451 Marketing DIY PR
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Transcript of 451 Marketing DIY PR
DIY PR: When To Turn To The Pros
Integrated Communications Campaigns
We help build great brands by driving business, creating awareness, developing loyalty, and engaging customers. All 451 Marketing campaigns are strategically integrated and leverage public relations, social media marketing and search marketing tactics.
– Founded in 2004
– National digital marketing firm based in Boston
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
Thomas Lee Partner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
When most people think of PR, they think of traditional media relations
But, the way that consumers find and consume information has evolved
One-Way
Publicist Media General Public
One-Way Dialogue
• Your Brand and Message • Website and SEO • Social Media • Public Relations • When You Need the Pros
Agenda
DIY PR Tactics: Getting Started
I. Develop Your Brand Message
What is Your Value Proposition?
• Why should a consumer should buy your product/use a service?
• Does your product or service add more value or better solve a problem than your competitors?
• What pain point do you address?
• Age group
• Gender
• Socio-economic
• Geographic
If you have multiple distinct segments, you may have
distinct messaging or offer
distinct benefits
Who is Your Target Audience?
Where Does Your Audience Gather/Consume Information?
II. Establish Web Presence and SEO Strategy
Evaluate Your Current Site
For visual appeal and functionality
Build a Website
Free Easy to use SEO value and tools built in Tons of free themes,
templates, tutorials, and plug-ins
Mobile-friendly
Build a Website
Free Easy to use – drag and drop Lots of, templates, tutorials,
and plug-ins Mobile-friendly
www.WIX.com
Keyword Research To get optimal traffic from search engines, need to create content around ht
Keyword Research How can you find the best keywords to include in your content?
Before You: • Consult a keyword tool
• Rewrite any content
Sit down and perform a Google search.
Keyword Research
Q: For what Google search should you rank #1?
A: “innovative, creative, game-changing”
Q: What do you do/make/sell?
A: “Oh. Cloud-based storage for small business”.
Keyword Research
www.google.com/AdWords
Find and compare keywords related to your business.
• Sign up/verify Google Analytics
• Let GA run for two weeks before doing any SEO to determine a baseline
http://www.google.com/analytics/
What Can You Measure?
• Traffic sources: direct, referral, search, campaigns
• Page visits • Downloads • Mobile visits • Top referrers • Conversion rates and goal tracking • Geo-tracking
http://www.google.com/analytics/
Social Media
Based on your audience and goals, different platforms may be
appropriate
>500 Million Twitter Accounts
91% of active users polled
follow a brand
7.8 million brand
recommendations each month
39% of companies
have acquired new customers using Twitter
1. Engage Current Fans & Increase Awareness
2. Increase Traffic to Website
3. Engage With Influencers & Media
4. Marketing/Competitive Research
40% of users 35 years or older
>1 Billion Users
41% of companies using Facebook have acquired new customers from it 51%
of Facebook fans more likely to buy from a company they
1. Engage Current Fans & Increase Awareness
2. Branding & Loyalty
3. Increase Traffic to Website
4. Engage With Other Brands
>187 million users
1. Network with Potential Clients
2. Build Profile and Network in Your Industry
3. Showcase Brand, Products, Thought Leaders
43 years old/ $107,000 annual income
>1,000,000 groups
1. Brand and Product Recognition
2. Site Traffic
3. Creating a Lifestyle/Persona Around a Brand
>23 million unique visitors/month
Receives 3rd Most Hits/Week Among Social Media Sites
Referral Traffic Percentages
YouTube
Create Branded Pages and Accounts
Social Media Develop a Social Strategy to Complement PR
• Objectives and goals
• Platforms
• Voice
• Resources
• Roles/Responsibilities
• Schedule
• Measure results
Public Relations
Your Story
Build a press list of media outlets and bloggers that reach your customers and target audience
Standard press kit includes:
• Fact sheet • Key executive bios • Standard company info press release • High-resolution images and logos
Create a Press Kit
Create a storyline about your brand to build your pitches around.
• What’s the angle? • Why is your company interesting? • What is most newsworthy and unique about your
company/product? • Spend some time putting pen to paper and create
language around this storyline that can be tailored for future pitching
Craft Your Story
Make sure anyone who may come in contact with the media or influencers is sharing the same message
Socialize Key Talking Points
Write press releases that let the media know what you do and sell, and why they should tell their readers and viewers about you
Write Press Releases
Distribute press releases on the wire for greater distribution and to help drive web traffic
Examples: • PRWEB • PR Newswire • Marketwire • BusinessWire
Distribute Press Releases
Optimize Your Press Release Be sure to include relevant keywords throughout the press release
Know Your Market
Staying informed about the latest trends in your industry helps to position you and your company at the top of your game.
http://www.google.com/alerts
Find Partners An great opportunity to 1- meet/connect with media and/or 2- gain coverage.
• Plan an event
• Guest post on their blog/have them guest post on yours
• Think of ways that you can work together to maximize impressions and help one another by exposing them to your audience and pooling resources
Signs it’s Time to Hire a Professional
Not enough time to do it all
Traffic and Sales
• Your web traffic is weak
• You aren’t getting any online leads
Customers aren’t engaging you through your social media properties
The media isn’t writing about you
You Aren’t Prepared to Speak to Media
You Have Technical Needs That Exceed Your Skill
Benefits of a Full-Service Agency
You get a whole team of professionals
Expensive Enterprise Tools
Dedicated Focus
Years of Expertise (what works, what doesn’t)
Relationships With Media and Other Industry Resources
Social Media Following and Experience
Ability to Adjust Daily Based on Results
Reporting
Accountability
Measured against your goals
• Essential to think of communications in a holistic and targeted way
• There are things you can do on your own. The worst thing you can do is nothing.
• Know your limitations. At some point, all growing companies have to turn to external resources to optimize their presence.
Takeaways
Questions?
Thomas Lee Partner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
DIY PR: When To Turn To The Pros