Geoff Kenyon provides tips for optimizing brands through link building and goodwill efforts. Some key points include conducting market research and publishing the data to attract links, helping other campaigns and departments show value, and doing nice things like giveaways for bloggers and influencers to build goodwill and links. The document emphasizes helping others without expecting anything in return and being a resource to earn coverage, links, and engagement for brands.

1. Geoff Kenyon
Senior Consultant, Distilled
geoff.kenyon@distilled.net
@geoffkenyon

2. Optimize Your Brand
GEOFF KENYON
Links Here: bit.ly/1dNoZQr

3. What Does This Mean?

4. You Know A Lot of Smart Stuff

5. How Can You Help?

6. Branding
Solution:
AYTM Market Research

7. These Sites Mentioned
AYTM Market Research

8. How Do You
Name Your
Linkable
Assets?

9. Help Other Campaigns
Show Value

10. Tracking

11. 82% of Ad Spend is Offline

12. Direct Traffic

13. Direct Traffic

14. Referral Traffic

15. Campaign Traffic
RideTheDirt.com

16. Campaign Traffic

18. This Isn’t Just For The Big Guys

19. Make Friends With
Design

20. It’s Not Really Like This

23. Social Promotions:
Not Just for Facebook

29. Goodwill Efforts

30. Doing Things to Benefit
Others Without Expecting
Anything in Return
@GeoffKenyonGeoff Kenyon

31. Example

32. Mother’s Day
Goals
• Links
• Buzz
• Stand Out
• Warm Fuzzy
Feelings

33. Didn’t Ask For The Link

34. Hopefully A Big Pile of Links

35. • Coverage on 100 blogs
• Lots of great posts and pictures
• High engagement
• Average giveaways got 400-700 entries
@GeoffKenyonGeoff Kenyon
Results: Coverage & Goodwill

36. • 83% Success Rate
• Over 150 links to the client’s site
• Links to social sites
@GeoffKenyonGeoff Kenyon
Results: Links

37. • Gave coupon codes to bloggers for their community
• Direct revenue was 3x the campaign cost
@GeoffKenyonGeoff Kenyon
Results: Profitable Link Building

38. Publish Research & Data

40. Data Earns Links

42. http://dis.tl/SLSD1375
$75 Credit
@ AYTM.com
Create Your Own Data

43. Be a Resource for
the Press

45. Don’t Make Me Go to HARO

46. Build Resources For
Distributors

47. Help Your Distributors
Build Their Brand

48. Help Your Distributors
Build Their Brand

49. If You Remember
Nothing Else:
• Help Other Departments
Show Value
• Do Nice Things For The
Right People
• Do Research & Publish
Data
@GeoffKenyonGeoff Kenyon

50. Thanks.
Any questions?
GEOFF KENYON
geoff.kenyon@distilled.net
@GeoffKenyon