Inbound PR, Meaning What Exactly?
Let us go back to basics for a while. What exactly is PR? [here you will find various definitions and check out what practitioners say about it]. And because I value your precious time, let me just use this short, yet brilliant passage (by Jean-Louis Gassee) cited by Iliyana Stareva from HubSpot at the Inbound 2016 conference: “Advertising is saying you’re good. PR is getting someone else to say you’re good.”
PR should reinvent itself; we are still rooted in conventional ways of thinking. If we don’t do it, we will die out like dinosaurs
Iwona Sarachman, PR Director at Amrest
So, how do we do inbound relations?
How Prowly’s lead forms can help you with that?
A carefully constructed and continuously updated media contacts database is a must in your work. After all, such a directory is one of the most fundamental tools used every single day. Luckily, the times when you used to save all your most valued leads in an Excel file are long gone (I do hope so). Anyhow, I bet you rarely take any steps to expand such a user list. Prowly’s latest feature will make it very easy for you — just add a lead form to your story or press release, and have journalists leave their contact details themselves. I think it goes without saying that the value of such contact information is worth its weight in gold. That person simply wants to receive news from you. And you don’t have to spend hours searching for journalists’ email addresses online and verifying whether their field of interest is compatible with what you’ve been recently working on. How cool is that?
2. You will be able to easily share your exclusive content
Do you want to publish a press release or a piece on some study or trend and you have something special up your sleeve — e-book, whitepaper, report — that you would be happy to share in exchange for an email address? Nothing could be simpler. Decide where you want to put up the lead form, come up with a copy that will pull lots of eyeballs to your story and voilà! For extra convenience, assign all leads collected after a given campaign to a relevant segment (that you can name as you like). This will allow you to send out email blasts with special materials later on. If you want, you can attach such a form both to a news piece introducing it and to your newsroom’s menu bar — this way no one will scroll past it. You may also choose to pin it on your landing or category page — it’s entirely up to you where you’re going to put it.
3. You will be able to create lists of people interested in your events
How many times have you organized a press conference, a webinar or a different event and you had to register participants via email? How many of such registration emails ended up in your spam folder? And how many did you simply miss in the deluge of messages that are piling up in your inbox? The form available in Prowly’s Brand Journal will make this process easier for you, so you can have all the people interested in your event at hand. In case you’d change the date of the event or decide to inform the participants about the appropriate dress code, invite them to an after party or share the agenda with them — you have everyone’s contact deets stored in one place. After the event, don’t forget to reach out to them to say thank you for attending and/or perhaps send out some additional notes. The list may be exported and printed out in case you’d want to give it to the hostesses at the reception desk.
4. You will be able to offer a discount on your services
The same way, you can use the lead form to offer deals to your customers, for instance 20% off their first purchase in your store or a discount on a training session you’re planning to hold. Following the training, send an email to the participants and ask them to rate it—you’ll get invaluable feedback, and your customers will feel valued. Also, think about starting a loyalty program. Above all, however, open up for communication and don’t leave these people hanging.
Each of these forms can be customized to suit your needs—you can choose the colors you like (of the background and font) and change the copy.
Finally, measure and review the effects of your email blasts to improve with each new attempt.
Don’t have Prowly in your PR toolkit yet? Change it today!
CMO at Prowly.com