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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 …

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

Published in: Business

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  • 1. HOW TO DRIVE DEMAND GENERATION WITH PR TACTICS WEBINAR #DEMANDGEN
  • 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. PR: It’s not just about looking for attention.
  • 4. But don’t propose on the first date.
  • 5. If good content is king… Distribution is queen Title
  • 6. If good content is king… Distribution is queen …and she wears the pants.
  • 7. But How?
  • 8. Then Measure
  • 9. Are You Driving Leads?
  • 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. @ahardman @accessus
  • 12. @ahardman @accessus
  • 13. @ahardman @accessus
  • 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. @ahardman @accessus Tactics News Releases:
  • 16. @ahardman @accessus Tactics News Releases: • Cost vs. Value? • Validation? • Do they work?
  • 17. @ahardman @accessus Tactics News Releases: • Cost vs. Value? • Validation? • Do they work?
  • 18. @ahardman @accessus Tactics News Releases: • For Journalists • To announce news about your company • Formatted a specific way:
  • 19. @ahardman @accessus Tactics “Company ABC, a leader in alphabet identification, is proud to announce why they are so great.”
  • 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. @ahardman @accessus Tactics
  • 22. @ahardman @accessus Tactics 97 percent of our audience were not journalists!
  • 23. @ahardman @accessus Tactics News Releases: • Redefined my target audience • Used them in two different ways
  • 24. @ahardman @accessus Tactics News Releases: • Redefined my target audience • Used them in two different ways • Awareness and Paid Content Promotion
  • 25. @ahardman @accessus Tactics Awareness: • Paid, Owned & Earned
  • 26. @ahardman @accessus Tactics Awareness: • Starts with how you write your release
  • 27. @ahardman @accessus Tactics News Releases: • Starts with how you write your release
  • 28. @ahardman @accessus Tactics “Company ABC, a leader in alphabet identification, is proud to announce why they are so great.”
  • 29. @ahardman @accessus Outer Banks Example:
  • 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. @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. @ahardman @accessus Tactics Content Promotion: • Blogs, whitepapers, ebooks, webinars etc. • Paid and Owned
  • 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. @ahardman @accessus SecureState Example:
  • 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. @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. @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. @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. @ahardman @accessus The Big Picture Awareness Education Consideration Validation Convert Loyal
  • 40. @ahardman @accessus THANK YOU
  • 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. Tactics vs. Strategy 49 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 43. Integrated Marketing Outreach 50 Buyer Persona Research Content Strategy PR Strategy Demand Generation ★ © 2014 PropelGrowth, LLC @CandyceEdelen
  • 44. Highly Targeted Program 51 Account Strategy 37 Target Firms 3 Target Divisions 4 Target Buyers © 2014 PropelGrowth, LLC @CandyceEdelen
  • 45. How Banks Discover Solutions 52 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 46. How We Reach Our Targets 53 Audience Events Earned Media Article Placement Email Word of Mouth © 2014 PropelGrowth, LLC @CandyceEdelen
  • 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. Using Every Part of the Buffalo 55 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 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. 57 It Started With A White Paper… Q1 Q2 Q3 Q4 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 51. 58 It Started With A White Paper… Q1 Q2 Q3 Q4 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 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. 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. For More Information Visit www.PropelGrowth.com Contact Candyce Edelen cedelen@propelgrowth.com +1 201-751-9494 @candyceedelen 61 © 2014 PropelGrowth, LLC @CandyceEdelen
  • 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. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890

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