Doctor SpinThe PR BlogInbound CommunicationsInbound Shift PR Strategy: Beauty From Within

Inbound Shift PR Strategy: Beauty From Within

Prioritise those who care about your business.

Cover photo: @jerrysilfwer

The Inbound Shift PR Strategy is immensely powerยญful for PR.

As optimยญising web conยญtent becomes increasยญingly essenยญtial, inbound comยญmuยญnicยญaยญtions is becomยญing an intriguing opporยญtunยญity for PR and marketing.

But when it comes to inbound comยญmuยญnicยญaยญtions, most PR proยญfesยญsionยญals today think about landยญing pages and conยญverยญsion rates.

Howeverโ€‰โ€”โ€‰inbound comยญmuยญnicยญaยญtions is also a PR strategy.

Here we go:

The Inbound Shift for PR

Jerry Silfwer speaking about inbound marketing
Jerry Silfwer (Doctor Spin) speaks about inbound marketing.
Spin Academy | Online PR Courses

Inbound vs Outbound

The inbound mindยญset is a funยญdaยญmentยญal shift in the PR- and marยญketยญing industry.

Historically, many PR- and marยญketยญing departยญments have argued:

โ€œWhy should we spend our PR- and marยญketยญing budgets on โ€˜already acquiredโ€™ audiences?โ€

The truth isโ€‰โ€”โ€‰itโ€™s the othยญer way around.

Instead of โ€œspamยญmingโ€ non-existยญing audiยญences, pubยญlic relaยญtions and marยญketยญing can do much more with existยญing online pubยญlics. 1Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://โ€‹docโ€‹torโ€‹spinโ€‹.net/โ€‹pโ€‹uโ€‹bโ€‹lโ€‹iโ€‹cโ€‹sโ€‹-โ€‹iโ€‹nโ€‹-โ€‹pโ€‹uโ€‹bโ€‹lโ€‹iโ€‹cโ€‹-โ€‹rโ€‹eโ€‹lโ€‹aโ€‹tโ€‹iโ€‹oโ€‹ns/

Drawing a line between those who know you and those who donโ€™t know you is nothยญing new:

  • Pull marยญketยญing vs push marยญketยญing
  • Hot leads vs cold leads
  • Permission marยญketยญing vs traยญdiยญtionยญal marketing
  • Internal comยญmuยญnicยญaยญtions vs externยญal communications

This inbound shift is the online equiยญvalยญent of drawยญing the line between those who know you and those who donโ€™t know you:

  • Inbound comยญmuยญnicยญaยญtions vs outยญbound communications

If your Inbound Shift PR Strategy is good, you might not need to priยญorยญitยญise outยญbound PR strategiesโ€‰โ€”โ€‰because your inbound audiยญence will attract outยญbound publics.

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

๐Ÿ’ก Subscribe and get a free ebook on how to get betยญter PR.

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Inbound Communications is Good PR

Inbound comยญmuยญnicยญaยญtions is more than deployยญing variยญous tacยญtics to capยญture online leads.

If your site isnโ€™t growยญing, what hapยญpens if you comยญpensate for that lack of engageยญment by payยญing to 10x your traffic? Now you have 10x the numยญber of people who are not engagedโ€‰โ€”โ€‰and your budget is spent. Doesnโ€™t make much sense, right?

Many brands focus on landยญing pages for list buildยญing, conยญtent themes, call-to-actions, virยญal loops, conยญverยญsion rates, lead magยญnets, conยญtent upgrades, landยญing pages, a/โ€‹bโ€‘testing, marยญketยญing autoยญmaยญtion, email marยญketยญing, etc.

Most comยญpanยญies want more traffic, fans, emails, and sales. But in most cases, reachยญing new outยญbound audiยญences isnโ€™t the real problem: 

If you sucยญcessยญfully engage your existยญing yet small online audiยญence, it wonโ€™t stay small for much longer. In a wired world, people influยญence each othยญer, and people influยญence social media algorithms.

And thatโ€™s the real PR power of inbound communications.

Signature - Jerry Silfwer - Doctor Spin

Thank you. Please supยญport my blog by sharยญing artยญicles with othยญer comยญmuยญnicยญaยญtions- and marยญketยญing proยญfesยญsionยญals. Please also conยญsider my PR serยญvices or speakยญing engageยญments.

PR Resource: More PR Strategies

PR Resource: Types of Landing Pages

Landing pages serves a single purpose.
Landing pages serve a single purpose.
Spin Academy | Online PR Courses

Types of Landing Pages

Landing page (LP) = a single-purยญpose web page stripped of standยญard menus and sideยญbars with a single CTA (call-to-action) chosen to match the visitorโ€™s demonยญstrated intent.

Here are a few examples of landยญing page types:

  • Lead capยญture pages. These are designed to gathยญer conยญtact informยญaยญtion from visยญitยญors, usuยญally in exchange for someยญthing valuยญable like an ebook, a webinยญar, or a free triยญal. They typยญicยญally include a form and a brief descripยญtion of what the visยญitยญor will get in return for their information.
  • Click-through pages. These pages are used primarยญily in eโ€‘commerce and SaaS (Software as a Service) indusยญtries. They provide detailed informยญaยญtion about a product or offer and lead visยญitยญors to a shopยญping cart or checkout.
  • Sales pages. Focused on dirยญectly selling a product or serยญvice. They often include detailed descripยญtions, beneยญfits, testiยญmoยญniยญals, and a strong call to action (CTA) to make a purchase.
  • Squeeze pages. A type of lead capยญture page, squeeze pages are designed to extract informยญaยญtion from visยญitยญors, usuยญally through a form. They often have minยญimยญal conยญtent except for a pitch and a form.
  • Registration pages. These pages provide informยญaยญtion about the event and include a regisยญtraยญtion form. They are designed to sign up visยญitยญors for an event or a webinar.
  • Thank you pages. After a visยญitยญor takes action (like signยญing up or makยญing a purยญchase), these pages thank them and can also guide them towards the next steps, like downยญloadยญing a resource or checkยญing related products.
  • Launch pages. These pages are used for new products or serยญvices and aim to build exciteยญment and antiยญcipยญaยญtion. They might include a countยญdown timer, teasยญer informยญaยญtion, and an option to sign up for updates.
  • Unsubscribe pages. Used when someone unsubยญscribes from a serยญvice or email list. They often include options to reconยญsider the decision or provide feedback.
  • Coming soon pages. Like launch pages, they are used before a webยญsite or product launch to build antiยญcipยญaยญtion and gathยญer early interest or email sign-ups.
  • 404 error pages. While not a typยญicยญal landยญing page, a well-designed 404 page can turn an error into an opporยญtunยญity, guidยญing lost visยญitยญors back to the main site or to speยญcifยญic actions.

The above examples are to name a few examples of landยญing pages. Only your imaยญginยญaยญtion will determยญine what types of effiยญcient landยญing pages you can develop!

Each landยญing page type serves a speยญcifยญic purยญpose in the cusยญtomยญer jourยญney, focusยญing on a single objectยญive: increasยญing conversions.

Read also: Types of Landing Pages

๐Ÿ’ก Subscribe and get a free ebook on how to get betยญter PR.

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Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo isn't related to public relations obviously; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that it's good to have hobbies outside work.

The cover photo has

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