Inbound Shift PR Strategy: Beauty From Within

The Inbound Shift PR Strategy is immensely power­ful for PR.

As optim­ising web con­tent becomes increas­ingly essen­tial, inbound com­mu­nic­a­tions is becom­ing an intriguing oppor­tun­ity for PR and marketing.

But when it comes to inbound com­mu­nic­a­tions, 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://​doc​tor​spin​.net/​p​u​b​l​i​c​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

Drawing a line between those who know you and those who don’t know you is noth­ing new:

• Pull mar­ket­ing vs push mar­ket­ing
• Hot leads vs cold leads
• Permission mar­ket­ing vs tra­di­tion­al marketing
• Internal com­mu­nic­a­tions vs extern­al communications

This inbound shift is the online equi­val­ent of draw­ing the line between those who know you and those who don’t know you:

• Inbound com­mu­nic­a­tions vs out­bound communications

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.

Learn more: The Inbound Shift PR Strategy: Beauty From Within

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Inbound Communications is Good PR

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. In a wired world, people influ­ence each oth­er, and people influ­ence social media algorithms.

And that’s the real PR power of inbound communications.

PR Resource: More PR Strategies

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Spin’s PR School: Free Strategy PR Course

Unlock the power of stra­tegic pub­lic rela­tions with this free Strategy PR Course. Elevate your skills and boost your career today.

Public Relations Strategy 101

• The Bad PR Strategy
• The Magical PR Question
• The 1‑Page PR Strategy
• How to Create a PR Strategy That Actually Works

Public Relations Strategies

• Thought Leadership PR Strategy: Rule Your Domain
• Extra Mile PR Strategy: Wow Your Customers
• Hidden Arena PR Strategy: Mobilising Change Agents
• Superhero Solution PR Strategy: Be the Obvious Answer
• The Easy Street PR Strategy
• Surround Message PR Strategy: Make the Box Smaller
• Stupid Majority PR Strategy: How Underdogs Dominate
• Rebel Yell PR Strategy: Picking a Fight To Get Recognised
• Wisdom Whisperer PR Strategy: Educate Your Industry
• Deep Content PR Strategy: Win By Going Deeper
• Evergreen Content PR Strategy: Forever Is a Long Time
• Content Themes PR Strategy: Focused Birds Gets Worms
• Honeymoon Outreach PR Strategy: Influencer Relations 2.0
• Inbound Shift PR Strategy: Beauty From Within

Learn more: All Free PR Courses

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PR Resource: Types of Landing Pages

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Types of Landing Pages

Landing page (LP) = a single-pur­pose web page stripped of stand­ard menus and side­bars with a single CTA (call-to-action) chosen to match the visitor’s demon­strated intent.

Here are a few examples of land­ing page types:

• Lead cap­ture pages. These are designed to gath­er con­tact inform­a­tion from vis­it­ors, usu­ally in exchange for some­thing valu­able like an ebook, a webin­ar, or a free tri­al. They typ­ic­ally include a form and a brief descrip­tion of what the vis­it­or will get in return for their information.
• Click-through pages. These pages are used primar­ily in e‑commerce and SaaS (Software as a Service) indus­tries. They provide detailed inform­a­tion about a product or offer and lead vis­it­ors to a shop­ping cart or checkout.
• Sales pages. Focused on dir­ectly selling a product or ser­vice. They often include detailed descrip­tions, bene­fits, testi­mo­ni­als, and a strong call to action (CTA) to make a purchase.
• Squeeze pages. A type of lead cap­ture page, squeeze pages are designed to extract inform­a­tion from vis­it­ors, usu­ally through a form. They often have min­im­al con­tent except for a pitch and a form.
• Registration pages. These pages provide inform­a­tion about the event and include a regis­tra­tion form. They are designed to sign up vis­it­ors for an event or a webinar.
• Thank you pages. After a vis­it­or takes action (like sign­ing up or mak­ing a pur­chase), these pages thank them and can also guide them towards the next steps, like down­load­ing a resource or check­ing related products.
• Launch pages. These pages are used for new products or ser­vices and aim to build excite­ment and anti­cip­a­tion. They might include a count­down timer, teas­er inform­a­tion, and an option to sign up for updates.
• Unsubscribe pages. Used when someone unsub­scribes from a ser­vice or email list. They often include options to recon­sider the decision or provide feedback.
• Coming soon pages. Like launch pages, they are used before a web­site or product launch to build anti­cip­a­tion and gath­er early interest or email sign-ups.
• 404 error pages. While not a typ­ic­al land­ing page, a well-designed 404 page can turn an error into an oppor­tun­ity, guid­ing lost vis­it­ors back to the main site or to spe­cif­ic actions.

The above examples are to name a few examples of land­ing pages. Only your ima­gin­a­tion will determ­ine what types of effi­cient land­ing pages you can develop!

Each land­ing page type serves a spe­cif­ic pur­pose in the cus­tom­er jour­ney, focus­ing on a single object­ive: increas­ing conversions.

Read also: Types of Landing Pages

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