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FathomPress Releases & The Digital Marketing Funnel
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The NEW Strategy
Digital Funnel Management
SEO Social Media Paid Advertising Video Content Marketing Shopping Engines
Email Marketing Marketing Automation Display Remarketing Reputation Management
CRO Analytics CRO Optimization
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Where do press releases fit in?
Overview
• Comprehensive campaign structure and multiple bidding rules
• Use non-branded keywords to drive awareness and increase sales & revenue through multiple channels
• Brand vs. Non-brand attribution measurement
• Acquisitions • Drive new website traffic through compelling story telling• Build links to support SEO
• Conversion • Promote special offers, products and contests• Promote content such as while papers, guides and e-books• Use creative CTAs
• Nurture• Promote content such as infographics, new data from research and corporate
goodwill• Support positive online reputation
Press Releases are not just for reaching news media & publishing sites –often, they’re used to reach our audience, because we know press releases rank & are visible through different online channels.
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PR Case Study 1: Missouri Law Firm (Acquire)
The legal search space is HYPER competitive -it can be very difficult to break through organic rankings and very expensive to show up in paid results.
Press releases help gain more online visibility in a competitive space to acquire new site visits.
• Communicated their stance on important legal/political issues.
• Promoted emotional, engaging videos• Shared powerful client stories• Press releases have driven about 500 visitors to
the site this year (1% of total visits)• Visitors stay on the site for 2:59 (site average is
1:51)
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PR Case Study 2: Consumer Crafts (Convert)
ConsumerCrafts is an online craft store – it’s an ecommerce site – the main goal is to increase sales of Jewelry, Beads & Kids Craft supplies.
Press Releases helped increase conversions.• Submitted press releases for Black
Friday, Cyber Monday Sales & Back to School Crafter’s Challenge – included linkes & CTAs to main category pages
• Saw tangible results from our efforts:– 35% increase in referral traffic from
Pinterest– Increased Pinterest followers from 750 to
818– 192 total contest re-pins on Pinterest; 80
Contest “likes” on FB– 37% increase in overall referral traffic– $245 in sales directly from press releases
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Consumers often do research online before committing to signing up for a health screening. Promoting positive content and stories about this brand helps convince customers health screenings are a good investment and earn their trust.
• Promoted earned media on credible sites• Promoted positive branded content
– Infographics– Blog posts– New research
• Increased authority of positive websites, profiles and articles to outrank negative articles in the SERPs– BBB– Social Profiles (Facebook, Linked In, YouTube)
• Screening locations frequently submit releases that rank in local & news results in Google
PR Case Study 3: Life Line Screening (Nurture)