FathomPress Releases & The Digital Marketing Funnel

The NEW Strategy

Digital Funnel Management

SEO Social Media Paid Advertising Video Content Marketing Shopping Engines

Email Marketing Marketing Automation Display Remarketing Reputation Management

CRO Analytics CRO Optimization

Where do press releases fit in?

Overview

• Comprehensive campaign structure and multiple bidding rules

• Use non-branded keywords to drive awareness and increase sales & revenue through multiple channels

• Brand vs. Non-brand attribution measurement

• Acquisitions • Drive new website traffic through compelling story telling• Build links to support SEO

• Conversion • Promote special offers, products and contests• Promote content such as while papers, guides and e-books• Use creative CTAs

• Nurture• Promote content such as infographics, new data from research and corporate

goodwill• Support positive online reputation

Press Releases are not just for reaching news media & publishing sites –often, they’re used to reach our audience, because we know press releases rank & are visible through different online channels.

PR Case Study 1: Missouri Law Firm (Acquire)

The legal search space is HYPER competitive -it can be very difficult to break through organic rankings and very expensive to show up in paid results.

Press releases help gain more online visibility in a competitive space to acquire new site visits.

• Communicated their stance on important legal/political issues.

• Promoted emotional, engaging videos• Shared powerful client stories• Press releases have driven about 500 visitors to

the site this year (1% of total visits)• Visitors stay on the site for 2:59 (site average is

1:51)

PR Case Study 2: Consumer Crafts (Convert)

ConsumerCrafts is an online craft store – it’s an ecommerce site – the main goal is to increase sales of Jewelry, Beads & Kids Craft supplies.

Press Releases helped increase conversions.• Submitted press releases for Black

Friday, Cyber Monday Sales & Back to School Crafter’s Challenge – included linkes & CTAs to main category pages

• Saw tangible results from our efforts:– 35% increase in referral traffic from

Pinterest– Increased Pinterest followers from 750 to

818– 192 total contest re-pins on Pinterest; 80

Contest “likes” on FB– 37% increase in overall referral traffic– $245 in sales directly from press releases

Consumers often do research online before committing to signing up for a health screening. Promoting positive content and stories about this brand helps convince customers health screenings are a good investment and earn their trust.

• Promoted earned media on credible sites• Promoted positive branded content

– Infographics– Blog posts– New research

• Increased authority of positive websites, profiles and articles to outrank negative articles in the SERPs– BBB– Social Profiles (Facebook, Linked In, YouTube)

• Screening locations frequently submit releases that rank in local & news results in Google

PR Case Study 3: Life Line Screening (Nurture)