to register for an account first, then add yourself and your company to their database.
Once your listings go live, you'll want to add them to your press page.
Don't have a press page?
Create a Press Page
Reporters, journalists and writers are busy people. Your goal is to spoon feed them the information they need so writing a story about you is as easy as possible.
That's why it's a good idea to showcase the most pertinent information and news about your company all in one place. Specifically, you'll want to organize and display your contact information, photos and videos they can use, latest news, press releases and key stats and information about your company (like your CrunchBase profiles).
This is something you'll want to include with your pitch so the writer you approach can get a quick snapshot of what you're all about without having to go digging.
For more about creating a compelling press page, check out six steps to creating a great online pressroom.
Make Your Pitch
Once you have your ducks in a row, you're ready to make your pitch. If you've done a good job researching the writer you want to approach, you should know an effective way to contact them directly via email.
Your goal is to personalize the email - greet them by name, let them know you're a regular reader of their articles, and one article in particular (specify which) led you to contacting them.
After that, it's time to make your pitch. Remember, you want to make it all about how your story will be interesting and beneficial for the TechCrunch audience. You also want to make it short - busy writers don't have time to read an essay.
For tips straight from the editors of TechCrunch and examples from people who have successfully pitched TechCrunch, be sure to read the following.
- How to Pitch TechCrunch - Tips from Co-Editor Eric Eldon
- Startups: Give Us Your Best One Sentence Pitch
- Two Cold-Emailed TechCrunch Pitches That Worked
- How I Pitched TechCrunch
- A Few Tips on How to Pitch a TechCrunch Blogger
Sign Up for HARO
Not ready to make a pitch yet but still want some TechCrunch exposure? Try helping out the writers with other stories instead.
HARO is a service that you can sign up for in order to become a source for reporters at major media outlets. Subscribe to the master list so you can receive all types of inquiries. You'll then receive approximately three emails a day with questions that reporters need answered by sources like you.
Some will be from TechCrunch and similar major media outlets.
Just a few minutes of checking your email a day could lead you to an opportunity to get exposure on TechCrunch.
You could even use a mention in an article like this as a part of a future pitch by contacting that reporter again, or align your pitch with the answer to their question.
By following the above strategies and combining them with your own creativity and ingenuity, you should be able to significantly improve your chances of getting your business featured by major media publications like TechCrunch.
Have you or your business been featured in the media before? How did it happen? Let us know in the comments.