Marketing Insights

Updates and practical tips for increasing prospects, conversions and sales.

Using Public Relations as a prospect generator

Laurie Anderson-Varner - Tuesday, June 06, 2017
Posted 1 year ago
Consider Public Relations campaigns when creating your marketing mix to generate new prospects. As every marketer knows, it’s tough to make a sale if a customer never enters the proverbial sales funnel in the first place.

The list of methods for generating new prospects include: networking, organic searches, paid search, email marketing, social media, pay-per-click, advertising, publications, and many more.

The most critical ingredient at the top of every sales funnel is visibility. Visibility is something Public Relations produces and owns in droves. This simple fact makes PR is worth its weight in gold for generating brand awareness and interest. While PR can’t guarantee sales, it’s a great method for feeding your funnel.

Unlike other methods of generating prospects, PR contributes to the sales funnel in a fundamental way. PR campaigns actively reach your audience where they live and encourages them to engage with your brand. Prospects from PR campaigns are more invested than prospects from other methods because they have already encountered something compelling about your brand that motivated them to learn more.

1) Leveraging Editorial Outreach
Editorial outreach or publicity is the most common and fundamental PR technique to help generate leads. When your company, products, services, management team, etc. are featured in a magazine or newspaper or showcased on a television or radio news program, people (a.k.a. prospects) take notice! Editorial coverage can directly lead to more calls and increased website traffic. In addition to improving lead generation, editorial placements can also help to increase conversion rates, since earned media provides your business with credible, third party endorsements. If somebody is choosing between your company and another company to do business, and they see your company featured in Forbes magazine, that can be the push they need to choose your company over another.

2) Creating Motivated Prospects

Not only does PR have the ability to reach new audiences, but PR-driven content has the power to motivate people to seek out additional information. Let’s say an individual is scanning through their favorite media outlet when they stumble upon an article featuring your company. Intrigued, they travel to your website to learn more. This individual has found something compelling about your brand. In this case the prospect has been created and entered the funnel, your website.

3) News Releases to generate prospects

News releases aren’t new. However, they are increasingly being used as a tool to generate leads directly from a target audience. When you issue a news release announcing a new product, be sure to insert a link to your company’s website, so consumers can click directly through to your site to make a purchase or learn more about your offering. News releases aren’t just about driving media exposure anymore either; they’re now meant to drive action, such as white paper downloads, requests for demos, etc.

Writing and distributing news releases is relatively inexpensive in comparison to other lead generation marketing initiatives, and they offer direct access to targeted audiences.

4) Connecting PR with your marketing workflow
PR provides a valuable entry point to your sales process. Successful strategies integrate PR campaigns directly into your business development workflow to create visibility and credibility for your company to generate quality prospects and increased business.

Jim Varner and Laurie Anderson, co-owners of Cactus Creative LLC, have provided digital and traditional marketing solutions for over 20 years. Laurie is an active member of the National Association of Women Business Owners, Phoenix Chapter.

Managing Your Contact LIst

James Varner - Tuesday, June 06, 2017
Posted 1 year ago
Keeping your contact list "healthy" is an important maintenance issue.

Our List Management Workflow cleans up your list(s) by tagging unengaged contacts. Unengaged contacts are subscribers who have been sent messages or newsletters but have not engaged with them over a period of time (3 months?).

We use this workflow to keep lists healthy, as this will result in much improved open rates over time and will reduce spam complaints, bounces, and unsubscribes. With List Management, you can tag unengaged contacts, essentially saving them to another list segment. At a later date you might embark on a re-engagement campaign to this new segment.

You might also decide to remove unengaged contacts, they will be permanently deleted from your list.. The List Management feature will only remove unengaged contacts from the list you choose. This option considers contacts who were sent a campaign or newsletter at least once before deleting them from your list.

Like to lean how you can add this feature to your marketing campaigns?  Schedule a conversation and we'll be happy to give you some advice and direction!


Leverage Business Workflows

James Varner - Tuesday, June 06, 2017
Posted 1 year ago
Marketing Automation and Intelligent workflows based on your client's behavioral actions are crucial tools for reaching your business goals. We are pleased to announce that we have Partnered with ActiveCampaign to offer advanced marketing automation and messaging services beyond what our standard system provides..

Marketing automation is the means of employing technology to continuously execute your marketing strategy.  With the right technology and processes in place, you can shift your marketing efforts from one-on-one to one-to-many.

So automation uses technology to optimize human performance in a way that scales your business and increases your marketing bandwidth significantly.

Perhaps the most powerful capabilities of marketing automation are the ability to:
1)  listen to your contacts,
2)  review their responses, and
3)  tailor your responses and messages accordingly.

Our automation tools are designed to automate your entire marketing process, as opposed to just focusing on outbound messaging.

With automation tools, your marketing can “listen,” “learn,” and “adapt” as your prospects interact with your campaigns, website, or app. As soon as a contact signals interest or contemplates a purchase decision, a personalized message can immediately be sent inviting them deeper into your funnel.

Engagement, sign-ups, conversions, and increased sales are typical results of marketing automation. Workflows can be custom designed or selected from our extensive library. Once a workflow has been created and added to your site we employ various triggers to initiate the automation. 

Learn more!  We are updating our guide "Utilizing Business Automation" to increase engagement and sales.

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