Public Relations & Marketing: A Marriage of Convenience - InboundPHX
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Transcript of Public Relations & Marketing: A Marriage of Convenience - InboundPHX
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Building a community of inbound marketers in Phoenix, AZ
October 8, 2014
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Jennifer Jewett
Andrea
Lechner-Becker
Director
at
Ubiquity
Public
Relations
VP
Marketing
Services at
LeadMD
Public Relations + Marketing:
A Marriage of Convenience
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A Marriage of ConvenienceHow PR and Marketing Leverage Each Other to Succeed
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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
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LeadMD customersOver 1,400 engagements
@myleadmd
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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
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The media doesn’t want your storyToday’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
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The buyer doesn’t want your story eitherToday’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
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Content isn’t about you
ANDREA, Is there a funny image we can
put here?
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Be smarterHow 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
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Tweetable tip…
Kill the cuteness and cut to the chase with your news.
#InboundPHX
@ubiquity_pr @myleadmd
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The way we consume news has changed.
Define your audience
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The way we communicate has
changed.
Think back to 1980.
What influenced that camera
purchase?
Define your audience
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The way we communicate has
changed.
Think back to 2000.
What influenced that computer
purchase?
Define your audience
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The way we communicate has
changed.
Think back to 2010.
What influenced that vacation
purchase?
Define your audience
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Define your audienceWhat’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?
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Tweetable tip…
The media cares about your buyers, because your
buyers are also THEIR buyers. #InboundPHX
@ubiquity_pr @myleadmd
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Influencers are everywhere“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
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Tweetable tip…
Know what your buyer reads to help understand their
interests. #InboundPHX
@ubiquity_pr @myleadmd
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Create content mapYou know who, what, where and how. Now what?
• Align what you already have to those buyers
• Plan for future communications
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You
Bylined Articles
Blog Posts
Webinars &
Podcasts
Social Media
Interviews & Quotes
Events & Speeches
Create content mapWhat types of communication fan out for each buyer?
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Thought leadershipMulti-channel content campaign across key verticals
• Infographics, webinar scripts, bylined articles, blog posts
• Verticals: IT, healthcare (HIPAA), and retail (PCI)
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Embrace owned media
• Lead generation and advertising
• Publicity driver
Thought leadership
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Thought leadership Educate and influence
• Connect with those influencing your buyers
• Show commitment to educating your audience
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Distribution• What expertise does your company have to share?
What’s your point?
• What stages of the buying cycle intersect with available
channels?
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Operationalize the process• Identify influencers and butter them up
• Track results with a system (screenshot Kapost)
• Repeat with successful, drop deadbeats
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Tweetable tip…
Operationalize PR and thought leadership to measure
and optimize. #InboundPHX
@ubiquity_pr @myleadmd
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A happy marriage
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Questions?Jennifer Jewett
Senior Account Director617.913.2404
Andrea Lechner-Becker
VP – Marketing Services480.278.7314
@jenniferkjewett @andreaelbee