SEO Meets PR - AMA Milwaukee

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March 29, 2016
SEO Meets PR
Presented by: Steve Kroll
Hosted By:

Welcome and
Thanks for Coming!

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• Head of Growth
• “SEO Meets PR” by Steve Kroll - Milwaukee AMA – Hosted by Granular– March 29, 2016 •
• Co-‐Founder and CEO
• Board Member
• Entrepreneur-‐in-‐Residence
• President
• Co-‐Founder and Lead SEO
Current Previous

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Technical SEO
On-‐Page SEO
Infographic Development
Grayhat SEO Tactics
Google’s Ranking Algorithm
Video SEO
What I Won’t Be Covering

Step 1:
”What is the goal?”

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Granular Advertising Network Specializations
Rule of Thumb: If you can bid on the ad online, Granular can create it, manage it and improve it’s effectiveness.

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December 2014

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Goals
1. Drive Profitable Revenue Growth
2. Grow Brand Awareness (local, national, industry)
3. Position Granular as Digital Marketing Expert
(Pay-‐Per-‐Click, specifically)

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Goals
Steve’s Goals

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PPC
Social Media
SEO
PR
Cold Calling
Networking
Traditional Advertising
Email Marketing
Potential Channels to Utilize to Achieve Goals

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PPC
Social Media
SEO
PR
Cold Calling
Networking
Traditional Advertising
Email Marketing
Potential Channels to Utilize to Achieve Goals

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Goals
Steve’s Goals

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Goals
PR

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Takeaway: Understand what you are trying to
accomplish as a company, and determine which
channels make sense to utilize.
Take into account budget, time and existing skillset.
Step 1: “What is the goal?”

Step #2:
Get Featured in a
Major Publication

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Why It’s Appealing
1. Huge Reach Regionally
2. Instant Credibility Establishment
3. Potentially Land Direct Sales

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Hundreds of Niche,
Low Traffic
Publications
>

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5 Email Follow Ups
5 Phone Call Follow Ups
20+ Hours Internal/External
Communication

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$250k Quoted Work
Direct Result of JS Article

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Takeaway: Sometimes going after the big fish pays off.
It’s much easier to convince ”smaller” publications and
websites to talk about you if a major publication leads
the way.
Beyond the great backlink (which we did receive, and it
is a followed link), Granular gained great exposure,
direct sales opportunities and the door opened for
additional PR activities
Step 2: Get Featured in a Major Publication

Step #3:
Capitalize on Momentum

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Now What?

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Local Radio
Local Publications
Local TV
National Publications
Guest Blog
Video Interview
Podcast Interview
Speaking Events
Additional PR Channels

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Local Radio
Local Publications
Local TV
National Publications
Guest Blog
Video Interview
Podcast Interview
Speaking Gigs
Additional PR Channels

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Local TV

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Speaking Gigs

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Guest Blog

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PPC Strategies
PPC Tactics
Being an Entrepreneur
Software Tools We Use & Love
Office Space
Milwaukee
Company Culture
Client Service
What to Write About

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PPC Strategies
PPC Tactics
Being an Entrepreneur
Software Tools We Use & Love
Office Space
Milwaukee
Company Culture
Client Service
What to Write About

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Takeaway: Make sure to celebrate the victories,
however, don’t relax and take a break.
Take advantage of the recent news about your
organization to reach out to additional publications to
talk about you.
And remember: follow up is key!
Step 3: Capitalize on Momentum

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Neighbors
Clients
Referral Partners
Employees
Friends
Significant Others
Who to Ask?

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Neighbors
Clients
Referral Partners
Employees
Friends
Significant Others
Who to Ask?

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Takeaway: Sometimes our impulse is to not impose on
those closest to us.
However, when you have something great to share,
lean on the friends, business partners and clients in
your network to help spread the love.
The easier you make it for them to share, the better.
Step 4: Utilize Our Network

Step #5:
Make Digital PR a Habit

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All this traffic is awesome

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So is the exposure

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And SEO Improvement

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And SEO Improvement

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For term
“milwaukee ppc”,
Granular is #2 – right
after our colleague
Joe Martinez J

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For term “granular”,
bouncing between 8 to
11th position.
Prior to PR activity,
buried on page 3 and 4

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Yes, personalization and
localization are turned off
J

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We want to keep getting found
by:
- Potential Customers
- Potential Employees
- Potential Partners
- Journalists

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So we keep it going

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Takeaway: It’s easy to start and complete a project. It’s
much more difficult to translate the discipline and
execution required to turn it into a habit.
Assign someone (or multiple people) to be responsible
for doing digital PR. It’s important that they have the
necessary information about your company, the proper
resources and are optimizing their PR efforts towards
the company’s goals.
Step 5: Make Digital PR a Habit

Thank you!
Question & Answer Time
Steve Kroll, Head of Growth at Granular
steve@granularmarketing.com
414.949.7725
https://www.linkedin.com/in/stevekroll
Special Thanks!

SEO Meets PR - AMA Milwaukee

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