On Tuesday 27th March we hosted the second Liverpool HubSpot User Group (HUG) for marketers and HubSpot customers in the city. The Liverpool HUG is the only event in the Liverpool City Region dedicated to the promotion of inbound marketing with HubSpot and is part of a global HUG community. A HUG is a place for savvy marketers to meet other like-minded individuals to skill share on the many different topics related to inbound.
We were lucky enough to welcome HubSpot's Global Growth Partner Manager Iliyana Stareva to discuss "Why Inbound PR is the Future of PR".
The key points made during the night were that PR people excel with content creation, but when it comes to measuring ROI is has not always been completely accurate, something inbound marketers are generally quite good at due to the technology involved such as HubSpot. This is where the concept of Inbound PR comes in. It's all about combining PR's biggest strength and its biggest challenge;
" CONTENT & MEASUREMENT "
This is all about changing your mindset. Over the past few years, as buyers, we have all changed our own mindset. We no longer require a sales person to tell us what we need, we simply search online for an answer to our problem, hence the phrase "Just Google It". This theory is also applicable to journalists. They too are searching for content and no longer need or want to be bombarded by emails from PR agencies requesting if their content can be published. Traditional PR has always been an outbound activity which is generally interruptive. Switching your mindset to adopt an inbound PR approach will not only allow you to measure your activity more but also allow you to create content that ATTRACTS journalists. This is where the idea of a newsroom comes into play. By creating this newsroom on your website you will be able to place all press release content online ready to be consumed by your media persona. Plus, if
" INBOUND PR IS A MINDSET CHANGE "
This is where Iliyana's Inbound PR Methodology comes into play, which is in many ways similar to HubSpot's Inbound Methodology but focuses more on the media persona rather than the buyer person.
Here is the full slide deck from the meetup:
Served on the side of the amazing content Iliyana delivered we were also treated to some amazing food by HUS and some extra special HubSpot cupcakes made by local independent baker Laura's Little Bakery. Quite literally the icing on the cake for the night!
Here are some of the tweets from the night:
@stewart_bennett kicks off tonight's @LiverpoolHUG on #inbound #PR with @IliyanaStareva pic.twitter.com/29txzamTgg
— Jo Spragg (@JoSpragg) 27 June 2017
'PRs need to plan with outcomes in mind, not outputs' - @IliyanaStareva #LiverpoolHUG #Inbound #PR pic.twitter.com/60L2zy5VY1
— Jo Spragg (@JoSpragg) 27 June 2017
Loads of great insights at #HUGLiverpool event tonight. Goody bag too, decent. Thanks @ActiveProfileUK @stewart_bennett @HubSpot pic.twitter.com/O26LmSm8k0
— Peter Smith (@psmith_01) June 27, 2017
Having recently become HubSpot Certified Partners, we are very excited about growing our inbound marketing and inbound PR offerings to clients and staging more events for the local HubSpot community.
