Share
Embed
Slide 1
Slide 1 text
No content
Slide 2
Slide 2 text
Shit selfie
(I’m blaming the camera)
Slide 3
Slide 3 text
2020 2025
11% 7.7%
% of overall company revenue spent on marketing
Slide 4
Slide 4 text
Tactic of SEO
Slide 5
Slide 5 text
1. Product
2. Price
3. Placement
4. PROMOTION
4 PILLARS OF MARKETING
Slide 6
Slide 6 text
Young
JIM ROACH
Slide 7
Slide 7 text
1. Build Trust
2. Support Brand Building & Awareness
3. Support SEO & AI Visibility
ROLE OF DIGITAL PR
Slide 8
Slide 8 text
“Become the
that people type in the search bar”
trusted brand
Slide 9
Slide 9 text
1. TRUST
Slide 10
Slide 10 text
No content
Slide 11
Slide 11 text
No content
Slide 12
Slide 12 text
Build trust with the 4 C’s
Clarity Coherence Credibility Consistency
TRUST
Slide 13
Slide 13 text
Think
SUBSTANCE
not
SCALE
TRUST
Slide 14
Slide 14 text
No content
Slide 15
Slide 15 text
BE THE GUIDE
Show
1. Empathy
2. Authority
Slide 16
Slide 16 text
BE THE GUIDE
UK Employment rights changes 2026
1. Day one rights for sick pay
2. Stricter fire and rehire policies
3. Increased redundancy pay protection
Slide 17
Slide 17 text
EMPATHY
James Roach - Head WBanker, JR Bank
Slide 18
Slide 18 text
EMPATHY
“For small business owners, the new
reforms can feel overwhelming, particularly
with the extra cost pressures involved. We’re
speaking with SMEs daily and fully
understand the impact this is having on
them as they try to do right by their
employees, whilst keeping the lights on.
Slide 19
Slide 19 text
AUTHORITY
“The SMEs that will survive this tricky period will be the ones
that can adapt their cash flow accordingly, and we’re proud
to be tailoring plans for SMEs to support them with this,
Afterall, it’s what we’ve built our reputation on over the last
30 years. Over this time, we’ve found keeping a cool head
and seeking expert advice as soon as possible to be the best
path forward.
James Roach - Head WBanker, JR Bank
Slide 20
Slide 20 text
Structure is not a prison, it’s a framework
for freedom.
Martha Graham
BE THE GUIDE
Slide 21
Slide 21 text
Trust builders
1. Visible CEOs & experts
2. Case studies
3. Water tight methodologies
4. Honest, empathetic, authoritative comms
TRUST
Slide 22
Slide 22 text
No content
Slide 23
Slide 23 text
2. BRAND BUILDING &
AWARENESS
Slide 24
Slide 24 text
A flick of the switch
& we could be
cooked
BRAND Building
Slide 25
Slide 25 text
Clicks to site down 15 - 35% when AI
overviews appear
Source:https://ahrefs.com/blog/ai-overviews-reduce-clicks/
BRAND Building
Slide 26
Slide 26 text
No content
Slide 27
Slide 27 text
Branded search converts 2-3 times higher
than non branded
BRAND Building
Slide 28
Slide 28 text
ABOUT
Slide 29
Slide 29 text
No content
Slide 30
Slide 30 text
Paid media Shared media
Earned media
Owned media
DIGITAL
PR
Gini Dietrich
BRAND Building PESO Model
Slide 31
Slide 31 text
Owned media
DIGITAL
PR
Whitepapers/Reports
Data Campaigns
Case Studies
Blog content
Infographics
Podcasts
Videos
BRAND Building PESO Model
Slide 32
Slide 32 text
Earned media
Owned media
DIGITAL
PR
Brand mentions
Backlinks
Coverage
BRAND Building PESO Model
Slide 33
Slide 33 text
Shared media
Earned media
Owned media
DIGITAL
PR
Organic social
Partnerships
UGC
BRAND Building PESO Model
Slide 34
Slide 34 text
Shared media
Earned media
Owned media
DIGITAL
PR
Sponsored Content
Google Ads
Social Ads
BRAND Building PESO Model
Paid media
Slide 35
Slide 35 text
“Newer brands definitely pay a “TRUST TAX”, because people naturally hesitate to click on
something they don't recognise.
To fix the underlying credibility issue, I worked with a PR agency to get some high-tier
media mentions that we could highlight”.
Slide 36
Slide 36 text
3. SEO & AI VISIBILITY
Slide 37
Slide 37 text
1. Citations
2. Authority
3. KW rankings
SEO Metrics
Slide 38
Slide 38 text
SEO Metrics
Report on shared metrics
1. Traffic
2. Revenue
Slide 39
Slide 39 text
B2B Buyers use AI across the purchasing journey
35% during discovery
43% during consideration
31% during purchase
Source: Pivotal Trends and Predictions in B2B Digital Commerce in 2026 Report - Commercetools & Google
LLM Visibility
Slide 40
Slide 40 text
No content
Slide 41
Slide 41 text
1. Prompt
2. Source Identification
3. Content/Outreach
4. Monitor
LLM Visibility
Slide 42
Slide 42 text
2028
Organic Search traffic down 50%
Source:
LLM Visibility
Slide 43
Slide 43 text
KEY TAKEAWAYS
Slide 44
Slide 44 text
1. Build Trust
2. Build Brands & Awareness
3. Keep Supporting SEO and AI
KEY Takeaways
Slide 45
Slide 45 text
No content
Slide 46
Slide 46 text
DRIVE BRANDED SEARCH
Slide 47
Slide 47 text
“Become the
that people type in the search bar”
trusted brand
Slide 48
Slide 48 text
No content