PR Meets Marketing

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PRMM Interview 20 with Tom Pick on Digital Marketing

PR Meets Marketing

Just getting the whole website information architecture optimization and conversion rate optimization (CRO). How your audience buys, where they look for information, and keeping up with how those things change because they constantly change. This week, I had the opportunity to interview digital marketing expert Tom Pick for PRMM Interview #20. Video Transcript.

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Top 5 Marketing Skills

PR Meets Marketing

In reviewing the post, while some of the information still resonates, I decided to provide an updated list of skills. 1. Photo credit: by Will Lion via flickr: [link]. One post that continues to get views is from 2012 about about  the top 5 skills for marketing professionals. Digital Marketing: Previously, I had written that search engine optimization (SEO) and pay per click were key skills for today’s marketer.  I’m updating this to fall under the general category of “digital marketing.” Content Marketing: Today every company is a media company.

Understanding the Buyers Journey

PR Meets Marketing

Generally speaking, finance, information technology and business development are the departments most involved, though this can change based on industry. Marketers lean toward case studies, while buyers prefer product information and product demos to help them make purchase decisions.” Image Credit: Joe the Goat Farmer via flickr. No longer can you find a single decision maker.

5 Easy Ways to Get Started with Video Marketing

PR Meets Marketing

Informal mobile interviews can be effective for capturing quotes or short interviews from industry experts you normally wouldn’t be able to schedule. I’ve found this to work best when attending industry events. In my previous post highlighting recent video stats , I noticed three key challenges marketers are having with video: allocating enough budget, finding the resources and expanding video beyond brand awareness. In this post I’ll highlight my top 5 recommendations to address the first two points. Conduct quick interviews via mobile. Everyone owns a phone. Even two.

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B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Top Three Common Product Demo Mistakes

PR Meets Marketing

Resist the urge to add call out buttons, detailed text descriptions and extra information that would take away from the product demo itself. Here are the top three common mistakes I’ve made (and corrected!) or experienced with product demos. One Size Fits All. Each persona has different needs, for example: User – this person will your product every day. Practice. Who knows?

PRMM Interview 21 with Scott Lum on content and social media marketing

PR Meets Marketing

All these different technologies that are coming down the road may not be seen as marketing but by feeding that information back into the company we’ll be able to create better products. This week, I had the opportunity to interview content and social media expert Scott Lum for PRMM Interview #21. Connect with Scott on Twitter – @ScottLum. Enjoy the Video! What should I do?”.

7 Tips for Competitive Analysis

PR Meets Marketing

Known as “competitive intelligence”, this involves not only tracking information about competitive products, customers, and marketing tactics, but also interpreting this data to develop a cohesive marketing – as well as business – strategy that differentiates you from your competitors. Image credit: by Steven Depolo via flickr. Speak to Prospects and Customers.

The Content Quest – 20 Questions for Content Marketing

PR Meets Marketing

Where do they get information? What delivery medium do they prefer to consume this information, such as a blog posting, images, infographic, video, etc.? Image Credit: Dennis Hill via Flickr. . According to B2B marketing research by CEB’s Marketing Leadership Council, 57% of the buying research happens before a prospect contacts a vendor. Who will ultimately discover your company and products relies on how and where your content is distributed online. Greg Verdino’s blog on “ If content is the answer, then what’s the question? What motivates them?

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Recent Twitter Update and Implications for Marketing

PR Meets Marketing

Maybe Twitter can provide an entry-level offering with minimal information and then charge for for more analytics and optimization options. Influencer Relations : By combining Twitter’s retweet information with the t.co These would be individuals whose followers not only retweet content but also takes action via click-through information. . What do you think? Twitter

Crisis Communication – San Bruno Fire

PR Meets Marketing

Provide Valuable Information : In a 24/7 news cycle, news outlets are seeking to get information out as quickly as possible and companies are seeking to minimize potential risk. The spokesperson didn’t seem well-prepared and didn’t provide tangible information. via flickr by achesonblog. What perplexed me was an on-air phone interview with a PG&E spokesperson.

Geolocation Services for B2B

PR Meets Marketing

And if they are able to preview information, such as company title or industry, they can reach out to your subject matter experts to resolve an issue or get feedback on the company and products. With the introduction of Facebook Places , geolocation-based services are about to hit the mainstream. Almost anytime, anywhere. Conclusions. What other ways can geolocation be used?

Social Media Strategy 101: Which Persona Helps Tell Your Story?

PR Meets Marketing

Just the Facts Ma’am (Dragnet) : The straight forward and direct approach informs your audience about your products, solutions and company. You’ve decided that you want to engage in social media. You have the resources, you have executive support, and you have a larger marketing strategy. Time to open the Twitter account, create the Facebook Page and post YouTube videos, right?

Social Marketing Strategy 101: Are you ready?

PR Meets Marketing

And where relevant, I’ll add my thoughts in terms of how PR can leverage this information for their strategies as well. Previously, I highlighted how I used social media. One challenge for many marketers isn’t how to get started, rather it’s how to delegate your time to make the most out of your social marketing. This series of posts will look at putting a social marketing strategy together.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Southwest Airlines - Creating a Brand Experience in 5 Minutes

PR Meets Marketing

So in five minutes, Southwest took a normally “dead&# time to entertain a captive audience, create an experience completely unique to this airline (others would be seen as copy cats) while delivering important safety information.  .  . Southwest Rapper. Click on image to play video.  . When I fly, I typically fly either Southwest or Jet Blue. The Five Minute Experience.

Online Reputation Management: Radian6

PR Meets Marketing

Reporting – the information can then be exported into different formats. Online reputation management is an increasingly complicated process with the prevalence of online media, offline media, and social media. previously wrote a post about Trackur and had the opportunity to see a demo of Radian6 ‘ solution. I was very impressed with the sophistication of what Radian6 has put together.

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What Mistakes Have I Made

PR Meets Marketing

It’s important to continually update this information to maintain freshness. Recent Stats for Free eBook Post.  . I’m taking inspiration from Mack Collier who recently wrote about the the social media mistakes he made. With no further ado, here are the mistakes I’ve made:  . I use WordPress.com because it was free and easy to start a blog. Why is this a drawback?

Using Social Media: Part 4 - Linking Strategies

PR Meets Marketing

recommend using delicious to bookmark press releases, website pages, white papers and other information related to your company. Tags are chosen informally and personally by the item’s creator or by its viewer, depending on the system.”.  .  . This is the fourth post in a 6 part series on using social media. In this fourth installment, I look at linking strategies.  . del.icio.us

Using Social Media: Part 5 – Blogger Relations

PR Meets Marketing

There is a wealth of information on the person’s background. You have to monitor what is being said and respond immediately to correct inaccurate information or diffuse potentially disastrous situations. Blogger Social 2008.  . This is the fifth post in a 6 part series on how I using social media. In this fifth installment, I discuss blogger relations.  . Blogger Outreach”.

Let the 2009 Trend Lists Grow

PR Meets Marketing

It’s not about the tools, it’s about the information (attributing this to Stuart Miniman ): I was chatting with Stuart when he made this comment, and he’s right. Right now, we’re enamored with all the tools – Twitter , Tweetdeck , Twhirl , Facebook , Friendfeed etc. - but what this all boils down to is the how to receive and send information. del.icio.us

How I Use Social Media in My Job: Part 3 - Social Networking Sites

PR Meets Marketing

Rather, apply the same rules you would apply elsewhere – be transparent of who you are and offer valuable information.  .  . This is the third post in a 6 part series on how I use social media for my day-to-day job.  . To summarize, my company seeks to reach business-to-business marketers. This can include a lead generation manager, training person, event planner, corporate planner and more.

What are YOUR Top Three Marketing Challenges for 2009

PR Meets Marketing

The challenge is not overwhelming these customer with too much information or using social media in such a way to create customer backlash (credit to Linda Franklin for this insight).  .   I recently asked a question on LinkedIn about what were the top three challenges that marketers faced in 2009. The responses were varied and unexpected in many ways. Budget Woes. Customers Rule. del.icio.us

Gift Card Warning Email – Part 2

PR Meets Marketing

Since then, I believe that I was duped into passing around false information. The email further added to this semblance of truth with additional information about store closings by retailers. And the seemingly detailed information served to enhance the email’s validity.  . Why was the email successful.  . The Power of Fear. Kernel of Truth. Ease of Technology. The others?

My Top 5 Blogging Outreach Mistakes

PR Meets Marketing

But if you’re interested in more information about how to pitch, check out my page about pitching bloggers and 8 Practical Tips for PR and Blogging Outreach.  . The posts that I learn the most from are by those who are willing to show their mistakes and what they’ve learned. This not only humanizes them but also makes us feel just a little bit less stupid!  . del.icio.us

Brave New World of Media Pitching: LinkedIn

PR Meets Marketing

LinkedIn is rich with information about a person's background. Leverage LinkedIn to research reporters - where did they work in the past, titles, and other pertinent information. In late April, I wanted to start exploring different ways that we can now pitch media. From my perspective, LinkedIn has some interesting opportunities. Here's del.icio.us

Are You Ready for Virtual Trade Shows?

PR Meets Marketing

When you look at these two pieces of information, this provides a compelling reason for organizations to consider online conferences. Disclosure: My company, ON24 , just introduced a new solution today - ON24 Virtual Show.   I decided to take this occasion to write a larger post about the virtual events/tradeshows market. travel, hotel, food, materials) and intangible costs (i.e. del.icio.us

The Best Time for a Webinar?

PR Meets Marketing

This would provide invaluable information to marketers on how to schedule webinars that may target a specific industry or management level.  . Ken Molay of The Webinar Blog poses an interesting question - are our assumptions about when to schedule a webinar rational?  .  . Currently, most webinars are scheduled from Tuesday - Thursday to capture the largest number of viewers. del.icio.us

Embargoes – Valid in the Brave New World of PR?

PR Meets Marketing

If you're going to have an embargo, be consistent on when information gets updated to a corporate website, blog, or social network, as well as distributed on the wire. Recently, I saw CenterNetworks tweet about broken embargoes and Allen wrote a follow up post about his views on embargoes. Even before blogs, you always risked the possibility of a reporter breaking your embargo. del.icio.us

PR Relationships:Update on Online Reputation

PR Meets Marketing

Twitter - I lost wrote that Twitter is changing how news/information is being dissemated. OK - I previously wrote about how to manage my many online personalities  here and here.  Since those posts, I've reversed my previous position about my online reputation. The heart of it is managing relationships through the tools available to me.    . In the end, PR is about relationships. del.icio.us

FEMA Screws up Again

PR Meets Marketing

Positioned this as a way to "get information out as soon as possible". Wow, FEMA does it again. According to the Associated Press through SF Chronicle online, FEMA called a press conference that included FEMA employees as reporters :  . Harvey E. Johnson, the agency's deputy director.". Here are six things that they did wrong: Had employees imitate reporters. One-way dialogue is out)  .

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Plea to Citigroup: Stop Emailing Me Part Deux

PR Meets Marketing

Obviously, they're using "updated" information about my relationship with them. Since my original email about Citibank spamming me , I wrote directly to William R. Rhodes, CEO of Citibank (see  Citibank Letter ). Typically, writing to the CEO gets an immediate response. sent this out on September 31, 2007. And what happens?  No, I didn't hear anything from Citibank. Boy was I wrong.  .

Event Marketing: Five Ways that PR Enhances Events

PR Meets Marketing

For start-ups and companies with smaller marketing departments, there is an opportunity for you to assist with copy writing or provide counsel on the type of information to share with this audience. Something valuable, such as a case study, white paper or webcast that will drive prospects to register for this information. This can either be in email or direct mail campaigns.

PR and Blogging Outreach: Practical Tips

PR Meets Marketing

Update: Sept. 4, 6:25 pm PST: In the August 27 PR Week , Renee Blodgett of Blodgett Communications was quoted, "Most start ups know to use blogs to clarify information about their brand and to correct inaccuracies. In my first guest post on Tom Pick's WebMarketCentral Blog I looked at the macro issues of PR and blogging. Discusses if ghost-writing a blog is advisable. Update: Sept.

Tracking RSS Feeds

PR Meets Marketing

However, RSS feeds are not representative of a person requesting the information , but rather how you set up the feeds to refresh the information. So this may skew the information even if you didn't look at your feed for weeks. A couple of months ago, we added RSS feeds to our press room , providing our website visitors an opportunity to receive updates about our company.

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Measuring PR: The Quick and Easy Way

PR Meets Marketing

And since I provide this report on a regular basis, I need a quick and easy way to input and maintain this information (see excel sheet below). I was reading an article in PR News on what success looks like based on one's client and goals. This article got me thinking about the types of measurement that is near and dear to my heart. Generated By Technorati Tag Generator

Working with Your Client's Marketing/PR Team

PR Meets Marketing

With all the priorities on my plate, I have to confirm that providing this information will truly benefit my company's marketing goals and not waste time. I originally posted this on my friend's blog, Tech for PR. I'm reposting an edited version (in italics) here to kick off this blog! Since moving in-house, I've reviewed the work of two agencies and one PR contractor. agree.

Virtual Events – New Opportunity for Public Relations

PR Meets Marketing

You will get to read what customers and prospects are seeking, which will make you more informed about your customer’s business. Recommend that one tab includes information that would be valuable to press and analysts, such as fact sheets, company backgrounder, link to the corporate blog, link to your online newsroom, and other resources. Note: This has been cross-posted on my company’s blog. Furthermore, my company offers virtual events solutions. Over the past year, virtual events (e.g. virtual conference, virtual tradeshow, etc.) Conclusions.

Social Media and Customer Service

PR Meets Marketing

However, as more potential and current customers seek information from trusted sources, that is our social graph and friend networks, these previously “secret&# processes are being brought to the surface. I noticed this series of tweets with Chris Heuer, Social media Club Founder , on Twitter the last couple of days. Before I continue, I do want to disclose that I was previously employed with the company that Chris is referencing in his tweets. The purpose of this post is to solely highlight the increased use of social media for sales, customer service, and customer feedback.