5 Things I Learned About PR While Getting My HubSpot Certification
During my time in the PR world, I’ve realized that, while experience was important, I need to continue furthering my marketing education. I decided to become certified in Inbound Marketing from HubSpot, as some of my colleagues have previously been certified and found it to be valuable education. There were still several realizations I had while taking the classes that I think PR professionals will appreciate. So, here are the 5 things I learned while getting my Inbound Marketing Certification.
1. The Value of Relationship Building
What Inbound Taught Me: Relationships hold the key to a lot of marketing success.
Let’s be honest: there is nothing better than a successful month of secured coverage. But how does that happen? As the PR contact, it is your job to begin communication with targeted reporters and build relationships with them. This can get tough for PR people, because building relationships sometimes mean communicating with a reporter who can’t speak to your client in the near future. Even though you didn’t get a successful hit or interview, you began communication. Once you build a solid relationship with reporters, they will know to look at you above the pack, and therefore, heighten your chances of getting your request granted.
2. The Importance of Creating Content
What Inbound Taught Me: Consistently creating content is just as important as pitching.
While on one hand, marketing and PR firms want their clients to be recognized in the news by reporters, self-made content is extremely important in today’s media landscape. Promoting your client on their social media, writing blogs, and contributing bylines to outlets are great ways to get your clients name out there. Keep a content calendar that details what you are going to publish on a month by month and weekly basis so you can better plan, organize and execute your client’s content.
3. Perfecting Email Practices
What Inbound Taught Me: There is no secret code to sending the perfect email
As someone in the PR field who relies on email every day, I paid extra close attention to this part of the lesson. PR executives are always looking for the key to writing the perfect email, but there really is no single solution. That’s because no two leads are the same. What works for one lead, might not work for the other, and the same is true in PR, except, instead of leads, we have reporters! The important thing to remember is to do your research, and not get trigger-happy with the “send” button. Sending out more catered pitches will yield better results than a massive blast.
4. Analysis is Needed
What Inbound Taught Me: Data is a driving factor to marketing success
It is important for PR firms to take a step back and look at their progress. While success is always the goal, failed attempts are inevitable. The trick is to view the failures as lessons. Look back at your analytics – what went wrong? Where are some areas that can be improved upon? Alternatively, it is also important to analyze what went right, and why was it so successful? Having data that can answer these questions for you is crucial when determining how to move forward.
5. Delight the Client
What Inbound Taught Me: No matter what you are putting into practice, you need to keep your client happy
Now that you have built relationships, created good content, perfected your email and looked closely at your analytics it is time to delight. The concept of delight simply means putting all of these practices together smoothly on a daily basis, which is very important for any professional services organizations like a marketing and PR agency. Giving your client an interview opportunity, editing their bylines, keeping up with their social media, and checking up on analytics are all ways that PR firms can delight and keep their clients happy. Another thing to keep in mind when delighting, and this may be the most important part, is that no two clients are the same. Each client has different goals and needs, so in order to delight properly, you must treat each client individually.
The HubSpot Inbound Marketing classes made me look at traditional marketing practices and taught me how to modernize them and adapt them for PR. I highly recommend not only taking this class, but also any class that will further your education in new marketing practices!
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