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BRAUMGroup 1
laura hogan
BRAUMGroup 2@lauralouise90 | #brightonseo
BRAUMGroup 3@lauralouise90 | #brightonseo
i love links
BRAUMGroup 4@lauralouise90 | #brightonseo
but i don’t like
parting with money
BRAUMGroup 5@lauralouise90 | #brightonseo
so i’m always
looking for free
opportunities
@ricemedia | @lauralouise90 | #SearchLondon@lauralouise90 | #brightonseo
BRAUMGroup 7@lauralouise90 | #brightonseo
it’s not as difficult as
you think
BRAUMGroup 8@lauralouise90 | #brightonseo
there are so many
different tactics you
can use
BRAUMGroup 9@lauralouise90 | #brightonseo
….. and not an
infographic in sight
BRAUMGroup 10@lauralouise90 | #brightonseo
BRAUMGroup 11@lauralouise90 | #brightonseo
so what can you do?
BRAUMGroup 12@lauralouise90 | #brightonseo
unlinked brand
mentions
BRAUMGroup 13@lauralouise90 | #brightonseo
journo requests
BRAUMGroup 14@lauralouise90 | #brightonseo
fois
BRAUMGroup 15@lauralouise90 | #brightonseo
newsjacking
BRAUMGroup 16@lauralouise90 | #brightonseo
case studies
BRAUMGroup 17@lauralouise90 | #brightonseo
pr and news
BRAUMGroup 18@lauralouise90 | #brightonseo
listings and
discounts
BRAUMGroup 19@lauralouise90 | #brightonseo
interviews and
opinion pieces
BRAUMGroup 20@lauralouise90 | #brightonseo
quite a few different
tactics there right?
BRAUMGroup 21@lauralouise90 | #brightonseo
and here’s the killer,
you can get all of
these…… for freeeeee
unlinked brand mentions
@lauralouise90 | #brightonseo
BRAUMGroup 23
they’re so easy
@lauralouise90 | #brightonseo
BRAUMGroup 24
all you need is alerts
@lauralouise90 | #brightonseo
@lauralouise90 | #brightonseo
BRAUMGroup 26@lauralouise90 | #brightonseo
if one takes your fancy,
track down the
journalist
BRAUMGroup 27
unlinked brand mentions
can be fantastic for
traffic
@lauralouise90 | #brightonseo
BRAUMGroup 28@lauralouise90 | #brightonseo
they hadn’t actually linked to any of the
venues….. now all seven have a link and
ours is followed
BRAUMGroup 29@lauralouise90 | #brightonseo
thousands of visits and
brochures downloads led
to weddings being booked
BRAUMGroup 30@lauralouise90 | #brightonseo
but others…. not so much
BRAUMGroup 31@lauralouise90 | #brightonseo
a little tedious
maybe…. but some
out there must like
dvo...
BRAUMGroup 32@lauralouise90 | #brightonseo
not even 50 visits
BRAUMGroup 33@lauralouise90 | #brightonseo
check the links too
BRAUMGroup 34@lauralouise90 | #brightonseo
this express link was broken,
so we got it fixed
BRAUMGroup 35@lauralouise90 | #brightonseo
we can now track its value
BRAUMGroup 36@lauralouise90 | #brightonseo
action
set up brand alerts
@ricemedia | @lauralouise90 | #SearchLondon
journo requests
@lauralouise90 | #brightonseo
BRAUMGroup 38
timing is everything
@lauralouise90 | #brightonseo
BRAUMGroup 39
so get some automation
in to help
@lauralouise90 | #brightonseo
BRAUMGroup 40@lauralouise90 | #brightonseo
BRAUMGroup 41
they’ll email you
roundups of requests
@lauralouise90 | #brightonseo
BRAUMGroup 42
but my all time favourite
is tweetdeck
@lauralouise90 | #brightonseo
BRAUMGroup 43
it’s freeeeeee
BRAUMGroup 44@lauralouise90 | #brightonseo
BRAUMGroup 45
#journorequest
#prrequest
#bloggerrequest
there are accounts you can follow
which rt the best requests too
@lauralouise90 | #brightonseo
BRAUMGroup 46
does it work?
@lauralouise90 | #brightonseo
BRAUMGroup 47@lauralouise90 | #brightonseo
BRAUMGroup 48
found via twitter
turned around in less
than two hours
it’s a year old (nearly), but
still generates traffic and
leads
@lauralouise90 | #brightonseo
BRAUMGroup 49
found via twitter
online and print
only place outside
of london to be
featured
@lauralouise90 | #brightonseo
BRAUMGroup 50
action
get tweetdeck set up and
start monitoring request #
@lauralouise90 | #brightonseo
@ricemedia | @lauralouise90 | #SearchLondon
newsjacking
@lauralouise90 | #brightonseo
BRAUMGroup 52@lauralouise90 | #brightonseo
use your brain
BRAUMGroup 53@lauralouise90 | #brightonseo
…. it can go really badly
BRAUMGroup 54@lauralouise90 | #brightonseo
play it safe and stick to
positive events only
BRAUMGroup 55@lauralouise90 | #brightonseo
oreo are the absolute
heroes of this
BRAUMGroup 56@lauralouise90 | #brightonseo
BRAUMGroup 57@lauralouise90 | #brightonseo
but we’ve had some
luck too…. thanks to
meghan and harry
BRAUMGroup 58@lauralouise90 | #brightonseo
as soon as the
engagement was
announced…..
BRAUMGroup 59@lauralouise90 | #brightonseo
we got the client on the
phone telling us what
the ring was...
BRAUMGroup 60@lauralouise90 | #brightonseo
and got them to list a
similar one on their site
BRAUMGroup 61@lauralouise90 | #brightonseo
quote about the
ring style and link
to our version of
meghan’s ring
BRAUMGroup 62@lauralouise90 | #brightonseo
but on this
one we were
the only
jewellers
featured
BRAUMGroup 63@lauralouise90 | #brightonseo
leading to showroom
appointments booked and
direct revenue
BRAUMGroup 64@lauralouise90 | #brightonseo
all this fun is happening
again right now
BRAUMGroup 65@lauralouise90 | #brightonseo
action
keep your eye on the
news and react
case studies
@lauralouise90 | #brightonseo
BRAUMGroup 67@lauralouise90 | #brightonseo
everyone loves getting
their ego stroked….
BRAUMGroup 68@lauralouise90 | #brightonseo
and a good case study
can lead to conversions
BRAUMGroup 69@lauralouise90 | #brightonseo
uni case studies are
the best we’ve found
and the unis love
them because they
encourage
attendance
BRAUMGroup 70@lauralouise90 | #brightonseo
plus you get to brag on
linkedin… it’s what it’s
for right?
BRAUMGroup 71@lauralouise90 | #brightonseo
action
if you have a success story that
will benefit the publication,
shout about it
foi requests
@lauralouise90 | #brightonseo
BRAUMGroup 73@lauralouise90 | #brightonseo
great tactic,
but the long game
BRAUMGroup 74@lauralouise90 | #brightonseo
they’re ideal for
statistical releases and
hitting local press
BRAUMGroup 75@lauralouise90 | #brightonseo
you can request info from:
police
schools
uni &
colleges
health trusts doctors
hospitals
government
departments
museums
local
councils
BRAUMGroup 76@lauralouise90 | #brightonseo
but it’s likely to take 20
working days for your
responses
BRAUMGroup 77@lauralouise90 | #brightonseo
it’s worth the wait though
BRAUMGroup 78@lauralouise90 | #brightonseo
BRAUMGroup 79@lauralouise90 | #brightonseo
coverage on a number of the
local publications, each using
their own area’s stats
BRAUMGroup 80@lauralouise90 | #brightonseo
sunday times
driving coverage
and in print too
used the stats and
a nice little quote
from the client
BRAUMGroup 81@lauralouise90 | #brightonseo
action
execute an foi campaign,
but plan ahead
pr and news
@lauralouise90 | #brightonseo
BRAUMGroup 83@lauralouise90 | #brightonseo
it’s the most common way
BRAUMGroup 84@lauralouise90 | #brightonseo
but you need a good
spin and story
BRAUMGroup 85@lauralouise90 | #brightonseo
birthdays are great, but
make sure it’s a good
number… no one cares
if you’re three
BRAUMGroup 86@lauralouise90 | #brightonseo
we had good success with local press
and trade for a client’s 20th
BRAUMGroup 87@lauralouise90 | #brightonseo
if local and trade are
your sole aim, you can
promote talent
acquisition
BRAUMGroup 88@lauralouise90 | #brightonseo
BRAUMGroup 89@lauralouise90 | #brightonseo
it’s a really easy win
BRAUMGroup 90@lauralouise90 | #brightonseo
for nationals think
outside the box
BRAUMGroup 91@lauralouise90 | #brightonseo
this is my favourite
recent one…..
BRAUMGroup 92@lauralouise90 | #brightonseo
BRAUMGroup 93@lauralouise90 | #brightonseo
funny
sense of
competition
taboo accessible
BRAUMGroup 94@lauralouise90 | #brightonseo
coverage on all the red
tops, the dm, unilad….
the works...
BRAUMGroup 95@lauralouise90 | #brightonseo
action
for locals go straight pr, but
nationals have fun...
listings and discounts
@lauralouise90 | #brightonseo
BRAUMGroup 97@lauralouise90 | #brightonseo
this is quite a manual
and time consuming
tactic but can reap
loads of links
BRAUMGroup 98@lauralouise90 | #brightonseo
accommodation is an
easy win on uni and
venue sites
BRAUMGroup 99@lauralouise90 | #brightonseo
as are events on gov
and local council sites
BRAUMGroup
10
0
@lauralouise90 | #brightonseo
most gov sites
allow you to
submit events…
pick the nearest
council
BRAUMGroup
10
1
@lauralouise90 | #brightonseo
or what about discounts
you can offer for
members of groups?
BRAUMGroup
10
2
@lauralouise90 | #brightonseo
we targeted around 100
gardening societies
BRAUMGroup
10
3
@lauralouise90 | #brightonseo
20% success rate
BRAUMGroup
10
4
@lauralouise90 | #brightonseo
it’s nothing
fancy, but
they’re the
right customer
personas
BRAUMGroup
10
5
@lauralouise90 | #brightonseo
plus we made unique
codes for each one to
track revenue easily
BRAUMGroup
10
6
@lauralouise90 | #brightonseo
action
consider networks you can be
a part of and use those
connections
@ricemedia | @lauralouise90 | #SearchLondon
interviews & opinions
@lauralouise90 | #brightonseo
BRAUMGroup
10
8
@lauralouise90 | #brightonseo
find a hook
BRAUMGroup
10
9
@lauralouise90 | #brightonseo
once you get it in one
publication, the others
will follow
so far we’ve got sharon
in five nationals
BRAUMGroup
11
0
@lauralouise90 | #brightonseo
hook is that she’s female,
built her own business,
there’s also the usp of the
offering…..
BRAUMGroup
11
1
@lauralouise90 | #brightonseo
over 6,000 visits from that
article, plus over 700
memberships
BRAUMGroup
11
2
@lauralouise90 | #brightonseo
4,000 visits
500+ memberships
££££s in revenue
BRAUMGroup
11
3
@lauralouise90 | #brightonseo
they liked the single
mother building a
business angle ….
BRAUMGroup
11
4
@lauralouise90 | #brightonseo
another way is to make
yourself an expert
BRAUMGroup
11
5
@lauralouise90 | #brightonseo
we see this all the time in
our own industry…. so
replicate it for clients
BRAUMGroup
11
6
@lauralouise90 | #brightonseo
all the same client
BRAUMGroup
11
7
@lauralouise90 | #brightonseo
he’s made himself the
knowledge on ai in
manufacturing industry
BRAUMGroup
11
8
@lauralouise90 | #brightonseo
action
find your hook or expertise and
use it for coverage
tl:dr
@lauralouise90 | #brightonseo
BRAUMGroup
12
0
@lauralouise90 | #brightonseo
you don’t need to
spend a penny to get
links…..
BRAUMGroup
12
1
@lauralouise90 | #brightonseo
and you definitely don’t
need infographics
BRAUMGroup
12
2
@lauralouise90 | #brightonseo
try these tactics:
partnerships
interviews
listings and
discounts
fois case studies
newsjacking
unlinked
brand
mentions
pr and news
journo
requests
….. thank you… drink?
@lauralouise90 | #brightonseo

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