Pubcon 2010 : How SMBs Can Use PR Campaigns to Grow Traffic - Guillaume Bouchard
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PubCon Las Vegas is one of the most popular conference about Search, Social Media and Internet Marketing in the industry. Guillaume Bouchard participated to the session How SMBs Can Use PR Campaigns to Grow Traffic?
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Pubcon 2010 : How SMBs Can Use PR Campaigns to Grow Traffic - Guillaume Bouchard
- 1. STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 How SMBs Can Use PR Campaigns to Grow Traffic PUBCON 2010 1
- 2. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR & SEO NATURALNATURAL LINKSLINKS 2
- 3. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR & SEO ONLINE PR ACCELERATES THE NATURAL LINK ATTRACTION PROCESS 3
- 4. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM ONLINE PR & SEO BRAND AWARENESS 4 LINKS NEW CONTENT
- 5. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM BRAND AWARENESS NATURAL POPULARITY PR BOOSTS POPULARITY NATURAL LINKS RANKINGS 5
- 6. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM CAMPAIGNS BUZZ LINKS NEW CONTENT LINKING TO HOMEPAGE BORING CAMPAIGN PAGES & BLOGS CONTENT FREEDOM 6
- 7. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM PR & SEARCH 7
- 8. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM 4 KEY PR TACTICS EVENT MANAGEMENT > Engaging bloggers > Conferences, meetups, stunts, contests COMMUNITY MANAGEMENT > Participation in social communities > Brand monitoring SOCIAL NEWS OPTIMIZATION > Promoting content on social media news sites WIDGETS > Develping small applications for bloggers to put on their sites 8
- 9. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM EVENT MANAGEMENT PR STRATEGY > Use online, offline, or, preferably, both! > Target bloggers & influencers > Offer incentives > Develop suitable content > Master platforms before the launch > Update content regularly during events > Don’t let it die after the event (eg. The Facebook page, etc.) 9
- 10. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM EVENT MANAGEMENT & SEO SEO STRATEGY > Blend incentives with link attraction > Develop linkworthy pages > Stay on domain > Interlink accordingly 10
- 11. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM EVENT MANAGEMENT – BUSINESS CASE THE SITUATION > Microsoft pushes into Open Source > Organizing Make Web Not War event in Montreal THE PLAN > Creation of Wordpress site > Email campaign, creation of Twitter and Facebook accounts > Coverage before and during the event THE RESULTS > More than 400 signups at the event, 250 participants > 850 retweets and 2443 tweets in 4 days > Twitter generated 12% of signups 11
- 12. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM EVENT MANAGEMENT – BUSINESS CASE 12
- 13. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT THE PLATFORMS > Social Sites: Facebook, Twitter, YouTube > Content: Sites, Blogs, Mobile, Web Apps, Contests, Emails PR STRATEGY > Target power users, consumers > Proactive participation, building loyalty > Engage with them transparently and honestly > Use a contest to increase visibility > Using tools to monitor the communities and engage with them > Engage with multiple platforms simultaneously > Define clear objectives and measure results 13
- 14. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT & SEO SEO STRATEGY > Comes from brand awareness 14
- 15. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE THE SITUATION > Reposition their offering > Rejuvenate their clientele THE PLAN > Social Offensive: Contest based around KIDS collection > Communities Targeted: Site, Facebook, Twitter THE RESULTS > Thousands of newsletter subscribers > Thousands of new Facebook members > Hundreds of new Twitter followers 15
- 16. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE 16
- 17. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM COMMUNITY MANAGEMENT – BUSINESS CASE 17
- 18. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION & SEO THE PLATFORMS > Social Sites: StumbleUpon, Digg, Reddit, Mixx > Content: Blog THE STRATEGY > Develop the platform (blog) > Develop high quality content > Engage with power users, influencers 18
- 19. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION SEO STRATEGY > Keyword use, if possible > Interlink accordingly 19
- 20. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION – BUSINESS CASE THE SITUATION > Specialized web hosting company > Seeking growth in North American market THE PLAN > Develop the blog platform > Create and promote 2-4 socially-suited articles per month THE RESULTS > Hundreds of links per social push > Traffic spikes (eg. Facebook Etiquette article, 18k UVs in 48 hours, 50k UVs in one month) 20
- 21. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM SOCIAL NEWS OPTIMIZATION – BUSINESS CASE 21
- 22. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS THE PLATFORMS > Blogs THE STRATEGY > Conceive a plausibly installable widget > Identify blog target verticals likely to install the widget > Develop the widget > Contact blogs (no automation – all manual, personal) > Maintain widget content (if applicable) 22
- 23. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS & SEO SEO STRATEGY > Widget contains links > Can develop the widget in flash, complete HTML shell behind > In contacting, the brand gets promoted 23
- 24. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE THE SITUATION >More than 80 top of the line villages >Wanting to increase SEO rankings THE PLAN >Develop a blog and a widget >Promote and incentivize widget implementation THE RESULTS >More than 50 widget installations on blogs >Millions of impressions, hundreds of inbound links 24
- 25. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 25
- 26. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 26
- 27. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM WIDGETS – BUSINESS CASE 27 Aoû- 09 Sep- 09 Oct- 09 Nov- 09 Déc- 09 Jan- 10 Fév- 10 Mar- 10 Avr- 10 Traffic - Club Med Blog > 65% Traffic Growth > 45% from Facebook, Club Med, and Blogs with the Widget > 15% Direct Traffic > 40% Organic SEO > Important Keyword Rankings
- 28. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM CONCLUSIONS TACTICS ACQUISITION LOYALTY BRANDING SEO Event Management Community Management Social News Optimization Widgets 28
- 29. STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM THANK YOU! 29 > EMAIL GBOUCHARD@NVISOLUTIONS.COM > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook
Editor's Notes
- There are lots of ways of getting links... ... ... But natural links are the best, and, of course, a big part of ranking well.
- By allowing you to extend the brand and reach out to the web, online PR gives you a greater presence, which boosts your ability to attract natural link.
- There are two ways in which online PR can help attract links. One is by just having the brand be more popular, so more of the natural process that results in links happens. People try the product, people hear about it, talk about it, and eventually, people link to it. The other way is through content. Between SNO and other PR tactics that involve content creation platforms, online PR creates opportunities for new content that suit both the purposes of the PR campaign and the can naturally attract links. (this is explained in more detail in the next two slides)
- You have a certain natural popularity to start, and PR boosts that. People become more aware of the brand and, even if it takes a while, the natural links will come, and with them, the rankings.
- Creating content in conjunction with a PR campaign makes things more interesting, giving a fresh piece of web content to link to. With a blog, or a section of content associated with a PR campaign, you can have more freedom to create linkworthy content, since your homepage is only going to attract so much.
- PR is good for business, PR helps SEO, SEO is good for business. Happy marketing family.
- This slide shows the 4 main PR tactics to be discussed. Each will begin with more about the general strategy, followed by its relevance with SEO, followed by a business case. (Note that this list is missing press releases, which are pretty basic PR, which, to me, doesn’t really fit)
- Event management requires big picture creativity – an ability to not only come up with a creative hook, but integrate multiple aspects around the hook into an event that defines the campaign. In all PR campaigns, there’s a make it or break it pressure, but with events, even more so. If you botch the event, the campaign is at best useless and at worst brand damaging (as opposed to, say, an SEO campaign, in which you can make mistakes and fix them, because it’s ongoing).
- > For example, making bloggers link to be part of the contest > Just as important as developing a linkworthy site > If possible, make PR campaign pages on the same domain as the main site. Microsites are fun and all, and are sometimes the best option, but from an SEO standpoint, if you can do it on the main site’s domain, you’ll get more SEO value > Whether the event content is on the main site or not, interlink accordingly when it’s over to transfer the value on the pages you’ve grown to the normal sales pages.
- It’s important to pick your platforms carefully. If possible, try to find a campaign loosely similar to the one you’re hoping to run on the sites you’re hoping to target. If you can’t find one, there’s probably a good reason. Some platforms and communities are much more resistant to commerce than others, so don’t push where you don’t belong and create resentment for the brand. In general, proactive community management is much riskier than reactive community management, since there’s less of a “selling” element. That said, reactive community management isn’t without risk either. Remember, reactive community management isn’t just about problem solving. Brand monitoring tools can offer opportunities to engage with communities in purely positive ways. A free gift goes a long way when it’s talked about on a social community site.
- This tactic is the least SEO-oriented, but is a pretty essential component in the PR campaign nonetheless, and if the campaign is successful, the eventual strong online presence and ranking potential will follow.
- Remember that these users are used to seeing a large amount of content in a short amount of time. They want their meat right away. If you plan on promoting a particular piece of content, make sure its strength is immediately observable, and that it doesn’t reek of marketing. It has to be as entertaining as content that has no commercial aspect whatsoever, so, given that these communities are generally anti-commerce, you have to be that much better to succeed. That said, a blog that is independent of the commercial pages on the site avoids a lot of this problem. The people on these sites are smart. Don’t disrespect them and their intelligence by looking for a quick commercial fix. Get to know the sites, their content, and their users, or get out!
- Explain that with every spike, a certain number of links are gathered.
- If you can, try to make the widget customizable, too (colours, size). It would be a big shame to have taken the time to research a plausible blog, contacted the blogger, talked to them, convinced them to install the widget, then have them back out once they realize how it will look on their site. Aesthetics matter.
- Add that not only can you control the anchor text on the links on these widgets, but there’s no reason you have to keep the exact same anchor text, or even the same destination URL if you don’t want to.
- > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @NVI or on facebook