Sheffield DM: Maximising the Value of Digital PR

@impressiontalk
1
MAXIMISING DIGITAL PR SUCCESS
Through Clear KPIs and Fair Expectations
https://impression.tips/laurasheffielddm
@lauralhampton / @impressiontalk

FAILURE.

FAILURE.
REFRAME.

FAILURE.
REFRAME.
CHALLENGE.

It’s difficult because it’s meant to be difficult.
It’s about earning those high ranking positions
and the opportunity to speak to new people.
It’s time to move the conversation away from
what it means to fail…
...and toward what it means to succeed.

It’s difficult because it’s meant to be difficult.
The value of PR lies in its ability to earn high
quality links that benefit our clients’ brands.
It’s time to move the conversation away from
what it means to fail…
...and toward what it means to succeed.

Over this 20 minutes, I’m going to talk about:
1. How to define ‘what success looks like’ in a
meaningful way
2. How to craft strategies that have the best
chance of success
3. How to reflect and learn

8hello@impression.co.uk
What Does ‘Good’ Look Like?
Our Approach Defining Success

@lauralhampton / @impressiontalk https://impression.tips/laurasheffielddm

Digital PR is for links
Links are an essential part of any
organic growth strategy because they
tell Google that your client’s website is
worthy of visibility in the SERPs.
In the most basic definition of our role,
we need to be building links. Ideally,
links without the nofollow attribute.
But, links.

The purpose of these outputs is to
support cross funnel outcomes.
Digital PR exists to drive awareness,
interest and desire.
Which, when done well, lead to
action.
Broader marketing goals?

Define the Owned and Shared Goals
Owned Goals
→ Number of links
→ Quality of links
→ Relevance of links
→ Placement of links
Shared Goals
→ Keyword rankings
→ Traffic
→ Sales

How do we do this? [Owned]
Data drives insight; tools like
Ahrefs, Majestic, Moz will help
identify whether the need is for
quality or quantity of links - or
both!
Use competitor insights to
understand what’s going to move
the needle.

How do we do this? [Shared]
Again, data can inform; we use
tools like SearchMetrics to
understand how algorithm
updates have impacted clients -
try the Barracuda Panguin tool if
not.
Work closely with your SEO team
to understand the requirement.

Setting fair KPIs
PR is a long term tactic so it’s important to
set long term goals as well as short-term
‘quick wins’.
At the same time, remembering that a key
performance indicator doesn’t have to be the
end-goal; you can show your performance
through things like meeting deadlines along
the way (which means we need to be great
project managers).

Takeaway #1:
WE NEED TO DEFINE WHAT SUCCESS LOOKS
LIKE IN A MEANINGFUL WAY.
ENSURE YOUR TEAM AND CLIENT ARE IN
AGREEMENT AND SET CLEAR DEADLINES AND
METRICS.

Creating Strategies
How to Set Yourself Up for Success

Identify the link
requirement
Quality, quantity
or both?
Agree the
specifics
Keyword targeting
or other KPIs?
Collaborate
on ideas
What do you want
to talk about?
Understand the
landscape
Analyse the link /
coverage potential
Strategic thinking...

CITATIONS
UNLINKED
MENTIONS
BUSINESS
NEWS
COMMENT
AGGREGATION
THOUGHT
LEADERSHIP
DATA
ANALYSIS SURVEYS INFOGRAPHICS QUIZZES
CREATIVE
CONTENT
CAMPAIGNS
BROKEN
LINKS
COMPETITOR
LINKS
JOURNALIST
RESPONSES
NEWS
HACKING
NEWS FROM
NOTHING
DATA
VISUALISATION
STORYTELLING
INTERACTIVE
QUIZZES
INDEPENDENT
RESEARCH
A spectrum of opportunity

Time period
1 2 3 4 5 6Responsive
Topical Themes
Creative Campaigns
ProactiveReactive
Layering your approach

Long term thinking

Think about your angles

Give yourself time

Takeaway #2:
OWN YOUR STRATEGY TO GIVE YOURSELF THE
BEST CHANCE AT SUCCESS.
THAT MEANS INVESTING *ENOUGH* TIME,
WORKING COLLABORATIVELY AND LAYERING
TO REDUCE RISK (AND CREATE NATURAL PROFILES)

Reflect and Learn
Create a Culture for Growth

Be bold in your reflection
Some campaign inevitably do better than
others.
Setting clear expectations and targets at
the start allows you to be judged (and to
judge yourself) fairly in reflection.
Be bold enough to pull your own
campaigns apart, as well as celebrating
your success - and allow others to do the
same.

Measure against pre-defined goals
There is power in being able to measure
your success against pre-defined goals.
Reporting on owned goals is where we as
digital PRs get to reflect on the work we
control; set fair time periods for that
reflection.
Reporting on shared goals is where we get
to recognise the wider influence of our
work (and potentially broaden our remit!).

Be inspired!
One of my favourite things about our industry is that so many people are willing to share their successes; allow yourself to
be inspired! Here are some of the things that inspire me:

Takeaway #3:
EMBRACE THE CHALLENGE!

What I’ve talked about today...
1. How to define ‘what success looks like’ in a
meaningful way
2. How to craft strategies that have the best
chance of success
3. How to reflect and learn

Private and confidential 33
THANK YOU!
Laura Hampton
@lauralhampton
laura@impression.co.uk
https://impression.tips/
laurasheffielddm

Sheffield DM: Maximising the Value of Digital PR

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