Tactics for Landing Big Links on a Shoestring Budget
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At the #PintSizedMarketing meet up, I revealed my tactics for landing big links on a smaller budget. Good luck using them!
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Tactics for Landing Big Links on a Shoestring Budget
- 2. Tactics for Landing Big Links on a Shoestring Budget
- 4. A small budget doesn’t mean small links
- 5. Having a big budget means more time for ideation, design and outreach
- 6. But it doesn’t mean those ideas will be good and get links
- 8. Debunking the myth: You need big budgets to get big links
- 9. A story about when I proved my boss wrong with a small budget campaign…
- 10. 5 tactics for building links on a shoestring budget
- 11. Tactic 1: Find spokespeople & case studies
- 14. Journalists need to show multiple points of view using opinions from credible sources
- 15. Stories need voices through case studies
- 16. Businesses have people at their core
- 17. And people have stories to tell...
- 18. Starting a company is a good story to tell
- 19. People care: 103 likes & 17 comments
- 20. Flashpack was founded on a 1st date
- 21. It’s not the fact that they started the company, it’s the story around it
- 22. Who else can tell stories at your business?
- 23. Are they female?
- 24. How did they overcome hurdles?
- 26. Where are they from?
- 27. In action...
- 30. All you need is a few hours time
- 31. TIP: Use a traditional PR tactic and profile people within business to generate links
- 32. Tactic 2: Free & low cost data sources
- 33. Most ‘big’ campaigns are created around data
- 35. There are budget friendly options
- 36. Create a survey
- 37. Freedom of Information Act
- 39. Let your data guide the visual design
- 42. Top three most successful visuals
- 43. Keeping it simple works
- 44. TIP: There are lots of free & low-cost data sources available, and simple executions can work really well
- 45. Tactic 3: Create evergreen content
- 46. What do we mean by ‘evergreen’ content?
- 47. Evergreen content is content that is always relevant
- 48. A campaign pinned to one day or event can be risky
- 49. It can work...
- 51. But success isn’t a given
- 52. If you’re investing in creating content make sure it’s ‘pitchable’ throughout the year
- 53. It’s more time and cost efficient
- 55. This shows gender disparity on the boards at some of the world’s biggest companies
- 56. How often is this talked about?
- 57. All the time...
- 58. The data was free and sourced online
- 59. The asset is now more than 2 years old
- 60. It’s got 37 links and it’s still going...
- 61. TIP: Create evergreen content as it allows you to secure links over a longer period of time
- 62. Tactic 4: Build relationships with the media
- 64. When you’re not in the circle…
- 65. Why is this so important?
- 66. When journalists start to trust you, they come to you…
- 67. A realtime request with a deadline
- 68. This will take a little time
- 69. Start with your niche
- 71. Meet deadlines
- 72. Think about...
- 74. What sites does you care about most?
- 75. TIP: Start by saying hello to journalists
- 76. Tactic 5: Use newshooks effectively
- 77. What is a newshook?
- 78. “That critical piece of newsworthy information that will capture the attention and interest of both the news media and their audiences.” Yopp, McAdams, & Thornburg, 2010
- 79. So how do you use a newshook?
- 80. Seasonal events
- 81. Awareness days & months
- 82. There are 16 in January
- 83. National Beer Can Day
- 84. Keep the 29th March in mind
- 85. What does this look like in action?
- 86. Story time: November 2016
- 87. 2 hours in design
- 88. Launched on a Friday afternoon
- 89. That evening…
- 90. It just keeps on giving
- 91. Risk: You’re tying the content into one day
- 92. Minimise risk by reaching out to journalists before you create content
- 93. This is super low investment so super low risk
- 94. How can you plan this properly?
- 96. TIP: Create an editorial content calendar to plan your campaigns
- 97. In summary...
- 98. These tactics aren’t mutually exclusive
- 99. Be prepared to invest time in creating your stories, content and doing outreach
- 100. Flashpack was founded on a 1st date
- 101. Free data sources
- 103. Link building and digital PR can be hard
- 104. But budget doesn’t have to be the limiting factor
- 105. And if you do one thing tomorrow…
- 106. Work out what tactic will help you tell your brand’s story.
- 107. Thank you!