Presentation on Traditional Marketing in a Digital World given to Excell Oregon members. Featuring content on marketing strategies and tactics including; word of mouth, referrals, LinkedIn, public relations, editorial calendars, content calendars, by-lined articles, press releases, trade shows, thought leadership and authority. Content provided by Rosenberg Marketing.
8. Getting Started
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Who are your audiences?
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Who is the decision maker?
What industry?
Does location matter?
Do you need to expand your audience?
9. Getting Started
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How do you reach them?
ī¤ What
are they reading/watching?
ī¤ Are they on social media?
ī¤ What events are they going to?
ī¤ Focus on what you like to do
10. Getting Started
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What are you going to say to them?
ī¤ What
īŽ You
ī¤ How
are your goals?
see that this should be your first question.
are you unique?
11. Word of Mouth | Referrals
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Traditional
ī¤ Peer
groups, networking, email, cocktail party
ī¤ Internal reviews/testimonials
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+Digital
ī¤ LinkedIn
(company pages, groups)
ī¤ Nudge, raise your hand, authority
positioning/leadership
ī¤ External reviews (SEO value)
12. LinkedIn
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Do your sales people use LinkedIn?
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Empower them!
Educate them
Encourage them
Company Overview
Services/Product Description
Groups
13. LinkedIn
Measurement
ī¨ Reach
ī¤ Connections, followers
ī¨ Engagement
ī¤ Likes, shares, comments
ī¨ Conversions
ī¤ Content downloads, webinar
registrations, online lead gen form
completion, calls, sales
ī¤ Use campaign/goal tracking
14. Public Relations
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What is PR?
Traditional Media Relations
ī¤ Get
journalists to report on your company
īŽ Print,
broadcast and/or online channels
ī¤ Relying
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on the media to reach your publics
+Digital
ī¤ Additional
online hits (link, share, promote with
targeted social advertising, SEO value)
ī¤ Reach âpublicâ and influencers (media and
otherwise) directly
15. Public Relations
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PR is more than the Press Release
ī¤ Be
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aware of what the possibilities are
Think like a reporter
ī¤ Follow
the trends and seasons
īŽ In the news and in daily life
īŽ Then relate it to your business
īŽ Is there a hot news item you can comment on?
16. Editorial Calendars
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Traditional
ī¤ All
magazines have editorial calendars
īŽ Map
ī¤ What
out coverage topics for the year
are target pubs looking for?
īŽ And
how does this relate to you?
īŽ Begin to see patterns to build your own calendar
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+Digital
ī¤ Content
calendar
ī¤ Promote, share, link (SEO value)
17. Content Calendar Topics
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Industry news
Local news
ī¤ Community
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events
Partner news
Sharing/Curating
Contests
Charitable activities
*PR & Media has first right of refusal.
Your teams need to talk.
18. Content Idea Sources
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Google Alerts http://www.google.com/alerts
Social Media
ī¤ LinkedIn
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Newsletters (industry, competitors, news, etc.)
ī¤ May
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Groups, Facebook, Twitter
want to create specific email to sign up with
Industry & competitor blogs
Tools
ī¤ http://www.socialmediaexaminer.com/13-tools-to-
simplify-your-social-media-marketing/
19. Bylined Articles
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Traditional
ī¤ Your
company writes articles for publications
ī¤ Article details an industry topic, not your company
īŽ Maximize
ī¤ Valuable
ī¨
visibility through visuals
way to build credibility
+Digital
ī¤ Self-publish
(company blog)
ī¤ Leverage content
ī¤ PR & Media has first right of refusal
īŽ Customize
article for blog & second-tier media
20. Press Releases
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A vehicle to distribute news
What should it be about?
ī¤ Awards
won (this is a PR process in itself)
ī¤ New products/services/equipment/certifications
ī¤ New notable employees/promotions
ī¤ New board positions
ī¤ Donations/community involvement/events
ī¤ New company/location
21. Press Releases
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Where should you distribute?
ī¤ Examine
your goals and your audiences
ī¤ Local audiences or just trade/vertical publications
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Newswire and/or PR distribution service?
ī¤ Free
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or paid?
+Digital opportunities
ī¤ Links
(may have to ask)
ī¤ Keywords
ī¤ Multimedia content (photos, video)
22. Tradeshows
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Traditional
ī¤ Attend,
sponsor, speak/present
ī¤ Host parties, etc.
ī¤ Media tour
ī¤ New product/service launch
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+Digital
ī¤ Leverage
participation via social media
ī¤ More easily highlight attendance
ī¤ âOwnâ search presence around conference
23. Thought Leadership/Authority
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Traditional
ī¤ Rely
on the media for positioning
ī¤ Present at conferences/tradeshows
ī¤ Get active/join industry boards
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+Digital
ī¤ Self-publish
through social channels
ī¤ Host webinars, virtual presentations
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Earned and Owned Media
25. Resources
Select resources and tools
ī¨ DMOZ.org
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http://www.socialmediaexaminer.com/13-tools-tosimplify-your-social-media-marketing/
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http://www.google.com/alerts
HARO â http://www.helpareporter.com/
Cision â 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 â https://www.prsa-portland.org/
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