Inbound is fast becoming a paradigm shift for PR.
As optimising web content becomes increasingly essential, inbound is becoming an intriguing opportunity for PR and marketing.
But when it comes to inbound, most PR professionals today think about landing pages and conversion rates.
However — inbound communications is also a PR strategy.
Here we go:
The Inbound Shift for PR
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Inbound vs Outbound
The inbound mindset is a fundamental shift in the PR- and marketing industry.
Historically, many PR- and marketing departments have argued:
“Why should we spend our PR- and marketing budgets on ‘already acquired’ audiences?”
The truth is — it’s the other way around.
Instead of “spamming” non-existing audiences, public relations and marketing can do much more with existing online publics. 1Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/publics-in-public-relations/
If your Inbound Shift PR Strategy is good, you might not need to prioritise outbound PR strategies — because your inbound audience will attract outbound publics.
Drawing a line between those who know you and those who don’t know you is nothing new:
This inbound shift is just the online equivalent:
Learn more: The Inbound Shift PR Strategy: Beauty From Within
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Inbound Communications is Good PR
But inbound communications is more than deploying various tactics to capture online leads.
If your site isn’t growing, what happens if you compensate for that lack of engagement by paying to 10x your traffic? Now you have 10x the number of people who are not engaged — and your budget is spent. Doesn’t make much sense, right?
Many brands focus on landing pages for list building, content themes, call-to-actions, viral loops, conversion rates, lead magnets, content upgrades, landing pages, a/b‑testing, marketing automation, email marketing, etc.
Most companies want more traffic, fans, emails, and sales. But in most cases, reaching new outbound audiences isn’t the real problem:
If you successfully engage your existing yet small online audience, it won’t stay small for much longer. Because in a wired world, people influence each other. And people influence algorithms.
And that’s the real PR power of inbound communications.
Consider sharing my public relations blog with other communication and marketing professionals. If you have questions (or want to retain my PR services), please contact me via jerry@spinfactory.com.
PR Resource: More PR Strategies
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PR Resource: Types of Landing Pages
Types of Landing Pages
Landing Page (LP) = a single-purpose web page stripped of standard menus and sidebars with a single call-to-action chosen to match the visitor’s previous intent.
Here are a few examples of landing page types:
Each landing page type serves a specific purpose in the customer journey, focusing on a single objective to increase conversions.
Read also: Iceberg Publishing — The Cool Way to Grow Traffic and Conversions
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ANNOTATIONS
1 | Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/publics-in-public-relations/ |
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