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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 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

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  1. 2010 Email and PR – What’s Different, What Works Using 2010 best practices to engage prospects and speed up sales

  2. 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

  3. OVERVIEW: Role of email marketing in lead gen

  4. 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

  5. 2010 Email Marketing: Competing for time, attention

  6. 2010 Email Marketing: Is email obsolete?

  7. 2010 Email Marketing: Email “benefits” from downturn

  8. 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

  9. Email Tip: Tactfully promote - right time, right place Clients generally receptive to marketing messages in transactional emails

  10. Email Tip: Build permission-based list w/ best practices Opt-ins rose 31% after form field was added

  11. 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

  12. OVERVIEW: Role of PR in lead generation

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. 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

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