Iliyana Stareva

@IliyanaStareva

Channel Consultant

My four things: Agency Positioning

Inbound PRInsanityWriting

Talking Points

1. What’s PR?

2. What’s Inbound PR?

4. How To Do Inbound PR?

3. Why Inbound PR for Startups?

1 What’s PR?

2 What’s Inbound PR? 2 What’s

Inbound PR?What’s

Inbound PR?2

The Inbound Marketing Methodology

Inbound PR combines the best of two worlds – public relations and inbound marketing – and alleviates PR’s biggest weakness (measurement) and inbound’s biggest challenge (content).

@IliyanaStareva

Content + Measurement = INBOUND PR (HEART)

@ILIYANASTAREVA

3 Why Inbound PR for Startups?

Sounds familiar?

I don’t know PR.

I can’t hire a PR agency.

But no one knows me :(My business is new?!?

I don’t have the resources.

I don’t know any journalists.

Inbound PR

Traditional PR

How To DoInbound PR?4

7 Key Steps to Starting your Inbound PR

Campaign

1. Nail your Buyer Personas2. Define the Buyer’s Journey3. Create a Content Plan 4. Promote your Content5. Do Inbound Media Relations6. Nurture your Leads7. Measure Results

Research your customers

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices

• Easier reporting to sales and CEO

Persona Profile Checklist

The Buyer’s Journey

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin Owner Ollie

NURTURE!

Listen on Social Media

Segment Your Lists

CONTEXT TO PERSONALISE

DelightI’m a leadI’m a new

visitor

Use Lead Intelligence

Measure everything!

Thank you!

@IliyanaStarevawww.iliyanastareva.com