James Kaye is the Director & Co-Founder of Big Ideas Machine, a B2B technology PR & Marketing agency. James has over 25 years experience in product management and marketing roles at BT, Orange & The Trinity Mirror Group (now called Reach). James is an avid gamer and launched a commercial games channel for Tiscali TV.
In this episode, we are joined by James Kaye to tackle a key problem for early stage businesses whereby your brand is relatively unknown and unestablished, there is no marketing or PR function inhouse and it takes time, money & skills to run an effective PR campaign. We specifically dive into:
Building your PR & marketing strategy
Understanding your target customer
Recommended content creation
How to maximise PR publications & marketing channels
Measuring the ROI of a campaign
What to consider when hiring inhouse
What to expect when engaging with a PR agency
Cost considerations for inhouse hires, agencies and freelancers
- Hubspot - Marketing personas
- Ubersuggest - suggested topics and questions around certain areas
- Answer the client - Shows the questions people ask online
- SurveyMonkey - Surveys
- Hemingway editor - Analyses your writing / content creation
- Grammaly - Helps solve grammatical errors
- Andy Crestadina - How to beat the big boys
- PR moments - PR Hub for businesses
- Coverage book - Gives metrics on readership, viewers & social shares
- Google analytics & Search console - web traffic analysis
- 10 best online tools for writers in 2021
Index:
- Intro
- 3.30 - Where to focus your efforts as an early stage company (building your marketing / PR strategy)
- 4.45 - Understanding your target customer
- 7.50 - Use of primary research data
- 9.05 - Recommended content creation
- 11.40 - PR publications / channels
- 13.10 - Using unique data & insights
- 15.17 - Measuring ROI of a recent marketing / PR campaign
- 16.05 - Introduction to a marketing automation system
- 18.15 - Marketing / PR link to revenue
- 20.55 - Hiring inhouse vs outsourcing marketing / PR
- 22.05 - What to look for when hiring inhouse marketing / PR
- 23.10 - Level of involvement when working with an agency
- 24.30 - Costing discussion inhouse vs agency
- 25.40 - Typical duration of agency contract / engagement
- 27.15 - Best marketing / PR agencies for startups
- 28.00 - PR freelancers
- 29.00 - Final agency & freelancer considerations
- 30.10 - Wrap-up