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The truth about digital PR: what is normal when it comes to links and coverage?

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Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.

Publié dans : Marketing
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The truth about digital PR: what is normal when it comes to links and coverage?

  1. 1. Turn Digi The truth about digital PR: what is normal when it comes to links and coverage? Shannon McGuirk Head of PR & Content May 21, 2020
  2. 2. @TurnDigi We’ve got a problem...
  3. 3. @TurnDigi Here’s what Twitter has to say about digital PR campaigns.
  4. 4. @TurnDigi “Digital PR Twitter is getting f**king ridiculous.”
  5. 5. @TurnDigi “Attention seeking.”
  6. 6. @TurnDigi “Shouldn’t feel pressured to post their best work...”
  7. 7. @TurnDigi You know what? I’m guilty too.
  8. 8. @TurnDigi
  9. 9. @TurnDigi
  10. 10. @TurnDigi
  11. 11. @TurnDigi I didn’t stop there...
  12. 12. @TurnDigi You know what? I’m guilty too.
  13. 13. Rebranding Santa @TurnDigi 468Pieces of coverage 324Linking domains
  14. 14. Booziest Countries @TurnDigi 68Pieces of coverage 45Linking domains
  15. 15. Most Popular Beaches @TurnDigi 150Pieces of coverage 66Linking domains
  16. 16. Here is one of those successful campaigns... @TurnDigi
  17. 17. And in context... @TurnDigi Month Coverage
  18. 18. @TurnDigi Today, I want to show you the full picture.
  19. 19. @TurnDigi Why?
  20. 20. @TurnDigi We are putting pressure on ourselves and newbies in the industry.
  21. 21. @TurnDigi We are giving the impression that we don’t have campaign fails.
  22. 22. @TurnDigi We are normalising the idea that each campaign launched must get 100+ links.
  23. 23. @TurnDigi We’re setting unrealistic expectations and KPIs.
  24. 24. @TurnDigi We’re making others think that 5, 10 or 20 links can’t be effective.
  25. 25. @TurnDigi We can do better.
  26. 26. Let’s talk about failures in digital PR.
  27. 27. @TurnDigi Campaign failures come in all shapes and sizes.
  28. 28. MozCon Virtual
  29. 29. MozCon Virtual
  30. 30. MozCon Virtual
  31. 31. @TurnDigi ‘Honk Kong’ will be a country that forever haunts me.
  32. 32. What is normal when it comes to coverage and links with digital PR campaigns?
  33. 33. MozCon Virtual
  34. 34. Have you ever had a campaign that received the following number of links? @TurnDigi
  35. 35. Have you ever had a campaign that received the following number of links? @TurnDigi
  36. 36. @TurnDigi I’m a bit suspicious that only a third have experienced 0 links.
  37. 37. @TurnDigi Despite what Twitter shows, not every campaign is going ‘viral’.
  38. 38. @TurnDigi The research shows the majority of campaigns are getting 1-20 links.
  39. 39. @TurnDigi AND THAT IS GOOD!!!
  40. 40. What should you do when your campaign fails?
  41. 41. @TurnDigi The Content Comeback Framework
  42. 42. @TurnDigi There are 5 reasons your campaign will be failing...
  43. 43. #1 Launch timings @TurnDigi
  44. 44. #2 Your prospecting list @TurnDigi
  45. 45. #3 Your data @TurnDigi “I’m not interested in surveys”
  46. 46. #4 Your story @TurnDigi
  47. 47. #5 Your design @TurnDigi “Could you design us 3 tables with this data?”
  48. 48. The Content Comeback Framework @TurnDigi
  49. 49. @TurnDigi You can get the Content Comeback Framework here.
  50. 50. In Summary....
  51. 51. @TurnDigi The full story = digital PR is hard.
  52. 52. @TurnDigi Most campaigns are getting 1-20 links. If you’re doing that, you’re doing great.
  53. 53. @TurnDigi You don’t need viral hit after viral hit to make a difference.
  54. 54. @Shannonmcguirk_ Thank you

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