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DIY PR: When To Turn To The Pros
Integrated Communications Campaigns
 We help build great brands by driving business,
 creating awareness, developing loyalty, and
 engaging customers.

 All 451 Marketing campaigns are strategically
 integrated and leverage public relations, social
 media marketing and search marketing tactics.
– Founded in 2004

– National digital marketing firm
  based in Boston

– Partners Nicholas Lowe,
  AJ Gerritson, and Tom Lee

– Named a 2011 & 2012
451 Marketing DIY PR
451 Marketing DIY PR
Thomas Lee
Partner
      617-986-0223
      tlee@451marketing.com
      linkedin.com/in/tomlee451
      @TomLee451

www.451Marketing.com
When most people think of PR,
they think of traditional media relations
But, the way that consumers find and consume
           information has evolved
One-Way
Publicist
            Media   General Public
One-Way   Dialogue
451 Marketing DIY PR
451 Marketing DIY PR
Agenda
•   Your Brand and Message
•   Website and SEO
•   Social Media
•   Public Relations
•   When You Need the Pros
DIY PR Tactics: Getting Started
I. Develop Your Brand Message
What is Your Value Proposition?
• Why should a consumer should buy your product/use a
  service?

• Does your product or service add more value or better
  solve a problem than your competitors?

• What pain point do you address?
Who is Your Target Audience?
•   Age group
•   Gender
•   Socio-economic
•   Geographic

If you have multiple distinct
segments, you may have
distinct messaging or offer
distinct benefits
Where Does Your Audience
Gather/Consume Information?
II. Establish Web Presence and
           SEO Strategy
Evaluate Your Current Site




                 For visual appeal
                 and functionality
Build a Website
             Free
             Easy to use
             SEO value and tools built in
             Tons of free themes,
              templates, tutorials, and plug-
              ins
             Mobile-friendly
Build a Website

                  Free
                  Easy to use – drag and drop
                  Lots of, templates, tutorials,
                   and plug-ins
                  Mobile-friendly


www.WIX.com
Keyword Research
 Keyword
  To get optimal traffic from search engines, need to
Research
  create content around ht

How can you find the best
keywords to include in your
content?
Before You:
 • Consult a keyword tool
 • Rewrite any content

 Sit down and perform a Google search.
Keyword Research
Q: For what Google search should
you rank #1?

A: “innovative, creative, game-
changing”
Keyword Research
   Q: What do you do/make/sell?
   A: “Oh. Cloud-based storage for
   small business”.
www.google.com/AdWords




Find and compare keywords related to your business.
http://www.google.com/analytics/




• Sign up/verify Google Analytics

• Let GA run for two weeks before doing any SEO to
  determine a baseline
http://www.google.com/analytics/



What Can You Measure?
  • Traffic sources: direct, referral, search,
    campaigns
  • Page visits
  • Downloads
  • Mobile visits
  • Top referrers
  • Conversion rates and goal tracking
  • Geo-tracking
Social Media
Based on your audience and goals,
   different platforms may be
           appropriate
>500 Million Twitter Accounts
                             39%         of companies
                             have acquired new
                             customers using Twitter
91%        of active users polled                       7.8    million brand
follow a brand                                          recommendations
                                                        each month
   1. Engage Current Fans & Increase Awareness

   2. Increase Traffic to Website

   3. Engage With Influencers & Media

   4. Marketing/Competitive Research
>1 Billion Users
                                        41%
                                        of companies using Facebook
    51%                                 have acquired new customers from it

    of Facebook fans more
    likely to buy from a
    company they
                                   40%
                                   of users 35 years
                                   or older

1. Engage Current Fans & Increase Awareness

2. Branding & Loyalty

3. Increase Traffic to Website

4. Engage With Other Brands
>187 million users

                                          >1,000,000 groups


                          43 years old/
                $107,000 annual income

1. Network with Potential Clients

2. Build Profile and Network in Your Industry

3. Showcase Brand, Products, Thought Leaders
>23 million unique visitors/month
                                                     Pinterest

                           Receives 3rd Most
                           Hits/Week Among
                           Social Media Sites
                                                                 LinkedIn

                                                                            LinkedIn
                                                                            YouTube
1. Brand and Product Recognition

2. Site Traffic                                  Referral Traffic Percentages

3. Creating a Lifestyle/Persona Around a Brand
Create Branded Pages and Accounts
Social Media
Develop a Social Strategy to Complement PR
•   Objectives and goals
•   Platforms
•   Voice
•   Resources
•   Roles/Responsibilities
•   Schedule
•   Measure results
Public Relations



       Your Story
Build a press list of media outlets and bloggers that
reach your customers and target audience
Create a Press Kit

Standard press kit includes:
   • Fact sheet
   • Key executive bios
   • Standard company info press release
   • High-resolution images and logos
Craft Your Story
Create a storyline about your brand to build
your pitches around.
• What’s the angle?
• Why is your company interesting?
• What is most newsworthy and unique about your
  company/product?
• Spend some time putting pen to paper and create
  language around this storyline that can be tailored
  for future pitching
Socialize Key Talking Points

Make sure anyone who may come
in contact with the media or
influencers is sharing the same
message
Write Press Releases

Write press releases that let the
media know what you do and sell,
and why they should tell their
readers and viewers about you
Distribute Press Releases
Distribute press releases on the wire for greater distribution
and to help drive web traffic

  Examples:
  • PRWEB
  • PR Newswire
  • Marketwire
  • BusinessWire
Optimize Your Press Release

Be sure to include relevant
keywords throughout the press
release
Know Your Market


Staying informed about the latest trends
in your industry helps to position you
and your company at the top of your
game.

                                           http://www.google.com/alerts
Find Partners
An great opportunity to 1- meet/connect
with media and/or 2- gain coverage.

• Plan an event
• Guest post on their blog/have them guest
  post on yours
• Think of ways that you can work together to
  maximize impressions and help one another
  by exposing them to your audience and
  pooling resources
Signs it’s Time to Hire a Professional
Not enough time to do it all
Traffic and Sales
• Your web traffic is weak
• You aren’t getting any online leads
Customers aren’t engaging you through your
         social media properties
The media isn’t writing about you
You Aren’t Prepared to Speak to Media
You Have Technical Needs That Exceed Your Skill
Benefits of a Full-Service Agency
You get a whole team of professionals
Expensive Enterprise Tools
Dedicated Focus
Years of Expertise (what works, what doesn’t)
Relationships With Media and Other
         Industry Resources
Social Media Following and Experience
Ability to Adjust Daily Based on Results
Reporting
Accountability

Measured against
  your goals
Takeaways
  • Essential to think of communications in a holistic
    and targeted way
  • There are things you can do on your own. The worst
    thing you can do is nothing.
  • Know your limitations. At some point, all growing
    companies have to turn to external resources to
    optimize their presence.
Questions?
Thomas Lee
Partner
      617-986-0223
      tlee@451marketing.com
      linkedin.com/in/tomlee451
      @TomLee451

www.451Marketing.com
DIY PR: When To Turn To The Pros

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451 Marketing DIY PR

  • 1. DIY PR: When To Turn To The Pros
  • 2. Integrated Communications Campaigns We help build great brands by driving business, creating awareness, developing loyalty, and engaging customers. All 451 Marketing campaigns are strategically integrated and leverage public relations, social media marketing and search marketing tactics.
  • 3. – Founded in 2004 – National digital marketing firm based in Boston – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011 & 2012
  • 6. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com
  • 7. When most people think of PR, they think of traditional media relations
  • 8. But, the way that consumers find and consume information has evolved
  • 10. Publicist Media General Public
  • 11. One-Way Dialogue
  • 14. Agenda • Your Brand and Message • Website and SEO • Social Media • Public Relations • When You Need the Pros
  • 15. DIY PR Tactics: Getting Started
  • 16. I. Develop Your Brand Message
  • 17. What is Your Value Proposition? • Why should a consumer should buy your product/use a service? • Does your product or service add more value or better solve a problem than your competitors? • What pain point do you address?
  • 18. Who is Your Target Audience? • Age group • Gender • Socio-economic • Geographic If you have multiple distinct segments, you may have distinct messaging or offer distinct benefits
  • 19. Where Does Your Audience Gather/Consume Information?
  • 20. II. Establish Web Presence and SEO Strategy
  • 21. Evaluate Your Current Site For visual appeal and functionality
  • 22. Build a Website  Free  Easy to use  SEO value and tools built in  Tons of free themes, templates, tutorials, and plug- ins  Mobile-friendly
  • 23. Build a Website  Free  Easy to use – drag and drop  Lots of, templates, tutorials, and plug-ins  Mobile-friendly www.WIX.com
  • 24. Keyword Research Keyword To get optimal traffic from search engines, need to Research create content around ht How can you find the best keywords to include in your content?
  • 25. Before You: • Consult a keyword tool • Rewrite any content Sit down and perform a Google search.
  • 26. Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing”
  • 27. Keyword Research Q: What do you do/make/sell? A: “Oh. Cloud-based storage for small business”.
  • 28. www.google.com/AdWords Find and compare keywords related to your business.
  • 29. http://www.google.com/analytics/ • Sign up/verify Google Analytics • Let GA run for two weeks before doing any SEO to determine a baseline
  • 30. http://www.google.com/analytics/ What Can You Measure? • Traffic sources: direct, referral, search, campaigns • Page visits • Downloads • Mobile visits • Top referrers • Conversion rates and goal tracking • Geo-tracking
  • 32. Based on your audience and goals, different platforms may be appropriate
  • 33. >500 Million Twitter Accounts 39% of companies have acquired new customers using Twitter 91% of active users polled 7.8 million brand follow a brand recommendations each month 1. Engage Current Fans & Increase Awareness 2. Increase Traffic to Website 3. Engage With Influencers & Media 4. Marketing/Competitive Research
  • 34. >1 Billion Users 41% of companies using Facebook 51% have acquired new customers from it of Facebook fans more likely to buy from a company they 40% of users 35 years or older 1. Engage Current Fans & Increase Awareness 2. Branding & Loyalty 3. Increase Traffic to Website 4. Engage With Other Brands
  • 35. >187 million users >1,000,000 groups 43 years old/ $107,000 annual income 1. Network with Potential Clients 2. Build Profile and Network in Your Industry 3. Showcase Brand, Products, Thought Leaders
  • 36. >23 million unique visitors/month Pinterest Receives 3rd Most Hits/Week Among Social Media Sites LinkedIn LinkedIn YouTube 1. Brand and Product Recognition 2. Site Traffic Referral Traffic Percentages 3. Creating a Lifestyle/Persona Around a Brand
  • 37. Create Branded Pages and Accounts
  • 38. Social Media Develop a Social Strategy to Complement PR • Objectives and goals • Platforms • Voice • Resources • Roles/Responsibilities • Schedule • Measure results
  • 39. Public Relations Your Story
  • 40. Build a press list of media outlets and bloggers that reach your customers and target audience
  • 41. Create a Press Kit Standard press kit includes: • Fact sheet • Key executive bios • Standard company info press release • High-resolution images and logos
  • 42. Craft Your Story Create a storyline about your brand to build your pitches around. • What’s the angle? • Why is your company interesting? • What is most newsworthy and unique about your company/product? • Spend some time putting pen to paper and create language around this storyline that can be tailored for future pitching
  • 43. Socialize Key Talking Points Make sure anyone who may come in contact with the media or influencers is sharing the same message
  • 44. Write Press Releases Write press releases that let the media know what you do and sell, and why they should tell their readers and viewers about you
  • 45. Distribute Press Releases Distribute press releases on the wire for greater distribution and to help drive web traffic Examples: • PRWEB • PR Newswire • Marketwire • BusinessWire
  • 46. Optimize Your Press Release Be sure to include relevant keywords throughout the press release
  • 47. Know Your Market Staying informed about the latest trends in your industry helps to position you and your company at the top of your game. http://www.google.com/alerts
  • 48. Find Partners An great opportunity to 1- meet/connect with media and/or 2- gain coverage. • Plan an event • Guest post on their blog/have them guest post on yours • Think of ways that you can work together to maximize impressions and help one another by exposing them to your audience and pooling resources
  • 49. Signs it’s Time to Hire a Professional
  • 50. Not enough time to do it all
  • 51. Traffic and Sales • Your web traffic is weak • You aren’t getting any online leads
  • 52. Customers aren’t engaging you through your social media properties
  • 53. The media isn’t writing about you
  • 54. You Aren’t Prepared to Speak to Media
  • 55. You Have Technical Needs That Exceed Your Skill
  • 56. Benefits of a Full-Service Agency
  • 57. You get a whole team of professionals
  • 60. Years of Expertise (what works, what doesn’t)
  • 61. Relationships With Media and Other Industry Resources
  • 62. Social Media Following and Experience
  • 63. Ability to Adjust Daily Based on Results
  • 66. Takeaways • Essential to think of communications in a holistic and targeted way • There are things you can do on your own. The worst thing you can do is nothing. • Know your limitations. At some point, all growing companies have to turn to external resources to optimize their presence.
  • 68. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com
  • 69. DIY PR: When To Turn To The Pros