Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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?

10. Live Example

11. Live Example

12. Live Example

13. Live Example

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