BU BUILD YOUR R OWN PR DISTRIBUTION MACHINE WI WITHOUT BR - - PowerPoint PPT Presentation

▶
bu build your r own
SMART_READER_LITE
LIVE PREVIEW

BU BUILD YOUR R OWN PR DISTRIBUTION MACHINE WI WITHOUT BR - - PowerPoint PPT Presentation

Feb 17, 2023 281 likes •515 views

BU BUILD YOUR R OWN PR DISTRIBUTION MACHINE WI WITHOUT BR BREAKING THE BA BANK usfarmdata.com | 2 Million database of US Farmers & Ranchers TODAY Goal: Get in Front of our Audience Types of press releases Targeting distribution

slide-1
SLIDE 1

usfarmdata.com | 2 Million database of US Farmers & Ranchers

BU BUILD YOUR R OWN

PR DISTRIBUTION MACHINE

WI WITHOUT BR BREAKING THE BA BANK

slide-2
SLIDE 2

2

usfarmdata.com | 2 Million database of US Farmers & Ranchers

Before we begin. . .

TODAY

Goal: Get in Front of our Audience Types of “press releases” Targeting distribution Measuring effectiveness Getting actual “press” Sum it up

slide-3
SLIDE 3

3

usfarmdata.com | 2 Million database of US Farmers & Ranchers

CURRENT MEDIA

EARNED PAID OWNED

Mentions, Shares, Reviews, Stories Website, Mobile, Social Media PPC, Retargeting, Display Ads

slide-4
SLIDE 4

4

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6WHERE ARE WE?

EARNED PAID OWNED

Leveraging all 3 areas to increase awareness in your target market

Rule of 30

slide-5
SLIDE 5

5

usfarmdata.com | 2 Million database of US Farmers & Ranchers

WHY DO THIS AT ALL?

“I did a few press releases and nothing happened.” $200+ per release can add up fast.

slide-6
SLIDE 6

6

usfarmdata.com | 2 Million database of US Farmers & Ranchers

3 TYPES OF RELEASES

Announcement Story Pitch Opinion

slide-7
SLIDE 7

7

usfarmdata.com | 2 Million database of US Farmers & Ranchers

TRADITIONAL

Announcement Best when looking for reprints/reposts Great for getting logos on your

  • wned media

Very company focused

slide-8
SLIDE 8

8

usfarmdata.com | 2 Million database of US Farmers & Ranchers

PART OF A TREND

Story Pitch

Spotting a trend and reporting on it Naming yourself as part of a trend Focused on being a resource for reporters

slide-9
SLIDE 9

9

usfarmdata.com | 2 Million database of US Farmers & Ranchers

WHAT YOU THINK

Opinion What’s your take? Newsjacking is how David Meerman Scott describes it.

slide-10
SLIDE 10

10

usfarmdata.com | 2 Million database of US Farmers & Ranchers

GOOD GOALS

Start with January 2020 Work back to January 2019

slide-11
SLIDE 11

11

usfarmdata.com | 2 Million database of US Farmers & Ranchers

GOOD TRACKING

What measures work best? Impressions Target Audience Impressions Company Name searches In Google Adwords Mentions, Articles, Interviews, Podcasts etc. Evidence: Hard, Anecdotal, 3rd Party

slide-12
SLIDE 12

12

usfarmdata.com | 2 Million database of US Farmers & Ranchers

GOOD BUDGETING

3 scenarios – Good, Bad, Ugly Solo Consultant. Budgeted $2,100 for the project. Best Case: New client at her average rate, $7,500. Can live with: 4 articles accepted, 6 mentions, all leveraged for impressions and an inquiry Need to go another way: no articles, no mentions

slide-13
SLIDE 13

13

usfarmdata.com | 2 Million database of US Farmers & Ranchers

THE JUICE: YOUR DISTRIBUTION Where are your people?

LinkedIn? Facebook? Newsletter lists? Website visitors?

Build distribution lists

  • Customers
  • Target customers
  • Press
slide-14
SLIDE 14

14

usfarmdata.com | 2 Million database of US Farmers & Ranchers

YOUR PEOPLE

slide-15
SLIDE 15

15

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6THE PEOPLE YOU WANT TO KNOW YOU

Define that market Harvest internal lists Look for 3rd party lists Don’t discard so fast

slide-16
SLIDE 16

16

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6THE PRESS

http://www.niemanlab.org/2018/10/how-to-successfully-pitch-the-new-york-times-or-well-anyone-else/

slide-17
SLIDE 17

17

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6GETTING PRESS MENTIONS

Subscribe to HARO – Help A Reporter Out

(free, so it’s a lot of work)

Subscribe to PR Leads

($100 a month, but the publications are better)

Quick bullet point

  • r two is all it takes.
  • Who you are
  • Your 1-2 points
  • Your contact info
  • Examples
slide-18
SLIDE 18

18

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6WRITING YOUR OWN ARTICLES

Similar for pitching articles you write:

  • Idea
  • What readers get
  • When it can go
  • Evidence if they

say yes, you’ll do it

slide-19
SLIDE 19

19

usfarmdata.com | 2 Million database of US Farmers & Ranchers

6WRAPPING IT UP
  • Begin with the end in mind
  • Segment your audiences
  • Have a point of view
  • Focus on the end consumer
  • Don’t keep yourself a secret
  • It’s a process, not an event
slide-20
SLIDE 20

20

The Human Being’s Guide to Business Growth

A simple process for unleashing the power of your people for growth

The Perfect Growth Formula

A Balanced Approach to Growing Your Business Without Stress or Strain

LeadGen Compass

Learn more and Sign up at leadgencompass.com

usfarmdata.com | 2 Million database of US Farmers & Ranchers

FREE RESOURCES

slide-21
SLIDE 21

21

USFarmData.com

Tel: 800-960-6267

Info@usfarmdata.com

usfarmdata.com | 2 Million database of US Farmers & Ranchers

LeadGenCompass.com

CONTACT A MARKETING COACH