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6 Marketing Hacks to Improve Your PR Performance

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Wax Marketing, Inc.
Wax Marketing, Inc.

In this presentation I've attempted to explain why and how I use digital marketing techniques to pitch for earned media.

Marketing
1 of 26
6 Marketing Hacks to Boost Your Performance Bonnie Harris Founder, Wax Marketing Adjunct Professor, WVU Reed College of Media
• Thinking Like a Digital Marketer • Using Personas & Behavior • Keywords and SEO • Testing • Analytics @waxgirl333
Why do we need to think like marketers?
• Expanding number of media targets • Extraordinary amount of content marketing • Outreach of non-professionals to media • Demise of relationship-building
• 59.3 million blog posts posted on Wordpress per month • 27 million pieces of content shared per day (in 2013) • 50% of journalists receive more than 100 pitches per day • News desks can receive 500 pitches per day The numbers are staggering… Nearly 30% don’t receive any phone calls in a given day. @waxgirl333
80% of the customer experience by 2020 will be self-directed.* *Gartner, 2015
@waxgirl333 Hack #1 Build Media Personas
Think of the media like a customer. • What % of the cycle is self-directed? • How & when do they build relationships? • Who/What influences them? Some demographics will help visualize your new persona. @waxgirl333
Personas Personas
Personas Introducing… Content Acquisition Behavior • Which channel do they frequent most often? • When do they frequent? • What content are they likely to absorb? • How quickly do they respond? • What triggers an event? @waxgirl333
@waxgirl333 Hack #2 Put it where & when they’re most likely to find it.
Develop Your Pitch • Adapt to their behavior • Provide links to relevant materials • Offer associated social links • Multimedia whenever possible @waxgirl333
Hack #3: Give them the gift of a great customer experience.
By year 2020, customer experience will the key differentiator over product or price. Walker, 2016
Hack #4 Create the right hook.
Determine the right pickup line • Google Adwords Planner to find relevant keywords and phrases • Google Analytics for top keywords on your own site • Buzzsumo • Google Trends
A/B Testing • Send in waves • Use alternate headlines • Use alternate keywords/hot links • Test timing of send
• Lurk for content acquisition behavior • Facebook insights • Twitter analytics Use and abuse social media
Hack #5 Test Iteratively
Hack #6 Get in bed with analytics.
• Ask for reports: –Social traffic to check your CAB –Referral traffic –Sessions for volume • Use landing pages for your releases. • Review – once a week or even daily. • Use Google, Alexa, Moz… @waxgirl333 Use Analytics
6 Marketing Hacks 1. Create media personas. 2. Put it where & when they’re most likely to find it. 3. Give them a great customer experience. 4. Create the right hook. 5. Test iteratively. 6. Get in bed with analytics.
Bonnie Harris WaxMarketing.com waxmarketing@gmail.com 612-801-0912 @waxgirl333

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6 Marketing Hacks to Improve Your PR Performance

  • 1. 6 Marketing Hacks to Boost Your Performance Bonnie Harris Founder, Wax Marketing Adjunct Professor, WVU Reed College of Media
  • 2. • Thinking Like a Digital Marketer • Using Personas & Behavior • Keywords and SEO • Testing • Analytics @waxgirl333
  • 3. Why do we need to think like marketers?
  • 4. • Expanding number of media targets • Extraordinary amount of content marketing • Outreach of non-professionals to media • Demise of relationship-building
  • 5. • 59.3 million blog posts posted on Wordpress per month • 27 million pieces of content shared per day (in 2013) • 50% of journalists receive more than 100 pitches per day • News desks can receive 500 pitches per day The numbers are staggering… Nearly 30% don’t receive any phone calls in a given day. @waxgirl333
  • 6. 80% of the customer experience by 2020 will be self-directed.* *Gartner, 2015
  • 8. Think of the media like a customer. • What % of the cycle is self-directed? • How & when do they build relationships? • Who/What influences them? Some demographics will help visualize your new persona. @waxgirl333
  • 10. Personas Introducing… Content Acquisition Behavior • Which channel do they frequent most often? • When do they frequent? • What content are they likely to absorb? • How quickly do they respond? • What triggers an event? @waxgirl333
  • 11.
  • 12. @waxgirl333 Hack #2 Put it where & when they’re most likely to find it.
  • 13. Develop Your Pitch • Adapt to their behavior • Provide links to relevant materials • Offer associated social links • Multimedia whenever possible @waxgirl333
  • 14. Hack #3: Give them the gift of a great customer experience.
  • 15. By year 2020, customer experience will the key differentiator over product or price. Walker, 2016
  • 16. Hack #4 Create the right hook.
  • 17. Determine the right pickup line • Google Adwords Planner to find relevant keywords and phrases • Google Analytics for top keywords on your own site • Buzzsumo • Google Trends
  • 18.
  • 19. A/B Testing • Send in waves • Use alternate headlines • Use alternate keywords/hot links • Test timing of send
  • 20. • Lurk for content acquisition behavior • Facebook insights • Twitter analytics Use and abuse social media
  • 22.
  • 23. Hack #6 Get in bed with analytics.
  • 24. • Ask for reports: –Social traffic to check your CAB –Referral traffic –Sessions for volume • Use landing pages for your releases. • Review – once a week or even daily. • Use Google, Alexa, Moz… @waxgirl333 Use Analytics
  • 25. 6 Marketing Hacks 1. Create media personas. 2. Put it where & when they’re most likely to find it. 3. Give them a great customer experience. 4. Create the right hook. 5. Test iteratively. 6. Get in bed with analytics.

Editor's Notes

  1. Sources: Wordpress AOL/Nielson Cision My scientific research Cyber alert research 2016
  2. Importance of personas Ron Winslow Cathy Black Jenny Lawson - Bloggess