You know traditional PR: It\u2019s all about getting hits, especially in conventional media outlets. It focuses on top-of-funnel integrations\u2014not that most communications-only PR firms understand what that means\u2014and is completely divorced from the sales process.<\/p>\n\n\n\n
But sales-enabled PR? The Zen Media way? That\u2019s all about locking in hits and using them as a springboard for your brand\u2014like a motocross biker hitting a jump at just the right angle. Sales-enabled PR blends PR efforts into every level of the sales funnel and focuses on tangible business outcomes, not just press placements. <\/p>\n\n\n\n
So let\u2019s break it down. Sales enablement refers to the process of supplying sales reps with the appropriate tools and resources to foster sales. And PR is focused on managing the relationship between an organization and the public. When we combine the two, we can make a lasting impact while building brand equity. We can use PR wins to enable a faster, more successful sales pipeline. Sales-enabled PR is in it for the long haul. Uninterested in just one single press hit, sales-enabled PR creates demand, nurtures leads, and drives revenue by intertwining PR throughout the entire sales cycle.<\/p>\n\n\n\n
How do we do it? Simple.<\/p>\n\n\n\n
We still celebrate the initial press hit, but it doesn\u2019t stop there: We keep climbing. Traditional PR sees a spike in visibility and traffic for a brand just after the press hit, but it fizzles out shortly after. With sales-enabled PR, the press hit is just the beginning of what strategic public relations<\/a> can offer your brand. We can grow that hit to new heights by amplifying and repurposing it across a multi-channel marketing campaign.<\/p>\n\n\n\n Integrating social media with PR is imperative for success. First comes amplification. It is likely publication featuring your press hit will share it on its social media, and if it doesn\u2019t, its audience will. But we can take that a step further by sharing the initial hit with our social media audiences as well.<\/p>\n\n\n\n Additionally, we can parcel out pieces of the press hit\u2014quotes from your brand\u2019s CEO, important statistics, poignant facts about your brand\u2014and create owned content from them. By creating multiple pieces of owned content per press hit, we can bring the press hit\u2019s spike to new heights and keep it lasting longer. Since press begets press, this keeps your brand in front of an audience, increasing visibility and ultimately growing share of voice. <\/p>\n\n\n\n Related post: <\/strong><\/em>Why Social Media Marketing Matters for B2B<\/em><\/a><\/p>\n\n\n\n In addition to amplifying and repurposing a press hit, we can integrate earned media<\/a> into every facet of the sales funnel. By sharing press hits directly with prospects in interesting and informative ways, we can ensure that leads, especially those at the bottom of the funnel, have plenty of reasons to convert. <\/p>\n\n\n\n Since we are doing PR in the Modern Age, we know that press hits go beyond major media publications to include business leaders and social influencers, podcast hosts, niche industry media, and more. Nearly any positive public recognition published by a source other than your own brand can count as earned media these days\u2014and we can use all of those hits during connections with prospects. (After all, sales-enabled PR knows that social media means people are the media now, too.) <\/p>\n\n\n\n One way to accomplish this without seeming pushy is to integrate your earned media into email campaigns throughout the sales cycle. For prospects at the top of the funnel, you can share light-hearted, engaging B2B content<\/a>\u2014like brief video clips from interviews, audio clips from podcasts, or snippets in articles. For those in the middle of the funnel, you can share news as it relates to your industry at large, showcasing earned media that highlights how your brand helps companies like theirs overcome their greatest pain points.<\/p>\n\n\n\n And for prospects at the bottom of the funnel, you want to share content that converts. Linking your press hit as a \u201cby the way\u201d in an email is a casual way to show precisely the value you bring to the table. Sharing earned media from business influencers can be the tipping point for conversion. The idea that \u201cIf it\u2019s good enough for them, it\u2019s good enough for us\u201d can be a powerful tool when leveraging earned media. <\/p>\n\n\n\n Related Post: <\/strong><\/em>How PR Can Revenue for Your Business<\/em><\/a><\/p>\n\n\n\n Dark social is where about 82% of social media conversations and sharing actually take place, according to a 2016 study by RadiumOne. That percentage was less than 50% in 2014, so we can imagine where it is now. Before we can leverage dark social, we must get comfortable with the idea that it is mostly an untrackable space\u2014hence the darkness. Unfortunately, dark social<\/a> is where most of the buyer\u2019s journey takes place, but once we understand we can\u2019t expect detailed data from that part of their journey, we can move towards leveraging that in your brand\u2019s favor.<\/p>\n\n\n\nIntegrate Earned Media<\/strong><\/h3>\n\n\n\n
Leverage Dark Social<\/strong><\/h3>\n\n\n\n