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Public Relations & Marketing: A Marriage of Convenience - InboundPHX
- 1. Building a community of inbound marketers in Phoenix, AZ October 8, 2014
- 2. Jennifer Jewett Andrea Lechner-Becker Director at Ubiquity Public Relations VP Marketing Services at LeadMD Public Relations + Marketing: A Marriage of Convenience
- 3. AMarriage of Convenience How PR and Marketing Leverage Each Other to Succeed
- 4. About LeadMD • LeadMD designs and builds efficient revenue engines to drive B2B and B2C businesses through marketing and sales best practices • The bridge between strategy and execution for Marketo and Salesforce.com users @myleadmd
- 6. About Ubiquity PR “I would recommend this agency to any tech company that's on the fast track." ~ Greg Head, CMO of Infusionsoft ($71M raised to date) @ubiquity_pr
- 7. The mediadoesn’t want your story Today’s media landscape: • Press release doesn’t equal news • Cuteness won’t get attention • Reporters aren’t your only delivery mechanism for news Here’s what you can do: • Tell the story yourself • Look for partnerships • Speak and submit for awards
- 8. The buyer doesn’t want your story either Today’s sales landscape: • Overwhelmed by pitches • The inbox isn’t your only delivery mechanism for news Here’s what you can do… 1. Help the buyer 2. Look for partnerships 3. Speak and submit for awards
- 9. Content isn’t about you ANDREA, Is there a funny image we can put here?
- 10. Be smarter How to stand out with finicky media and buyers: 1. Define your audience 2. Align audience to content leveraging a content map 3. Create thought leadership content 4. Distribute strategically 5. Operationalize 6. Report, optimize, repeat
- 11. Tweetable tip… Kill the cuteness and cut to the chase with your news. #InboundPHX @ubiquity_pr @myleadmd
- 12. The way we consume news has changed. Defineyour audience
- 13. The way we communicate has changed. Think back to 1980. What influenced that camera purchase? Defineyour audience
- 14. The way we communicate has changed. Think back to 2000. What influenced that computer purchase? Defineyour audience
- 15. The way we communicate has changed. Think back to 2010. What influenced that vacation purchase? Defineyour audience
- 16. Defineyour audience What’s the purpose of the walk down memory lane? • Who are your buyers • Where are your buyers? • What are they reading? • How do your buyers want to be communicated with? • What do your buyers care about? • What’s interesting to them?
- 17. Tweetable tip… The media cares about your buyers, because your buyers are also THEIR buyers. #InboundPHX @ubiquity_pr @myleadmd
- 18. Influencers areeverywhere “You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.” ~ Philip Sheldrake, The Business of Influence Who influences your audience? • Media – online and print, bloggers • Analysts • Prolific Socializers • Third Parties – Reviews, Awards
- 19. Tweetable tip… Know what your buyer reads to help understand their interests. #InboundPHX @ubiquity_pr @myleadmd
- 20. Create content map You know who, what, where and how. Now what? • Align what you already have to those buyers • Plan for future communications
- 21. You Bylined Articles Blog Posts Webinars & Podcasts Social Media Interviews & Quotes Events & Speeches Create content map What types of communication fan out for each buyer?
- 22. Thought leadership Multi-channel content campaign across key verticals • Infographics, webinar scripts, bylined articles, blog posts • Verticals: IT, healthcare (HIPAA), and retail (PCI)
- 23. Embrace owned media • Lead generation and advertising • Publicity driver Thought leadership
- 24. Thought leadership Educate and influence • Connect with those influencing your buyers • Show commitment to educating your audience
- 25. Distribution • What expertise does your company have to share? What’s your point? • What stages of the buying cycle intersect with available channels?
- 26. Operationalizethe process • Identify influencers and butter them up • Track results with a system (screenshot Kapost) • Repeat with successful, drop deadbeats
- 27. Tweetable tip… Operationalize PR and thought leadership to measure and optimize. #InboundPHX @ubiquity_pr @myleadmd
- 28. Ahappy marriage
- 29. Questions? Jennifer Jewett Senior Account Director 617.913.2404 jennifer@ubiquitypr.com Andrea Lechner-Becker VP – Marketing Services 480.278.7314 andrea@leadmd.com @jenniferkjewett @andreaelbee
Editor's Notes
- Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Trend Social media gives a voice to thought leaders who aren’t traditional journalists. Opportunity Monitor influencers’ social content for engagement opportunities. Tailor a custom approach to each influencer based on their interests. Invite influencers to contribute to your own blog or video series.