In this presentation I've attempted to explain why and how I use digital marketing techniques to pitch for earned media.

1. 6 Marketing Hacks to
Boost Your Performance
Bonnie Harris
Founder, Wax Marketing
Adjunct Professor, WVU Reed
College of Media

2. • Thinking Like a Digital Marketer
• Using Personas & Behavior
• Keywords and SEO
• Testing
• Analytics
@waxgirl333

3. Why do we need to think like marketers?

4. • Expanding number of media targets
• Extraordinary amount of content marketing
• Outreach of non-professionals to media
• Demise of relationship-building

5. • 59.3 million blog posts posted on Wordpress
per month
• 27 million pieces of content shared per day
(in 2013)
• 50% of journalists receive more than 100
pitches per day
• News desks can receive 500 pitches per day
The numbers are staggering…
Nearly 30% don’t receive any phone
calls in a given day. @waxgirl333

6. 80% of the customer experience by
2020 will be self-directed.*
*Gartner, 2015

7. @waxgirl333
Hack #1
Build Media Personas

8. Think of the media like a customer.
• What % of the cycle is
self-directed?
• How & when do they
build relationships?
• Who/What influences
them?
Some demographics will
help visualize your new
persona.
@waxgirl333

9. Personas
Personas

10. Personas
Introducing…
Content Acquisition Behavior
• Which channel do they frequent
most often?
• When do they frequent?
• What content are they likely to
absorb?
• How quickly do they respond?
• What triggers an event?
@waxgirl333

12. @waxgirl333
Hack #2
Put it where & when they’re
most likely to find it.

13. Develop Your Pitch
• Adapt to their behavior
• Provide links to relevant materials
• Offer associated social links
• Multimedia whenever possible
@waxgirl333

14. Hack #3: Give them the gift of a great customer
experience.

15. By year 2020, customer experience will
the key differentiator over product or
price. Walker, 2016

16. Hack #4
Create the right hook.

17. Determine the right pickup line
• Google Adwords Planner to find relevant
keywords and phrases
• Google Analytics for top keywords on your
own site
• Buzzsumo
• Google Trends

19. A/B Testing
• Send in waves
• Use alternate headlines
• Use alternate keywords/hot links
• Test timing of send

20. • Lurk for content acquisition
behavior
• Facebook insights
• Twitter analytics
Use and abuse social media

21. Hack #5
Test Iteratively

23. Hack #6
Get in bed with analytics.

24. • Ask for reports:
–Social traffic to check your CAB
–Referral traffic
–Sessions for volume
• Use landing pages for your releases.
• Review – once a week or even daily.
• Use Google, Alexa, Moz…
@waxgirl333
Use Analytics

25. 6 Marketing Hacks
1. Create media personas.
2. Put it where & when they’re most likely
to find it.
3. Give them a great customer experience.
4. Create the right hook.
5. Test iteratively.
6. Get in bed with analytics.

26. Bonnie Harris
WaxMarketing.com
waxmarketing@gmail.com
612-801-0912
@waxgirl333