how to pitch unconventional seo campaigns - searchlondon
DESCRIPTION
The hardest part of an unconventional search campaign is often getting the client to agree to go ahead with it. In this presentation I look at the process we follow at PureBlue to turn the decision in to a really easy business decision.TRANSCRIPT
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Pitching Unconventional Campaigns Getting to Yes
@JamesFinlayson
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@JamesFinlayson
James Finlayson
Head of Search PureBlue
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@JamesFinlayson
The Problem
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@JamesFinlayson
Seer’s cleaning up parks
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@JamesFinlayson
Rand’s cousin’s rapping
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@JamesFinlayson
WoodworkersUK handing off-cuts to schools
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@JamesFinlayson
Meanwhile we’re stuck at our desk…
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@JamesFinlayson
…dreaming of winning awards
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@JamesFinlayson
!
Our clients say no
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@JamesFinlayson
Our Fault
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@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’
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@JamesFinlayson
We Think of UC As
1) Risky; and 2) Expensive; and 3) Stepping on other’s toes
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@JamesFinlayson
We’ve Been Getting Results
Would you stop doing this?
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@JamesFinlayson
Be Wary
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@JamesFinlayson
It’s more fun!
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@JamesFinlayson
Be Honest With YourselfAvoid Temptation
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@JamesFinlayson
Don’t Be A One Trick Pony
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@JamesFinlayson
Define The Risk
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@JamesFinlayson
Main Benefits of UC
Speed
Link Quality
Positioning
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@JamesFinlayson
Think Like a CEONot an SEO
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@JamesFinlayson
Associated Risks with SC
Speed
Link Quality
Positioning
Seasonal Launch Competitors Penalty
Brand
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@JamesFinlayson
Define The Solution
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@JamesFinlayson
Seasonal Launch Competitors Penalty
Brand
Risk Summary
Cost Effective
Safer
Increases Control
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@JamesFinlayson
Insight
Mashup data to find a demographic that’s either 1) High converting; or 2) Untapped
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@JamesFinlayson
Prove With Examples
What conceptually similar ideas have done well?
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@JamesFinlayson
Draw the Comparison
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@JamesFinlayson
Predict Ahead
Get Nerdy with CTRs, Seasonality, Keyword Research, Conversion Rates, effect on direct & referring traffic etc
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@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.
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@JamesFinlayson
Reporting
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@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
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@JamesFinlayson
Examples
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@JamesFinlayson
!
Dear Client, !
We want to feed junk food to childhood heroes until they would, in reality, die a horrible, horrible death.
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@JamesFinlayson
Risk
Missing out on seasonal revenue. !
Just out of penalty - need to maintain quality.
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@JamesFinlayson
Demographic
18-25 Fat Men Who Like Junk Food & Like Wolverine
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@JamesFinlayson
Task
!
We Need to Inspire Geeks to Be More Like Their Superheroes
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@JamesFinlayson
Proof of Linkability
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@JamesFinlayson
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@JamesFinlayson
Results
!
1050 social shares 88 linking root domains 17k views !
103% increase in sales the following month
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@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
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@JamesFinlayson
Sites Browsed By Comic Book Guy
1) Comics 2) Games 3) Pornography 4) Tech / Gadgets
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@JamesFinlayson
Geeks Dieters
TechGold
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@JamesFinlayson
Tech Sites’ Obsession With Cases
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@JamesFinlayson
The World’s Healthiest iPhone Case
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@JamesFinlayson
2x video reviews !
!
3x artwork !
!
product text
Basic Assets
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@JamesFinlayson
Results
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@JamesFinlayson
9k views 250 linking root domains 7.5k social shares of articles (+550 on-site) 7 people tried to buy one
Results
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@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
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@JamesFinlayson