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The MarTech Digest
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In press responsiveness, Gen Xers and Millennials rule. Gen Xers (age 35-44) are most likely to visit a tech website after seeing just one story (24 percent). Twenty percent of Millennials (age 18-34) were most likely to visit a site after seeing the company in the news 2-5 times. Seniors (65-plus) were least likely to visit a site after seeing the company’s wares in the press. This makes sense, given that Millennials and Gen Xers are the heaviest readers of tech publications.
Marteq's insight:
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Marteq's insight:
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Writers have deadlines, 100,000s of hungry readers and they need good relevant content. Find them, their emails and use the template below to contact them. Less thinking required.
Marteq's insight:
Yeah: the whole magilla.
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Infographic shows the PR software landscape. â–ş Receive a FREE daily summary of The Marketing Technology Alert â—„
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Digest... On a strategic level, here are the top elements of PR for lead generation: 1. Synergize between lead generation channels Your public relations strategy is not a stand-alone enterprise. It must work in synergy with your other efforts. Furthermore, your social media strategy must work hand in hand with your PR to get the most out of the press coverage. 2. Thought leaders get more press Use your blog or guest blogging opportunities to discuss issues and news that are relevant to your industry (not necessarily to your product). You live and breathe your sector – make your opinions known. Blog about interesting topics, comment on relevant social conversations, participate at virtual and live events. 3. Recruit evangelists Your satisfied customers can be leveraged to get public relations coverage for your business without even (or, in addition to) quoting you. Contact some of your early adopters to create case studies. Identify influencers in your space and give them an extended trial to test your product and tell others about it. 4. Track competitors Tracking their PR activities can provide valuable insights. You can find new publishers to approach, you can dissect their messaging, and you can understand their offers (and offer something better). But strategic PR efforts take this competitive research a step further.
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Marteq's insight:
It's what you would expect from traditional PR as it relates to lead generation.
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Intermediate/ Digest... 1. Map out an ideal release flow We diagram this out as two streams, inbound and outbound, that can separate and converge at different points of the campaign. 2. Plan for multiple channels; optimize for one 3. Have a CTA ready for your CTA Here’s a good rule to institute for any content release: Be able to list at least three steps you want the reader to take before you publish. 4. Make it easy for sales to share One simple step for making your content releases more valuable sales is to treat CRM as a publishing channel. This requires pushing your campaigns into CRM using clear naming conventions and folders, as well as a regular stream of notifications. 5. PR is good, if it’s good PR
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Marteq's insight:
If you use this blueprint or not, the larger message is: blueprint one that works. Strawman it out, iterate, measure, get it right, etch in concrete.
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![Top 50 Overused Words in Press Releases [Infographic] - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/SztRczIIi56axn7nWq5-nfL6dadsvGA8m9WNoVsbzkY=)
Public Relations - Are you overusing certain business words when writing public relations materials? If those words made it onto the following infographic, you should consider using fresh ones instead.
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That’s why AirPR, the PR marketplace and technology platform, is launching a new analytics platform that aims to restore some of that trust — or at least give companies and their CMOs a greater degree of insight into both the value of PR and how to increase PR performance.
Over the last six months, AirPR has worked to productize this data-driven insight into the PR process, ultimately resulting in an analytics platform that can potentially help PR professionals and companies alike measure the effectiveness of their campaigns. Launching this week, AirPR “Analyst” as it’s being called, attempts to enable companies to track PR efficacy at a more granular level — all the way down to revenue impact.
“The only thing missing from the large marketing clouds of Adobe [read: Omniture] and Salesforce is PR,” the AirPR founder contends. And, while you can rarely trust a founder to be honest in the assessment of their own company, he has a point there. Every company has a line item for advertising and PR spend, and thanks to giants like Omniture, most companies know exactly how an increase or decrease in that advertising spend effects its bottom line.
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Marteq's insight:
Love it. And perhaps SLAs can be put in place to determine program efficacy as well as incorporated as a part of the compensation agreement.
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If you’re a public relations beginner, be sure to check out the entire Guide to PR by Brownstein & Egusa.
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Marteq's insight:
PR 101 stuff. Pass it on to the junior members of the squad.
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I hate 99.99% of press releases that hit my inbox. Those sloppy cut-and-paste jobs make me cringe. However, now and then, I receive press releases that make me want to learn more about the newsworthy event. Summarized... I thought I’d stay on the sunny side of the street and share seven traits about press releases that DO get read. 1. A Zippy Email Subject Line 2. A Decent Greeting 3. Clean, Crisp Lines 4. Well-Written Summary of What’s Up 5. Bullet Points 6. An Invitation to Talk More 7. A Shareable Piece of Content
Marteq's insight:
No surprises here. When I look at this list, it follows the basic tenet of a press release: make it easy for the journalist. Easy to read, easy to summarize, easy to pursue/respond. Follow that tenet.
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Summary... Here are six reasons why B2B social marketing is different than PR:
Marteq's insight:
If you need to engage debate, here are the points to cover.
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Which times of day is the market deluged with press releases? Is your release getting lost in the shuffle? Find out now.
Marteq's insight:
We've curated the time of day chart vs. the day of week chart, as the day of week chart is fairly the same Monday through Thursday (and in our thinking, dependent on your industry's news cycle).
Mary K. Sloane's curator insight,
December 22, 2017 3:47 PM
Which times of day is the market deluged with press releases? Is your release getting lost in the shuffle? Find out now.
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PR is an important source of written content. Marketing automation needs large amounts of well-written content, and PR can feed that machine. PR departments (or firms) help to refine messages, arrange interviews with trade publications, place articles in those publications, write whitepapers, and develop web pages. These are perfect adjuncts to a drip marketing campaign because prospects on the sidelines will only pay attention to something new – not regurgitated sales talk. Customer wins, product releases and awards are a few of the types of news tidbits that work very well for such a campaign.
PR is very useful for SEO. Consultants always emphasize the need for backlinks (other sites linking to your site via a keyword in the anchor text). Content syndication (other sites that display press releases or report news) can generate more organic traffic. In turn, this could result in more form fills on your site and opt-ins for nurturing campaigns.
You can create social buzz with PR. It’s easy to create Facebook, LinkedIn and Twitter pages, but it’s hard to engage an audience on an ongoing basis. PR can publish on those platforms and maintain interactions. Again, this can drive traffic to your website and could result in more form fills. But fundamentally it’s about having sustained conversations and relationships in places and spaces where prospects want to be.
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