Kuidas mõjutajat, blogijat või ajakirjanikku välja otsida

Kuidas panna mõjutaja, blogija või ajakirjanik kohale

Varem olen sellest kirjutanud kuidas EI saa blogijat pigi teha. Saaga jätkub, kui saan lõputu vooru ettevalmistamata suhtekorraldusalaseid elukutseid, kellel puudub teave, mida mul on vaja oma kliendi toodete või teenuste reklaamimiseks.

Kulus mõnda aega, et tegelikult saada väljak, mida tasuks näidata. Sain meili sotsiaalmeedia strateegilt kasutajaga Ülilahe loominguline. Supercool on loovagentuur, mis on spetsialiseerunud veebivideo loomingule ja tootmisele, viirusturundusele, videode külvamisele, integreeritud sotsiaalse meedia kampaaniatele, viirusevideotele, kaubamärgiga meelelahutusele ja veebisoodidele. See on uskumatu e-kiri!

kuidas ajaveebipidajat pigi panna

Suurepärase ajaveebi pigi omadused

  1. Pigi oli personaliseeritud. Tavaliselt saan teki lõigatud ja kleebitud. Kustutan need kohad kohe ära. Kui te ei saa teada, kes ma olen, miks ma peaksin teid kuulama?
  2. Pigi lühidalt ütleb mulle teavet. Enamik PR-inimesi lõikab ja kleebib naeruväärse pressiteate meilisõnumisse.
  3. Pigi annab mulle a tsitaat otse oma ajaveebipostitusse siseneda!
  4. Pigi sisaldab linki tegelikule loole (ja kuhu saan oma külastajaid viidata ja neile suunata).
  5. Pigi ütleb mulle erinevalt Ma saaksin teavet kasutada! See on siis, kui mul tekkisid pisarad ... nuusutasin. Kujutage ette, et ... aja säästmiseks oli Darci juba mõelnud, kuidas saaksin teabe põhjal käituda ... ja lisas märkuse, et temaga ühendust võtta, kui mul on küsimusi.
  6. Pigi annab tagapõhi eksperdi kohta ja miks ta on piisavalt oluline, et teda kuulata.
  7. Väljak suletakse Darci omaga tegelik nimi, ametinimetus ja ettevõte (mida ma isegi vaatas üles!)
  8. Väljakul on loobuma! PR-inimesed saadavad Outlookist sageli välja lõigatud ja kleebitud kirju - otse seaduse CAN-SPAM rikkumine.

See on peaaegu täiuslik meil ... Ma hindaksin seda kindla B + -ga. Ainus puuduv teave on hüpe, mida ma arvan, et liiga paljud PR-inimesed ei hooliks - kuid oleks olnud tore kuulda, miks see oleks olnud minu publikule asjakohane. Lihtne paar sõna meilis nagu

ma märkasin Martech Zone on varem video- ja sotsiaalmeediast rääkinud, nii et arvasin, et see pakub teile huvi ...

5 Kommentaarid

  1. 1

    Tere Douglas

    Thanks for sharing this – really interesting. As someone who sits on the PR fence, and as a blogger myself (although not important enough to get pitched!), it’s very helpful to see the sort of pitches that work. Great learning opportunity, so thank you!

    One thing I am surprised about though is point 5. I run a small but effective PR/Marketing team as my day job, and occasionally receive this sort of pitch (and rarely, make them as well).
    In the pitches I’ve made, I’ve never included the sort of information contained in point 5, because I assume that the people I’ve pitched can think of these things for themselves – and I don’t want to tell them how to do their jobs (equally I get a little annoyed when people do that to me).
    However, your post is making me rethink that position!

    I totally agree about personalisation though – so important especially considering the hyperconnected nature of the ‘modern’ communications function.

    So, thanks again!
    Neil

  2. 2

    Im taking the dissenting view here. What in the heck does political video and political social marketing have to do with you or the Marketing Tech blog? #1 its not “personalized” sure it has your name in it but who cant access that and have it auto import into the email (I think an ex employer of yours is good at that) #5 I agree with interacter completely about not putting that info in, you should know the best way to use the info for your audience but the link to a tweet is a nice idea. Basically just because most other PR pitches suck doesnt make this good, it just makes it less sucky than the others. This pitch would be better served going to someone in the political realm in my opinion.

    As an aside anyone who markets themselves as viral anything loses credibility with me (but probably gains search and eyeballs for using that term)

    • 3

      Politics and marketing are hand in hand, Chris. I would argue that it was marketing that landed Obama in office. His ‘campaign’ of hope and change was devoured by voters. His use of followers and influencers was pretty amazing, truly a grass roots movement. RE: #1, I kind of agree with you. My point was that Darci did actually come check us out before pitching… something most batch and blast PR firms do not do.

  3. 4

    Doug, how would you recommend someone create an opt-out link for an email when it is written for just one person (blogger or journalist) and sent to that one person and it’s not connected to a list in an email marketing platform?

    Most legit PR folks don’t send mass email pitches so I don’t know how an opt-out would be possible. Obviously, if a company subscribes you to its marketing emails (without your opt in), that’s a different story.

    • 5

      Hi Carri! Actually many of the legit PR folks do send mass emails. Most of the PR platforms allow you to select all your journalists and bloggers and then send. Some, like Meltwater (a sponsor) have Unsubscribe features on their platform but most of the others don’t. If you don’t have a business relationship, you really need a program that will log the opt-out. Outlook and Gmail just don’t cut it. I suppose one means would be to use a tool like Formstack and just have folks fill in a form (or a Google Form on an spreadsheet)… but that’s tough to keep track of.

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