EMAIL [email protected] b2bcommunications.com WEB ADDRESS 1524 Navajo St. Davis, CA 95616 (530) 231 5397 PHONE 2010 Email and PR – What’s Different, What Works Using 2010 best practices to engage prospects and speed up sales
EMAIL [email protected] b2bcommunications.com WEB ADDRESS 1524 Navajo St. Davis, CA 95616 (530) 231 5397 PHONE 2010 Email and PR – What’s Different,
Apr 01, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
b2bcommunications.comWEB
ADDRESS1524 Navajo St.Davis, CA 95616
(530) 231 5397PHONE
2010 Email and PR – What’s Different, What WorksUsing 2010 best practices to engage prospects and speed up sales
2010 Email and PR - Agenda
2010 Email Trends• Role of email vs other
tactics• Adapt to succeed• Email competing for
attention• Is email obsolete?• Email is social• Email marketing
budgets up
Tips• Use transactional
emails• Build permission• Mix and test content• Get Sherpa’s latest
email guide
2010 PR Trends• Role of PR vs other
tactics• Adapt to succeed• Microphone vs
interactive PR• Is PR obsolete?• PR is social• “Someone always pays”• “’Solution’ is not the
solution”
Tips• Content, keywords,
SEO, landing pages
530-231-5397 | [email protected] | www.b2bcommunications.com
OVERVIEW: Role of email marketing in lead gen
PROVE Build an airtight
business case
PULL Be where
best customers turn for
information
ENGAGE Provide many ways to learn and interact
NURTURE Help prospects make decisions
OVERVIEW: 2010 email marketing – what works?
Prospects have control
Spam software blocks emailCaller ID blocks cold callsGovt is on prospects’ side
• Can –Spam Act• National Do Not Call
List
Adapt to succeed
Today, the goal of marketing needs to be to get found and get trusted by potential clients when they are looking… not to interrupt when they are not looking.
530-231-5397 | [email protected] | www.b2bcommunications.com
2010 Email Marketing: Competing for time, attention
530-231-5397 | [email protected] | www.b2bcommunications.com
2010 Email Marketing: Is email obsolete?
530-231-5397 | [email protected] | www.b2bcommunications.com
2010 Email Marketing: Email “benefits” from downturn
530-231-5397 | [email protected] | www.b2bcommunications.com
Email Tip: Mix and test content
Here is a content formula that has tested well:
• Monthly tip related to product/service client uses
• Perspective on hot button issue• Client perk • Interactive feature
530-231-5397 | [email protected] | www.b2bcommunications.com
Email Tip: Tactfully promote - right time, right place
Clients generally receptive to marketing messages in transactional emails
530-231-5397 | [email protected] | www.b2bcommunications.com
Email Tip: Build permission-based list w/ best practices
Opt-ins rose 31% after form field was added
Best Single Source for Email Marketing Best PracticesMarketingSherpa 2010 Email Benchmark Report
• 172 charts & tables • Research from 1,493
real-life marketers • 17 new "notes from
the field" case studies• Price: $397
(download)http://bit.ly/2010-Email
530-231-5397 | [email protected] | www.b2bcommunications.com
OVERVIEW: Role of PR in lead generation
PROVE Build an airtight
business case
PULL Be where
best customers turn for
information
ENGAGE Provide many ways to learn and interact
NURTURE Help prospects make decisions
OVERVIEW: 2010 PR – what works?
Prospects have control
Doing own comparisonsCreating own short listsContent helps them find
youWant anonymous help
Adapt to succeed
Today, the goal of marketing needs to be to get found and get trusted by potential clients when they are looking… not to interrupt when they are not looking.
PR in 2010: Rapid shift to interactive PR
Microphone PR- One way or one-to-one- Offer hard news (a
“hook”)- Pre-arranged CxO
interviews/ briefings
Interactive PR- Two way or many-to-
many- Offering insights- Monitoring and
participating
“Prospects and stakeholders no longer want to be an audience for corporate news, they want to be participants…” - Tom Pick
PR in 2010: Is PR obsolete?
Of course!
1. PR = get traditional media to publish about you
2. Traditional media is shrinking
---3. PR is obsolete
Of course not!
1. PR = get prospects interested in your content
2. Demand for great content is expanding
---3. PR is thriving
PR in 2010: Someone always pays*
2001• Advertisers pay• Media gathers
audience• Coax editors to tell
your story• Pitch to get on podium• Vie for industry awards
2010• Businesses pay• You gather audience• You tell your story• Put yourself on podium• Build followers,
PageRank… aspire to cool Twitter lists…
* Credit for slide’s content: Robert Celaschi, 5/18/09, http://bit.ly/who-pays
530-231-5397 | [email protected] | www.b2bcommunications.com
PR Tip: “Solution” is not the solution*
“Guess what each company is selling:• ‘…an expert in the image solution arena.’• ‘… delivers business-aligned solutions’• ‘… a provider of mobility solutions’• ‘… a trusted solutions provider to customers
in manufacturing, health care, financial services, public safety, transportation & logistics, and other industries.’*
“I won't buy your stuff if you don't tell me what it is.” *
* Credit for slide’s content: Robert Celaschi, 8/14/09, http://bit.ly/doublespeak
530-231-5397 | [email protected] | www.b2bcommunications.com
PR Tips: Content, keywords, SEO, landing pages
• Steadily produce good content• Know your top 10 keywords• Write optimized press releases• Point to helpful landing pages
Best Single Resource for PR & Social MM Best Practices
Social Media and PR Benchmark Guide
• 13 how-to examples from the field
• How social media is changing PR
• Metrics and budgets• Using social networking
sites for demand generation
http://bit.ly/PR-SM
Learn More
Connect with usBlog: blog.b2bcommunications.comWebsite: www.b2bcommunications.comTwitter: http://twitter.com/b2bcommunicateLinkedIn: www.linkedin.com/in/b2bcommunications
Contact usRebekah E. DonaldsonBusiness Communications Group LLCPhone: 530-231-5397Email: [email protected]
Related Documents
