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2010 Email and PR – What’s Different, What Works. Using 2010 best practices to engage prospects and speed up sales. 2010 Email and PR - Agenda. 2010 Email Trends. 2010 PR Trends. Role of PR vs other tactics Adapt to succeed Microphone vs interactive PR Is PR obsolete? PR is social

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2010 email and pr what s different what works

2010 Email and PR – What’s Different, What Works

Using 2010 best practices to engage prospects and speed up sales

2010 email and pr agenda
2010 Email and PR - Agenda

2010 Email Trends

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

    • 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
overview 2010 email marketing what works
OVERVIEW: 2010 email marketing – what works?

Prospects have control

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.

  • Spam software blocks email
  • Caller ID blocks cold calls
  • Govt is on prospects’ side
    • Can –Spam Act
    • National Do Not Call List
email tip mix and test content
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
email tip tactfully promote right time right place
Email Tip: Tactfully promote - right time, right place

Clients generally receptive to marketing messages in transactional emails

email tip build permission based list w best practices
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 practices
Best Single Source for Email Marketing Best Practices

MarketingSherpa 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

overview 2010 pr what works
OVERVIEW: 2010 PR – what works?

Prospects have control

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.

  • Doing own comparisons
  • Creating own short lists
  • Content helps them find you
  • Want anonymous help
pr in 2010 rapid shift to interactive pr
PR in 2010: Rapid shift to interactive PR

Microphone PR

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

  • One way or one-to-one
  • Offer hard news (a “hook”)
  • Pre-arranged CxO interviews/ briefings
pr in 2010 is pr obsolete
PR in 2010: Is PR obsolete?

Of course!

Of course not!

PR = get prospects interested in your content

Demand for great content is expanding

---

PR is thriving

  • PR = get traditional media to publish about you
  • Traditional media is shrinking
  • ---
  • PR is obsolete
pr in 2010 someone always pays
PR in 2010: Someone always pays*

2001

2010

Businesses pay

You gather audience

You tell your story

Put yourself on podium

Build followers, PageRank… aspire to cool Twitter lists…

  • Advertisers pay
  • Media gathers audience
  • Coax editors to tell your story
  • Pitch to get on podium
  • Vie for industry awards

* Credit for slide’s content: Robert Celaschi, 5/18/09, http://bit.ly/who-pays

pr tip solution is not the solution
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
pr tips content keywords seo landing pages
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
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
Learn More

Connect with us

Contact us

Rebekah E. Donaldson

Business Communications Group LLC

Phone: 530-231-5397

Email: Red@b2bcommunications.com

  • Blog: blog.b2bcommunications.com
  • Website: www.b2bcommunications.com
  • Twitter: http://twitter.com/b2bcommunicate
  • LinkedIn: www.linkedin.com/in/b2bcommunications