Liverpool HubSpot User Group - June 2017

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Tuesday 27th
June 2017

@LiverpoolHUG #LiverpoolHUG
What is a H.U.G?
A HubSpot User Group is a meet-up
bringing together:
• HubSpot customers
• No...

@LiverpoolHUG #LiverpoolHUG
What is a H.U.G?
Over 100 H.U.G Meet-ups around the globe

@LiverpoolHUG #LiverpoolHUG

@LiverpoolHUG #LiverpoolHUG
Who are we?
www.activeprofile.co.uk/
@ActiveProfileUK

@LiverpoolHUG #LiverpoolHUG
Who are we?
Stewart Bennett
Digital Marketing Executive
@stewart_bennett
Natalie Fox
Inbound M...

@LiverpoolHUG #LiverpoolHUG
Follow us…
Follow us on Twitter @LiverpoolHUG
Tweet us using the hashtag #LiverpoolHUG
Join ou...

@LiverpoolHUG #LiverpoolHUG
Agenda…
• 6:15-6:20: Introduction
• 6:20 - 7:00 – “Why Inbound PR is the Future of PR” by Iliy...

@LiverpoolHUG #LiverpoolHUG
Swag Giveaway…

#INBOUND16
WHY INBOUND PR IS
THE FUTURE OF PR
Iliyana Stareva
@iliyanastareva
Global Partner Program Manager
#InboundPR

#INBOUND16
1. What is PR?
2. What is Inbound PR?
3. Why Inbound PR for Your Company?
4. How To Do Inbound PR?
TALKING POIN...

#INBOUND16
1 WHAT IS PR?
@iliyanastareva #InboundPR
1 WHAT IS PR?

#INBOUND16
“PUBLIC RELATIONS IS A STRATEGIC
COMMUNICATION PROCESS THAT BUILDS
MUTUALLY BENEFICIAL RELATIONSHIPS
BETWEEN OR...

#INBOUND16
“ADVERTISING
IS SAYING
YOU’RE GOOD.
PR IS GETTING
SOMEONE ELSE
TO SAY YOU’RE
GOOD.”
Jean-Louis Gassee
@iliyanas...

#INBOUND16
PR IS NOT JUST
MEDIA RELATIONS
@iliyanastareva #InboundPR

#INBOUND16
"PR SHOULD REINVENT ITSELF; WE ARE STILL
ROOTED IN CONVENTIONAL WAYS OF THINKING.
IF WE DON’T DO IT, WE WILL DI...

#INBOUND16
1 WHAT IS PR?
@iliyanastareva #InboundPR
2 WHAT IS INBOUND PR?

#INBOUND16
THE MEDIA HAS
EVOLVED WITH
DIGITAL
@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva #InboundPR
CONTENT
PR PEOPLE EXCEL AT

#INBOUND16@iliyanastareva #InboundPR
MEASUREMENT
PR PEOPLE SUCK AT

#INBOUND16
The Inbound Methodology
@iliyanastareva #InboundPR

#INBOUND16
SHHH!
CONNECTING THE DOTS IN PROGRESS…
#InboundPR @iliyanastareva@iliyanastareva #InboundPR

#INBOUND16
INBOUND + PR =
@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva #InboundPR
ЮАР

#INBOUND16
Combining PR’s biggest strength and biggest challenge
CONTENT & MEASUREMENT
INBOUND PR
@iliyanastareva #Inbound...

#INBOUND16
1 WHAT IS PR?
@iliyanastareva #InboundPR
3 WHY INBOUND PR FOR
YOUR COMPANY?

#INBOUND16#InboundPR @iliyanastareva@iliyanastareva #InboundPR

#INBOUND16
THE EGO HAS
THE POWER
(AND IT’S ALL
ABOUT YOUR
REPUTATION
@iliyanastareva #InboundPR

#INBOUND16
BRANDS HAVE
TOO MANY
STAKEHOLDERS
@iliyanastareva #InboundPR

#INBOUND16
WE ARE ALL
INFLUENCERS
NOW
@iliyanastareva #InboundPR

#INBOUND16
TRADITIONAL
PR IS
OUTBOUND
It also can’t get you into that many
audiences nor reach that many
influencers.
@ili...

#INBOUND16
OUTBOUND PR INTERRUPTS
@iliyanastareva #InboundPR

#INBOUND16
INBOUND PR ATTRACTS
@iliyanastareva #InboundPR

#INBOUND16
AND IT ATTRACTS WITH
CONTENT
@iliyanastareva #InboundPR

#INBOUND16
1 WHAT IS PR?
@iliyanastareva #InboundPR
4 HOW TO DO INBOUND PR?

#INBOUND16
Media
Leads
Publishe
rs
Repeat
Publishe
rs
Blogs
SEO
Social Publishing
Press Releases
Forms
Calls-to-Action
Lan...

#INBOUND16
1. Nail Your Stakeholder Personas
2. Define their Journey
3. Create a Content Plan
4. Promote Your Content
5. D...

#INBOUND16
Nail Your Stakeholder Personas
@iliyanastareva #InboundPR

#INBOUND16
ALWAYS DO YOUR
RESEARCH
@iliyanastareva #InboundPR

#INBOUND16
• Who are our ideal customers
that are going to be interested
in our content?
• What does a day in their life
l...

#INBOUND16
• How do they do research when
making a buying decision?
• What are they looking for when
making buying decisio...

#INBOUND16
Define Your Stakeholder Journey
@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva
Awareness Consideration Decision
Buyer
Persona I have a problem
I’m researching
solutions
I’m pi...

#INBOUND16
Create a Content Plan
@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva
PersonaPersona
AwarenessAwareness
ConsiderationConsideration
DecisionDecision
Define questions
a...

#INBOUND16
Promote Your Content
@iliyanastareva #InboundPR

#INBOUND16
THERE’S WAY
TOO MUCH
NOISE
It doesn’t matter how awesome
your content is, no one is going to
consume it if you ...

#INBOUND16#InboundPR @iliyanastareva@iliyanastareva #InboundPR

#INBOUND16
Do Inbound Media Relations
@iliyanastareva #InboundPR

#INBOUND16
1. Do your research first
2. Get creative with your outreach approach
3. Don’t be spammy and don’t overdo it
4....

#INBOUND16
AN INBOUND PR
NEWSROOM IS
THE MEDIA’S
GO-TO RESOURCE
@iliyanastareva #InboundPR

#INBOUND16#InboundPR @iliyanastareva@iliyanastareva
Inbound PR
Newsroom
Inbound PR
Newsroom
Case studies & testimonialsCas...

#INBOUND16
Nurture Your Media Leads
@iliyanastareva #InboundPR

#INBOUND16
LEAD NURTURING
CAN BE APPLIED
TO ALL
STAKEHOLDERS
@iliyanastareva
Source: ConvergeHub
#InboundPR

#INBOUND16
Measure Results
@iliyanastareva #InboundPR

#INBOUND16
JUST USE THE
DATA.
IT’S THERE!
@iliyanastareva #InboundPR

#INBOUND16@iliyanastareva
Prowly.com
#InboundPR

#INBOUND16
PLAN WITH
OUTCOMES IN
MIND, NOT
OUTPUTS
@iliyanastareva
AMEC Interactive Integrated Evaluation Framework
#Inbou...

#INBOUND16
INBOUND PR IS A
MINDSET CHANGE
@iliyanastareva #InboundPR

#INBOUND16
THANK YOU.
#InboundPR @iliyanastareva@iliyanastareva #InboundPR

#INBOUND16
@iliyanastareva
Global Partner Program Manager
#InboundPR @iliyanastareva
www.iliyanastareva.com
Iliyana Starev...

@LiverpoolHUG #LiverpoolHUG
Any Question?

@LiverpoolHUG #LiverpoolHUG
Swag Giveaway…
Drum roll please!

@LiverpoolHUG #LiverpoolHUG
Fancy speaking at future
HUGs?
Visit
bit.ly/speakathug
to register your interest.

@LiverpoolHUG #LiverpoolHUG
Register for the next HUG…
Visit
liverpool.hubspotusergroups.com
for more info
Our next HUGs:
...

@LiverpoolHUG #LiverpoolHUG
Thanks for coming…
Liverpool HUG
OUT

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