PR + website traffic = revenue: The secrets of Direct Response PR revealed
By Paul Green
If you ever meet someone from a PR agency who tells you it’s impossible or difficult to put in place a PR campaign that directly drives revenue into your business, then make your excuses and leave.
Because they’re wrong. And their knowledge is hopelessly out of date.
See, if you’re going to do PR properly you must put in place a system that turns media attention directly into money in your pocket.
It takes the process of making your business famous, and makes it accountable and profitable.
At my one day seminar I fully explain the entire Direct Response PR System that my team uses for our private clients.
(you can check availability of the latest seminar and guarantee your place here)
But here are the bare bones of the Direct Response PR system.
First you get media attention. You use proven techniques to give journalists what they want and get valuable coverage in the mainstream media. There are 58 proven strategies that you can use to get publicity, although not all of them will work for your business.
Next you ensure there is a direct response from the PR. There must be a clear call to action in your PR – spelling out the thing you want readers or listeners to do. There are many different ways to achieve this.
Typically the response is to send traffic to a website. And it’s there you do clever data capture to build yourself a list, or a database of leads.
There are a number of steps you must take on your data capture page to pre-qualify your visitors, otherwise you get low quality leads.
The final step to turn this list into revenue is to put in place a follow-up campaign, typically using a bespoke combination of email marketing, telesales and direct mail.
It’s in the follow-up that you unlock the revenue potential of your list and directly add to the bottom line.
This is a highly simplified version of Publicity Heaven’s Direct Response PR System, but it’s the one we use to promote our own business as well as our private clients’ businesses.
In six months alone we generated 3,000 qualified leads for our business using this very system. It’s a powerful tool to generate business – with the benefit that you make your business famous along the way.
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