Pitching Unconventional Campaigns Getting to Yes

@JamesFinlayson

@JamesFinlayson

James Finlayson

Head of Search PureBlue

@JamesFinlayson

The Problem

@JamesFinlayson

Seer’s cleaning up parks

@JamesFinlayson

Rand’s cousin’s rapping

@JamesFinlayson

WoodworkersUK handing off-cuts to schools

@JamesFinlayson

Meanwhile we’re stuck at our desk…

@JamesFinlayson

…dreaming of winning awards

@JamesFinlayson

!

Our clients say no

@JamesFinlayson

Our Fault

@JamesFinlayson

We’ve Trained Clients

They expect: 1) X links per month; and 2) Not to have to do a thing; and 3) Not to care who’s linking because it’s ‘for SEO’

@JamesFinlayson

We Think of UC As

1) Risky; and 2) Expensive; and 3) Stepping on other’s toes

@JamesFinlayson

We’ve Been Getting Results

Would you stop doing this?

@JamesFinlayson

Be Wary

@JamesFinlayson

It’s more fun!

@JamesFinlayson

Be Honest With YourselfAvoid Temptation

@JamesFinlayson

Don’t Be A One Trick Pony

@JamesFinlayson

Define The Risk

@JamesFinlayson

Main Benefits of UC

Speed

Link Quality

Positioning

@JamesFinlayson

Think Like a CEONot an SEO

@JamesFinlayson

Associated Risks with SC

Speed

Link Quality

Positioning

Seasonal Launch Competitors Penalty

Brand

@JamesFinlayson

Define The Solution

@JamesFinlayson

Seasonal Launch Competitors Penalty

Brand

Risk Summary

Cost Effective

Safer

Increases Control

@JamesFinlayson

Insight

Mashup data to find a demographic that’s either 1) High converting; or 2) Untapped

@JamesFinlayson

Prove With Examples

What conceptually similar ideas have done well?

@JamesFinlayson

Draw the Comparison

@JamesFinlayson

Predict Ahead

Get Nerdy with CTRs, Seasonality, Keyword Research, Conversion Rates, effect on direct & referring traffic etc

@JamesFinlayson

Predict Ahead

!£#!!!!

!£5,000.00!!

!£10,000.00!!

!£15,000.00!!

!£20,000.00!!

!£25,000.00!!

!£30,000.00!!

!£35,000.00!!

!£40,000.00!!

Jul#14! Aug#14! Sep#14! Oct#14! Nov#14! Dec#14! Jan#15! Feb#15! Mar#15! Apr#15! May#15! Jun#15!

Content!Pieces!

ExisHng!Strategy!

Summarise it in a way that doesn’t cause nose-bleeds.

@JamesFinlayson

Reporting

@JamesFinlayson

Report All The Things1) Organic Traffic 2) Links - Quantity, Quality 3) Social Reach (on-page & external) 4)Don’t Forget Direct 6) Coverage 5) Referral Traffic (AVE/Paid comparison Snippets) 7) Collected Data / Assets 8) Highlights

@JamesFinlayson

Examples

@JamesFinlayson

!

Dear Client, !

We want to feed junk food to childhood heroes until they would, in reality, die a horrible, horrible death.

@JamesFinlayson

Risk

Missing out on seasonal revenue. !

Just out of penalty - need to maintain quality.

@JamesFinlayson

Demographic

18-25 Fat Men Who Like Junk Food & Like Wolverine

@JamesFinlayson

Task

!

We Need to Inspire Geeks to Be More Like Their Superheroes

@JamesFinlayson

Proof of Linkability

@JamesFinlaysondesirablebody.co.uk/hero/

@JamesFinlayson

@JamesFinlayson

Results

!

1050 social shares 88 linking root domains 17k views !

103% increase in sales the following month

@JamesFinlayson

Campaign 2

Learnings: 1) Unconventional Content Paid Off 2) It Was Often Taken Seriously 3) Visitors didn’t explore the shop 4) Poor for branding

@JamesFinlayson

Sites Browsed By Comic Book Guy

1) Comics 2) Games 3) Pornography 4) Tech / Gadgets

@JamesFinlayson

Geeks Dieters

TechGold

@JamesFinlayson

Tech Sites’ Obsession With Cases

@JamesFinlayson

The World’s Healthiest iPhone Case

@JamesFinlayson

2x video reviews !

!

3x artwork !

!

product text

Basic Assets

@JamesFinlayson

Results

@JamesFinlayson

9k views 250 linking root domains 7.5k social shares of articles (+550 on-site) 7 people tried to buy one

Results

@JamesFinlayson

Summary1) Clearly define the business risk you’re addressing

2) Pitch for multiple pieces

3) Don’t be afraid to make predictions

4) Report the hell out of it afterwards

5) Ellen is a liar

@JamesFinlayson