Founder and Lead Strategist at AuthenticMatters helping companies market the right products and services to the right customers for the right reasons.
People usually react a certain way when they hear they hear the term "PR." And understandably so. A lot of PR is done the wrong way. But done the right way, PR is as much a user acquisition channel as any other tool in the kit. (Note regarding image: bears shaking hands has nothing to do with PR, though I guess inferences could be made. It's really just funny. Nothing more.)
In your space, there are influencers with legit audiences. Maybe you're one? Either way, engaging with influencers is a 50/50 art/science split. You've got to be real; authentic. You've got to provide value. You have to be contextual. And you have to measure.
Companies are media. (Woah, that's deep.) All kidding aside, it's true. Developing and distributing useful, engaging, relevant content is clearly a customer acquisition channel. But think of it like a sales tool and you'll fail at it. A solid content strategy builds trust and community. It's a means to an end.
Being invited into someone's inbox is a big deal. It's a signal that they are interested in what you have to say, sell, share, promote, etc. Awesome email marketing is a wonderful mashup of psychology, trust, UI/UX, content, readability, engagement, data, design.
I'd rethink the visitor action you seek. Your solid content drew them in, but are they ready to commit and signup for an account / purchase? Maybe not. But given they clicked through to said piece of solid content, they might want more of it, perhaps delivered to their inbox (i.e., a newsletter). Maybe consider that as the CTA: "Dig what you're reading here? We'll deliver it to your inbox once a month. Just enter your email address here..." It moves the user one step closer to signup / purchase. Then remarket at them.
I worked closely w Dave at my first startup when he was assigned to our account. I liked his work so much I asked him to join my team at my second company early, way earlier than we needed for a PR exec; he just added the right chemistry to the team and we didn't want to lose the opportunity. When he started his new firm, Authentic Matters, I became a client. Dave gets it done. He makes people around him feel comfortable and energized, not only reporters but users, partners, investors, and teammembers, too. He is passionate about authenticity, and will often remind people behind decisions at the companies he advises, "Be a human being". His faithfulness to that mantra, even more than his great technique and loads of experience makes him successful at what he does and a pleasure to be around.
Dave was our first full-time hire and with good reason; while we met him in a PR capacity at our previous company, he's always had the ability to go the extra mile. As a burgeoning digital strategist, at Churnless he's done light bizdev, organic growth-focused content creation, and even a bit of product work, in addition to his general PR duties.
With a constantly positive attitude, a passion for authentic connections, and a charming demeanor that makes transitioning into interviews simple, Dave has all the skills he needs to help people connect with products they actually need. And that is a strong point about where he stands apart: his style is never just spray-and-pray PR, but tight, targeted actions that are about getting the right people to pay attention. At any company where I control the PR selection, Dave will be my first choice.
