Download - Inbound PR for Startups
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Iliyana Stareva
@IliyanaStareva
Channel Consultant
My four things: Agency Positioning
Inbound PRInsanityWriting
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Talking Points
1. What’s PR?
2. What’s Inbound PR?
4. How To Do Inbound PR?
3. Why Inbound PR for Startups?
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1 What’s PR?
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2 What’s Inbound PR? 2 What’s
Inbound PR?What’s
Inbound PR?2
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The Inbound Marketing Methodology
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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
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Content + Measurement = INBOUND PR (HEART)
@ILIYANASTAREVA
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3 Why Inbound PR for Startups?
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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.
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Inbound PR
Traditional PR
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How To DoInbound PR?4
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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
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Research your customers
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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
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Persona Profile Checklist
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The Buyer’s Journey
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Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
NURTURE!
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Listen on Social Media
Segment Your Lists
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CONTEXT TO PERSONALISE
DelightI’m a leadI’m a new
visitor
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Use Lead Intelligence
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Measure everything!
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Thank you!
@IliyanaStarevawww.iliyanastareva.com
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