Click here to load reader

PRSA Lunch - March 2017

  • View
    34

  • Download
    0

Embed Size (px)

Text of PRSA Lunch - March 2017

PowerPoint Presentation

How and Why Your Social, Content, PR & SEO Strategy Should be OnePRSA March 2017

Im excited to talk to you all today about a cohesive mindset for your digital marketing strategy. I care about digital marketing for the same reasons you all care I want to be successful both in my career and help our clients hit their goals.

With search, social, content marketing, and PR more recent trends are very important. Being current and up to date with the latest digital marketing trends is a major pursuit to be better in our industry and being here today is a testament to why you care.

1

Digital Marketing Has Problems2

SEO Has Problems

.

2

Problem 1: SEO is DeadProblem 2: Content is Undervalued Problem 3: Marketing is Very Siloed

Forbes ran an article titled: The Death Of SEO: The Rise Of Social, PR, And Real Content with this quote.When Do you Think This Article Ran on Forbes.com?A: July 20th, 2012

When I started Rank Fuse in two years ago I knew there was problem. I knew Google was evolving their SEO algorithms rapidly and many freelance SEOs and PR agencies where in limbo trying to recalibrate to accommodate digital strategy to stay current and provide results.

I think we most people SEO is not dead, but it has changed. For me, starting an new agency was an opportunity to eliminate any old bad habits and future proof SEO strategy against Googles vision. Basically I saw changes and uncertainty as opportunity to be better and start with a clean slate.

Analogy: In the medical world the flu virus changes every year and last years vaccine is no longer effective. When this happens no one says vaccines are dead. Its expected that when the old method no longer works that doctors will go back to the lab and adapt and new formula that will work..

3

Problem 2: Content is Undervalued

Direct Sales Scenario:Article earns 250 visits and gets 5 sales leads (2% conv. rate). At $100 = $500.00

SEO & Link Value Scenario:Same article above helps SEO by earning backlinks & social engagement. Organic traffic on non-article page improves by 200 visits. With a 4% conv. rank SEO value = $800.00

Source: SearchEngineWatch.com

Inbound links and long-term SEO value should be at the top of this list. 4

Problem 3: Marketing is Very Siloed

Marketing Pros Get Stuck budget and execution silos and dont consider crossover value.

For me, building an agile team that can adapt and change (C#8) is the easy part. The real problem still remains with legacy planning and vendors stuck in doing things they way they have always been on.

Breaking the mold for an industry that is not ready to be broken requires more client education. The idea that SEO, content marketing, social media, and paid media creates more earned media and PR opportunities is not new, but planning, forecasting and sharing budgets to accomplish a larger set of objectives is.

somewhat in its infancy for clients and harder to measure for ROI and direct results.

5

What is aCohesive Strategy?6

Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic.

.

6

ContentThe Digital Marking Trifecta

Channel-focused agency teams miss opportunities:

The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy.

How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source?

How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well?

When paid social media ads generate

7

We Split Content Development Two WaysOn-Site Content (pages, blogs, whitepapers, eBooks, etc.) Improve rankings.Social share signalBacklink potential.Native ads increases brand exposure.

Off-Site Content (guest posts, influencer content, social posts)Channel for unbiased" perception.Free content in exchange for PR and SEO backlinks.Publishing

Owned + Paid Media9Promoting Owned Content w/ Paid Media

Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic.

.

9

How To Blend: Owned + Paid

Running native ads on owned content with paid media is cheap traffic. PPC clicks are much cheaper than search, plush any social media signals, backlinks, and brand awareness from thousands of impressions if.

Channel-focused agency teams miss opportunities:

The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy.

How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source?

How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well?

When paid social media ads generate

10

How Do Native Ads Help SEO & PR?By integrating paid media budget into your content strategy, your business stands the chance of becoming a contributor with a devoted online following (PR).

While these backlinks to your site are not treated the same as a traditional SEO backlink they can boost social shares, boost brand awareness, create new backlinks, and eventually boost organic traffic through better rankings (SEO).

By integrating your paid media budget into your content, your business stands the chance of becoming a contributor with a devoted online following. With any sort of repeat visitors Google could use this data to help your site rank better. Instead of banners or text ads, social media ads and native ads link back to your content. While the backlinks to your site are not treated the same as a traditional SEO backlink they can boost social shares, conversions, SEO, and eventually more sales.

11

Jewelry Store Example: Owned + Paid

Channel-focused agency teams miss opportunities:

The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy.

How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source?

How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well?

When paid social media ads generate

12

Jewelry Store Example: Owned + Paid

Native Ads Create Organic Traffic Ecos in Google Analytics

13

B2B LinkedIn Example: Owned + Paid

Impressions are Free PR & Social Actions Help SEO

14

B2B LinkedIn Example: Owned + Paid

CTR and Engagement Data Tell you How to Make Better Content

15

Why is Facebook a Pay to Play Network?

Over 3 Million links are shared ever hour.1,500 posts compete for users news stream attentionFacebook pages with over 1M Likes average 2.27% organic exposure.The only way to really be seen on Facebook is to boost your content.

16

Popular Platforms Are Evolving

Hootsuite purchased AdEspresso last month.Microsoft purchased Linked last year.17

Paid + Earned Media18Influencer Outreach & Boosting Earned Media

Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic.

.

18

LinkedIn Example: Earned + Paid

Promoting Earned Content helps deliver an independent voice and feedback outside your brand. Free, Clicks Create Awareness & Social Actions Help SEO

Channel-focused agency teams miss opportunities:

The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy.

How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source?

How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well?

When paid social media ads generate

19

Step 1) We connected with a blogger and shipped product for review to after establishing an agreed upon price for a review.Step 2) The article got 62 comments and brought in 45 visits.Step 3) The article was posted on their Twitter and Facebook page. Twitter got 94 retweets and 14 likes. The Facebook post got 82 likes.

Influencer Outreach Example -

Step 1) We connected with influence blogger and shipped product for review after establishing an agreed upon price for a review with a link back to our clients website.Step 2) On January 23rd, we got a product review on with a backlink to the website. The article got 32 comments and brought 32 visitors.Step 3) The article was shared on Pinterest and Facebook page. Pinterest got 27 pins and the Facebook post got 46 likes.

Influencer Outreach Example -

Step 1) We connected with Forbes author over PR opportunity that included backlink opportunity.Step 2) The article got 6,499 views, it did not bring a lot of traffic to the website but its only purpose was to build up the backlink profile.Step 3) We got a link from Domain Authority (DA) 96 and Trust Flow (TF) 87 website. Earned Media Via Forbes Author

22

Keyword rankings and website traffic have more than doubled.Results

23

1. Start with Simple Google Search More than likely influencers are hiding right under your nose. 2. Show Credibility and Authenticity - Do your homework and show them you actually spent time researching their content. Make your first email about them. 3. Use SEO Tools (Moz or Majestic) Look up your competitors backlink profile to see if you can tap into their network of influencers. 4. Dont Spam with automation software Nothing says I dont care about building real relationship like a templated email. 5. Offer Commissions and Ask for More You might be surprised how many friends influencers have. Establishing trust is very hard and they can open doors for you if you just ask. 5 Tips For Connecting with Top Influencers

24

Earned + Owned Media25Earn Traffic & PR with Owned Content

Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic.

.

25

Monthly Keyword Rankings: Dog Oral SurgeryOwned ContentEarned ContentTop 10 RankingsExample: Owned & Earned Working Together

Tip - Long Form Content is WinningContent between 3,000 and 10,000 words receives the most social shares - (ClickZ)

1,076 Word Article

In order to know what will rank and get socially shared the most you have to do your homework. The simple truth is longer content is perceived by humans and search engines are more valuable.

Short paragraphs or bullet lists with out content dont cut it. 27

Example - Long Form Content is Winning

60 position keyword ranking Jump for three word phrase

While we say long-tail keyword rankings jump in quickly on the new URL, we also so improvements across Yahoo, Google and Bing for our primary keywords goals. 28

Example Long Form Content is Winning

How To Make Better Content Step 1) Find Proven Content already successful in search and social.

Step 2) Make Content Better in 4 Ways:Make it LongerMake it More in-depthMake it ActionableMake it Share-Worthy

Step 3) Publish and Promote.

In order to know what will rank and get socially shared the most you have to do your homework. The simple truth is longer content is perceived by humans and search engines are more valuable.

Short paragraphs or bullet lists with out content dont cut it. 30

Example: Guest Post with Owned ContentGuest Posting with Owned Content: prepperbroadcasting.com

We provided the article copy.They posted the article on their site.We got earned media. The article gave us 37 visits so far.Generated one sale.

Intended to be used to build the backlink profile. However, the small number of visitors it did bring a large percentage of them were Quality Visits and one visitor bought product from the website.

31

Example: PR For Content Exchange

Example: Resultsahrefs.com Backlink SEO Impact:

1. Join HARO I have personally received some of my best PR and SEO backlinks from helping out on SEO and digital marketing articles.

2. Be Responsive & Flexible PR opportunities sometimes last less than 24 hours. If your checklist misses real-time capabilities your missing out.

3. Interview Industry Insiders Ask Influencers if you can interview them for your site. Offer up what you are wanting from them. Ego plays are very powerful and people share and link to articles they are featured in.3 Tips For Earning Media

34

35Putting It All TogetherFinal Thoughts

Today I want share the Idea of a cohesive digital marketing plan that works together as one. The idea that content marketing, social media, SEO, and PR all work together may not be novel, but today I want to give you some examples and strategic ideas how we at Rank Fuse are leveraging ourselves and our clients online to build more awareness and website traffic.

.

35

Content

Blended Strategies Solves Our ProblemsSolution 1: SEO is not dead. The crossover between owned & earned media is where we find a lot of SEO success; however, a fully blended approach works best.

Solution 2: The value of content needs more than a traffic calculation. Content has a much deeper impact on long-term SEO, PR, & awareness that needs to be considered.

Solution 3: Software companies and agencies are starting to incorporate more blended earned, paid, and owned strategies in marketing plans. . . What will you do?

Channel-focused agency teams miss opportunities:

The concept of blending PR, SEO, Social and Content is easier when we change our siloed thinking into how earned, owned, and paid media is more powerful when it becomes a blended strategy.

How much is last months (owned media) blog post really worth when it generates a reaction article (with a backlink) from a new Earned Media source?

How much was our outreach guest post worth? Was it paid? Is it only worth the 3 sales from traffic we can attribute? Or was the backlink ans social shares we got that gave us an organic traffic boost and even more sales applied as well?

When paid social media ads generate

36

37

Thank You

Kevin [email protected] 913.523.6234

37