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TRADITIONAL MARKETING IN A DIGITAL WORLD
January 16, 2014
Agenda Intro What are You Hoping to Gain Today? Traditional Marketing in a Digital World Member Marketing Program Reviews Questions/Recap
Mike Rosenberg CEO, Rosenberg Marketing
@MikeRosenberg [email protected] http://www.linkedin.com/in/mikejrosenberg
President, SEMpdx Digital Marketing
Amy Rosenberg President, Rosenberg Marketing
[email protected] http://www.linkedin.com/in/amyrosenberg
Recent Board Member, PRSA Traditional Marketing/Public Relations
Do What’s Right For Your BusinessDon’t jump on the latest trend unless it
is right for your business.
One solution will not work for everyone.
There is no black box solution.
No Magic Formula
Traditional Marketing
In a Digital World
Getting Started Who are your audiences?
Who is the decision maker? What industry? Does location matter? Do you need to expand your audience?
Getting Started How do you reach them?
What are they reading/watching? Are they on social media? What events are they going to? Focus on what you like to do
Getting Started What are you going to say to them?
What are your goals? You see that this should be your first question.
How are you unique?
Word of Mouth | Referrals Traditional
Peer groups, networking, email, cocktail party
Internal reviews/testimonials +Digital
LinkedIn (company pages, groups) Nudge, raise your hand, authority
positioning/leadership External reviews (SEO value)
LinkedIn Do your sales people use LinkedIn?
Empower them! Educate them Encourage them
Company Overview Services/Product Description Groups
LinkedInMeasurement Reach
Connections, followers Engagement
Likes, shares, comments Conversions
Content downloads, webinar registrations, online lead gen form completion, calls, sales
Use campaign/goal tracking
Public Relations What is PR? Traditional Media Relations
Get journalists to report on your company Print, broadcast and/or online channels
Relying on the media to reach your publics +Digital
Additional online hits (link, share, promote with targeted social advertising, SEO value)
Reach “public” and influencers (media and otherwise) directly
Public Relations PR is more than the Press Release
Be aware of what the possibilities are Think like a reporter
Follow the trends and seasons In the news and in daily life Then relate it to your business Is there a hot news item you can comment
on?
Editorial Calendars Traditional
All magazines have editorial calendars Map out coverage topics for the year
What are target pubs looking for? And how does this relate to you? Begin to see patterns to build your own calendar
+Digital Content calendar Promote, share, link (SEO value)
Content Calendar Topics Industry news Local news
Community events Partner news Sharing/Curating Contests Charitable activities
*PR & Media has first right of refusal. Your teams need to talk.
Content Idea Sources Google Alerts http://www.google.com/alerts Social Media
LinkedIn Groups, Facebook, Twitter Newsletters (industry, competitors, news, etc.)
May want to create specific email to sign up with Industry & competitor blogs Tools
http://www.socialmediaexaminer.com/13-tools-to-simplify-your-social-media-marketing/
Bylined Articles Traditional
Your company writes articles for publications Article details an industry topic, not your
company Maximize visibility through visuals
Valuable way to build credibility +Digital
Self-publish (company blog) Leverage content PR & Media has first right of refusal
Customize article for blog & second-tier media
Press Releases A vehicle to distribute news What should it be about?
Awards won (this is a PR process in itself) New
products/services/equipment/certifications New notable employees/promotions New board positions Donations/community involvement/events New company/location
Press Releases Where should you distribute?
Examine your goals and your audiences Local audiences or just trade/vertical
publications Newswire and/or PR distribution service?
Free or paid? +Digital opportunities
Links (may have to ask) Keywords Multimedia content (photos, video)
Tradeshows Traditional
Attend, sponsor, speak/present Host parties, etc. Media tour New product/service launch
+Digital Leverage participation via social media More easily highlight attendance “Own” search presence around conference
Thought Leadership/Authority Traditional
Rely on the media for positioning Present at conferences/tradeshows Get active/join industry boards
+Digital Self-publish through social channels Host webinars, virtual presentations
Earned and Owned Media
ResourcesSelect resources and tools https://getlisted.org/ Google+ Moz.com
http://www.opensiteexplorer.org http://moz.com/blog/web-site-migration-guide-tip
s-for-seos SEMRush Free SEO review sites/tools
http://www.woorank.com/ http://www.searchcommander.com/site-review/
SEMpdx Events – http://www.sempdx.org/
ResourcesSelect resources and tools DMOZ.org http://www.socialmediaexaminer.com/13-tools-to-si
mplify-your-social-media-marketing/
http://www.google.com/alerts HARO – http://www.helpareporter.com/ Cision – Sign up for a free trial to build your
media database or email [email protected] to get a customized list built for a nominal fee.
PRSA – https://www.prsa-portland.org/
