how to drive demand generation with pr tactics

HOW TO DRIVE DEMAND GENERATION

WITH PR TACTICS

WEBINAR

#DEMANDGEN

How to Drive Demand Generation with PR Tactics August 13, 2014

Meg O'Leary @moleary Principal InkHouse ‎

Candyce Edelen @CandyceEdelen CEO PropelGrowth

Lisa Lamm @CNWGroup Director, Demand Generation & Marketing CNW Group

Anthony Hardman @ahardman Director, Public Relations Access

MODERATOR: SPEAKERS:

#DEMANDGEN

https://twitter.com/moleary

https://twitter.com/CopywriterTO

https://twitter.com/CandyceEdelen


https://twitter.com/CNWGroup

https://twitter.com/ahardman

PR: It’s not just about looking for attention.

But don’t propose on the first date.

If good content is king… Distribution is queen

Title

If good content is king… Distribution is queen

…and she wears the pants.

But How?

Then Measure

Are You Driving

Leads?

@ahardman @accessus

Call Federal

Anthony Hardman, Director of Public Relations

Connecting the Dots:

How to tie public relations tactics to business results

www.visitaccess.com [email protected] [email protected]

http://www.visitaccess.com

mailto:[email protected]


@ahardman @accessus

@ahardman @accessus

My Background:

• Came to Access in 2014, with eight years of experience in broadcast news and public relations. • Previously managed public relations for SecureState, an information security firm. • Managed PR for three of the Department of Veterans Affairs National Rehabilitation Sports Programs • Father of three. • Brew my own beer :)

@ahardman @accessus

Tactics

News Releases:

@ahardman @accessus

Tactics

News Releases:

• Cost vs. Value?

• Validation?

• Do they work?

@ahardman @accessus

Tactics

News Releases:

• For Journalists

• To announce news about your company

• Formatted a specific way:

@ahardman @accessus

Tactics

“Company ABC, a leader in alphabet identification, is

proud to announce why they are so great.”

@ahardman @accessus

Tactics

News Releases:

• Are not (just) for Journalists

• They are a great way to reach your target audience

• Should be written like a news article

@ahardman @accessus

Tactics

@ahardman @accessus

Tactics

97 percent of our audience were not journalists!

@ahardman @accessus

Tactics

News Releases:

• Redefined my target audience

• Used them in two different ways

@ahardman @accessus

Tactics

News Releases:

• Redefined my target audience

• Used them in two different ways

• Awareness and Paid Content Promotion

@ahardman @accessus

Tactics

Awareness:

• Paid, Owned & Earned

@ahardman @accessus

Tactics

Awareness:

• Starts with how you write your release

@ahardman @accessus

Tactics

News Releases:

• Starts with how you write your release

@ahardman @accessus

Tactics

“Company ABC, a leader in alphabet identification, is

proud to announce why they are so great.”

@ahardman @accessus

Outer Banks Example:

@ahardman @accessus


“One of the greatest parts about staying in a summer vacation rental home is enjoying all the different features, amenities, and luxuries included with them. Southern Shores Realty is excited to announce a sampling of newly constructed and recently renovated OBX vacation rentals that are ready for 2014 summer guests.”

@ahardman @accessus


• CTA near the top of the release drives referral traffic

• Relevant landing page directs that traffic

• Captures interest early on

@ahardman @accessus

Tactics

Content Promotion:

• Blogs, whitepapers, ebooks, webinars etc.

• Paid and Owned

@ahardman @accessus

Tactics

How to do it:

• Write headlines that are catchy and interesting

• Use the lead-in to capture reader attention and provide background on the story

• Drive traffic to your site

with a clear CTA

@ahardman @accessus

SecureState Example:

@ahardman @accessus

SecureState Example:

“To read the full article on the specifics of chip and pin technology, and how the industry should move forward read: Why Chip and Pin Isn't the Answer to Retailers' Problems.”

t the Answer to Retailers



@ahardman @accessus

Measurement

What can you measure:

• Consumption Metrics: Likes, views, tweets, etc.

• Referral Traffic • Micro and Macro

Conversions

From May of 2012 through the first quarter of 2014, news releases were the

highest source of referral traffic for SecureState.

@ahardman @accessus

Measurement

How to Measure:

• PR Newswire Dashboard, Facebook Insights, etc.

• Marketing Automation • Google Analytics

Go to this reporthttp://www.securestate.com http://ww…

Secure State

Jan 1, 2014 Mar 21, 2014Referral Traffic

Source

Conversions

Rows 1 10 of 383

Explorer

Summary

Acquisition Behavior

Visits% New Visits New Visits Bounce Rate

Pages /

VisitAvg. Visit

Duration

Download

Whitepaper

(Goal 1

Conversion

Rate)

Download

Whitepaper

(Goal 1

Completions)

Download

Whitepaper

(Goal 1 Value)

4,389% of Total:

10.62%

(41,347)

81.98%Site Avg:

85.68%

(4.33%)

3,598% of Total:

10.16%

(35,428)

71.88%Site Avg:

78.37%

(8.28%)

1.72Site Avg:

1.55

(10.42%)

00:01:15Site Avg:

00:01:06

(14.36%)

0.00%Site Avg:

0.00%

(0.00%)

0% of Total:

0.00% (0)

$0.00% of Total:

0.00% ($0.00)

1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)

2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%)

3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%)

4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)

5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%)

6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%)

7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)

8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%)

9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%)

10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)

Visits

Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26

1,0001,000

2,0002,000

Goal 1: Download Whitepaper

All Visits10.62%

@ahardman @accessus

Measurement

How to Measure:

• Google Analytics Academy

• www.analyticsacademy.withgoogle.com

• Digital Analytics Fundamentals

Go to this reporthttp://www.securestate.com http://ww…

Secure State

Jan 1, 2014 Mar 21, 2014Referral Traffic

Source

Conversions

Rows 1 10 of 383

Explorer

Summary

Acquisition Behavior

Visits% New Visits New Visits Bounce Rate

Pages /

VisitAvg. Visit

Duration

Download

Whitepaper

(Goal 1

Conversion

Rate)

Download

Whitepaper

(Goal 1

Completions)

Download

Whitepaper

(Goal 1 Value)

4,389% of Total:

10.62%

(41,347)

81.98%Site Avg:

85.68%

(4.33%)

3,598% of Total:

10.16%

(35,428)

71.88%Site Avg:

78.37%

(8.28%)

1.72Site Avg:

1.55

(10.42%)

00:01:15Site Avg:

00:01:06

(14.36%)

0.00%Site Avg:

0.00%

(0.00%)

0% of Total:

0.00% (0)

$0.00% of Total:

0.00% ($0.00)

1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)

2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%)

3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%)

4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)

5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%)

6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%)

7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)

8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%)

9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%)

10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)

Visits

Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26

1,0001,000

2,0002,000

Goal 1: Download Whitepaper

All Visits10.62%

http://www.analyticsacademy.withgoogle.com

http://www.analyticsacademy.withgoogle.com

@ahardman @accessus

The Big Picture

Awareness

Education

Consideration

Validation

Convert

Loyal

@ahardman @accessus

THANK YOU

Candyce Edelen - PropelGrowth

CEO and Founder Background in Sales and

Business Development

2000-2007: Co-founded two financial technology companies

2007 to present: Content marketing specializing in financial services technology.

48

© 2014 PropelGrowth, LLC @CandyceEdelen

Tactics vs. Strategy 49


Integrated Marketing Outreach 50

Buyer Persona Research

Content Strategy

PR Strategy

Demand Generation

★


Highly Targeted Program 51

Account Strategy

37 Target Firms

3 Target

Divisions 4

Target Buyers


How Banks Discover Solutions 52


How We Reach Our Targets 53

Audience

Events

Earned Media

Article Placement

Email

Word of Mouth


Hair: pillow and saddle stuffing

Pelt: clothing and blankets

Stomach: buckets and cooking pots

Horns: toys, decorations,

cutlery, cooking utensils

and cups

Bones: sewing needles arrowheads saddle frames, knives and tools

Tendons: sewing thread

and bowstrings

Skull: religious rituals

Hump: most flavored meat

Hooves: glue and tools

Tongue: food

Fat: cooking, soap

Brain: for tanning hide

Meat: Food plus preserved as dried jerky

54


Using Every Part of the Buffalo 55


Object Trading Buffalo

Premium Content Research Report

Premium Derivatives

Video Webinar Live

Panel Event

Low Cost Derivatives

2

Byline Articles

7 Blog Posts

5 Email

Campaigns

2 Event

Recordings

56


57 It Started With A White Paper…

Q1 Q2 Q3 Q4


58 It Started With A White Paper…

Q1 Q2 Q3 Q4


Results So Far…

Inquiries – 352

Web Event Participants – 177

Live Event Participants – 12 + 20

Marketing Qualified Leads - 43

59


Results So Far…

Of the 37 Target Firms • 31+ interacting with content • 20+ participating in events • 12 additional high value

targets engaged Sales • 5 deals in “stalled” stage are

engaging with content • Added 2 new sales people

to work the opportunities Awareness • Extensive content sharing • Dozens of earned media

placements

60


For More Information

Visit www.PropelGrowth.com

Contact Candyce Edelen

[email protected]

+1 201-751-9494

@candyceedelen

61


http://www.PropelGrowth.com


How to Drive Demand Generation with PR Tactics August 13, 2014

Meg O'Leary @moleary Principal InkHouse ‎

Candyce Edelen @CandyceEdelen CEO PropelGrowth

Lisa Lamm @CNWGroup Director, Demand Generation & Marketing CNW Group

Anthony Hardman @ahardman Director, Public Relations Access

QUESTIONS

#DEMANDGEN

https://twitter.com/moleary

https://twitter.com/CopywriterTO



https://twitter.com/CNWGroup

https://twitter.com/ahardman

FOR MORE INFORMATION:

US: (888) 776-0942 CANADA: (877) 269-7890