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Tactics for Landing Big Links on a
Shoestring Budget
@shannonmcguirk_
#PintSizedMarketing
A small budget doesn’t mean small links
Having a big budget means more
time for ideation, design and
outreach
But it doesn’t mean those ideas
will be good and get links
So tonight...
Debunking the myth:
You need big budgets to get big
links
A story about when I
proved my boss
wrong with a small
budget campaign…
5 tactics for building links on a
shoestring budget
Tactic 1:
Find spokespeople & case
studies
Why are spokespeople
important?
Journalists love them
Journalists need to show
multiple points of view using
opinions from credible
sources
Stories need voices through
case studies
Businesses have people at
their core
And people have stories to
tell...
Starting a company is a good
story to tell
People care: 103 likes & 17 comments
Flashpack was founded on a 1st date
It’s not the fact that they
started the company, it’s the
story around it
Who else can tell stories at
your business?
Are they female?
How did they overcome
hurdles?
What inspires them?
Where are they from?
In action...
Stories are
free...
All you need is a few hours
time
TIP:
Use a traditional PR tactic and
profile people within business
to generate links
Tactic 2:
Free & low cost data sources
Most ‘big’ campaigns are
created around data
There are budget friendly
options
Create a survey
Freedom of Information Act
Free data sources
Let your data guide the visual
design
Aira’s own analysis
Top three most successful visuals
Keeping it simple works
TIP:
There are lots of free & low-cost
data sources available, and
simple executions can work
really well
Tactic 3:
Create evergreen content
What do we mean by
‘evergreen’ content?
Evergreen content is content
that is always relevant
A campaign pinned to one
day or event can be risky
It can work...
But success isn’t a given
If you’re investing in creating
content make sure it’s
‘pitchable’ throughout the year
It’s more time and cost
efficient
This shows gender disparity
on the boards at some of the
world’s biggest companies
How often is this talked
about?
All the time...
The data was free and
sourced online
The asset is now more than 2
years old
It’s got 37 links and it’s still
going...
TIP:
Create evergreen content as
it allows you to secure links
over a longer period of time
Tactic 4:
Build relationships with the
media
When you’re not in the circle…
Why is this so important?
When journalists start to trust
you, they come to you…
A realtime request with a deadline
This will take a little time
Start with your niche
Meet deadlines
Think about...
Tailored outreach lists
What sites does you care
about most?
TIP:
Start by saying hello to
journalists
Tactic 5:
Use newshooks effectively
What is a newshook?
“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
So how do you use a
newshook?
Seasonal events
Awareness days & months
There are 16 in January
National Beer Can Day
Keep the 29th March in
mind
What does this look like in
action?
Story time: November 2016
2 hours in design
Launched on a Friday
afternoon
That evening…
It just keeps on giving
Risk:
You’re tying the content into
one day
Minimise risk by reaching out to
journalists before you create
content
This is super low investment so
super low risk
How can you plan this
properly?
Editorial Content Calendar
TIP:
Create an editorial content
calendar to plan your campaigns
In summary...
These tactics aren’t mutually
exclusive
Be prepared to invest time in
creating your stories, content and
doing outreach
Flashpack was founded on a 1st date
Free data sources
Link building and digital PR can
be hard
But budget doesn’t have to be the
limiting factor
And if you do one thing
tomorrow…
Work out what tactic will help you
tell your brand’s story.
Thank you!

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