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Tactics for Landing Big Links on a Shoestring Budget

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

  1. 1. Tactics for Landing Big Links on a Shoestring Budget
  2. 2. @shannonmcguirk_ #PintSizedMarketing
  3. 3. A small budget doesn’t mean small links
  4. 4. Having a big budget means more time for ideation, design and outreach
  5. 5. But it doesn’t mean those ideas will be good and get links
  6. 6. So tonight...
  7. 7. Debunking the myth: You need big budgets to get big links
  8. 8. A story about when I proved my boss wrong with a small budget campaign…
  9. 9. 5 tactics for building links on a shoestring budget
  10. 10. Tactic 1: Find spokespeople & case studies
  11. 11. Why are spokespeople important?
  12. 12. Journalists love them
  13. 13. Journalists need to show multiple points of view using opinions from credible sources
  14. 14. Stories need voices through case studies
  15. 15. Businesses have people at their core
  16. 16. And people have stories to tell...
  17. 17. Starting a company is a good story to tell
  18. 18. People care: 103 likes & 17 comments
  19. 19. Flashpack was founded on a 1st date
  20. 20. It’s not the fact that they started the company, it’s the story around it
  21. 21. Who else can tell stories at your business?
  22. 22. Are they female?
  23. 23. How did they overcome hurdles?
  24. 24. What inspires them?
  25. 25. Where are they from?
  26. 26. In action...
  27. 27. Stories are free...
  28. 28. All you need is a few hours time
  29. 29. TIP: Use a traditional PR tactic and profile people within business to generate links
  30. 30. Tactic 2: Free & low cost data sources
  31. 31. Most ‘big’ campaigns are created around data
  32. 32. There are budget friendly options
  33. 33. Create a survey
  34. 34. Freedom of Information Act
  35. 35. Free data sources
  36. 36. Let your data guide the visual design
  37. 37. Aira’s own analysis
  38. 38. Top three most successful visuals
  39. 39. Keeping it simple works
  40. 40. TIP: There are lots of free & low-cost data sources available, and simple executions can work really well
  41. 41. Tactic 3: Create evergreen content
  42. 42. What do we mean by ‘evergreen’ content?
  43. 43. Evergreen content is content that is always relevant
  44. 44. A campaign pinned to one day or event can be risky
  45. 45. It can work...
  46. 46. But success isn’t a given
  47. 47. If you’re investing in creating content make sure it’s ‘pitchable’ throughout the year
  48. 48. It’s more time and cost efficient
  49. 49. This shows gender disparity on the boards at some of the world’s biggest companies
  50. 50. How often is this talked about?
  51. 51. All the time...
  52. 52. The data was free and sourced online
  53. 53. The asset is now more than 2 years old
  54. 54. It’s got 37 links and it’s still going...
  55. 55. TIP: Create evergreen content as it allows you to secure links over a longer period of time
  56. 56. Tactic 4: Build relationships with the media
  57. 57. When you’re not in the circle…
  58. 58. Why is this so important?
  59. 59. When journalists start to trust you, they come to you…
  60. 60. A realtime request with a deadline
  61. 61. This will take a little time
  62. 62. Start with your niche
  63. 63. Meet deadlines
  64. 64. Think about...
  65. 65. Tailored outreach lists
  66. 66. What sites does you care about most?
  67. 67. TIP: Start by saying hello to journalists
  68. 68. Tactic 5: Use newshooks effectively
  69. 69. What is a newshook?
  70. 70. “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
  71. 71. So how do you use a newshook?
  72. 72. Seasonal events
  73. 73. Awareness days & months
  74. 74. There are 16 in January
  75. 75. National Beer Can Day
  76. 76. Keep the 29th March in mind
  77. 77. What does this look like in action?
  78. 78. Story time: November 2016
  79. 79. 2 hours in design
  80. 80. Launched on a Friday afternoon
  81. 81. That evening…
  82. 82. It just keeps on giving
  83. 83. Risk: You’re tying the content into one day
  84. 84. Minimise risk by reaching out to journalists before you create content
  85. 85. This is super low investment so super low risk
  86. 86. How can you plan this properly?
  87. 87. Editorial Content Calendar
  88. 88. TIP: Create an editorial content calendar to plan your campaigns
  89. 89. In summary...
  90. 90. These tactics aren’t mutually exclusive
  91. 91. Be prepared to invest time in creating your stories, content and doing outreach
  92. 92. Flashpack was founded on a 1st date
  93. 93. Free data sources
  94. 94. Link building and digital PR can be hard
  95. 95. But budget doesn’t have to be the limiting factor
  96. 96. And if you do one thing tomorrow…
  97. 97. Work out what tactic will help you tell your brand’s story.
  98. 98. Thank you!

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