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How to Maximize the ROI of Your B2B Public Relations

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Marx p rrevwebinarfinal8.15.12v6 (1)

  1. 1. Driving Revenue Growth Through PR Initiatives SoCal BMA Webinar Wednesday Aug. 15, 2012@SoCalBMA @wendymarx#scbmawebinar
  2. 2. Wendy Marx, President, MarxCommunications 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. 3. IntroductionThe Internet and social media have forever changed thenature of B2B public relations & marketing. Today’ssession is designed to teach you …Which PR activities and outputs can best move prospectsthrough the sales funnelHow social media can supplement and reinforce yourother channelsHow to measure what you are doingThe role of events, webinars and other channels [ PAGE 3 ]
  4. 4. Driving Revenue Growth Via PR [ PAGE 4 ]
  5. 5. Driving Revenue Growth Via PR  Media relations and thought leadership still important but not IT [ PAGE 5 ]
  6. 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. 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. 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. 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. 10. Content marketing & social media:Two synergistic elements of modern B2B PR [ PAGE 10 ]
  11. 11. Content marketing & social media:Two synergistic elements of modern B2B PR  Content is the currency of lead generation [ PAGE 11 ]
  12. 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. 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. 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. 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. 16. Create a Web of Content [ PAGE 16 ]
  17. 17. Create a Web of Content  Lead nurturing via landing pages [ PAGE 17 ]
  18. 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. 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. 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. 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. 22. Todays B2B PR pros: strategic partners [ PAGE 22 ]
  23. 23. Todays B2B PR pros: strategic partners  Helping to shape a firm’s positioning, messaging and overall strategy [ PAGE 23 ]
  24. 24. Todays 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. 25. Todays 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. 26. Todays 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. 27. Press Release Best Practices [ PAGE 27 ]
  28. 28. Press Release Best Practices  Don’t need earth shattering news [ PAGE 28 ]
  29. 29. Press Release Best Practices  Don’t need earth shattering news  Commit to publishing at least monthly [ PAGE 29 ]
  30. 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. 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. 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. 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. 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. 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. 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. 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. 38. Some more helpful PR tools [ PAGE 38 ]
  39. 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. 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. 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. 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. 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. 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. 45. Test, test, test! [ PAGE 45 ]
  46. 46. Test, test, test! Vary your releases by test market [ PAGE 46 ]
  47. 47. Test, test, test! Vary your releases by test market Test the: [ PAGE 47 ]
  48. 48. Test, test, test! Vary your releases by test market Test the: > Call to action [ PAGE 48 ]
  49. 49. Test, test, test! Vary your releases by test market Test the: > Call to action > Offer [ PAGE 49 ]
  50. 50. Test, test, test! Vary your releases by test market Test the: > Call to action > Offer > Headlines [ PAGE 50 ]
  51. 51. Test, test, test! Vary your releases by test market Test the: > Call to action > Offer > Headlines > Email subject [ PAGE 51 ]
  52. 52. Techniques for raising your profile [ PAGE 52 ]
  53. 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. 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. 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. 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. 57. There’s no substitute for face time [ PAGE 57 ]
  58. 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. 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. 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. 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. 62. To sum up: Ensure your press materials engage and generate leads [ PAGE 62 ]
  63. 63. To sum up: Ensure your press materials engage and generate leads Content marketing & social media are key [ PAGE 63 ]
  64. 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. 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. 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. 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 ]
  • terrymogara

    Sep. 22, 2012

How to Maximize the ROI of Your B2B Public Relations

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