Presentation on Traditional Marketing in a Digital World given to Excell Oregon members. Featuring content on marketing strategies and tactics including; word of mouth, referrals, LinkedIn, public relations, editorial calendars, content calendars, by-lined articles, press releases, trade shows, thought leadership and authority. Content provided by Rosenberg Marketing.

1. TRADITIONAL MARKETING IN
A DIGITAL WORLD
Excell Oregon | January 16, 2014

2. Agenda





Intro
What are You Hoping to Gain Today?
Traditional Marketing in a Digital World
Member Marketing Program Reviews
Questions/Recap

3. Mike Rosenberg

CEO, Rosenberg Marketing
 @MikeRosenberg
 mike@rosenbergmarketing.com
 http://www.linkedin.com/in/mikejrosenberg


President, SEMpdx
Digital Marketing

4. Amy Rosenberg

President, Rosenberg Marketing
 amy@rosenbergmarketing.com
 http://www.linkedin.com/in/amyrosenberg


Recent Board Member, PRSA
Traditional Marketing/Public Relations

5. Do What’s Right For Your
Business
Don’t jump on the latest trend unless it is right
for your business.

6. No Magic Formula
One solution will not work for
everyone.
There is no black box
solution.

7. Traditional Marketing
In a Digital World

8. Getting Started

Who are your audiences?




Who is the decision maker?
What industry?
Does location matter?
Do you need to expand your audience?

9. Getting Started

How do you reach them?
 What
are they reading/watching?
 Are they on social media?
 What events are they going to?
 Focus on what you like to do

10. Getting Started

What are you going to say to them?
 What
 You
 How
are your goals?
see that this should be your first question.
are you unique?

11. Word of Mouth | Referrals

Traditional
 Peer
groups, networking, email, cocktail party
 Internal reviews/testimonials

+Digital
 LinkedIn
(company pages, groups)
 Nudge, raise your hand, authority
positioning/leadership
 External reviews (SEO value)

12. LinkedIn

Do your sales people use LinkedIn?






Empower them!
Educate them
Encourage them
Company Overview
Services/Product Description
Groups

13. LinkedIn
Measurement
 Reach
 Connections, followers
 Engagement
 Likes, shares, comments
 Conversions
 Content downloads, webinar
registrations, online lead gen form
completion, calls, sales
 Use campaign/goal tracking

14. Public Relations


What is PR?
Traditional Media Relations
 Get
journalists to report on your company
 Print,
broadcast and/or online channels
 Relying

on the media to reach your publics
+Digital
 Additional
online hits (link, share, promote with
targeted social advertising, SEO value)
 Reach “public” and influencers (media and
otherwise) directly

15. Public Relations

PR is more than the Press Release
 Be

aware of what the possibilities are
Think like a reporter
 Follow
the trends and seasons
 In the news and in daily life
 Then relate it to your business
 Is there a hot news item you can comment on?

16. Editorial Calendars

Traditional
 All
magazines have editorial calendars
 Map
 What
out coverage topics for the year
are target pubs looking for?
 And
how does this relate to you?
 Begin to see patterns to build your own calendar

+Digital
 Content
calendar
 Promote, share, link (SEO value)

17. Content Calendar Topics


Industry news
Local news
 Community




events
Partner news
Sharing/Curating
Contests
Charitable activities
*PR & Media has first right of refusal.
Your teams need to talk.

18. Content Idea Sources


Google Alerts http://www.google.com/alerts
Social Media
 LinkedIn

Newsletters (industry, competitors, news, etc.)
 May


Groups, Facebook, Twitter
want to create specific email to sign up with
Industry & competitor blogs
Tools
 http://www.socialmediaexaminer.com/13-tools-to-
simplify-your-social-media-marketing/

19. Bylined Articles

Traditional
 Your
company writes articles for publications
 Article details an industry topic, not your company
 Maximize
 Valuable

visibility through visuals
way to build credibility
+Digital
 Self-publish
(company blog)
 Leverage content
 PR & Media has first right of refusal
 Customize
article for blog & second-tier media

20. Press Releases


A vehicle to distribute news
What should it be about?
 Awards
won (this is a PR process in itself)
 New products/services/equipment/certifications
 New notable employees/promotions
 New board positions
 Donations/community involvement/events
 New company/location

21. Press Releases

Where should you distribute?
 Examine
your goals and your audiences
 Local audiences or just trade/vertical publications

Newswire and/or PR distribution service?
 Free

or paid?
+Digital opportunities
 Links
(may have to ask)
 Keywords
 Multimedia content (photos, video)

22. Tradeshows

Traditional
 Attend,
sponsor, speak/present
 Host parties, etc.
 Media tour
 New product/service launch

+Digital
 Leverage
participation via social media
 More easily highlight attendance
 “Own” search presence around conference

23. Thought Leadership/Authority

Traditional
 Rely
on the media for positioning
 Present at conferences/tradeshows
 Get active/join industry boards

+Digital
 Self-publish
through social channels
 Host webinars, virtual presentations

Earned and Owned Media

24. Resources
Select resources and tools
 https://getlisted.org/
 Google+
 Moz.com




http://www.opensiteexplorer.org
http://moz.com/blog/web-site-migration-guide-tipsfor-seos
SEMRush
Free SEO review sites/tools
http://www.woorank.com/
 http://www.searchcommander.com/site-review/


SEMpdx Events – http://www.sempdx.org/

25. Resources
Select resources and tools
 DMOZ.org

http://www.socialmediaexaminer.com/13-tools-tosimplify-your-social-media-marketing/

http://www.google.com/alerts
HARO – http://www.helpareporter.com/
Cision – Sign up for a free trial to build your
media database or email
support.us@cision.com to get a customized list
built for a nominal fee.
PRSA – https://www.prsa-portland.org/




26. THANK YOU!
@RMarketing
www.rosenbergmarkeing.com
http://www.slideshare.net/MikeRosenberg
Mike & Amy Rosenberg | Rosenberg
Marketing