This is Week 1 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Follow us on Twitter to get more marketing updates.
4 Steps to Thoughtful PR
The best way to approach PR is to present a clear message to a defined audience. Do not waste a positive PR opportunity by sending an unfocused message just in hopes of driving volumes of traffic. Single press releases will fade and that spike in traffic will gradually slope back down. Kiip approaches PR in 4 steps:
(1) Craft a story that resonates with your audience
(2) Target relevant publications to share your message
(3) Make it simple and compelling for journalists to write your story
(4) Interact with audience responses as press rolls out.
How to Craft a Story the Resonates with Your Audience
Product launches, funding and acquisitions are generally compelling news stories. Case studies from a large brand or partner can also pique interest and help validate your business. Consider who your target journalist is, their specific niche or “beat” and the overall theme of the publication. Do your research before reaching out. Ultimately, you want a story to resonate with their readers (your potential customers). A targeted, compelling, and focused messaged will accomplish this.
How to Find Relevant Publications
Once you determine the message you want to broadcast, you need to find the proper influencers to help share your story. Choose your publications with intentions of driving value in three ways — (1) target the publications that will reach your target customers, (2) aim for publications that will impress future prospects, and (3) build a wealth of press content that you can use long after the initial publication date to validate your business.
How to Make Your Story Simple and Compelling
Once you have your story and target publications, your next goal is to pitch it. Journalists appreciate access to exclusive content. Direct access to an interview, an exclusive story, an embargo to establish importance and coordinate timing or something creative that’s catered towards their audience are a few simple tactics to pique interest and give journalists something unique to cover.
Day Of: Responding to Social Media and Comments
When your story is published, reader comments and responses will evolve your message. Stay involved in the conversation. Thank those that share your stories over social media. Each comment is an opportunity to nurture the positive perception of your brand, grow your audience, and foster a dialogue. Entertain conversations that build off the story, stay positive and never entertain trolls.
The press announcing the launch of Self-Serve generated coverage across 15 unique publications in 3 different countries. We saw several thousand social shares across Twitter, Facebook and LinkedIn which generated awareness in our target audience. 45 new advertisers signed up for the platform in one week. In the end it took 10 employee hours, and the pro-rated flat fee we pay Method Communications. Total cost was (10 hours * $35/hr) + $500 = $850. The final cost per lead for PR efforts is $18.80.
Where to learn more about PR
There are several articles out there for crafting a press strategy and tactics of each:
Chris Dixon focuses on transparency, respect, and “pegging” your story to a timely subject.
Alex Toub teaches on crafted, compelling, and concise PR pitches.
Headlines on the Launch of Kiip Self-Serve