How To Pitch Unconventional SEO Campaigns - SearchLondon

•

2 likes•926 views

The hardest part of an unconventional search campaign is often getting the client to agree to go ahead with it. In this presentation I look at the process we follow at PureBlue to turn the decision in to a really easy business decision.

Marketing Business Technology

Pitching Unconventional Campaigns
Getting to Yes
@JamesFinlayson

@JamesFinlayson
James Finlayson
Head of Search
PureBlue

@JamesFinlayson
Seer’s cleaning up parks

@JamesFinlayson
WoodworkersUK handing oﬀ-cuts to
schools

@JamesFinlayson
Meanwhile we’re stuck at our desk…

@JamesFinlayson
…dreaming of winning awards

@JamesFinlayson
We’ve Trained Clients
They expect:
1) X links per month; and
2) Not to have to do a thing; and
3) Not to care who’s linking because
it’s ‘for SEO’

@JamesFinlayson
We Think of UC As
1) Risky; and
2) Expensive; and
3) Stepping on other’s toes

@JamesFinlayson
We’ve Been Getting Results
Would you stop doing this?

@JamesFinlayson
Be Honest With Yourself
Avoid Temptation

@JamesFinlayson
Don’t Be A One Trick
Pony

@JamesFinlayson
Main Beneﬁts of UC
Speed
Link Quality
Positioning

@JamesFinlayson
Think Like a CEO
Not an SEO

@JamesFinlayson
Insight
Mashup data to ﬁnd a demographic
that’s either
1) High converting; or
2) Untapped

@JamesFinlayson
Prove With Examples
What conceptually similar ideas have
done well?

@JamesFinlayson
Predict Ahead
Get Nerdy with CTRs, Seasonality, Keyword Research,
Conversion Rates, eﬀect on direct & referring traﬃc etc

@JamesFinlayson
Predict Ahead
!£#!!!!
!£5,000.00!!
!£10,000.00!!
!£15,000.00!!
!£20,000.00!!
!£25,000.00!!
!£30,000.00!!
!£35,000.00!!
!£40,000.00!!
Jul#14! Aug#14! Sep#14! Oct#14! Nov#14! Dec#14! Jan#15! Feb#15! Mar#15! Apr#15! May#15! Jun#15!
Content!Pieces!
ExisHng!Strategy!
Summarise it in a way that doesn’t cause nose-bleeds.

@JamesFinlayson
Report All The Things
1) Organic Traﬃc
2) Links - Quantity, Quality
3) Social Reach (on-page & external)
4)Don’t Forget Direct
6) Coverage
5) Referral Traﬃc (AVE/Paid comparison Snippets)
7) Collected Data / Assets
8) Highlights

@JamesFinlayson
!
Dear Client,
!
We want to feed junk food to
childhood heroes until they would, in
reality, die a horrible, horrible death.

@JamesFinlayson
Risk
Missing out on seasonal revenue.
!
Just out of penalty - need to
maintain quality.

@JamesFinlayson
Demographic
18-25
Fat
Men
Who Like Junk Food
& Like Wolverine

@JamesFinlayson
Task
!
We Need to Inspire Geeks to Be
More Like Their Superheroes

@JamesFinlaysondesirablebody.co.uk/hero/

@JamesFinlayson
Results
!
1050 social shares
88 linking root domains
17k views
!
103% increase in sales the following
month

@JamesFinlayson
Campaign 2
Learnings:
1) Unconventional Content Paid Oﬀ
2) It Was Often Taken Seriously
3) Visitors didn’t explore the shop
4) Poor for branding

@JamesFinlayson
Sites Browsed By Comic Book Guy
1) Comics
2) Games
3) Pornography
4) Tech / Gadgets

@JamesFinlayson
Tech Sites’ Obsession With Cases

@JamesFinlayson
The World’s Healthiest iPhone Case

@JamesFinlayson
2x video reviews
!
!
3x artwork
!
!
product text
Basic Assets

@JamesFinlayson
9k views
250 linking root domains
7.5k social shares of articles (+550
on-site)
7 people tried to buy one
Results

@JamesFinlayson
Summary
1) Clearly deﬁne the business risk you’re addressing
2) Pitch for multiple pieces
3) Don’t be afraid to make predictions
4) Report the hell out of it afterwards
5) Ellen is a liar

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1. Pitching Unconventional Campaigns Getting to Yes @JamesFinlayson

2. @JamesFinlayson James Finlayson Head of Search PureBlue

3. @JamesFinlayson The Problem

4. @JamesFinlayson Seer’s cleaning up parks

5. @JamesFinlayson Rand’s cousin’s rapping

6. @JamesFinlayson WoodworkersUK handing oﬀ-cuts to schools

7. @JamesFinlayson Meanwhile we’re stuck at our desk…

8. @JamesFinlayson …dreaming of winning awards

9. @JamesFinlayson ! Our clients say no

10. @JamesFinlayson Our Fault

11. @JamesFinlayson We’ve Trained Clients They expect: 1) X links per month; and 2) Not to have to do a thing; and 3) Not to care who’s linking because it’s ‘for SEO’

12. @JamesFinlayson We Think of UC As 1) Risky; and 2) Expensive; and 3) Stepping on other’s toes

13. @JamesFinlayson We’ve Been Getting Results Would you stop doing this?

14. @JamesFinlayson Be Wary

15. @JamesFinlayson It’s more fun!

16. @JamesFinlayson Be Honest With Yourself Avoid Temptation

17. @JamesFinlayson Don’t Be A One Trick Pony

18. @JamesFinlayson Deﬁne The Risk

19. @JamesFinlayson Main Beneﬁts of UC Speed Link Quality Positioning

20. @JamesFinlayson Think Like a CEO Not an SEO

21. @JamesFinlayson Associated Risks with SC Speed Link Quality Positioning Seasonal Launch Competitors Penalty Brand

22. @JamesFinlayson Deﬁne The Solution

23. @JamesFinlayson Seasonal Launch Competitors Penalty Brand Risk Summary Cost Eﬀective Safer Increases Control

24. @JamesFinlayson Insight Mashup data to ﬁnd a demographic that’s either 1) High converting; or 2) Untapped

25. @JamesFinlayson Prove With Examples What conceptually similar ideas have done well?

26. @JamesFinlayson Draw the Comparison

27. @JamesFinlayson Predict Ahead Get Nerdy with CTRs, Seasonality, Keyword Research, Conversion Rates, eﬀect on direct & referring traﬃc etc

28. @JamesFinlayson Predict Ahead !£#!!!! !£5,000.00!! !£10,000.00!! !£15,000.00!! !£20,000.00!! !£25,000.00!! !£30,000.00!! !£35,000.00!! !£40,000.00!! Jul#14! Aug#14! Sep#14! Oct#14! Nov#14! Dec#14! Jan#15! Feb#15! Mar#15! Apr#15! May#15! Jun#15! Content!Pieces! ExisHng!Strategy! Summarise it in a way that doesn’t cause nose-bleeds.

29. @JamesFinlayson Reporting

30. @JamesFinlayson Report All The Things 1) Organic Traﬃc 2) Links - Quantity, Quality 3) Social Reach (on-page & external) 4)Don’t Forget Direct 6) Coverage 5) Referral Traﬃc (AVE/Paid comparison Snippets) 7) Collected Data / Assets 8) Highlights

31. @JamesFinlayson Examples

32. @JamesFinlayson ! Dear Client, ! We want to feed junk food to childhood heroes until they would, in reality, die a horrible, horrible death.

33. @JamesFinlayson Risk Missing out on seasonal revenue. ! Just out of penalty - need to maintain quality.

34. @JamesFinlayson Demographic 18-25 Fat Men Who Like Junk Food & Like Wolverine

35. @JamesFinlayson Task ! We Need to Inspire Geeks to Be More Like Their Superheroes

36. @JamesFinlayson Proof of Linkability

37. @JamesFinlaysondesirablebody.co.uk/hero/

38. @JamesFinlayson

39. @JamesFinlayson Results ! 1050 social shares 88 linking root domains 17k views ! 103% increase in sales the following month

40. @JamesFinlayson Campaign 2 Learnings: 1) Unconventional Content Paid Oﬀ 2) It Was Often Taken Seriously 3) Visitors didn’t explore the shop 4) Poor for branding

41. @JamesFinlayson Sites Browsed By Comic Book Guy 1) Comics 2) Games 3) Pornography 4) Tech / Gadgets

42. @JamesFinlayson Geeks Dieters Tech Gold

43. @JamesFinlayson Tech Sites’ Obsession With Cases

44. @JamesFinlayson The World’s Healthiest iPhone Case

45. @JamesFinlayson 2x video reviews ! ! 3x artwork ! ! product text Basic Assets

46. @JamesFinlayson Results

47. @JamesFinlayson 9k views 250 linking root domains 7.5k social shares of articles (+550 on-site) 7 people tried to buy one Results

48. @JamesFinlayson Summary 1) Clearly deﬁne the business risk you’re addressing 2) Pitch for multiple pieces 3) Don’t be afraid to make predictions 4) Report the hell out of it afterwards 5) Ellen is a liar

49. @JamesFinlayson

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