The PR strategy that grew a startup from 0 to 40 Million pageviews.
PR and SEO expert, Dmitry Dragilev, shared his strategies that led to those pageviews, two acquisitions, $150,000 in blog revenue, and more on this week’s podcast.
With all these impressive numbers, Dmitry still offers practical SEO and PR tactics that you can start today.
Working with startups and small businesses on PR and SEO, Dmitry discovered a common trend:
People want results. Right. Now.
However, you need to think long-term as you do your short-term marketing.
Dmitry asks: “How can I do something that in a month from now will keep giving me traffic? In 2 months from now?” It’s a rinse and repeat practice, not a one-off.
“We use a combination of PR and SEO together where we create content that essentially would take a portion of someone else’s audience and move it back into our little corner of the internet.”
4 Steps to Create Content for Growth
How are you going to bring people to your corner of the internet? And keep ‘em coming?
It’s all about strategically creating content that’s driving traffic. PR and SEO working together propels good content. But it’s gotta be good.
Dmitry has four distinct steps to create content for SEO Growth:
- Find the keyword search on Google that has the right user intent for buyer behavior on your site.
- Look at the content that is currently ranking on that keyword. Ask:
a. Can you do it justice? Or do it better?
b. Is your site’s domain authority similar? If yes, you can outrank them.
- Create superior content.
- Once published, use PR. Guest post on other publications (ensuring a correct link!), plus organic social strategies.
Do PR Like a Human
After publishing 1,400+ articles and having two companies acquired, Dmitry knows a thing or two about PR.
His key question: “How can I connect with [journalists] on a genuine level and build a relationship with them?”
PR is not just getting a list of contacts and sending a ton of emails.
Each email should be written as if you would talk to the journalist in person. It should not be a quick line about the journalist’s writing followed by four paragraphs about your startup. “Start talking to them as if you actually wanted to become friends.”
4 Strategies to Build Relationships with Journalists
Dmitry offered a sneak peek into his upcoming talk on PR best practices.
1. Respond to their request
Lots of journalists, influencers and bloggers already want to talk to you. Specifically, they want to speak to an expert in your field.
You can use Dmitry’s Just Reach Out PR service or sites like HelpAReporter.com, ProfNet, Radio Guest List, and more. “Type in keywords and magically these opportunities show up from journalists who want to talk to you.
There are hundreds of these requests each day. “This is the lowest hanging fruit. What you should be starting with right now.”
Quora is the “big behemoth of different press opportunities.”
Start answering questions in your domain. Quora learns that you’re good at this area and will send you more questions.
Dmitry’s PR hack: “I mention somebody, like a blogger, or influencer or journalist or reporter, in the answer. Genuinely.” Then, he lets them know and asks for feedback. A conversation started.
It doesn’t end with good connections. Your answer could be published in major media.
“Most people don’t realize this, most major publications, such as Time Magazine, […], Forbes, they handpick answers from Quora.” These answers are published as an actual article. There’s even a process to submit your answers for consideration.
“This is how we were able to grow from 0 to 40 Million pageviews.”
Use data from online polling services and combine. Then, pitch the data set as a story. Polar’s story was on a hot topic of the soon-to-be-released iOS.A decent amount of data pitched to the right person will open a conversation with a key journalist or blogger.
4. Interview a journalist or influencer
Ask a journalist, blogger, or influencer for a quote for your blog. It adds value to your content and opens a conversation.
- Think long-term as you do your short-term marketing.
- Match your SEO keyword with your buyer behavior and domain authority. Then, make killer content and use PR to promote it.
- Every day, journalists make hundreds of asks for expertise. Respond to them.
- Start writing great answers on Quora because it offers huge PR opportunities.
“If you’re sending an email to anybody, it doesn’t even have to be PR, anything you want a response to, think of it this way:
Would I say this out loud to the person if I saw them face-to-face?”
Be genuine in your PR.