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

Feb 17, 2023 •281 likes •511 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

  1. BU BUILD YOUR R OWN PR DISTRIBUTION MACHINE WI WITHOUT BR BREAKING THE BA BANK usfarmdata.com | 2 Million database of US Farmers & Ranchers

  2. TODAY Goal: Get in Front of our Audience Types of “press releases” Targeting distribution Measuring effectiveness Getting actual “press” Sum it up Before we begin. . . 2 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  3. CURRENT MEDIA Mentions, Shares, EARNED Reviews, Stories Website, Mobile, PPC, Retargeting, Social Media OWNED PAID Display Ads 3 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  4. 6 WHERE ARE WE? EARNED Leveraging all 3 areas to increase awareness in your target market OWNED PAID Rule of 30 4 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  5. WHY DO THIS AT ALL? “I did a few press releases and nothing happened.” $200+ per release can add up fast. 5 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  6. 3 TYPES OF RELEASES Announcement Story Pitch Opinion 6 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  7. TRADITIONAL Announcement Best when looking for reprints/reposts Great for getting logos on your owned media Very company focused 7 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  8. 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 8 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  9. WHAT YOU THINK Opinion What’s your take? Newsjacking is how David Meerman Scott describes it. 9 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  10. GOOD GOALS Start with January 2020 Work back to January 2019 10 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  11. GOOD TRACKING What measures work best? Evidence: Hard, Anecdotal, 3 rd Party Impressions Target Audience Impressions Company Name searches In Google Adwords Mentions, Articles, Interviews, Podcasts etc. 11 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  12. 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 12 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  13. THE JUICE: YOUR DISTRIBUTION Where are your people? LinkedIn? Facebook? Newsletter lists? Website visitors? Build distribution lists - Customers - Target customers - Press 13 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  14. YOUR PEOPLE 14 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  15. 6 THE PEOPLE YOU WANT TO KNOW YOU Define that market Harvest internal lists Look for 3 rd party lists Don’t discard so fast 15 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  16. 6 THE PRESS http://www.niemanlab.org/2018/10/how-to-successfully-pitch-the-new-york-times-or-well-anyone-else/ 16 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  17. 6 GETTING 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) • Who you are Quick bullet point • Your 1-2 points or two is all it takes. • Your contact info • Examples 17 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  18. 6 WRITING 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 18 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  19. 6 WRAPPING 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 19 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  20. FREE RESOURCES LeadGen Compass The Human Being’s Guide The Perfect Growth Learn more and Sign up at to Business Growth Formula leadgencompass.com A simple process for unleashing the A Balanced Approach to power of your people for growth Growing Your Business Without Stress or Strain 20 usfarmdata.com | 2 Million database of US Farmers & Ranchers

  21. CONTACT A MARKETING COACH USFarmData.com LeadGenCompass.com Tel: 800-960-6267 Info@usfarmdata.com 21 usfarmdata.com | 2 Million database of US Farmers & Ranchers

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