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Iliyana Stareva
@IliyanaStareva
Channel Consultant
My four things:
Agency Positioning
Inbound PR
Insanity
Writing
Talking Points
1. What’s PR?
2. What’s Inbound PR?
4. How To Do Inbound PR?
3. Why Inbound PR for Startups?
1 What’s PR?
2 What’s
Inbound PR? 2 What’s
Inbound PR?
What’s
Inbound PR?2
The Inbound Marketing Methodology
Inbound PR combines the best of two worlds –
public relations and inbound marketing – and
alleviates PR’s biggest weakness...
Content + Measurement =
INBOUND PR (HEART)
@ILIYANASTAREVA
3 Why Inbound PR
for Startups?
Sounds familiar?
I don’t know PR.
I can’t hire a PR agency.
But no one knows me :(
My business is new?!?
I don’t have the ...
Inbound
PR
Traditional
PR
How To Do
Inbound PR?4
7 Key Steps to Starting
your Inbound PR
Campaign
1. Nail your Buyer Personas
2. Define the Buyer’s Journey
3. Create a Con...
Research your
customers
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing te...
Persona Profile Checklist
The Buyer’s Journey
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
NURTURE!
Listen on Social
Media
Segment Your Lists
CONTEXT TO PERSONALISE
DelightI’m a lead
I’m a new
visitor
Use Lead
Intelligence
Measure
everything!
Thank you!
@IliyanaStareva
www.iliyanastareva.com
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
Inbound PR for Startups
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Inbound PR for Startups

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I recently spoke at a startups meetup in Sofia about my new concept of Inbound PR. This is the deck that highlights what PR is, what Inbound PR is, why startups should choose Inbound PR and how they can do it.

Get your Inbound PR book copy here: http://amzn.to/2sjyxks

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Inbound PR for Startups

  1. 1. Iliyana Stareva @IliyanaStareva Channel Consultant My four things: Agency Positioning Inbound PR Insanity Writing
  2. 2. Talking Points 1. What’s PR? 2. What’s Inbound PR? 4. How To Do Inbound PR? 3. Why Inbound PR for Startups?
  3. 3. 1 What’s PR?
  4. 4. 2 What’s Inbound PR? 2 What’s Inbound PR? What’s Inbound PR?2
  5. 5. The Inbound Marketing Methodology
  6. 6. Inbound PR combines the best of two worlds – public relations and inbound marketing – and alleviates PR’s biggest weakness (measurement) and inbound’s biggest challenge (content). @IliyanaStareva
  7. 7. Content + Measurement = INBOUND PR (HEART) @ILIYANASTAREVA
  8. 8. 3 Why Inbound PR for Startups?
  9. 9. Sounds familiar? I don’t know PR. I can’t hire a PR agency. But no one knows me :( My business is new?!? I don’t have the resources. I don’t know any journalists.
  10. 10. Inbound PR Traditional PR
  11. 11. How To Do Inbound PR?4
  12. 12. 7 Key Steps to Starting your Inbound PR Campaign 1. Nail your Buyer Personas 2. Define the Buyer’s Journey 3. Create a Content Plan 4. Promote your Content 5. Do Inbound Media Relations 6. Nurture your Leads 7. Measure Results
  13. 13. Research your customers
  14. 14. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (DIT), MBA (Smurftt) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
  15. 15. Persona Profile Checklist
  16. 16. The Buyer’s Journey
  17. 17. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie NURTURE!
  18. 18. Listen on Social Media Segment Your Lists
  19. 19. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
  20. 20. Use Lead Intelligence
  21. 21. Measure everything!
  22. 22. Thank you! @IliyanaStareva www.iliyanastareva.com

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