The PR BlogDigital PRContent & InboundThe Inbound Shift PR Strategy: The Beauty From Within

The Inbound Shift PR Strategy: The Beauty From Within

Prioritise those who care about your business.

Cover photo: @jerrysilfwer

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

Spin Academy | Online PR Courses

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/

Jerry Silfwer speaking about inbound marketing
Jerry Silfwer (Doctor Spin) speaks about inbound marketing.

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:

  • Push Marketing
  • Cold Leads
  • Traditional Marketing
  • External Comms
  • Pull Marketing
  • Hot Leads
  • Permission Marketing
  • Internal Comms

This inbound shift is just the online equivalent:

  • Outbound Comms
  • Inbound Comms

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

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

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.

Please sup­port my PR blog by shar­ing it with oth­er com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

PR Resource: More PR Strategies

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:

  • 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 Landing Pages: Used primar­ily in e‑commerce and SaaS (Software as a Service) indus­tries, these pages provide detailed inform­a­tion about a product or offer and lead vis­it­ors to a shop­ping cart or checkout.
  • Sales Pages: These are 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 squeeze inform­a­tion out of vis­it­ors, usu­ally through a form. They often have min­im­al con­tent except for a pitch and a form.
  • Event/​Webinar Registration Pages: Designed to sign up vis­it­ors for an event or a webin­ar, these pages provide inform­a­tion about the event and include a regis­tra­tion form.
  • Thank You Pages: After a vis­it­or takes an action (like sign­ing up or mak­ing a pur­chase), these pages thank them and can also be used to guide them towards the next steps, like down­load­ing a resource or check­ing related products.
  • Launch Pages: Used for new products or ser­vices, these pages aim to build excite­ment and anti­cip­a­tion. They might include a count­down timer, teas­er inform­a­tion, and an option to sign up for updates.
  • Unsubscribe Pages: These pages are used when someone chooses to unsub­scribe from a ser­vice or email list. They often include options to recon­sider the decision or provide feed­back.
  • Coming Soon Pages: Similar to 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.

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

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

1 Silfwer, 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/
Jerry Silfwer
Jerry Silfwer
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; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that there is more to life than strategic communication.

The cover photo has


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