5. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
6. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
7. @lauralhampton / @impressiontalk
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
https://impression.tips/laurasheffielddm
10. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
11. @lauralhampton / @impressiontalk
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?
https://impression.tips/laurasheffielddm
12. @lauralhampton / @impressiontalk
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
https://impression.tips/laurasheffielddm
13. @lauralhampton / @impressiontalk
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
https://impression.tips/laurasheffielddm
14. @lauralhampton / @impressiontalk
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
https://impression.tips/laurasheffielddm
15. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
16. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
17. @lauralhampton / @impressiontalk
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).
https://impression.tips/laurasheffielddm
18. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
20. @lauralhampton / @impressiontalk
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...
https://impression.tips/laurasheffielddm
26. @lauralhampton / @impressiontalk
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)
https://impression.tips/laurasheffielddm
28. @lauralhampton / @impressiontalk
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.
https://impression.tips/laurasheffielddm
29. @lauralhampton / @impressiontalk
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!).
https://impression.tips/laurasheffielddm
30. @lauralhampton / @impressiontalk
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:
https://impression.tips/laurasheffielddm
32. @lauralhampton / @impressiontalk
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
https://impression.tips/laurasheffielddm
33. Private and confidential 33
THANK YOU!
Laura Hampton
@lauralhampton
laura@impression.co.uk
https://impression.tips/
laurasheffielddm