The document summarizes a webinar presented by Wendy Marx on driving revenue growth through PR initiatives. The webinar covered how PR activities like media relations, thought leadership, and content marketing can move prospects through the sales funnel. It also provided best practices for press releases, including publishing them monthly, including calls to action, and promoting them on social media to generate leads.

1. Driving Revenue Growth
Through PR Initiatives
SoCal BMA Webinar Wednesday
Aug. 15, 2012
@SoCalBMA @wendymarx
#scbmawebinar

2. Wendy Marx, President, Marx
Communications
 20+ years of marketing and public relations experience
promoting B2B companies from Fortune 500 companies to
startups, along with their executives and products
 Taught business writing: Univ. of Michigan Business School
 Agency: Global reach/high caliber resources through
membership in PR Boutiques International
 Taken clients from “Anonymity to the New York Times”
 Counseled CEOs, expert in personal branding for thought
leadership
 Top 50 Women on Twitter
 Blogs on B2B PR for Fast Company
[ PAGE 2 ]

3. Introduction
The Internet and social media have forever changed the
nature of B2B public relations & marketing. Today’s
session is designed to teach you …
Which PR activities and outputs can best move prospects
through the sales funnel
How social media can supplement and reinforce your
other channels
How to measure what you are doing
The role of events, webinars and other channels
[ PAGE 3 ]

4. Driving Revenue Growth Via PR
[ PAGE 4 ]

5. Driving Revenue Growth Via PR
 Media relations and thought leadership still important but not
IT
[ PAGE 5 ]

6. Driving Revenue Growth Via PR
 Media relations and thought leadership still important but not
IT
 Press releases can do double duty as lead gen devices
[ PAGE 6 ]

7. Driving Revenue Growth Via PR
 Media relations and thought leadership still important but not
IT
 Press releases can do double duty as lead gen devices
 Use a clear, visible call to action in all your press materials
[ PAGE 7 ]

8. Driving Revenue Growth Via PR
 Media relations and thought leadership still important but not
IT
 Press releases can do double duty as lead gen devices
 Use a clear, visible call to action in all your press materials
 Drive traffic to a custom landing page to enhance lead
generation
[ PAGE 8 ]

9. Driving Revenue Growth Via PR
 Media relations and thought leadership still important but not
IT
 Press releases can do double duty as lead gen devices
 Use a clear, visible call to action in all your press materials
 Drive traffic to a custom landing page to enhance lead
generation
 Use keywords to facilitate search engine optimization
(SEO), especially in the headline
[ PAGE 9 ]

10. Content marketing & social media:
Two synergistic elements of modern B2B PR
[ PAGE 10 ]

11. Content marketing & social media:
Two synergistic elements of modern B2B PR
 Content is the currency of lead generation
[ PAGE 11 ]

12. Content marketing & social media:
Two synergistic elements of modern B2B PR
 Content is the currency of lead generation
 Press releases, articles, video, white papers, Google Adwords, organic
search all content drivers
[ PAGE 12 ]

13. Content marketing & social media:
Two synergistic elements of modern B2B PR
 Content is the currency of lead generation
 Press releases, articles, video, white papers, Google Adwords, organic
search all content drivers
 Twitter, Facebook, LinkedIn, etc.: powerful networking tools helping you
connect w/people who complement your expertise, contacts, etc.
[ PAGE 13 ]

14. Content marketing & social media:
Two synergistic elements of modern B2B PR
 Content is the currency of lead generation
 Press releases, articles, video, white papers, Google Adwords, organic
search all content drivers
 Twitter, Facebook, LinkedIn, etc.: powerful networking tools helping you
connect w/people who complement your expertise, contacts, etc.
 Content is key for social media; thought leadership, site traffic
[ PAGE 14 ]

15. Content marketing & social media:
Two synergistic elements of modern B2B PR
 Content is the currency of lead generation
 Press releases, articles, video, white papers, Google Adwords, organic
search all content drivers
 Twitter, Facebook, LinkedIn, etc.: powerful networking tools helping you
connect w/people who complement your expertise, contacts, etc.
 Content is key for social media; thought leadership, site traffic
 Track and monitor: SocialMention, SproutSocial, Hootsuite, Bit.ly
[ PAGE 15 ]

16. Create a Web of Content
[ PAGE 16 ]

17. Create a Web of Content
 Lead nurturing via landing pages
[ PAGE 17 ]

18. Create a Web of Content
 Lead nurturing via landing pages
 Typically 3 emails work well tied to individual landing pages with more
content
[ PAGE 18 ]

19. Create a Web of Content
 Lead nurturing via landing pages
 Typically 3 emails work well tied to individual landing pages with more
content
 Cross-promote content in social media and drive to landing pages
[ PAGE 19 ]

20. Create a Web of Content
 Lead nurturing via landing pages
 Typically 3 emails work well tied to individual landing pages with more
content
 Cross-promote content in social media and drive to landing pages
 Use Google analytics for metrics
[ PAGE 20 ]

21. Create a Web of Content
 Lead nurturing via landing pages
 Typically 3 emails work well tied to individual landing pages with more
content
 Cross-promote content in social media and drive to landing pages
 Use Google analytics for metrics
 Metrics: total visits, unique visitors, pages viewed per visit, bounce rate, form
completion, source of leads
[ PAGE 21 ]

22. Today's B2B PR pros: strategic partners
[ PAGE 22 ]

23. Today's B2B PR pros: strategic partners
 Helping to shape a firm’s positioning, messaging and overall
strategy
[ PAGE 23 ]

24. Today's B2B PR pros: strategic partners
 Helping to shape a firm’s positioning, messaging and overall
strategy
 Working directly with marketing to develop key message points
[ PAGE 24 ]

25. Today's B2B PR pros: strategic partners
 Helping to shape a firm’s positioning, messaging and overall
strategy
 Working directly with marketing to develop key message points
 Developing and executing an effective PR plan
[ PAGE 25 ]

26. Today's B2B PR pros: strategic partners
 Helping to shape a firm’s positioning, messaging and overall
strategy
 Working directly with marketing to develop key message points
 Developing and executing an effective PR plan
 Synching with the marketing plan to drive synergy and results
[ PAGE 26 ]

27. Press Release Best Practices
[ PAGE 27 ]

28. Press Release Best Practices
 Don’t need earth shattering news
[ PAGE 28 ]

29. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
[ PAGE 29 ]

30. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
[ PAGE 30 ]

31. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
[ PAGE 31 ]

32. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
 The local angle: send to hometown paper, television and radio
stations
[ PAGE 32 ]

33. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
 The local angle: send to hometown paper, television and radio
stations
 Link to a landing page via call to action
[ PAGE 33 ]

34. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
 The local angle: send to hometown paper, television and radio
stations
 Link to a landing page via call to action
 Talk up the news in social media
[ PAGE 34 ]

35. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
 The local angle: send to hometown paper, television and radio
stations
 Link to a landing page via call to action
 Talk up the news in social media
 Add social sharing icons
[ PAGE 35 ]

36. Press Release Best Practices
 Don’t need earth shattering news
 Commit to publishing at least monthly
 Send summary of news with link to prospects
 Send to a few targeted reporters w/a note quickly hitting highlights
 The local angle: send to hometown paper, television and radio
stations
 Link to a landing page via call to action
 Talk up the news in social media
 Add social sharing icons
 Use multimedia
[ PAGE 36 ]

37. Press Release Best Practices
What Not To Pitch:
Mr. Science Publishes Paper in Elite Journal
Pig’s Knuckle, Ark. - John Q. Science, associate professor in the
Department of Really Boring and Trivial Molecular Knowledge at The
Rheostat Institute of Technology, has recently lead-authored and
published a paper in the Institute of Pseudo-Science’s journal entitled,
“Measuring the Displacement of Milk in Cereal Bowls.”
Note: the information has been changed to protect the guilty
[ PAGE 37 ]

38. Some more helpful PR tools
[ PAGE 38 ]

39. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and search social media
[ PAGE 39 ]

40. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and search social media
 Plus on these is a constantly refreshed database; downside is cost
[ PAGE 40 ]

41. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and search social media
 Plus on these is a constantly refreshed database; downside is cost
 There are several free release distribution services, including PR.com, PR
Urgent, PR Log, CustomerThink, PitchEngine, etc.
[ PAGE 41 ]

42. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and search social media
 Plus on these is a constantly refreshed database; downside is cost
 There are several free release distribution services, including PR.com, PR
Urgent, PR Log, CustomerThink, PitchEngine, etc.
 PR Web can get your release out there for as little as $89, but it doesn’t have
the reach or impact of pricier Businesswire (about $500)
[ PAGE 42 ]

43. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and in some cases search social media
 Plus on these is a constantly refreshed database; downside is cost
 There are several free release distribution services, including PR.com, PR
Urgent, PR Log, CustomerThink, PitchEngine, etc.
 PR Web can get your release out there for as little as $89, but it doesn’t have
the reach or impact of pricier Businesswire (about $500)
 Marketwire and PR Newswire are two other more expensive wire service
options that are similar to Businesswire
[ PAGE 43 ]

44. Some more helpful PR tools
 Use release distribution tools like Vocus or Cision to create customized
media lists by client, and search social media
 Plus on these is a constantly refreshed database; downside is cost
 There are several free release distribution services, including PR.com, PR
Urgent, PR Log, CustomerThink, PitchEngine, etc.
 PR Web can get your release out there for as little as $89, but it doesn’t have
the reach or impact of pricier Businesswire (about $500)
 Marketwire and PR Newswire are two other more expensive wire service
options that are a notch below Businesswire
 Track/follow media on social media; RT/engage
[ PAGE 44 ]

45. Test, test, test!
[ PAGE 45 ]

46. Test, test, test!
Vary your releases by test market
[ PAGE 46 ]

47. Test, test, test!
Vary your releases by test market
Test the:
[ PAGE 47 ]

48. Test, test, test!
Vary your releases by test market
Test the:
> Call to action
[ PAGE 48 ]

49. Test, test, test!
Vary your releases by test market
Test the:
> Call to action
> Offer
[ PAGE 49 ]

50. Test, test, test!
Vary your releases by test market
Test the:
> Call to action
> Offer
> Headlines
[ PAGE 50 ]

51. Test, test, test!
Vary your releases by test market
Test the:
> Call to action
> Offer
> Headlines
> Email subject
[ PAGE 51 ]

52. Techniques for raising your profile
[ PAGE 52 ]

53. Techniques for raising your profile
 Start a new blog or contribute to one; write on relevant topics; bring a fresh
perspective
[ PAGE 53 ]

54. Techniques for raising your profile
 Start a new blog or contribute to one; write on relevant topics; bring a fresh
perspective
 Get listed in as many business directories as possible to elevate your brand
in search results; many are free!
[ PAGE 54 ]

55. Techniques for raising your profile
 Start a new blog or contribute to one; write on relevant topics; bring a fresh
perspective
 Get listed in as many business directories as possible to elevate your brand
in search results; many are free!
 Comment on relevant online articles and blogs that showcase your expertise
and put you in a positive light
[ PAGE 55 ]

56. Techniques for raising your profile
 Start a new blog or contribute to one; write on relevant topics; bring a fresh
perspective
 Get listed in as many business directories as possible to elevate your brand
in search results; many are free!
 Comment on relevant online articles and blogs that showcase your expertise
and put you in a positive light
 Submit your company and executives for industry awards
[ PAGE 56 ]

57. There’s no substitute for face time
[ PAGE 57 ]

58. There’s no substitute for face time
 Diversify your media outreach – mix it up with in-person meetings, briefings
and interviews
[ PAGE 58 ]

59. There’s no substitute for face time
 Diversify your media outreach – mix it up with in-person meetings, briefings
and interviews
 Get your experts out on the speaking circuit
[ PAGE 59 ]

60. There’s no substitute for face time
 Diversify your media outreach – mix it up with in-person meetings, briefings
and interviews
 Get your experts out on the speaking circuit
 Coordinate on-site briefings at media offices
[ PAGE 60 ]

61. There’s no substitute for face time
 Diversify your media outreach – mix it up with in-person meetings, briefings
and interviews
 Get your experts out on the speaking circuit
 Coordinate on-site briefings at media offices
 Event exposure is a multiplier, opening up opportunities at other events &
raising thought leadership profile
[ PAGE 61 ]

62. To sum up:
 Ensure your press materials engage and generate leads
[ PAGE 62 ]

63. To sum up:
 Ensure your press materials engage and generate leads
 Content marketing & social media are key
[ PAGE 63 ]

64. To sum up:
 Ensure your press materials engage and generate leads
 Content marketing & social media are key
 Become a strategic partner of your organization or client, not just a cost
center
[ PAGE 64 ]

65. To sum up:
 Ensure your press materials engage and generate leads
 Content marketing & social media are key
 Become a strategic partner of your client, not just a cost center
 Use a mix of free and paid tools, gaining exposure without breaking the bank
[ PAGE 65 ]

66. To sum up:
 Ensure your press materials engage and generate leads
 Content marketing & social media are key
 Become a strategic partner of your organization or client, not just a cost
center
 Use a mix of free and paid tools, gaining exposure without breaking the bank
 Raise the brand profile through a mixture of events, awards, blogging,
bylines, SEO and good old-fashioned working the phone!
[ PAGE 66 ]

67. Let’s Talk!
 Wendy Marx, President, Marx Communications
> Website: http://www.marxcommunications.com
> Twitter: @wendymarx
> Facebook: http://profile.to/wendymarx
 Business Marketing Association, SoCal Chapter
> Website: http://www.socalbma.org
> Twitter: @SoCalBMA
> Hashtag: #scbmawebinar
[ PAGE 67 ]