marx p rrevwebinarfinal8.15.12v6 (1)

Driving Revenue Growth Through PR Initiatives

SoCal BMA Webinar Wednesday Aug. 15, 2012

@wendymarx@SoCalBMA#scbmawebinar

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 ]

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 ]

Driving Revenue Growth Via PR

[ PAGE 4 ]


[ PAGE 5 ]

Media relations and thought leadership still important but not IT


[ PAGE 6 ]


Press releases can do double duty as lead gen devices


[ PAGE 7 ]



Use a clear, visible call to action in all your press materials


[ PAGE 8 ]




Drive traffic to a custom landing page to enhance lead generation


[ PAGE 9 ]




Drive traffic to a custom landing page to enhance lead generation

Use keywords to facilitate search engine optimization (SEO), especially in the headline

Content marketing & social media:Two synergistic elements of modern B2B PR

[ PAGE 10 ]


[ PAGE 11 ]

Content is the currency of lead generation


[ PAGE 12 ]


Press releases, articles, video, white papers, Google Adwords, organic search all content drivers


[ PAGE 13 ]



Twitter, Facebook, LinkedIn, etc.: powerful networking tools helping you connect w/people who complement your expertise, contacts, etc.


[ PAGE 14 ]




Content is key for social media; thought leadership, site traffic


[ PAGE 15 ]




Content is key for social media; thought leadership, site traffic

Track and monitor: SocialMention, SproutSocial, Hootsuite, Bit.ly

Create a Web of Content

[ PAGE 16 ]


Lead nurturing via landing pages

[ PAGE 17 ]



Typically 3 emails work well tied to individual landing pages with more content

[ PAGE 18 ]




Cross-promote content in social media and drive to landing pages

[ PAGE 19 ]





Use Google analytics for metrics

[ PAGE 20 ]





Use Google analytics for metrics

Metrics: total visits, unique visitors, pages viewed per visit, bounce rate, form completion, source of leads

[ PAGE 21 ]

Today's B2B PR pros: strategic partners

[ PAGE 22 ]


[ PAGE 23 ]

Helping to shape a firm’s positioning, messaging and overall strategy


[ PAGE 24 ]


Working directly with marketing to develop key message points


[ PAGE 25 ]



Developing and executing an effective PR plan


[ PAGE 26 ]



Developing and executing an effective PR plan

Synching with the marketing plan to drive synergy and results

Press Release Best Practices

[ PAGE 27 ]


[ PAGE 28 ]

Don’t need earth shattering news


[ PAGE 29 ]


Commit to publishing at least monthly


[ PAGE 30 ]



Send summary of news with link to prospects


[ PAGE 31 ]




Send to a few targeted reporters w/a note quickly hitting highlights


[ PAGE 32 ]





The local angle: send to hometown paper, television and radio stations


[ PAGE 33 ]






Link to a landing page via call to action


[ PAGE 34 ]







Talk up the news in social media


[ PAGE 35 ]








Add social sharing icons


[ PAGE 36 ]








Add social sharing icons

Use multimedia


[ PAGE 37 ]

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

What Not To Pitch:

Some more helpful PR tools

[ PAGE 38 ]


Use release distribution tools like Vocus or Cision to create customized media lists by client, and search social media

[ PAGE 39 ]



Plus on these is a constantly refreshed database; downside is cost

[ PAGE 40 ]




There are several free release distribution services, including PR.com, PR Urgent, PR Log, CustomerThink, PitchEngine, etc.

[ PAGE 41 ]





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 ]


Use release distribution tools like Vocus or Cision to create customized media lists by client, and in some cases search social media




Marketwire and PR Newswire are two other more expensive wire service options that are similar to Businesswire

[ PAGE 43 ]






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 ]

Test, test, test!

[ PAGE 45 ]

Test, test, test!

Vary your releases by test market

[ PAGE 46 ]

Test, test, test!

Vary your releases by test marketTest the:

[ PAGE 47 ]

Test, test, test!


> Call to action

[ PAGE 48 ]

Test, test, test!


> Call to action

> Offer

[ PAGE 49 ]

Test, test, test!


> Call to action

> Offer

> Headlines

[ PAGE 50 ]

Test, test, test!


> Call to action

> Offer

> Headlines

> Email subject

[ PAGE 51 ]

Techniques for raising your profile

[ PAGE 52 ]


Start a new blog or contribute to one; write on relevant topics; bring a fresh perspective

[ PAGE 53 ]



Get listed in as many business directories as possible to elevate your brand in search results; many are free!

[ PAGE 54 ]




Comment on relevant online articles and blogs that showcase your expertise and put you in a positive light

[ PAGE 55 ]




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 ]

There’s no substitute for face time

[ PAGE 57 ]


Diversify your media outreach – mix it up with in-person meetings, briefings and interviews

[ PAGE 58 ]



Get your experts out on the speaking circuit

[ PAGE 59 ]




Coordinate on-site briefings at media offices

[ PAGE 60 ]




Coordinate on-site briefings at media offices

Event exposure is a multiplier, opening up opportunities at other events & raising thought leadership profile

[ PAGE 61 ]

To sum up:

Ensure your press materials engage and generate leads

[ PAGE 62 ]

To sum up:


Content marketing & social media are key

[ PAGE 63 ]

To sum up:



Become a strategic partner of your organization or client, not just a cost center

[ PAGE 64 ]

To sum up:



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 ]

To sum up:



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 ]

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 ]

marx p rrevwebinarfinal8.15.12v6 (1)

Business

pr media relations

notit page

content marketing social

content drivers page

press materials page

pr activities

leadgeneration page

lead gen devices page