Jennifer Jewett, Director at Ubiquity Public Relations and Andrea Lechner-Becker, VP Marketing Services at LeadMD present at InboundPHX, October 8, 2014.
4. 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
6. 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
7. The mediadoesn’t want your story
Today’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
8. The buyer doesn’t want your story either
Today’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
10. Be smarter
How 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
11. Tweetable tip…
Kill the cuteness and cut to the chase with your news.
#InboundPHX
@ubiquity_pr @myleadmd
12. The way we consume news has changed.
Defineyour audience
13. The way we communicate has
changed.
Think back to 1980.
What influenced that camera
purchase?
Defineyour audience
14. The way we communicate has
changed.
Think back to 2000.
What influenced that computer
purchase?
Defineyour audience
15. The way we communicate has
changed.
Think back to 2010.
What influenced that vacation
purchase?
Defineyour audience
16. Defineyour audience
What’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?
17. Tweetable tip…
The media cares about your buyers, because your
buyers are also THEIR buyers. #InboundPHX
@ubiquity_pr @myleadmd
18. Influencers areeverywhere
“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
19. Tweetable tip…
Know what your buyer reads to help understand their
interests. #InboundPHX
@ubiquity_pr @myleadmd
20. Create content map
You know who, what, where and how. Now what?
• Align what you already have to those buyers
• Plan for future communications
22. Thought leadership
Multi-channel content campaign across key verticals
• Infographics, webinar scripts, bylined articles, blog posts
• Verticals: IT, healthcare (HIPAA), and retail (PCI)
23. Embrace owned media
• Lead generation and advertising
• Publicity driver
Thought leadership
24. Thought leadership
Educate and influence
• Connect with those influencing your buyers
• Show commitment to educating your audience
25. Distribution
• What expertise does your company have to share?
What’s your point?
• What stages of the buying cycle intersect with available
channels?
26. Operationalizethe process
• Identify influencers and butter them up
• Track results with a system (screenshot Kapost)
• Repeat with successful, drop deadbeats
29. Questions?
Jennifer Jewett
Senior Account Director
617.913.2404
jennifer@ubiquitypr.com
Andrea Lechner-Becker
VP – Marketing Services
480.278.7314
andrea@leadmd.com
@jenniferkjewett @andreaelbee
Notas do Editor
Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset.
Trend
Social media gives a voice to thought leaders who aren’t traditional journalists.
Opportunity
Monitor influencers’ social content for engagement opportunities.
Tailor a custom approach to each influencer based on their interests.
Invite influencers to contribute to your own blog or video series.
