Digital: Do or Drop? by Louise Findlay-Wilson

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The document provides tips for digital marketing. It recommends mapping your marketing pipeline, capturing relevant data from audiences, maintaining a blog, and measuring results. It also suggests finding keyword niches to target, boosting efforts with public relations by creating quality content for other sites to share, and integrating marketing across blogs, social media platforms like Facebook and Twitter, and Pinterest. The goal is to drive traffic and engagement through relevant content that potential customers want to read and share.

Marketing Technology News & Politics

Digital
Do or Drop?
Louise Findlay-Wilson
@louisefw
www.energypr.co.uk

Map Your Pipeline
Audience where it
grazes for
information
Content and
stages
people need
to go
through

Datacapture

But
don’t
ask for
too
much!

Blog

Need to be able
to change the
content on your
site...easily

Measurement

If you’re not
going to
measure don’t
bother –
Google
Analytics is
fine

Planning Completed
P i p e l i n e
D a t a c a p t u r e
B l o g
M e a s u r e m e n t

Keywords
• Find your niches
• What’s your traffic
searching for?
• What are the
battles you can
win that are worth
winning?

Not just your site

SEO today is all about:
Relevant quality content not just on your site
but elsewhere…on sites that Google rates

30 SUGGESTIONS

That means creating content that media &
quality bloggers want to carry

Turbo boost it with PR

This is the natural
skill of PR
30 SUGGESTIONS

Example
Research
News releases
Infographic
Online & offline media
Blogger outreach

Misc
•
•
•
•
•
•
•
•
•
•
•

Product launches
Service developments
Facility visits
Competitions/reader offers
Awards
Points of view
Predictions
Trends
Piggybacking
Target scheduled features
Events

From Groups
Or via LinkedIn:
• Ask people in a group for their top tips
• Pull together into a branded mini guide
• Host it online
• Credit all contributors
• When it’s ready tell the group
• Contributors will share!

Quick Polls on LinkedIn
•
•
•
•
•

Post a poll
Ask everyone you know to take part
Promote it in Groups
Tweet about it
Then use the findings in your PR!

Survey Monkey Research
• Identify areas that
need researching
• Drive people to
your online survey

Guides
• Ask people on twitter
for their top tips
• Turn into a guide
• Promote it
• Pitch to bloggers
• Publish elements on
your blog
• Have guide as a site
download
• Tweet some tips

Encourage sharing
• Have a catalogue? Get people to tweet a
photo of them with the catalogue to get a
prize
• “@ethicalstore is offering the first person
who tweets a picture of themselves with
their new #catalogue, £10 to spend”

Summary
P i p e l i n e
D a t a c a p t u r e
B l o g
M e a s u r e m e n t
K e y w o r d s
P R
C o n t e n t
In t e g r a t e

For Presentation...

Tweet @energypr using
#Digitalmarketingshow

www.energypr.co.uk

Thank You
Louise Findlay-Wilson
@louisefw
@energypr
www.energypr.co.uk

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This document is an outline for a presentation on storytelling in the digital age. It is divided into three parts that discuss attention spam, how content alone is not king, and the power of story. The outline suggests that effective digital communication relies more on creating emotion and meaning through stories, characters, and shared experiences rather than through numbers or information alone. Stories help translate information into emotions in a way that makes people care and connects them through shared meanings.

The Attribution Value Equation

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- The presentation discusses attribution, which is measuring the impact and influence of different marketing activities on outcomes like sales and leads. - It covers the history of attribution models evolving from single-click attribution to statistical models that analyze customer journeys across channels. - The challenges of attributing the behavior of modern shoppers who research on multiple devices are discussed, as well as how attribution has expanded to measure online impressions and offline influences. - Rakuten Attribution, formerly known as DC Storm, is positioned as a solution to help companies understand customer journeys and make better marketing budget decisions.

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Digital: Do or Drop? by Louise Findlay-Wilson

1. Digital Do or Drop? Louise Findlay-Wilson @louisefw www.energypr.co.uk

2. Prepare

3. Map Your Pipeline Audience where it grazes for information Content and stages people need to go through

4. Datacapture But don’t ask for too much!

5. Blog Need to be able to change the content on your site...easily

6. Measurement If you’re not going to measure don’t bother – Google Analytics is fine

7. Planning Completed P i p e l i n e D a t a c a p t u r e B l o g M e a s u r e m e n t

8. Now Drive Traffic

9. Keywords • Find your niches • What’s your traffic searching for? • What are the battles you can win that are worth winning?

14. We got onto page 1 in 4 weeks

15. Live Example

16. Live Example

17. Live Example

18. What else? 30 SUGGESTIONS

19. Not just your site SEO today is all about: Relevant quality content not just on your site but elsewhere…on sites that Google rates 30 SUGGESTIONS That means creating content that media & quality bloggers want to carry

20. Turbo boost it with PR This is the natural skill of PR 30 SUGGESTIONS

21. Example – Origin Doors 30 SUGGESTIONS

22. Example Research News releases Infographic Online & offline media Blogger outreach

23. Example

24. Bloggers ...

25. Example – Polythene UK 30 SUGGESTIONS

26. Example

27. Content…how!

28. Misc • • • • • • • • • • • Product launches Service developments Facility visits Competitions/reader offers Awards Points of view Predictions Trends Piggybacking Target scheduled features Events

29. From Groups Or via LinkedIn: • Ask people in a group for their top tips • Pull together into a branded mini guide • Host it online • Credit all contributors • When it’s ready tell the group • Contributors will share!

30. Quick Polls on LinkedIn • • • • • Post a poll Ask everyone you know to take part Promote it in Groups Tweet about it Then use the findings in your PR!

31. Survey Monkey Research • Identify areas that need researching • Drive people to your online survey

32. Guides • Ask people on twitter for their top tips • Turn into a guide • Promote it • Pitch to bloggers • Publish elements on your blog • Have guide as a site download • Tweet some tips

33. Make that content work

34. Drive datacapture

35. Drive product interest

36. Encourage sharing • Have a catalogue? Get people to tweet a photo of them with the catalogue to get a prize • “@ethicalstore is offering the first person who tweets a picture of themselves with their new #catalogue, £10 to spend”

37. Integrate

38. Blog

39. Facebook & Twitter

40. Blog

41. Pinterest

42. Integration

43. Summary P i p e l i n e D a t a c a p t u r e B l o g M e a s u r e m e n t K e y w o r d s P R C o n t e n t In t e g r a t e

44. For Presentation... Tweet @energypr using #Digitalmarketingshow www.energypr.co.uk

45. Thank You Louise Findlay-Wilson @louisefw @energypr www.energypr.co.uk