PR for Inbound Marketing (GF402)
In HubSpot’s Inbound Marketing University video, PR for Inbound Marketing, Todd Defren of SHIFT Communications eloquently sums up public relations for inbound marketing as “frequently distributing relevant content via the right channels, to boost credibility and findability.” What running a successful inbound marketing PR campaign comes down to is adding value to your buyer community. If you target the right prospects in the right places, and prove your content to be valuable for them, you’re running an effective inbound marketing PR campaign.
Image by: Fritz Park
We’ve undergone a revolution in mass media distribution. A social media explosion of blogs, podcasts, and RSS feeds now enables the common person to communicate directly with the world via social networking tools. The objective of PR for inbound marketing is to generate prospects who will convert into qualified leads. If you can draw prospects to your website where they opt-in and eventually create purchase orders, you’ve successfully completed your mission. Where do you begin? I’ll show you how:
Steps to Complete Your Inbound Marketing PR Mission
- Pinpoint your targets. Who are your prospects and where do they go to acquire their information? The more you know about your prospects (what they do and where), the more accurate your targeting strategy will be.
- Blog your targets regularly. Craft relevant blog articles your prospects are likely to find valuable and post them frequently (at least 3 times per week). Distribute your content through channels that are most likely to reach your targets. Analyze your website traffic often and tweak your SEO accordingly.
- Check for explosive content. Measure the relevancy of your content. Is it explosive enough? If your content is not being actively shared through the social networks or your conversion rate is dwindling, it may not be relevant enough to your target market. Reassess your target audience and figure out what they find relevant for solving their unique problems.
- Unleash your content arsenal. Use every social media tool at your disposal to direct your valuable content at your target audience. In addition to blog posts, leverage videos, podcasts, articles, tweets, and eBooks to promote your message.
- Assess mission effectiveness. Determine which of your blogs is generating the most traffic by using Google Analytics, HubSpot’s Blog Analytics, or Technorati. When you tweet, are you using TweetReach to track just how far your words are spreading? If you’re deploying video content, use TubeMogul to spread your content across several sites.
- Get promoted to a higher rank. How are you ranking? Are you building enough credibility for your community to view you as an authority in your field? Prospects are unwilling to convert to qualified leads until they’re convinced that you have what it takes to solve their problems.
- Strategize outbound tactics. Give bloggers in your industry a reason to write about you. Bloggers not only help your search engine rankings by creating inbound links to your website, but they help promote your brand by getting its name out there in front of others.
- Remove your camouflage. Get yourself found by making SEO at the forefront of everything you do. Optimize your social media content as you would your website to make it as easy as possible for your prospects to find you. The more interest you can draw, the more apt prospects will be to find you.
- Add value to your community of buyers by helping them solve their unique problems.
- Create compelling content that prospects find interesting.
- Leverage social media outlets to reach your audience.
- Analyze your campaign’s effectiveness on an ongoing basis using analytics tools.
- Build credibility with your online community and enable your business to be found.