Slide 1
Case study:
Search engine optimisation
meets PR
How a professional services company
got their niche whitepaper int...
Slide 2
Presenter
Michelle Archard
Senior Consultant, Online Marketing
CommOut
Slide 3
Background
• PharmOut employee finished
a project on client site
• We generated a white paper
to capture his knowl...
Slide 4
Campaign aims
• Get the white paper into as
many hands as possible.
Aim > 50 downloads
• Build the brand as a
‘tru...
Slide 5
How it was done
Slide 6
Keywords
• Using online tools like wordtracker.com
and Google Adwords, identified 5 terms:
• autoclave validation
...
Slide 7
Optimised press release
 primary
keywords
 secondary
keywords
written in
HTML, with
links back to
Landing page
Slide 8
Landing page
Slide 9
Download page
Slide 10
Releasing on the wire
• Australian Associated Press (AAP) –
Australian affiliate for PRnews wire
• New service -U...
Slide 11
Google Optimizer – which Landing page
gives the best results?
Tested:
Different headings
Picture/no picture
‘No r...
Slide 12
Google Optimizer – which Landing page
gives the best results?
10%
difference
between 2
options
Slide 13
Landing Pages – what works?
Best
75% click through
heading matched
press release
Picture of download
included
‘No...
Slide 14
Post-registration vs pre-registration
• 6% is the average completion rate for sign up forms in
B2B*
• Aim was to ...
Slide 15
Viral vs direct leads
• 24% of white paper recipients will pass it
onto their boss
• 77% will pass it onto their ...
Slide 16
Google alerts
Great for
tracking where
your release is
appearing.
Set one up for
a unique
phrase in your
press re...
Slide 17
Results
Slide 18
3 hours later…
• Picked up by 20 news sites
Slide 19
Immediate Results
• Within 75 mins I had 3 contacts to add to
the inhouse list
– Boston Scientific (huge medical ...
Slide 20
Results
• Keywords:
• autoclave validation
• loaded heat distribution for autoclave validation
• fda compliance g...
Slide 21
Web stats - downloads
The stats
package on
your web
server will give
you this
information.
Better to use
Google
a...
Slide 22
2 days later
• 89 hits to Landing page
• 77 clicked through to download page
• 42 downloads
• 8 registrations (10...
Slide 23
After one week
• 127 hits to Landing page
• 116 clicked through to the download page
• 58 downloads
• 10 registra...
Slide 24
After six weeks
• 392 hits to Landing page
• 264 clicked through to the download page
• 200 downloads (4 x our go...
Slide 25
Industry comment
A ‘friendly’ at a major pharma
manufacturer (not a current customer):
“I downloaded a white pape...
Slide 26
Return on Investment
Slide 27
ROI
External Costs:
$70 white paper proofreading
$400 PR Newswire
Possible outsourcing:
$1000 to edit and layout ...
Slide 28
ROI
• Only fixed cost is $400
• How else could you get your white paper into the
hands of 200 new prospects for $...
Slide 29
Comments
• Great for multinational lead generation
• Experiment with the pre-registration or post-
registration f...
Slide 30
Websites
• www.pharmout.com.au/autoclave/
• www.wordtracker.com
• http://www.aapmedianet.com.au/
• http://www.goo...
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Seo Pr Casestudy

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A case study on the use of a search engine optimised press release, a website landing page and a white paper to generate sales leads for a professional services company.

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Seo Pr Casestudy

  1. 1. Slide 1 Case study: Search engine optimisation meets PR How a professional services company got their niche whitepaper into the hands of 200 new contacts and their friends in 6 weeks for $400.
  2. 2. Slide 2 Presenter Michelle Archard Senior Consultant, Online Marketing CommOut
  3. 3. Slide 3 Background • PharmOut employee finished a project on client site • We generated a white paper to capture his knowledge • Area is a target application for this pharmaceutical consultancy • Consultancy is less than 2 years old – brand building is key • Very niche area – ‘autoclave validation’
  4. 4. Slide 4 Campaign aims • Get the white paper into as many hands as possible. Aim > 50 downloads • Build the brand as a ‘trusted advisor’ • Improve Google rankings for keywords around topic. Aim: 2 terms in top 5. • Gather contacts to add to in-house list – Aim > 10 contacts
  5. 5. Slide 5 How it was done
  6. 6. Slide 6 Keywords • Using online tools like wordtracker.com and Google Adwords, identified 5 terms: • autoclave validation • loaded heat distribution for autoclave validation • fda compliance gmp gcp glp • vacuum assisted steam sterilization
  7. 7. Slide 7 Optimised press release  primary keywords  secondary keywords written in HTML, with links back to Landing page
  8. 8. Slide 8 Landing page
  9. 9. Slide 9 Download page
  10. 10. Slide 10 Releasing on the wire • Australian Associated Press (AAP) – Australian affiliate for PRnews wire • New service -US PRNewsWire Web Only distribution. < 500 words for A$400 • Goes to 3600 websites
  11. 11. Slide 11 Google Optimizer – which Landing page gives the best results? Tested: Different headings Picture/no picture ‘No registration required’ 8 combinations of these 3 elements Success = click through to download page
  12. 12. Slide 12 Google Optimizer – which Landing page gives the best results? 10% difference between 2 options
  13. 13. Slide 13 Landing Pages – what works? Best 75% click through heading matched press release Picture of download included ‘No registration required’ Worst 65% click through heading matched press release Picture of download included Not included: ‘No registration required’ Makes a significant difference
  14. 14. Slide 14 Post-registration vs pre-registration • 6% is the average completion rate for sign up forms in B2B* • Aim was to get white paper to as many people as possible • Decided to ask for personal details only if they wanted to continue relationship *Source: Marketingsherpa.com
  15. 15. Slide 15 Viral vs direct leads • 24% of white paper recipients will pass it onto their boss • 77% will pass it onto their colleagues • More important to get the viral benefit than direct leads • What’s more valuable? To get 50 leads or to have 1,000 people see your info and the interested ones will call sales on their own?
  16. 16. Slide 16 Google alerts Great for tracking where your release is appearing. Set one up for a unique phrase in your press release prior to releasing it
  17. 17. Slide 17 Results
  18. 18. Slide 18 3 hours later… • Picked up by 20 news sites
  19. 19. Slide 19 Immediate Results • Within 75 mins I had 3 contacts to add to the inhouse list – Boston Scientific (huge medical device company) – Medimmune (2,500 employee Pharmaceutical company, recently purchased by AstraZeneca and partner with CSL) – Ligocyte – Drug development company
  20. 20. Slide 20 Results • Keywords: • autoclave validation • loaded heat distribution for autoclave validation • fda compliance gmp gcp glp • vacuum assisted steam sterilization • autoclave steam sterilization • Went from 0 rankings for all terms to 2 top 5 rankings (Google & Yahoo) in 2 days
  21. 21. Slide 21 Web stats - downloads The stats package on your web server will give you this information. Better to use Google analytics
  22. 22. Slide 22 2 days later • 89 hits to Landing page • 77 clicked through to download page • 42 downloads • 8 registrations (10% of visitors) • Plus – 9 downloaded another white paper
  23. 23. Slide 23 After one week • 127 hits to Landing page • 116 clicked through to the download page • 58 downloads • 10 registrations (17%) • Plus – 13 downloaded another white paper – 3 top 5 rankings on search engines (1 term on 3 engines)
  24. 24. Slide 24 After six weeks • 392 hits to Landing page • 264 clicked through to the download page • 200 downloads (4 x our goal) • 32 registrations (16%) – nearly 3x B2B average sign up rate • Plus – 105 downloaded another white paper – 8 top 5 rankings on search engines
  25. 25. Slide 25 Industry comment A ‘friendly’ at a major pharma manufacturer (not a current customer): “I downloaded a white paper from your website the other day. The link came up on Google alert. It was very good. You guys must be doing well.”
  26. 26. Slide 26 Return on Investment
  27. 27. Slide 27 ROI External Costs: $70 white paper proofreading $400 PR Newswire Possible outsourcing: $1000 to edit and layout white paper $500 Landing page & download page $500 keyword determination and press release. Cost: $2.5k Return: $32k (Typical autoclave validation project) + brand & relationship building
  28. 28. Slide 28 ROI • Only fixed cost is $400 • How else could you get your white paper into the hands of 200 new prospects for $400 in 6 weeks? – Trade mag ad? No – Trade show booth? No – Distribution by sales people? No – Website? Maybe, if you have lots of everyday traffic – Webinar? Typical B2B attendance for a niche topic is <50 – PR? Maybe, if you get lucky with timing – Mailing to purchased list? - ouch
  29. 29. Slide 29 Comments • Great for multinational lead generation • Experiment with the pre-registration or post- registration for a download • Research best practice Landing page design (marketingsherpa.com) • Offer something of value – checklist, white paper, webinar • If a form is there, people assume they have to fill it out. Consider not having one. • Build trust by offering something of value without requiring something in return
  30. 30. Slide 30 Websites • www.pharmout.com.au/autoclave/ • www.wordtracker.com • http://www.aapmedianet.com.au/ • http://www.google.com/analytics/ • http://www.google.com/alerts • www.marketingsherpa.com • www.google.com/adwords (analyzer is part of adwords) • www.scribendi.com • and … www.commout.com.au
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