Date post: | 20-Feb-2017 |
Category: |
Small Business & Entrepreneurship |
Upload: | iliyana-stareva |
View: | 1,835 times |
Download: | 2 times |
Iliyana Stareva
@IliyanaStareva
Channel Consultant
My four things: Agency Positioning
Inbound PRInsanityWriting
Talking Points
1. What’s PR?
2. What’s Inbound PR?
4. How To Do Inbound PR?
3. Why Inbound PR for Startups?
1 What’s PR?
2 What’s Inbound PR? 2 What’s
Inbound PR?What’s
Inbound PR?2
The Inbound Marketing Methodology
Inbound PR combines the best of two worlds – public relations and inbound marketing – and alleviates PR’s biggest weakness (measurement) and inbound’s biggest challenge (content).
@IliyanaStareva
Content + Measurement = INBOUND PR (HEART)
@ILIYANASTAREVA
3 Why Inbound PR for Startups?
Sounds familiar?
I don’t know PR.
I can’t hire a PR agency.
But no one knows me :(My business is new?!?
I don’t have the resources.
I don’t know any journalists.
Inbound PR
Traditional PR
How To DoInbound PR?4
7 Key Steps to Starting your Inbound PR
Campaign
1. Nail your Buyer Personas2. Define the Buyer’s Journey3. Create a Content Plan 4. Promote your Content5. Do Inbound Media Relations6. Nurture your Leads7. Measure Results
Research your customers
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices
• Easier reporting to sales and CEO
Persona Profile Checklist
The Buyer’s Journey
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
NURTURE!
Listen on Social Media
Segment Your Lists
CONTEXT TO PERSONALISE
DelightI’m a leadI’m a new
visitor
Use Lead Intelligence
Measure everything!
Thank you!
@IliyanaStarevawww.iliyanastareva.com