{"id":7235,"date":"2022-01-27T12:16:40","date_gmt":"2022-01-27T12:16:40","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/27\/include-a-pr-play-in-your-demand-gen-efforts\/"},"modified":"2022-01-27T12:16:40","modified_gmt":"2022-01-27T12:16:40","slug":"include-a-pr-play-in-your-demand-gen-efforts","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/27\/include-a-pr-play-in-your-demand-gen-efforts\/","title":{"rendered":"Include a PR Play in Your Demand Gen Efforts"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"hs_cos_wrapper_post_body\">\n<p>Imagine you\u2019ve created a product or service that\u2019s going to have a huge impact \u2014 for instance, you\u2019re the first bank to offer a cryptocurrency that\u2019s FDIC insured. You\u2019ve made it easy and safe for people to buy and manage crypto, and you need to get the word out about this \u201cnew normal\u201d.<\/p>\n<p>In support of these efforts, you need a solid <a href=\"https:\/\/www.kunocreative.com\/demand-generation-services\" rel=\"noopener\" target=\"_blank\"><span>demand generation plan<\/span><\/a> to create demand for your new product or (in this example) service. Ebooks, supporting blogs, email campaigns, and paid advertisements are all part of a successful demand gen strategy, <strong><em>but one important element often overlooked is public relations (PR)<\/em><\/strong><strong>.<\/strong><\/p>\n<p>PR goes far beyond the crisis communications, press releases, and other talking points often associated with it. Using the <a href=\"https:\/\/www.kunocreative.com\/blog\/marketing-and-pr-difference\" rel=\"noopener\" target=\"_blank\"><span>principles behind PR tactics<\/span><\/a> in your demand gen strategy can make a huge difference in its success.<\/p>\n<p>Take it from Microsoft co-founder Bill Gates who said it best: \u201cIf I was down to the last dollar of my marketing budget, I\u2019d spend it on PR!\u201d<\/p>\n<p>Let\u2019s take a look at why you should include PR tactics in your demand gen strategy and how to do it successfully.<\/p>\n<h2>Why Public Relations?<\/h2>\n<p>Successful public relations, like content marketing, is about one thing: relevant storytelling that makes an impact. With the right hook, PR can essentially open the door to the <a href=\"https:\/\/www.kunocreative.com\/blog\/create-meaningful-buyer-personas-for-buyers-journey\" rel=\"noopener\" target=\"_blank\"><span>buyer\u2019s journey<\/span><\/a> by generating awareness around your brand. This can occur in several ways:<\/p>\n<ul>\n<li aria-level=\"1\">Give an interview for a third-party article about your company or product\/service<\/li>\n<li aria-level=\"1\">Pitch and write a <a href=\"https:\/\/www.kunocreative.com\/blog\/get-guest-blog-published-third-party-sites\" rel=\"noopener\" target=\"_blank\"><span>guest blog post<\/span><\/a> on an industry-related website<\/li>\n<li aria-level=\"1\">Partner with social media influencers in your industry to promote your brand<\/li>\n<\/ul>\n<p><strong><em>When it comes to PR tactics, it\u2019s the quality not the quantity that counts.<\/em><\/strong><em>\u00a0<\/em><\/p>\n<p>So if you\u2019re pitching an article idea, a guest blog post topic, or a social media influencer, be sure to communicate the value that publication or influencer will receive. Do you have new data that can help someone improve their operations? Do you have a case study with real, reportable metrics that can inspire someone to tackle a problem differently? Do you have an expert opinion that hasn\u2019t been expressed and can help solve a pain point?<\/p>\n<p>Think back to the pain points of your buyer personas. How does what you\u2019ve created or will create in the form of a contributed piece help solve those pain points? That\u2019s the key message you should be communicating when making your pitch.<\/p>\n<h2>4 PR Tactics to Drive Your Demand Generation Strategy<\/h2>\n<ol>\n<li>Create a Media List<\/li>\n<li>Pitch Ideas<\/li>\n<li>Repurpose Articles<\/li>\n<li>Listen and Answer<\/li>\n<\/ol>\n<h3>1. Create a Media List<\/h3>\n<p>You\u2019ve got your content, and you know exactly what pain point or points it addresses. You\u2019re ready to take it to the masses. Next question: How do you know which outlets to pitch or who to contact?<\/p>\n<p>That\u2019s where a media list comes in \u2014 but not a huge, long list purchased from PR software companies. We\u2019re talking about taking a little time to do some research to come up with four or five publications you think best target your <a href=\"https:\/\/www.kunocreative.com\/blog\/update-and-review-buyer-personas\" rel=\"noopener\" target=\"_blank\"><span>buyer personas<\/span><\/a>.<\/p>\n<p>The best way to find out which publications your audience reads: <em>ask them. <\/em>During interviews for your buyer insight process, ask your interviewees where they get their industry information. If you\u2019re unable to ask them, think of the industry your buyer persona serves and some of the pain points he or she deals with, and research highly regarded publications in that industry. Chances are you\u2019ll find a few, and when you do, you can start formulating your pitches.<\/p>\n<p>Let\u2019s go back to the FDIC-insured cryptocurrency banking example. With the target of investors, you might target a publication like <em>Investing.com<\/em> that\u2019s geared toward providing financial market insights to financial traders and investors.<\/p>\n<h3>2. Pitch Ideas<\/h3>\n<p>Bloggers and editors are just like the rest of us \u2014 they\u2019re strapped for time when it comes to sifting through mountains of emails or reading irrelevant pitches. Before you hit send on that pitch, you\u2019ll want to first make sure you have the correct contact person. All it takes is a little research to find out who covers what.<\/p>\n<p>When formulating your pitch, it\u2019s important to keep it short and to the point:<\/p>\n<ul>\n<li aria-level=\"1\">If you\u2019re pitching an idea for a third-party article, briefly explain why their readership needs to know about your topic and how what you\u2019re proposing can inform or educate their audience.\u00a0<\/li>\n<li aria-level=\"1\">If you\u2019re pitching an idea for a contributed piece, explain your concept for the article, that it will be product- or vendor-neutral (remember, we\u2019re still in the awareness stage), and any credentials of the person writing it.<\/li>\n<\/ul>\n<p>For example, if you\u2019re pitching a contributed article to <em>Investing.com <\/em>about debunking the myths behind bitcoins, you might include data\/research that supports the confusion around bitcoins, examples of a common misconception or two, and your credentials as an industry expert within the pitch.<\/p>\n<p>The pitching process works similarly for <a href=\"https:\/\/www.kunocreative.com\/social-media-influencer\" rel=\"noopener\" target=\"_blank\"><span>influencer marketing<\/span><\/a>, too. Whether the goal is to do a one-time promotion or form a long-term partnership, your pitch should communicate the value that comes with promoting your brand or product\/service versus the benefits it brings to you. For instance, they might be the first user to set up an account at the cryptocurrency bank \u2014 and if they are, highlight that exclusive offer before you ask about them sharing their user experience.<\/p>\n<h3>3. Repurpose Articles<\/h3>\n<p>Sometimes your pitch will get declined or you won\u2019t receive a response back from an editor \u2014 and that\u2019s okay. You can use other tools to generate awareness for your brand.<\/p>\n<p>On LinkedIn, everyone can use the publish feature. To that end, consider writing a series of articles that you can then share on LinkedIn. For example, if you\u2019ve written an eBook on the future of cryptocurrency and financial markets, you can use each section of the eBook to generate an article.\u00a0<\/p>\n<p>Just make sure that your LinkedIn profile is updated before using this feature. If you\u2019re going to generate awareness, you\u2019ll need to at least have a profile picture, your current employment information, and a company page.<\/p>\n<p>Unsure of where to start? Here are a handful of tips:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Focus on trending topics<\/strong>, which tend to get noticed faster and in some cases go viral. You can look to other social media networks like Facebook and Twitter to identify current talking points related to your industry.<\/li>\n<li aria-level=\"1\"><strong>Carefully select a compelling title that is optimized for engagement.<\/strong> Generally speaking, \u201chow-to\u201d style posts tend to receive more page views and shares than other types of articles on LinkedIn.<\/li>\n<li aria-level=\"1\"><strong>Use visuals and subheadings to break up your article.<\/strong> Strong graphics and videos will make your content more appealing, while breaking up sections will make your article easier for readers to digest.<\/li>\n<\/ul>\n<h3>4. Listen and Answer<\/h3>\n<p>The value in listening to your audience can\u2019t be overstated. What are they talking about on social media? What are their social platforms of choice? (Another helpful buyer insight question to ask.) If your content can provide an answer, let them know.<\/p>\n<p>Participate in LinkedIn groups and chime in with advice where appropriate. As an example, you may find that there\u2019s a lack of clarity over the different types of cryptocurrency in an investor group \u2014 and if you can share an infographic that easily breaks down the different types, you\u2019ll give your audience the immediate gratification they want. Along with answering other people\u2019s questions, you can also kickstart your own discussions and pose some of your own questions.<\/p>\n<h2>Combine Your Public Relations Strategy &amp; Demand Gen Strategy<\/h2>\n<p>Using PR effectively in your <a href=\"https:\/\/www.kunocreative.com\/demand-generation\" rel=\"noopener\" target=\"_blank\"><span>demand generation<\/span><\/a> marketing can give your content the boost it needs to get in front of the right people. Effective PR not only helps begin the buyer\u2019s journey, but it can also help you form lasting relationships with editors, bloggers, and other influencers in your industry. And these partnerships are invaluable to your continued success in the future.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-407e0ec8-f350-4af1-a62f-f0c29e15035e\"><span class=\"hs-cta-node hs-cta-407e0ec8-f350-4af1-a62f-f0c29e15035e\" id=\"hs-cta-407e0ec8-f350-4af1-a62f-f0c29e15035e\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/32387\/407e0ec8-f350-4af1-a62f-f0c29e15035e\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-407e0ec8-f350-4af1-a62f-f0c29e15035e\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/32387\/407e0ec8-f350-4af1-a62f-f0c29e15035e.png\" loading=\"lazy\" alt=\"The New Demand Generation\"\/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.kunocreative.com\/blog\/pr-tactics-demand-gen-strategy\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine you\u2019ve created a product or service that\u2019s going to have a huge impact \u2014 for instance, you\u2019re the first bank to offer a cryptocurrency&#8230;<\/p>\n","protected":false},"author":1,"featured_media":7236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-7235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Include a PR Play in Your Demand Gen Efforts - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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