SlideShare a Scribd company logo
Digital
Do or Drop?
Louise Findlay-Wilson
@louisefw
www.energypr.co.uk
Prepare
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
Now Drive Traffic
Keywords
• Find your niches
• What’s your traffic
searching for?
• What are the
battles you can
win that are worth
winning?
Live Example
Live Example
Live Example
Live Example
We got
onto
page 1
in 4
weeks
Live Example
Live Example
Live Example
What else?

30 SUGGESTIONS
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 – Origin Doors

30 SUGGESTIONS
Example
Research
News releases
Infographic
Online & offline media
Blogger outreach
Example
Bloggers ...
Example – Polythene UK

30 SUGGESTIONS
Example
Content…how!
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
Make that content work
Drive datacapture
Drive product interest
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”
Integrate
Blog
Facebook & Twitter
Blog
Pinterest
Integration
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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Digital: Do or Drop? by Louise Findlay-Wilson

Editor's Notes

  1. You will have a far greater sense of purpose