Traditional Marketing in a Digital World

Veracity
VeracityVeracity
TRADITIONAL MARKETING
IN A DIGITAL WORLD
January 16, 2014
Agenda
 Intro
 What are You Hoping to Gain Today?
 Traditional Marketing in a Digital World
 Member Marketing Program Reviews
 Questions/Recap
Mike Rosenberg
 CEO, Rosenberg Marketing
 @MikeRosenberg
 mike@--------marketing.com
 http://www.linkedin.com/in/mikejrosenberg
 President, SEMpdx
 Digital Marketing
Amy Rosenberg
 President, Rosenberg Marketing
 amy@--------marketing.com
 http://www.linkedin.com/in/amyrosenberg
 Recent Board Member, PRSA
 Traditional Marketing/Public Relations
Do What’s Right For Your
Business
Don’t jump on the latest trend unless it is right
for your business.
One solution will not work for
everyone.
There is no black box
solution.
No Magic Formula
Traditional Marketing
In a Digital World
Getting Started
 Who are your audiences?
 Who is the decision maker?
 What industry?
 Does location matter?
 Do you need to expand your audience?
Getting Started
 How do you reach them?
 What are they reading/watching?
 Are they on social media?
 What events are they going to?
 Focus on what you like to do
Getting Started
 What are you going to say to them?
 What are your goals?
 You see that this should be your first question.
 How are you unique?
Word of Mouth | Referrals
 Traditional
 Peer groups, networking, email, cocktail party
 Internal reviews/testimonials
 +Digital
 LinkedIn (company pages, groups)
 Nudge, raise your hand, authority
positioning/leadership
 External reviews (SEO value)
LinkedIn
 Do your sales people use LinkedIn?
 Empower them!
 Educate them
 Encourage them
 Company Overview
 Services/Product Description
 Groups
Traditional Marketing in a Digital World
LinkedIn
LinkedIn
Measurement
 Reach
 Connections, followers
 Engagement
 Likes, shares, comments
 Conversions
 Content downloads, webinar registrations,
online lead gen form completion, calls, sales
 Use campaign/goal tracking
Public Relations
 What is PR?
 Traditional Media Relations
 Get journalists to report on your company
 Print, broadcast and/or online channels
 Relying on the media to reach your publics
 +Digital
 Additional online hits (link, share, promote with
targeted social advertising, SEO value)
 Reach “public” and influencers (media and
otherwise) directly
Public Relations
 PR is more than the Press Release
 Be aware of what the possibilities are
 Think like a reporter
 Follow the trends and seasons
 In the news and in daily life
 Then relate it to your business
 Is there a hot news item you can comment on?
Editorial Calendars
 Traditional
 All magazines have editorial calendars
 Map out coverage topics for the year
 What are target pubs looking for?
 And how does this relate to you?
 Begin to see patterns to build your own calendar
 +Digital
 Content calendar
 Promote, share, link (SEO value)
Traditional Marketing in a Digital World
Traditional Marketing in a Digital World
Content Calendar Topics
 Industry news
 Local news
 Community events
 Partner news
 Sharing/Curating
 Contests
 Charitable activities
*PR & Media has first right of refusal.
Your teams need to talk.
Content Idea Sources
 Google Alerts http://www.google.com/alerts
 Social Media
 LinkedIn Groups, Facebook, Twitter
 Newsletters (industry, competitors, news, etc.)
 May want to create specific email to sign up with
 Industry & competitor blogs
 Tools
 http://www.socialmediaexaminer.com/13-tools-to-
simplify-your-social-media-marketing/
Bylined Articles
 Traditional
 Your company writes articles for publications
 Article details an industry topic, not your company
 Maximize visibility through visuals
 Valuable way to build credibility
 +Digital
 Self-publish (company blog)
 Leverage content
 PR & Media has first right of refusal
 Customize article for blog & second-tier media
Press Releases
 A vehicle to distribute news
 What should it be about?
 Awards won (this is a PR process in itself)
 New products/services/equipment/certifications
 New notable employees/promotions
 New board positions
 Donations/community involvement/events
 New company/location
Press Releases
 Where should you distribute?
 Examine your goals and your audiences
 Local audiences or just trade/vertical publications
 Newswire and/or PR distribution service?
 Free or paid?
 +Digital opportunities
 Links (may have to ask)
 Keywords
 Multimedia content (photos, video)
Tradeshows
 Traditional
 Attend, sponsor, speak/present
 Host parties, etc.
 Media tour
 New product/service launch
 +Digital
 Leverage participation via social media
 More easily highlight attendance
 “Own” search presence around conference
Thought Leadership/Authority
 Traditional
 Rely on the media for positioning
 Present at conferences/tradeshows
 Get active/join industry boards
 +Digital
 Self-publish through social channels
 Host webinars, virtual presentations
 Earned and Owned Media
Resources
Select resources and tools
 https://getlisted.org/
 Google+
 Moz.com
 http://www.opensiteexplorer.org
 http://moz.com/blog/web-site-migration-guide-tips-
for-seos
 SEMRush
 Free SEO review sites/tools
 http://www.woorank.com/
 http://www.searchcommander.com/site-review/
 SEMpdx Events – http://www.sempdx.org/
Resources
Select resources and tools
 DMOZ.org
 http://www.socialmediaexaminer.com/13-tools-to-
simplify-your-social-media-marketing/
 http://www.google.com/alerts
 HARO – http://www.helpareporter.com/
 Cision – Sign up for a free trial to build your
media database or email
support.us@cision.com to get a customized list
built for a nominal fee.
 PRSA – https://www.prsa-portland.org/
THANK YOU!
@VeracityMKTG
www.veracityagency.com
http://www.slideshare.net/TrueVeracity
January 16, 2014
1 of 30

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Traditional Marketing in a Digital World

  • 1. TRADITIONAL MARKETING IN A DIGITAL WORLD January 16, 2014
  • 2. Agenda  Intro  What are You Hoping to Gain Today?  Traditional Marketing in a Digital World  Member Marketing Program Reviews  Questions/Recap
  • 3. Mike Rosenberg  CEO, Rosenberg Marketing  @MikeRosenberg  mike@--------marketing.com  http://www.linkedin.com/in/mikejrosenberg  President, SEMpdx  Digital Marketing
  • 4. Amy Rosenberg  President, Rosenberg Marketing  amy@--------marketing.com  http://www.linkedin.com/in/amyrosenberg  Recent Board Member, PRSA  Traditional Marketing/Public Relations
  • 5. Do What’s Right For Your Business Don’t jump on the latest trend unless it is right for your business.
  • 6. One solution will not work for everyone. There is no black box solution. No Magic Formula
  • 8. Getting Started  Who are your audiences?  Who is the decision maker?  What industry?  Does location matter?  Do you need to expand your audience?
  • 9. Getting Started  How do you reach them?  What are they reading/watching?  Are they on social media?  What events are they going to?  Focus on what you like to do
  • 10. Getting Started  What are you going to say to them?  What are your goals?  You see that this should be your first question.  How are you unique?
  • 11. Word of Mouth | Referrals  Traditional  Peer groups, networking, email, cocktail party  Internal reviews/testimonials  +Digital  LinkedIn (company pages, groups)  Nudge, raise your hand, authority positioning/leadership  External reviews (SEO value)
  • 12. LinkedIn  Do your sales people use LinkedIn?  Empower them!  Educate them  Encourage them  Company Overview  Services/Product Description  Groups
  • 15. LinkedIn Measurement  Reach  Connections, followers  Engagement  Likes, shares, comments  Conversions  Content downloads, webinar registrations, online lead gen form completion, calls, sales  Use campaign/goal tracking
  • 16. Public Relations  What is PR?  Traditional Media Relations  Get journalists to report on your company  Print, broadcast and/or online channels  Relying on the media to reach your publics  +Digital  Additional online hits (link, share, promote with targeted social advertising, SEO value)  Reach “public” and influencers (media and otherwise) directly
  • 17. Public Relations  PR is more than the Press Release  Be aware of what the possibilities are  Think like a reporter  Follow the trends and seasons  In the news and in daily life  Then relate it to your business  Is there a hot news item you can comment on?
  • 18. Editorial Calendars  Traditional  All magazines have editorial calendars  Map out coverage topics for the year  What are target pubs looking for?  And how does this relate to you?  Begin to see patterns to build your own calendar  +Digital  Content calendar  Promote, share, link (SEO value)
  • 21. Content Calendar Topics  Industry news  Local news  Community events  Partner news  Sharing/Curating  Contests  Charitable activities *PR & Media has first right of refusal. Your teams need to talk.
  • 22. Content Idea Sources  Google Alerts http://www.google.com/alerts  Social Media  LinkedIn Groups, Facebook, Twitter  Newsletters (industry, competitors, news, etc.)  May want to create specific email to sign up with  Industry & competitor blogs  Tools  http://www.socialmediaexaminer.com/13-tools-to- simplify-your-social-media-marketing/
  • 23. Bylined Articles  Traditional  Your company writes articles for publications  Article details an industry topic, not your company  Maximize visibility through visuals  Valuable way to build credibility  +Digital  Self-publish (company blog)  Leverage content  PR & Media has first right of refusal  Customize article for blog & second-tier media
  • 24. Press Releases  A vehicle to distribute news  What should it be about?  Awards won (this is a PR process in itself)  New products/services/equipment/certifications  New notable employees/promotions  New board positions  Donations/community involvement/events  New company/location
  • 25. Press Releases  Where should you distribute?  Examine your goals and your audiences  Local audiences or just trade/vertical publications  Newswire and/or PR distribution service?  Free or paid?  +Digital opportunities  Links (may have to ask)  Keywords  Multimedia content (photos, video)
  • 26. Tradeshows  Traditional  Attend, sponsor, speak/present  Host parties, etc.  Media tour  New product/service launch  +Digital  Leverage participation via social media  More easily highlight attendance  “Own” search presence around conference
  • 27. Thought Leadership/Authority  Traditional  Rely on the media for positioning  Present at conferences/tradeshows  Get active/join industry boards  +Digital  Self-publish through social channels  Host webinars, virtual presentations  Earned and Owned Media
  • 28. Resources Select resources and tools  https://getlisted.org/  Google+  Moz.com  http://www.opensiteexplorer.org  http://moz.com/blog/web-site-migration-guide-tips- for-seos  SEMRush  Free SEO review sites/tools  http://www.woorank.com/  http://www.searchcommander.com/site-review/  SEMpdx Events – http://www.sempdx.org/
  • 29. Resources Select resources and tools  DMOZ.org  http://www.socialmediaexaminer.com/13-tools-to- simplify-your-social-media-marketing/  http://www.google.com/alerts  HARO – http://www.helpareporter.com/  Cision – Sign up for a free trial to build your media database or email support.us@cision.com to get a customized list built for a nominal fee.  PRSA – https://www.prsa-portland.org/