Traditional Marketing in a Digital World

TRADITIONAL MARKETING IN

A DIGITAL WORLD

Excell Oregon | January 16, 2014

Agenda

Intro What are You Hoping to Gain Today? Traditional Marketing in a Digital World Member Marketing Program Reviews Questions/Recap

Mike Rosenberg

CEO, Rosenberg Marketing @MikeRosenberg mike@rosenbergmarketing.com http://www.linkedin.com/in/mikejrosenberg

President, SEMpdx Digital Marketing

Amy Rosenberg

President, Rosenberg Marketing amy@rosenbergmarketing.com http://www.linkedin.com/in/amyrosenberg

Recent Board Member, PRSA Traditional Marketing/Public Relations

Do What’s Right For Your BusinessDon’t jump on the latest trend unless it

is right for your business.

One solution will not work for everyone.

There is no black box solution.

No Magic Formula

Traditional Marketing

In a Digital World

Getting Started

Who are your audiences? Who is the decision maker? What industry? Does location matter? Do you need to expand your audience?

Getting Started

How do you reach them? What are they reading/watching? Are they on social media? What events are they going to? Focus on what you like to do

Getting Started

What are you going to say to them? What are your goals?

You see that this should be your first question. How are you unique?

Word of Mouth | Referrals

Traditional Peer groups, networking, email, cocktail

party Internal reviews/testimonials

+Digital LinkedIn (company pages, groups) Nudge, raise your hand, authority

positioning/leadership External reviews (SEO value)

LinkedIn

Do your sales people use LinkedIn? Empower them! Educate them Encourage them

Company Overview Services/Product Description Groups

LinkedIn

Measurement Reach

Connections, followers Engagement

Likes, shares, comments Conversions

Content downloads, webinar registrations, online lead gen form completion, calls, sales

Use campaign/goal tracking

Public Relations

What is PR? Traditional Media Relations

Get journalists to report on your company Print, broadcast and/or online channels

Relying on the media to reach your publics +Digital

Additional online hits (link, share, promote with targeted social advertising, SEO value)

Reach “public” and influencers (media and otherwise) directly

Public Relations

PR is more than the Press Release Be aware of what the possibilities are

Think like a reporter Follow the trends and seasons

In the news and in daily lifeThen relate it to your business Is there a hot news item you can comment

on?

Editorial Calendars

Traditional All magazines have editorial calendars

Map out coverage topics for the year What are target pubs looking for?

And how does this relate to you? Begin to see patterns to build your own

calendar +Digital

Content calendar Promote, share, link (SEO value)

Content Calendar Topics

Industry news Local news

Community events Partner news Sharing/Curating Contests Charitable activities

*PR & Media has first right of refusal. Your teams need to talk.

Content Idea Sources

Google Alerts http://www.google.com/alerts Social Media

LinkedIn Groups, Facebook, Twitter Newsletters (industry, competitors, news, etc.)

May want to create specific email to sign up with Industry & competitor blogs Tools

http://www.socialmediaexaminer.com/13-tools-to-simplify-your-social-media-marketing/

Bylined Articles

Traditional Your company writes articles for publications Article details an industry topic, not your

company Maximize visibility through visuals

Valuable way to build credibility +Digital

Self-publish (company blog) Leverage content PR & Media has first right of refusal

Customize article for blog & second-tier media

Press Releases

A vehicle to distribute news What should it be about?

Awards won (this is a PR process in itself) New

products/services/equipment/certifications New notable employees/promotions New board positions Donations/community involvement/events New company/location

Press Releases

Where should you distribute? Examine your goals and your audiences Local audiences or just trade/vertical

publications Newswire and/or PR distribution service?

Free or paid? +Digital opportunities

Links (may have to ask) Keywords Multimedia content (photos, video)

Tradeshows

Traditional Attend, sponsor, speak/present Host parties, etc. Media tour New product/service launch

+Digital Leverage participation via social media More easily highlight attendance “Own” search presence around conference

Thought Leadership/Authority Traditional

Rely on the media for positioning Present at conferences/tradeshows Get active/join industry boards

+Digital Self-publish through social channels Host webinars, virtual presentations

Earned and Owned Media

Resources

Select resources and tools https://getlisted.org/ Google+ Moz.com

http://www.opensiteexplorer.org http://moz.com/blog/web-site-migration-guide-ti

ps-for-seos SEMRush Free SEO review sites/tools

http://www.woorank.com/ http://www.searchcommander.com/site-review/

SEMpdx Events – http://www.sempdx.org/

Resources

Select resources and tools DMOZ.org http://www.socialmediaexaminer.com/13-tools-to

-simplify-your-social-media-marketing/

http://www.google.com/alerts HARO – http://www.helpareporter.com/ Cision – Sign up for a free trial to build your

media database or email support.us@cision.com to get a customized list built for a nominal fee.

PRSA – https://www.prsa-portland.org/

THANK YOU!@RMarketing

www.rosenbergmarkeing.com

http://www.slideshare.net/MikeRosenberg

Mike & Amy Rosenberg | Rosenberg Marketing