Digital
Do or Drop?
Louise Findlay-Wilson
@louisefw
www.energypr.co.uk
Prepare
Map Your Pipeline
Audience where it
grazes for
information
Content and
stages
people need
to go
through
Datacapture

But
don’t
ask for
too
much!
Blog

Need to be able
to change the
content on your
site...easily
Measurement

If you’re not
going to
measure don’t
bother –
Google
Analytics is
fine
Planning Completed
P i p e l i n e
D a t a c a p t u r e
B l o g
M e a s u r e m e n t
Now Drive Traffic
Keywords
• Find your niches
• What’s your traffic
searching for?
• What are the
battles you can
win that are worth
winning...
Live Example
Live Example
Live Example
Live Example
We got
onto
page 1
in 4
weeks
Live Example
Live Example
Live Example
What else?

30 SUGGESTIONS
Not just your site

SEO today is all about:
Relevant quality content not just on your site
but elsewhere…on sites that Goo...
Turbo boost it with PR

This is the natural
skill of PR
30 SUGGESTIONS
Example – Origin Doors

30 SUGGESTIONS
Example
Research
News releases
Infographic
Online & offline media
Blogger outreach
Example
Bloggers ...
Example – Polythene UK

30 SUGGESTIONS
Example
Content…how!
Misc
•
•
•
•
•
•
•
•
•
•
•

Product launches
Service developments
Facility visits
Competitions/reader offers
Awards
Points...
From Groups
Or via LinkedIn:
• Ask people in a group for their top tips
• Pull together into a branded mini guide
• Host i...
Quick Polls on LinkedIn
•
•
•
•
•

Post a poll
Ask everyone you know to take part
Promote it in Groups
Tweet about it
Then...
Survey Monkey Research
• Identify areas that
need researching
• Drive people to
your online survey
Guides
• Ask people on twitter
for their top tips
• Turn into a guide
• Promote it
• Pitch to bloggers
• Publish elements ...
Make that content work
Drive datacapture
Drive product interest
Encourage sharing
• Have a catalogue? Get people to tweet a
photo of them with the catalogue to get a
prize
• “@ethicalsto...
Integrate
Blog
Facebook & Twitter
Blog
Pinterest
Integration
Summary
P i p e l i n e
D a t a c a p t u r e
B l o g
M e a s u r e m e n t
K e y w o r d s
P R
C o n t e n t
In t...
For Presentation...

Tweet @energypr using
#Digitalmarketingshow

www.energypr.co.uk
Thank You
Louise Findlay-Wilson
@louisefw
@energypr
www.energypr.co.uk
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  • You will have a far greater sense of purpose
  • Digital: Do or Drop? by Louise Findlay-Wilson

    1. 1. Digital Do or Drop? Louise Findlay-Wilson @louisefw www.energypr.co.uk
    2. 2. Prepare
    3. 3. Map Your Pipeline Audience where it grazes for information Content and stages people need to go through
    4. 4. Datacapture But don’t ask for too much!
    5. 5. Blog Need to be able to change the content on your site...easily
    6. 6. Measurement If you’re not going to measure don’t bother – Google Analytics is fine
    7. 7. Planning Completed P i p e l i n e D a t a c a p t u r e B l o g M e a s u r e m e n t
    8. 8. Now Drive Traffic
    9. 9. Keywords • Find your niches • What’s your traffic searching for? • What are the battles you can win that are worth winning?
    10. 10. Live Example
    11. 11. Live Example
    12. 12. Live Example
    13. 13. Live Example
    14. 14. We got onto page 1 in 4 weeks
    15. 15. Live Example
    16. 16. Live Example
    17. 17. Live Example
    18. 18. What else? 30 SUGGESTIONS
    19. 19. Not just your site SEO today is all about: Relevant quality content not just on your site but elsewhere…on sites that Google rates 30 SUGGESTIONS That means creating content that media & quality bloggers want to carry
    20. 20. Turbo boost it with PR This is the natural skill of PR 30 SUGGESTIONS
    21. 21. Example – Origin Doors 30 SUGGESTIONS
    22. 22. Example Research News releases Infographic Online & offline media Blogger outreach
    23. 23. Example
    24. 24. Bloggers ...
    25. 25. Example – Polythene UK 30 SUGGESTIONS
    26. 26. Example
    27. 27. Content…how!
    28. 28. Misc • • • • • • • • • • • Product launches Service developments Facility visits Competitions/reader offers Awards Points of view Predictions Trends Piggybacking Target scheduled features Events
    29. 29. From Groups Or via LinkedIn: • Ask people in a group for their top tips • Pull together into a branded mini guide • Host it online • Credit all contributors • When it’s ready tell the group • Contributors will share!
    30. 30. Quick Polls on LinkedIn • • • • • Post a poll Ask everyone you know to take part Promote it in Groups Tweet about it Then use the findings in your PR!
    31. 31. Survey Monkey Research • Identify areas that need researching • Drive people to your online survey
    32. 32. Guides • Ask people on twitter for their top tips • Turn into a guide • Promote it • Pitch to bloggers • Publish elements on your blog • Have guide as a site download • Tweet some tips
    33. 33. Make that content work
    34. 34. Drive datacapture
    35. 35. Drive product interest
    36. 36. Encourage sharing • Have a catalogue? Get people to tweet a photo of them with the catalogue to get a prize • “@ethicalstore is offering the first person who tweets a picture of themselves with their new #catalogue, £10 to spend”
    37. 37. Integrate
    38. 38. Blog
    39. 39. Facebook & Twitter
    40. 40. Blog
    41. 41. Pinterest
    42. 42. Integration
    43. 43. Summary P i p e l i n e D a t a c a p t u r e B l o g M e a s u r e m e n t K e y w o r d s P R C o n t e n t In t e g r a t e
    44. 44. For Presentation... Tweet @energypr using #Digitalmarketingshow www.energypr.co.uk
    45. 45. Thank You Louise Findlay-Wilson @louisefw @energypr www.energypr.co.uk

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