0
HOW TO DRIVE
DEMAND GENERATION
WITH PR TACTICS
WEBINAR
#DEMANDGEN
How to Drive Demand Generation with PR Tactics
August 13, 2014
Meg O'Leary
@moleary
Principal
InkHouse ‎
Candyce Edelen
@C...
PR:
It’s not just
about looking for
attention.
But don’t
propose on
the first
date.
If good content is king… Distribution is queen
Title
If good content is king… Distribution is queen
…and she wears
the pants.
But How?
Then Measure
Are You Driving
Leads?
@ahardman @accessus
Call Federal
Anthony Hardman,
Director of Public Relations
Connecting the Dots:
How to tie public rela...
@ahardman @accessus
@ahardman @accessus
@ahardman @accessus
@ahardman @accessus
My Background:
• Came to Access in 2014, with eight years of experience in
broadcast news and public r...
@ahardman @accessus
Tactics
News Releases:
@ahardman @accessus
Tactics
News Releases:
• Cost vs. Value?
• Validation?
• Do they work?
@ahardman @accessus
Tactics
News Releases:
• Cost vs. Value?
• Validation?
• Do they work?
@ahardman @accessus
Tactics
News Releases:
• For Journalists
• To announce news about
your company
• Formatted a specific ...
@ahardman @accessus
Tactics
“Company ABC, a leader in
alphabet identification, is
proud to announce why they
are so great.”
@ahardman @accessus
Tactics
News Releases:
• Are not (just) for
Journalists
• They are a great way to
reach your target
au...
@ahardman @accessus
Tactics
@ahardman @accessus
Tactics
97 percent of our audience were not
journalists!
@ahardman @accessus
Tactics
News Releases:
• Redefined my target
audience
• Used them in two
different ways
@ahardman @accessus
Tactics
News Releases:
• Redefined my target
audience
• Used them in two
different ways
• Awareness an...
@ahardman @accessus
Tactics
Awareness:
• Paid, Owned & Earned
@ahardman @accessus
Tactics
Awareness:
• Starts with how you write
your release
@ahardman @accessus
Tactics
News Releases:
• Starts with how you write
your release
@ahardman @accessus
Tactics
“Company ABC, a leader in
alphabet identification, is
proud to announce why they
are so great.”
@ahardman @accessus
Outer Banks Example:
@ahardman @accessus
Outer Banks Example:
“One of the greatest parts about
staying in a summer vacation rental
home is enjo...
@ahardman @accessus
Outer Banks Example:
• CTA near the top of the release
drives referral traffic
• Relevant landing page...
@ahardman @accessus
Tactics
Content Promotion:
• Blogs, whitepapers,
ebooks, webinars etc.
• Paid and Owned
@ahardman @accessus
Tactics
How to do it:
• Write headlines that are
catchy and interesting
• Use the lead-in to capture
r...
@ahardman @accessus
SecureState Example:
@ahardman @accessus
SecureState Example:
“To read the full article on the specifics
of chip and pin technology, and how th...
@ahardman @accessus
Measurement
What can you measure:
• Consumption Metrics:
Likes, views, tweets, etc.
• Referral Traffic...
@ahardman @accessus
Measurement
How to Measure:
• PR Newswire Dashboard,
Facebook Insights, etc.
• Marketing Automation
• ...
@ahardman @accessus
Measurement
How to Measure:
• Google Analytics
Academy
• www.analyticsacademy.w
ithgoogle.com
• Digita...
@ahardman @accessus
The Big Picture
Awareness
Education
Consideration
Validation
Convert
Loyal
@ahardman @accessus
THANK YOU
Candyce Edelen - PropelGrowth
CEO and Founder
 Background in Sales and
Business Development
 2000-2007: Co-founded two
f...
Tactics vs. Strategy 49
© 2014 PropelGrowth, LLC @CandyceEdelen
Integrated Marketing Outreach 50
Buyer
Persona
Research
Content
Strategy
PR
Strategy
Demand Generation
★
© 2014 PropelGrow...
Highly Targeted Program 51
Account
Strategy
37
Target
Firms
3
Target
Divisions
4
Target
Buyers
© 2014 PropelGrowth, LLC @C...
How Banks Discover Solutions 52
© 2014 PropelGrowth, LLC @CandyceEdelen
How We Reach Our Targets 53
Audience
Events
Earned
Media
Article
Placement
Email
Word of
Mouth
© 2014 PropelGrowth, LLC @C...
Hair: pillow and
saddle stuffing
Pelt: clothing
and blankets
Stomach:
buckets and
cooking pots
Horns: toys,
decorations,
c...
Using Every Part of the Buffalo 55
© 2014 PropelGrowth, LLC @CandyceEdelen
Object Trading Buffalo
Premium Content
Research Report
Premium Derivatives
Video Webinar
Live
Panel
Event
Low Cost Derivat...
57
It Started With A White Paper…
Q1 Q2 Q3 Q4
© 2014 PropelGrowth, LLC @CandyceEdelen
58
It Started With A White Paper…
Q1 Q2 Q3 Q4
© 2014 PropelGrowth, LLC @CandyceEdelen
Results So Far…
 Inquiries – 352
 Web Event Participants – 177
 Live Event Participants – 12 + 20
 Marketing Qualified...
Results So Far…
Of the 37 Target Firms
• 31+ interacting with content
• 20+ participating in events
• 12 additional high v...
For More Information
Visit www.PropelGrowth.com
Contact Candyce Edelen
cedelen@propelgrowth.com
+1 201-751-9494
@candyceed...
How to Drive Demand Generation with PR Tactics
August 13, 2014
Meg O'Leary
@moleary
Principal
InkHouse ‎
Candyce Edelen
@C...
FOR MORE INFORMATION:
US: (888) 776-0942
CANADA: (877) 269-7890
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
How to Drive Demand Generation with PR Tactics
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How to Drive Demand Generation with PR Tactics

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On-Demand Webinar: http://promotions.prnewswire.com/Drive-Demand-Gen-Ondemand-Webinar.html

Speakers:
Meg O'Leary, Principal, InkHouse
Anthony Hardman, Director of Public Relations, Access
Candyce Edelen, CEO, PropelGrowth

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Transcript of "How to Drive Demand Generation with PR Tactics"

  1. 1. HOW TO DRIVE DEMAND GENERATION WITH PR TACTICS WEBINAR #DEMANDGEN
  2. 2. How to Drive Demand Generation with PR Tactics August 13, 2014 Meg O'Leary @moleary Principal InkHouse ‎ Candyce Edelen @CandyceEdelen CEO PropelGrowth Lisa Lamm @CNWGroup Director, Demand Generation & Marketing CNW Group Anthony Hardman @ahardman Director, Public Relations Access MODERATOR:SPEAKERS: #DEMANDGEN
  3. 3. PR: It’s not just about looking for attention.
  4. 4. But don’t propose on the first date.
  5. 5. If good content is king… Distribution is queen Title
  6. 6. If good content is king… Distribution is queen …and she wears the pants.
  7. 7. But How?
  8. 8. Then Measure
  9. 9. Are You Driving Leads?
  10. 10. @ahardman @accessus Call Federal Anthony Hardman, Director of Public Relations Connecting the Dots: How to tie public relations tactics to business results www.visitaccess.com pr@visitaccess.com creative@visitaccess.com
  11. 11. @ahardman @accessus
  12. 12. @ahardman @accessus
  13. 13. @ahardman @accessus
  14. 14. @ahardman @accessus My Background: • Came to Access in 2014, with eight years of experience in broadcast news and public relations. • Previously managed public relations for SecureState, an information security firm. • Managed PR for three of the Department of Veterans Affairs National Rehabilitation Sports Programs • Father of three. • Brew my own beer :)
  15. 15. @ahardman @accessus Tactics News Releases:
  16. 16. @ahardman @accessus Tactics News Releases: • Cost vs. Value? • Validation? • Do they work?
  17. 17. @ahardman @accessus Tactics News Releases: • Cost vs. Value? • Validation? • Do they work?
  18. 18. @ahardman @accessus Tactics News Releases: • For Journalists • To announce news about your company • Formatted a specific way:
  19. 19. @ahardman @accessus Tactics “Company ABC, a leader in alphabet identification, is proud to announce why they are so great.”
  20. 20. @ahardman @accessus Tactics News Releases: • Are not (just) for Journalists • They are a great way to reach your target audience • Should be written like a news article
  21. 21. @ahardman @accessus Tactics
  22. 22. @ahardman @accessus Tactics 97 percent of our audience were not journalists!
  23. 23. @ahardman @accessus Tactics News Releases: • Redefined my target audience • Used them in two different ways
  24. 24. @ahardman @accessus Tactics News Releases: • Redefined my target audience • Used them in two different ways • Awareness and Paid Content Promotion
  25. 25. @ahardman @accessus Tactics Awareness: • Paid, Owned & Earned
  26. 26. @ahardman @accessus Tactics Awareness: • Starts with how you write your release
  27. 27. @ahardman @accessus Tactics News Releases: • Starts with how you write your release
  28. 28. @ahardman @accessus Tactics “Company ABC, a leader in alphabet identification, is proud to announce why they are so great.”
  29. 29. @ahardman @accessus Outer Banks Example:
  30. 30. @ahardman @accessus Outer Banks Example: “One of the greatest parts about staying in a summer vacation rental home is enjoying all the different features, amenities, and luxuries included with them. Southern Shores Realty is excited to announce a sampling of newly constructed and recently renovated OBX vacation rentals that are ready for 2014 summer guests.”
  31. 31. @ahardman @accessus Outer Banks Example: • CTA near the top of the release drives referral traffic • Relevant landing page directs that traffic • Captures interest early on
  32. 32. @ahardman @accessus Tactics Content Promotion: • Blogs, whitepapers, ebooks, webinars etc. • Paid and Owned
  33. 33. @ahardman @accessus Tactics How to do it: • Write headlines that are catchy and interesting • Use the lead-in to capture reader attention and provide background on the story • Drive traffic to your site with a clear CTA
  34. 34. @ahardman @accessus SecureState Example:
  35. 35. @ahardman @accessus SecureState Example: “To read the full article on the specifics of chip and pin technology, and how the industry should move forward read: Why Chip and Pin Isn't the Answer to Retailers' Problems.”
  36. 36. @ahardman @accessus Measurement What can you measure: • Consumption Metrics: Likes, views, tweets, etc. • Referral Traffic • Micro and Macro Conversions From May of 2012 through the first quarter of 2014, news releases were the highest source of referral traffic for SecureState.
  37. 37. @ahardman @accessus Measurement How to Measure: • PR Newswire Dashboard, Facebook Insights, etc. • Marketing Automation • Google Analytics Go to this reporthttp://www.securestate.com ­ http://ww… Secure State Jan 1, 2014 ­ Mar 21, 2014Referral Traffic Source Conversions Rows 1 ­ 10 of 383 Explorer Summary Acquisition Behavior Visits % New Visits New Visits Bounce Rate Pages / Visit Avg. Visit Duration Download Whitepaper (Goal 1 Conversion Rate) Download Whitepaper (Goal 1 Completions) Download Whitepaper (Goal 1 Value)   4,389 % of Total: 10.62% (41,347) 81.98% Site Avg: 85.68% (­4.33%) 3,598 % of Total: 10.16% (35,428) 71.88% Site Avg: 78.37% (­8.28%) 1.72 Site Avg: 1.55 (10.42%) 00:01:15 Site Avg: 00:01:06 (14.36%) 0.00% Site Avg: 0.00% (0.00%) 0 % of Total: 0.00% (0) $0.00 % of Total: 0.00% ($0.00) 1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%) 2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%) 3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%) 4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%) 5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%) 6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%) 7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%) 8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%) 9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%) 10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)  Visits Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26 1,0001,000 2,0002,000 Goal 1: Download Whitepaper All Visits 10.62%
  38. 38. @ahardman @accessus Measurement How to Measure: • Google Analytics Academy • www.analyticsacademy.w ithgoogle.com • Digital Analytics Fundamentals Go to this reporthttp://www.securestate.com ­ http://ww… Secure State Jan 1, 2014 ­ Mar 21, 2014Referral Traffic Source Conversions Rows 1 ­ 10 of 383 Explorer Summary Acquisition Behavior Visits % New Visits New Visits Bounce Rate Pages / Visit Avg. Visit Duration Download Whitepaper (Goal 1 Conversion Rate) Download Whitepaper (Goal 1 Completions) Download Whitepaper (Goal 1 Value)   4,389 % of Total: 10.62% (41,347) 81.98% Site Avg: 85.68% (­4.33%) 3,598 % of Total: 10.16% (35,428) 71.88% Site Avg: 78.37% (­8.28%) 1.72 Site Avg: 1.55 (10.42%) 00:01:15 Site Avg: 00:01:06 (14.36%) 0.00% Site Avg: 0.00% (0.00%) 0 % of Total: 0.00% (0) $0.00 % of Total: 0.00% ($0.00) 1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%) 2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%) 3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%) 4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%) 5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%) 6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%) 7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%) 8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%) 9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%) 10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)  Visits Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26 1,0001,000 2,0002,000 Goal 1: Download Whitepaper All Visits 10.62%
  39. 39. @ahardman @accessus The Big Picture Awareness Education Consideration Validation Convert Loyal
  40. 40. @ahardman @accessus THANK YOU
  41. 41. Candyce Edelen - PropelGrowth CEO and Founder  Background in Sales and Business Development  2000-2007: Co-founded two financial technology companies  2007 to present: Content marketing specializing in financial services technology. 48 © 2014 PropelGrowth, LLC @CandyceEdelen
  42. 42. Tactics vs. Strategy 49 © 2014 PropelGrowth, LLC @CandyceEdelen
  43. 43. Integrated Marketing Outreach 50 Buyer Persona Research Content Strategy PR Strategy Demand Generation ★ © 2014 PropelGrowth, LLC @CandyceEdelen
  44. 44. Highly Targeted Program 51 Account Strategy 37 Target Firms 3 Target Divisions 4 Target Buyers © 2014 PropelGrowth, LLC @CandyceEdelen
  45. 45. How Banks Discover Solutions 52 © 2014 PropelGrowth, LLC @CandyceEdelen
  46. 46. How We Reach Our Targets 53 Audience Events Earned Media Article Placement Email Word of Mouth © 2014 PropelGrowth, LLC @CandyceEdelen
  47. 47. Hair: pillow and saddle stuffing Pelt: clothing and blankets Stomach: buckets and cooking pots Horns: toys, decorations, cutlery, cooking utensils and cups Bones: sewing needles arrowheads saddle frames, knives and tools Tendons: sewing thread and bowstrings Skull: religious rituals Hump: most flavored meat Hooves: glue and tools Tongue: food Fat: cooking, soap Brain: for tanning hide Meat: Food plus preserved as dried jerky 54 © 2014 PropelGrowth, LLC @CandyceEdelen
  48. 48. Using Every Part of the Buffalo 55 © 2014 PropelGrowth, LLC @CandyceEdelen
  49. 49. Object Trading Buffalo Premium Content Research Report Premium Derivatives Video Webinar Live Panel Event Low Cost Derivatives 2 Byline Articles 7 Blog Posts 5 Email Campaigns 2 Event Recordings 56 © 2014 PropelGrowth, LLC @CandyceEdelen
  50. 50. 57 It Started With A White Paper… Q1 Q2 Q3 Q4 © 2014 PropelGrowth, LLC @CandyceEdelen
  51. 51. 58 It Started With A White Paper… Q1 Q2 Q3 Q4 © 2014 PropelGrowth, LLC @CandyceEdelen
  52. 52. Results So Far…  Inquiries – 352  Web Event Participants – 177  Live Event Participants – 12 + 20  Marketing Qualified Leads - 43 59 © 2014 PropelGrowth, LLC @CandyceEdelen
  53. 53. Results So Far… Of the 37 Target Firms • 31+ interacting with content • 20+ participating in events • 12 additional high value targets engaged Sales • 5 deals in “stalled” stage are engaging with content • Added 2 new sales people to work the opportunities Awareness • Extensive content sharing • Dozens of earned media placements 60 © 2014 PropelGrowth, LLC @CandyceEdelen
  54. 54. For More Information Visit www.PropelGrowth.com Contact Candyce Edelen cedelen@propelgrowth.com +1 201-751-9494 @candyceedelen 61 © 2014 PropelGrowth, LLC @CandyceEdelen
  55. 55. How to Drive Demand Generation with PR Tactics August 13, 2014 Meg O'Leary @moleary Principal InkHouse ‎ Candyce Edelen @CandyceEdelen CEO PropelGrowth Lisa Lamm @CNWGroup Director, Demand Generation & Marketing CNW Group Anthony Hardman @ahardman Director, Public Relations Access QUESTIONS #DEMANDGEN
  56. 56. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890
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