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