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How small businesses can utilize online channels to establish themselves as thought leaders and generate ideal customer leads.
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Online PR for the Entrepreneur
How an entrepreneur can build awareness and generate
leads through web and social media channels.
PR for the Entrepreneur
Company Introduction
Bop Design is a boutique marketing communications firm that understands the challenges of small business. We provide the following services:
• Brand Strategy– Develop Ideal Customer Profile– Develop Unique Value Proposition– Create key brand messaging to customer segments
• Lead Generation– Web marketing, SEO, advertising, email marketing, direct mail and
social media• Ad Agency Quality for Small Business Budgets– Serve as an outsourced marketing department – Staff of 7, all with 10+ years corporate marketing experience
PR for the Entrepreneur
Public Relations- Definition
• Function of communicating your company’s image and brand to a target audience in an attempt to position yourself or the company as a thought leader
• PR should be part of lead generation; not just a way to promote goodwill in the public
• A good reputation leads others to make conclusions about the corporate brand
• Not “free advertising”- requires time and effort to establish your company as go-to source
PR for the Entrepreneur
Traditional PR
• Traditional media channels• Print- SDBJ, U-T, Daily Transcript, San Diego Magazine• Broadcast- KUSI, Cox Channel 4, KPBS• Radio- KOGO, KFMB, XTRA
• Air time or Print Space • Expert on a specific topic
• Problem = $$$$$ and Time• Many years to develop media relationships• PR agencies start at 3k a month
PR for the Entrepreneur
Thought Leadership for Entrepreneur
Thought Leader Toolkit
Articles
Events
Books
Case Studies
White PapersPodcasts
Research Reports
Newsletters
Blogs
Guides
Social Media
PR for the Entrepreneur
Article Distribution
• FREE Article Distribution– Google Knol, Ezine, Ehow, HubPages, Squidoo, etc.– Hundreds of article directories
• Discuss a topic that is useful to the audience• Repurpose blog entries as articles• External link with keyword in text in Bio Section
– San Diego Family Therapist• Search engines like external links and content• Helps rise up Google, Yahoo! and Bing• Set up Google Alerts
PR for the Entrepreneur
Social Media Discussions
PR for the Entrepreneur
LinkedIn Groups
San Diego Health Professionals Alliance
