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PR & Communication - Sandra Sick

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PR & Communication - Sandra Sick

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PR & Communication - Sandra Sick

  1. 1. Strategic Marketing & PR for Startups Presented by Sandra Sick, Marketing Consultant @sandrasick www.sandrasick.com
  2. 2. A Bit About Me… …I was destined to work in business and have always had a flare for Marketing and PR.
  3. 3. • Bachelor’s Degree in Business with a focus in Marketing. • 20+ years startup Marketing & PR experience working with all types of clients both full-time and as a consultant. • Coached/mentored/advised 300+ companies. • Mentored/coached Startup Lisboa, Beta-I, Seedcamp, Startup Pirate, Startup Braga, Startup Weekend, Startup Exchange, Startup Live and many more organizations. • Lived in Portugal from 2011-2015. • Living and working in Los Angeles (again). My Experience
  4. 4. You and your elevator pitch. Tell Me AboutYou…
  5. 5. Where AreYou Today? Dev Launch Beta Customers (non-paid) Customers (Paid) Stealth Some Marketing Active F/T Marketing Very Active In the Product/Sales area… In the Marketing/PR area…
  6. 6. 1. Inbound Marketing 2. Outbound Marketing 3. Social Media 4. Advertising 5. Public Relations 6. PR Workshop 7. Marketing Tools 8. A Bit About Success 9. Q&A Session Overview
  7. 7. Part 1: Inbound Marketing
  8. 8. Inbound Marketing
  9. 9. Inbound Marketing Process
  10. 10. Let’s Break it Down in More Detail
  11. 11. Assumptions for Today 1. You believe you have product market fit. 2. You’ve worked through the customer validation process. 3. You’ve planned out your marketing strategy. • At least 6 months out! 4. You have allocated time, resources and a budget to your marketing activity.
  12. 12. Content Marketing/Creation Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
  13. 13. Content Marketing https://www.youtube.com/wat ch?v=9OHgMMpGLzk
  14. 14. Content Marketing Tips 1. Keep it simple (in most cases). 2. Be a thief! ‘Good artists copy. Great artists steal.’ - Pablo Picasso 3. Write for people AND search engines. 4. Have an active and not a passive voice. 5. Know your SEO. 6. Perception is reality.
  15. 15. Growth HackYour Content Marketing 1. Make data driven content marketing decisions by monitoring Google Analytics and social media engagement. • Know where on your site people are spending the most time and which content is getting the most engagement. 2. Encourage your consumers to share your content. 3. Incorporate visuals into your content to unleash its full potential.
  16. 16. This Inbound SEO Marketing Strategy Will DoubleYour Organic Traffic. Know what it is?
  17. 17. 1. B2B marketers that use blogs receive 67% more leads than those that do not. 2. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. 3. By 2020, customers will manage 85% of their relationship without talking to a human. 4. The only thing blogging costs you is your time. 5. Companies who blog receive 97% more links to their website. 6. Blogs have been rated as the 5th more trusted source for accurate online information. 7. Companies that blog have 97% more inbound links. (Source: Hubspot) The Importance of Blogging
  18. 18. • Guest blogging is a great (and affordable) opportunity for startups. • Guest posting on a popular blog is a great way to build your reputation in that industry. • Having someone influential guest blog drives traffic to your site. • As your company grows, it becomes easier to find influencers willing to contribute to your startup’s blog. • Reach out to select influencers individually through social media or email. • Always ask the contributor to promote the post to their network. Guest Blogging
  19. 19. 1. Target your content. 2. Use Google Adwords. 3. Link to other websites. 4. Link to internal pages on your site. 5. Use alt text (alternative text). • Alternative text is text associated with an image that serves the same purpose and conveys the same essential information as the image. In situations where the image is not available to the reader because the use has turned off images in their web browser. 5 Tactics to Boost your Blog SEO
  20. 20. • Blog often • Search engines like Google love fresh content • Be unique and find your voice • Socialize • Search engines are listening Blogging Basics
  21. 21. Email Marketing is set to be the most invested channel for B2B marketers in 2016
  22. 22. • Email marketing is one of the most affordable and effective ways to consistently engage customers and prospects. • For every dollar spent on email marketing, brands generate nearly $41 in sales, which outperforms mobile marketing ($10.51 per dollar spent), social media ($12.71), display advertising ($19.72), and search engine marketing ($22.24). Email Marketing ROI
  23. 23. • Resend unopened emails. • Test delivery times. • Segment your list(s). • Cut out words that trigger spam filters. • Examples; "big bucks," "earn per week," "free money," "MLM," "no credit check," and "winning. • Deliver one clear message. • Make your emails mobile responsive. • Studies show 65% of all emails are first opened on mobile devices. • Insert a video. • Include multiple CTAs. Email Marketing Tips
  24. 24. OnlineVideos 1. By 2017, video will account for 69% of all consumer internet traffic. (Cisco) 2. Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking. • 62% of Google universal searches include video. (Marketingland) • You can double your search traffic by having a video thumbnail in your search result. (IQVisibility)
  25. 25. OnlineVideos (cont.) • Video is 50 times more likely to get organic pageranks in Google than plain text results. (Forrester) • Video search results have a 41% higher click through than plain text results. (Aimclear) • People stay 2 minutes longer on your site if you have video. (Comscore) Source: http://www.theguardian.com/small-business- network/2014/jan/14/video-content-marketing-media-online
  26. 26. YourVideo Marketing Should Include 1. A publishing schedule that spaces your videos out. 2. Include short form videos • Vine, Instagram &Twitter 3. Consider tutorials and tips videos. 4. Integrate customer generated content. 5. Always include a clear call to action (CTA). A video marketing campaign can help your brand reach new consumers and turn them into loyal customers.
  27. 27. Examples of SmartVideo Marketing 1. Big budget; https://www.youtube.com/watch?time_continue=96&v=7 DdM-4siaQw 2. Not a big budget; https://www.youtube.com/watch?v=z4rFZksiycA
  28. 28. What is SEO? http://www.lynda.com/Web-CMS-tutorials/What-SEO/74535/82450-4.html
  29. 29. SEO – Know SEO Best Practices With all content marketing, there are SEO best practices to keep in mind as you conduct your strategy. PageTitle Page titles are the lead element of a WordPress page, and immediately inform the search engine crawler of what the page is about.They should… • Be no more than 65 characters • Not include duplicate content • Contain a relevant keyword • Be URL friendly Meta Description Meta descriptions are the snippets that show up in the search engine listing.They are a short description of the page and should… • Entice the searcher to click on the link • Fewer than 160 characters • Be unique • Avoid keyword stuffing (write for humans)
  30. 30. SEO Content View your pages on the front end to ensure that your content is… • Relevant, interesting, and readable • Grammar-oriented • More than 300 words • Not focused on a keyword that overlaps on another page ALTTags ALT tags were invented so the blind could operate the Internet with a screen reader.They describe an image so when you hover over your mouse, the text describes the image.This offers great opportunity to insert more keywords into your content, but don’t abuse it.Your ALT tags should… • Be on every single image • Be descriptive • Be relevant • Be long-tail rather than short-tail
  31. 31. SEO Check Internal Links Internal links are your best friend when trying to gain search engine relevance. The more links pointing to and from your web pages shows that you’re an influencer and Google will reward you. Each page should… • Include at least 3 links • Point to other influential pages on your site and externally • Have relevant anchor text (keyword inclusion a bonus) for links ‘A recent study ranked SEO as the 3rd most important marketing priority for startups behind social media and content marketing.’ -TechCrunch, February 11, 2016
  32. 32. Long Tail SEO Still Matters Unique “long tail” searches comprise the majority of the world’s searches, so pay attention to what you can optimize on this end.
  33. 33. Pay Per Click (PPC) • Pay-per-click (PPC) advertising can be a highly successful and cost-effective way to attract qualified leads and guide them through the buyer’s journey. • There are many PPC options today and not only Google. • You need a budget.
  34. 34. Leading pay-per-click (PPC) Channels for Advertisers in the United States as of August 2015
  35. 35. Average cost per click in Google AdWords in selected industries in the US in 1st quarter 2012, 2013 and 2014 (USD)
  36. 36. Annual revenue of Google from 2002-2015 (in billion USD)
  37. 37. PPC Requires Keywords • Build and maintain your keyword list. • In addition to PPC, you need keywords for other advertising, blogging and social media. • You want to build a list of words or phrases that are highly relevant to your brand. Ask yourself ‘What would someone type into Google to find my website or solution?’
  38. 38. • Use free tools to find the keywords already sending traffic to your website. • Run your core keywords through; Google’s Keyword Planner Tool https://adwords.google.com/KeywordPlanner Uber Suggest http://ubersuggest.org Keyword Too; http://keywordtool.io • The best keywords will be identified by low competition and high traffic. Keyword Tools
  39. 39. Web Analytics • Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. • You need to monitor your analytics to: • Get clear customer data • Optimize your marketing activity • Identify engagement and activity
  40. 40. • The key to measuring success is a through analytics tool. • Google Analytics is the place to start. • If you need additional visualization, consider tools like • Kissmetrics • Intercom • MixPanel • Analytics tools will have you insert a small amount of code on your webpages, which allows them to track visits and events. • Be sure to look for analytics tools that are committed to preserving fast load times. Setting Up Analytics Tools
  41. 41. Google Analytics
  42. 42. Quick look at KISSMetrics A fantastic tool for all your metrics in ONE place.
  43. 43. Quick look at Intercom Customer intelligence available in real-time.
  44. 44. MixPanel provides fine-grained detail and will even let you drill down to an individual person’s entire flow through your website.
  45. 45. Facebook Analytics • Page Likes: Number of unique people who like your during the last seven days, compared with the previous seven-day period. • Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page, including ads, during the last seven days • Engagement: The number of unique people who have clicked, Liked, commented on or shared your posts during the last seven days.
  46. 46. Word of Mouth (B2C) • 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products – making these recommendations the information source ranked highest for trustworthiness. [Nielsen] • 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Ogilvy/Google/TNS] • 68% trust online opinions from other consumers, which is up 7% from 2007 and places online opinions as the third most trusted source of product information. [Nielsen] • 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. [BrightLocal]
  47. 47. Word of Mouth (B2B) B2B Brands Use Referrals Too! • 91% of B2B buyers are influenced by word-of-mouth when making their buying decision. [USM] • 61% of IT buyers report that colleague recommendations are the most important factor when making a purchase decision. [B to B Magazine] • 56% of B2B purchasers look to offline word-of-mouth as a source of information and advice, and this number jumps to 88% when online word-of-mouth sources are included. [Base One] Word-of-Mouth Referrals Create Real Value!
  48. 48. Social Media Networks
  49. 49. Leading Social Media Websites Oct 2015
  50. 50. • Live Streaming • Brands can connect with their audiences more directly and interactively than EVER before with Periscope, Meerkat, Blab and now Facebook Live Streaming. • Social Publishing • Social media channels like Snapchat Discover, Facebook Instant Articles,Twitter Moments are all competing to keep you in their app by publishing content from major publishers like the NewYorkTimes,Wall Street Journal, Huffington Post and more directly onto their platform • Video • Video is supremely important for marketers to incorporate into their content strategies. A recent stat claims that by 2017, up to 74% of all internet traffic will be video and Facebook’s most recent algorithm update hopes to make video 30% of the content shown in your timeline. Facebook recently launched 360 FacebookVideo, a virtual reality-style video ad that allow you to change your field of view by tapping the screen or moving your phone. Social Media Predictions
  51. 51. • The Buy Button • Making it easy to purchase right from your social media feeds using Pinterest Buyable Pins and Facebook,Twitter orYouTube’s Buy Buttons. • Social Search • Facebook’s recent launch of public search and Pinterest’s new visual search feature are proof that social media channels are hoping to give traditional search engines a run for their money • Facebook’s index is currently at 3 trillion posts and growing! Social Media Predictions (cont)
  52. 52. 1. Hootsuite Most popular & tracks conversion & measure results 2. Buffer A smart and easy tool 3. IFTTT Powerful and works with Hootsuite & Buffer 4. SocialOomph Lots ofTwitter features 5. TweetDeck Manage and monitor yourTwitter feed 6. Tweepi Manage and clean-up yourTwitter followers 7. SocialFlow A tool for marketers, publishers & agencies 8. SproutSocial A social media management and engagement tool 9. SocialBro Target, engage and grow yourTwitter audience 10. CrowdBooster Measure and optimize social media Social Media Mgmt Tools
  53. 53. • Podcasting is a form of deeper engagement. • In 2006, 11% of Americans aged 12 or over had listened to a podcast; by 2015 that had tripled. • Technology is pushing podcasts into listeners’ ears. • In 2014 Apple put a podcast app on the iPhone. • In 2015 Spotify and Pandora added podcasts to their music- streaming services. • As increasing numbers of cars have wireless-internet connections, that is increasing the podcast audience. • In the U.S., podcasts now account for more than a billion downloads a year. • Today, more than 75 million mobile users say they listen to a least one podcast per month. Podcasting
  54. 54. • It’s easy and affordable. • The investment is minimal (good microphone). • You can convert your blogs or other content into a Podcast to increase your reach. Creating a Podcast
  55. 55. • Ted Radio Hour • Ted Talks • The Twenty MinuteVC with Harry Stebbings • The Top Entrepreneurs in Money, Marketing, Business and Life by Nathan Latka • DotComSecrets Marketing inYour Car with Russell Brunson • Starting from Nothing -The Foundation Podcast • Startup Camp by Dale Partridge • Seedcamp (a weekly podcast) • Unbabel • And so many others Podcasting – Business/Tech/VC
  56. 56. • The Moth • StoryCorp • Serial • Note to Self • Radiotopia (Criminal, Strangers, Radio Diaries +++) Podcasting – Favorites
  57. 57. How DoYou Get All This Done?
  58. 58. Marketing Automation • You have more tools than you know how to use or have time to manage. Pick smart. • Smart and relevant content is critical. • Growth hacking with creativity, analytical thinking, and social metrics can be very strategic. • Marketing and PR ideas, tools and technologies are constantly evolving.
  59. 59. MarketingTechnology Innovation • 2015: 1,876 companies in 43 categories • 2014: 947 companies • 2013: 350 companies • 2011: 100 companies • The biggest growth area has been with technologies related to content marketing. • Focus on your foundation which is getting your core web experience in place as well as CRM and marketing automation up to the standards that customers expect.
  60. 60. Effective Inbound Marketing
  61. 61. • Start and focus on inbound marketing. • Inbound is less expensive than outbound. • Developing the right content and voice are very critical to getting your message to the right people. • Try and test new tools and channels. • Execute and execute well! Inbound Marketing Conclusions
  62. 62. Part 2: Outbound Marketing
  63. 63. • It requires larger budgets and teams. • Consider it when you’re maxing out inbound. • Inbound only can often lead to a higher churn rate. • Inbound can lead to a wider spread of leads. • Outbound is needed to bring your marketing back to life! Outbound Marketing Realities I personally do not feel that ‘outbound is dead’ and for some startups raising larger funds, it gives them the opportunity to go for quality over quantity.
  64. 64. Part 3: Social Media Stats/Info
  65. 65. 2015 Social Media Marketing Industry Report
  66. 66. Social Logins Worldwide
  67. 67. Monthly Active Facebook Users Worldwide as of Q4 2015
  68. 68. Facebook Live/Livestreaming
  69. 69. • Facebook Live was launched in August of 2015 • Only available to celebrities. • This gave the app a lot of attention as Meerkat and Twitter’s Periscope were gaining traction. • By December of 2015, Facebook decided it was time to let more people in on the fun and opened it up to a group of iPhone owners. • You can use the Facebook Mentions app to stream live video if you have an Android. Facebook Live/Livestreaming
  70. 70. Global Instagram Usage
  71. 71. • The ethos of Medium is inherently democratic; it seeks to give a voice to people who have something interesting to say, even if they don’t have thousands of Twitter followers, an active blog or friends in the right places. • Medium is built to reward content for its quality, not for the pedigree or popularity of the author. • Medium allows anyone to publish pretty much anything, it works hard to guarantee that visitors only see the good stuff. • You can sign up for Medium by linking to a Twitter account, either your personal or company account. • Medium gives you access to key metrics that tell you how people are interacting with your stories. Medium
  72. 72. Monthly Active Int’l Twitter Users
  73. 73. • Live streaming apps are growing rapidly. • In August 2015,Twitter-owned Periscope reported that is surpassed 10 million registered account only 4 months after launching. • Periscope has over 2 million daily active users. • Consider experimenting with live streaming apps! Periscope & Meerkat
  74. 74. 1. An authentic look behind the scenes. • Dave McClure talking about changes at 500 Startups 2. Exclusive promotions or deals. • Offer something exclusive! • People want to be the 1st. 3. Ask me anything types of live streams. 4. Creative and unique engagement initiatives. 5. In the moment reactive storytelling. 5 CreativeWays to Use Periscope & Meerkat inYour Marketing
  75. 75. Pinterest Worldwide Users
  76. 76. Pinterest • The fastest independent site in history to break the 10 million visitor mark. • Poised to become Madison Avenue’s newest darling. • Users show up raising their hand and saying, ‘I’m in the market to buy something’. • It is an interesting site for advertising.
  77. 77. Snapchat, launched in 2011 from a Stanford frat boy’s father’s living room and made its name as a sort of anti-Facebook. Snapchat
  78. 78. Monthly Active WW WhatsApp Users April 2013 - February 2016 (in millions)
  79. 79. WhatsApp Marketing Opportunities • WhatsApp drops subscription fee and opens marketing opportunities. • WhatsApp confirmed that money will not be made from the introduction of third-party ads. • They will begin testing a tool that enable users to communicate with businesses and organizations they want to hear from. • This could mean communicating with your bank about whether a recent transaction was fraudulent or with an airline about a delayed flight - January 19, 2016 news
  80. 80. • Facebook, for example, is typically powered by your existing customers who enjoy visual posts like pictures and video. • Twitter, on the other hand, is often powered by potential customers who respond well to links (e.g. blog links). • Reddit is often referred to as a very guarded network and detests spammers, unlikeTwitter. • Be mindful of the network and community you are trying to reach. More on Social Media
  81. 81. How Often to Post on Social Media (Daily) Source: Buffer
  82. 82. • A social marketer’s secret weapon is his or her social calendar. • A solid social media calendar tells you what’s coming up, which events are important, and what to expect from past • Build out the content on your calendar leading up to, during, and after each major marketing initiative How to Build a Social Calendar
  83. 83. Part 4: Advertising
  84. 84. Digital Advertising Spends $27.9B on Search Marketing
  85. 85. Google AdWords • Google AdWords are ads paid by a person or company so that people will notice their business whenever they're searching Google. • You only have to pay whenever someone clicks on the ad and this is known as cost-per-click advertising (CPC). • AdWords is one of the best and fastest ways to drive traffic to your site and grow your business. • We could easily spend all day talking about how to get the most out of Google AdWords.
  86. 86. Google AdWords
  87. 87. Google AdWords - Tips • Don’t target keywords that are too broad. • Don’t put too many keywords in an ad group. • Ad groups of just 5-10 keywords to start • Running ads on the “search network with display select” campaign type. • Craft custom landing pages for your PPC campaigns. • Add negative keywords (expensive & cheap). • Use the Ad Rotation setting to truly A/B test ads. • Measure conversion and track ROI • Requires that you have Google Analytics set-up
  88. 88. What is Google AdSense? https://www.youtube.com/watch?v=iAceed8s W1o
  89. 89. Google AdSense • AdSense is a free, simple way to earn money by displaying targeted ads next to your online content. • Using AdSense, you can show relevant and engaging ads to your site visitors and even customize the look and feel of ads to match your website. • Set-up is fast and easy using a Gmail account and your website,YouTube Channel, blog or other site. • You then add the code that Google provides once the website url is validated. • You select the size and type (text or display) of ad that will appear on your page and the language. • You get paid the month after you earn the money after $100 USD.
  90. 90. Google AdSense -Video Learn how GoLisbon is using AdSense and making money! https://www.youtube.com/watch?v=bvUMvABt Z-k
  91. 91. Facebook Advertising • Last year, Facebook announced the milestone of achieving more than 2 million active advertisers on the site and plans for its new Ads Manager application. • Facebook launched a mobile app for this growing space. • It’s SUPER easy to set-up ads. • Most of their advertisers are small business owners. That’sYOU! • Instagram, the Facebook-owned photo-sharing platform, is integrating advertisements.
  92. 92. Facebook Advertising
  93. 93. Creating a Facebook Ad #1
  94. 94. Creating a Facebook Ad #2
  95. 95. Components of Successful FB Ad • Visual • Relevant • Includes an enticing value proposition • Has a clear call to action
  96. 96. A Good Facebook Offer Ad The offer ad; it drives people right to the ticket buy option. Great pix. Enticing. Clear CTA.
  97. 97. Facebook Retargeting Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the web.
  98. 98. How Retargeting Works 1. You place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). 2. The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. 3. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. 4. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site. For most websites, only 2% of web traffic converts on the first visit so retargeting can really be effective.
  99. 99. A Good Facebook Retarget Ad The retarget ad;A good retargeting ad acknowledges that the brand knows you're already interested in their product.
  100. 100. Online Retargeting
  101. 101. Twitter Advertising • Pay only for performance; charged when a user takes action. • For example, if your goal is to drive leads on Twitter, you’ll only pay when users submit their information through your campaign. • Advertising options: • Promoted tweets • Promoted accounts & • Promoted trends • Easy to set-up: • Set a budget • Place a bid • Start advertising
  102. 102. • To create a Promoted Tweet, start by writing a compelling piece of content, such as the announcement of an upcoming product release, a sale or an event. • Include an image or video to drive higher engagement. • Promoted Tweets and Accounts cost between $.50 – $4.00 per engagement, and promoted trends will cost you $200,000 per day. Twitter Advertising
  103. 103. • Sell/market the solution • Too many startups focus on the problem instead of the solution. Remember, it’s the solution that appeals to potential customers. • Create a compelling story • Storytelling is a powerful sales tool! • How did you come up with the idea? • Use your story to differentiate from the competition. • Use all your resources • Your team is arguably one of your biggest marketing tools. • Be sure you’re not overlooking any marketing resources, big or small Marketing Best Practices
  104. 104. Part 5 – Startup PR
  105. 105. • PR is somewhat of a mystery in many startup circles. • Ask yourself these questions and build PR into your plan; - When’s the right time to tell people about your startup? - Is there value in getting early coverage on industry blogs? - What message is going to resonate with writers? - How can you maximize PR and translate it into sales? - Should I hire a PR firm to help me out? Startup Public Relations (PR)
  106. 106. • PR boils down to; • What to say. • When to say it. • Who to say it to. Startup Public Relations (PR)
  107. 107. • Much like a great elevator pitch should lie in the mind of any startup entrepreneur, a series of engaging positioning statements is necessary for PR pitches. • Start by identifying what the product is and how it will affect others. • Don’t think of it as selling a product.Think of it as solving a problem. • Determine who will care about your product. Tip: Positioning statements combine these factors into two sentences that are used to market the product and pitch it to the media.To ensure success, it is important that these statements not only articulate what the product is capable of, but that they clearly describe its value proposition as well. Meaningful Positioning Statements
  108. 108. • Determining who will care about your product or service will help identify the right writers for your media list. • Media outlets employ a number of qualified writers capable of telling the story, but you should be careful and pitch only writers who will be the best fit for your product. Do the research! • Build your PR network before you need them. • Utilize social media to engage with the writers. • Set up private Twitter lists of the writers of interest, and actively respond to them and retweet their posts. • Relationships with writers are not always easy to build, but the effort to achieve them can mean great story coverage in the future. Identify the Right Writers
  109. 109. • Engagement with journalists prior to reaching out is key. • When interacting with writers beforehand, you should request to send information on a story that may interest them. • Work on building a relationship first.Writers may still decline, but by continuing to build on the relationship created, you could potentially convince them to accept in the future. • Use Social Media to engage and communicate. Press Outreach
  110. 110. • One of the best marketing techniques online is to influence the influencer. • It will take a long time for your startup to develop a highly influential relationship with thousands of people. Instead, focus on connecting with the people who already have that influence. • Studies often show that a large % of social media users said posts by brands influenced their purchase behavior moderately or highly. Tip: Journalists & community leaders are great influencers. Build your influencer list with a bit of market research. Start by finding popular blogs and search for your core keywords on Twitter to see who they are they following? Look for how engaged their followers are and their follower to following ratio. Influencer List
  111. 111. • Think long and write short. • With a blog setup and your PR in full swing, it’s a good time to kick content creation into high-gear. • Managing a blog and other forms of content can seem daunting, but there are some steps that will help with content creation; - Creating a topic list - Knowing the type of content to publish - Guest blogging Content Creations
  112. 112. • Before you start writing, create a topic list. • The perfect topic list is based on your core keywords for SEO purposes and builds your startup’s credibility with search engines. • Brainstorming topic ideas around each of your core keywords. • Use your keywords in the titles when it feels natural. • Add these ideas into a calendar and determine who will write which and when they will be published. Creating A Topic List
  113. 113. • Media kits can include the following: - Media Advisory - Press Release - Logos & Screenshots - Founder Bios & Photos • When writing a press release, the “pitch” should be included in the headline and/or the first paragraph of the release. • Press releases can can a set date and time or have an embargo. • Have visuals available to accompany the news.This includes company logo(s), relevant screenshots of the product, team headshots, etc.. • Consider using a Dropbox folder or Google Drive for all your press materials which also allows you to track usage and interest. Creating Press Materials (Kits)
  114. 114. List of theTop Press Release Sites (2015–2016) • 24/7 Press Release • Newswire • Online PR Media • PRLog • PR.com • PRLeap • PRWeb Press Release Distribution Sites http://www.advisoryhq.com/articles/best-press-release-distribution- sites-top-pr-services/
  115. 115. • Using a free press release site comes with some limitations and restrictions such as a set number of hyperlinks • Most free sites do not provide any SEO benefits. • If you can afford it, pay, even on a less expensive site. FreeVs. Paid PR Distribution
  116. 116. PRWeb Basic ($99/distribution) • Standard plan ($159/distribution) • Advanced plan ($249/distribution) • Premium plan ($369/distribution) • Financial plan ($499/distribution) Paid Press Distribution Site
  117. 117. • PRWeb is one of the most popular and most established press distribution sites. • This PR firm is a leading online news and press release distribution service that is used by over 40,000 organizations. • It is also considered as one of the world's most socially shared news release services. • PRWeb is used mostly by marketing professionals, business owners, PR professionals, social media experts, and corporations. • PRWeb is best for businesses, agencies, and individuals that are more interested in gaining the best level of exposure possible versus the cheapest/free news release package. PRWeb
  118. 118. • Newswire is one of the top paid press release sites. It also has a free plan called Free Online Press. Using Newswire, you can get your press release published on 7000+ news and media outlets. • Your submitted press release is syndicated to a wide range of business, financial, and news outlets, which increases its online and search exposure. • You can select from a wide range of plans including a free plan. For paid plans, you can get 10% off if you pay for 12 months in advance and 25% off if you pay for 24 months in advance. Newswire
  119. 119. PR Tool - HARO Tip: Sign-up for HARO (Help a Reporter Out), a free service, and you'll receive real-time media opportunities, straight from journalists on a deadline needing a source.
  120. 120. HARO
  121. 121. PR Tool for Twitter - PressFarm
  122. 122. 1. You don’t know your startup goals 2. You don’t know your target market 3. You have no idea of the story you are trying to tell 4. You didn’t demo your product 5. You haven’t built relationships with reporters 6. Your product isn’t unique or valuable 7. You don’t ask for people’s opinions on your products 8. You don’t have a targeted list of writers & journalists 9. You don’t know enough about your target PR list 10. Your startup does not have an active blog 11. You are too focused on the most prestigious PR contacts ReasonsYou Won’t Get PR
  123. 123. • Think about a compelling news story specific to your product or company. • Draft a press release announcing this news (400- 500 words MAX). • Include two quotes in the release (make them up). • One from your CEO/CTO • One from your partner/client/etc. • Share some highlights of the release with the group. Part 6 – PR Workshop
  124. 124. • Be newsworthy. Let me repeat this, it MUST be newsworthy. • Inform, rather than sell. • Be timely. • Include appropriate quotes. • Have a vibrant or impactful headline. • Include #hashtags and links. Press Release Musts!
  125. 125. Sample Press Releases
  126. 126. Now Let’s Write a Release
  127. 127. Part 7 – Marketing Tools
  128. 128. A/B Testing • A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results. • It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code. • A/B testing is smart marketing and will save you time. • Almost anything on your website that affects visitor behavior can be A/B tested. • Use heat maps as part of the testing, when available. • Tools: Visual Website Optimizer, Unbounce, Optimizely, KISSMetrics and many others.
  129. 129. A/B Testing Sample
  130. 130. www.moz.com
  131. 131. Simply Measured – Social Media AnalyticsTools
  132. 132. Part 8 - Success
  133. 133. • Success is different for every startup. • Define success early and define it rigidly. • Share it with your entire team. • Stay consistent with your metrics; signups, downloads, revenue, etc. • Make sure it is tied to real growth. • Avoid ‘vanity’ success measurements. Defining Success
  134. 134. Thoughts for the Future
  135. 135. A Last Thought “As you go the way of life, you will see a great chasm. Jump. It is not as wide as you think.”
  136. 136. Wrap-Up & Q&A What did we miss? What other questions do you have today? Follow me on LinkedIn, Twitter @sandrasick Blog: www.sandrasick.com

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