PR and the sales funnel

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10 minute introduction to ways in which PR can be used to support the sales funnel.

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PR and the sales funnel

  1. 1. WHAT WHEN? Where does public relations fit in the sales funnel?
  2. 2. Ⓒ Clear Thought Consulting Ltd
  3. 3. Ⓒ Clear Thought Consulting Ltd
  4. 4. Ⓒ Clear Thought Consulting Ltd
  5. 5. Ⓒ Clear Thought Consulting Ltd Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase
  6. 6. EMOTION Ⓒ Clear Thought Consulting Ltd LOGIC
  7. 7. PR = AWARENESS <ul><li>Make sure your releases are littered with key phrases from your site to increase likely SEO. </li></ul><ul><li>Put a link to any online news coverage in LinkedIn status, Twitter, etc. </li></ul><ul><li>Piggy-back the coverage of others with intelligent comment and links. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd AWARENESS
  8. 8. PR = INTEREST <ul><li>Get permission to re-print and send as DM with a link to a more detailed download. </li></ul><ul><li>Use excerpts as quotes in other literature to add credibility. </li></ul><ul><li>Use the coverage of others to act as the starting point for your own blog or forum discussion. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd INTEREST
  9. 9. PR = EVALUATION <ul><li>Use excerpts and quotes to substantiate your product or service benefits. </li></ul><ul><li>Use coverage as a starting point for more extensive paper or webinar. </li></ul><ul><li>Where possible include details of any special offers in your releases, or advertise an offer alongside coverage achieved. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd EVALUATION
  10. 10. PR = TRIAL <ul><li>Use relevant excerpts and quotes within new business proposals. </li></ul><ul><li>Use coverage as a reason to keep in touch whilst proposals are being reviewed. </li></ul><ul><li>Third-party reviews work well in generating the sense of having trialled a product or service. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd TRIAL
  11. 11. PR = ADOPTION <ul><li>C-level press reduces likelihood of decision-maker reticence. </li></ul><ul><li>Keeping prospects informed of positive press coverage whilst decisions are being made contributes to feel-good factor. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd ADOPTION
  12. 12. PR = LOYALTY <ul><li>Use as a cross-sell to existing clients to engage them in areas of your business not currently used. </li></ul><ul><li>Use as post-purchase reassurance, keeping clients engaged with why you’re great. </li></ul><ul><li>INFLUENCE:  </li></ul>Ⓒ Clear Thought Consulting Ltd LOYALTY
  13. 13. Ⓒ Clear Thought Consulting Ltd Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase
  14. 14. REMEMBER… <ul><li>Re-purpose your content </li></ul><ul><li>It is only one part of your toolkit </li></ul><ul><li>PR is about trust, you also need logic </li></ul>Ⓒ Clear Thought Consulting Ltd

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