- Digital marketing
has felt nuts recently. Oh, by the way, meet Luna. She's three weeks old. If you hear any weird snuffling sounds then probably her, probably. But anyway, digital marketing
has been crazy recently, whether it's changes to privacy that has reduced the amount
of data we have in Facebook, whether it's GDPR and the changes around personal data handling or increased competition due to everyone going online because of lockdowns. Changes at Google, with everything that's going on recently, sometimes it can feel really overwhelming. What still works? Where should we be putting
our time and energy and what should we be prioritising over the next 12 months to significantly increase our
website traffic and sales? Well, in this video, we're gonna be doing a bit of a roundup of traffic strategies that still work. This is the stuff that you can rely on to bring you traffic
over the next 12 months. How do we know that they work, well because we've been
using them relentlessly with clients on some extremely successful and award winning campaigns. So we're gonna share
each of these strategies. We're gonna break down how they work, who should be using them
and what to do first, if you're gonna start using them. So you can use this video as a kind of traffic planning exercise, or you can just watch it for the bands and the cute baby noises, whatever you prefer, let's go. (dramatic music) Okay. And we've broken these traffic
strategies into four buckets, content marketing, social
media, search, and Digital PR. Now, before we go running
headlong into traffic strategies, it's important to think about which ones are most likely to get traction for your business, because here's the honest truth, some traffic channels just don't work for certain types of businesses. And most businesses have
a sort of natural affinity with a certain type of traffic source. Now, you hear us talking a lot about the importance of
understanding your target audience and with good reason, but when we're identifying
the right traffic channels to target, the main
question we want to ask is how do our target customers
find what we're selling? Now broadly, there are two buckets here. We have search and we have interruption. Now search focused businesses
will be selling something that their customers are searching for. So your customer knows
that they have a problem. They go to Google or
Amazon or Voice Search, and they ask for
solutions to that problem. Or they ask for information
about that problem. An example of this might be
a plumbing supplies company. If I need a new cistern for a toilet, I'm gonna go to Google. I'm not gonna open Instagram and hope that I see an
ad for a cistern, right? That's not gonna happen. So that is an example of a
search priority business. The other bucket is
interruption or impulse. Now interruption or impulse businesses are selling something that the audience doesn't
know that they need, but when their audience sees it, they can often be nudged into
making an impulse purchase. An example would be those
little flying drone things with the lights on, which you see all over
TikTok at the moment. So nobody wakes up in the morning, thinking do you know
what would be really cool is one of those flashing drones that I can throw up in the air and throw, and it sticks, and does all this stuff. And I can crush it in my hand. Nobody thinks that, right. But when they're scrolling on TikTok and they see this thing, a
proportion of people think, yeah, if that looked anything
like it does in the ad, then that would be pretty
cool and they buy it. So that's an example of an
interruption or impulse business. Now, lots of businesses will actually be somewhere
along that spectrum. So for example, luxury E-commerce fashion. Some people will be searching for particular brands or products. So there's a search
component to that business, and some people will be motivated to buy if they see an influencer wearing it, or they see an ad for something, then they can be nudged
into an impulse purchase. So a business like that sits somewhere in between the search impulse extremities. So I don't wanna labour
this point too much, but it's important to identify where your business sits on that spectrum. If you're B2B and you're quite a, I don't want to use the word boring, but a boring company, by the way, no business is
boring once you get to know it. But if you consider yourself
to be quite a boring business, then you might be more towards the search side of
things than the impulse. Okay. That said onto the traffic strategies. The first traffic strategy that we're gonna talk
about today is blogs. Now you've heard us talk
a lot on this channel about the importance of blogging, and that will not change
in the next 12 months. Google is still ranking good
quality informational content for all sorts of information or keywords, but also for commercial keywords as well. And blogs are a fantastic
digital marketing asset that you can build for your business, not only to target search, but also to inform your social and your rest of your
content strategy as well. So what sorts of businesses
should be using blogs? Well, any business really that either solves a
problem for their customers or can entertain, inform,
and educate their customers to build a relationship. For example, this video
that you're seeing now is based on a blog that we wrote. So we write blogs and they
form the kind of pillar that we write and create all of the rest of our content around. And you can use blogs as the basis for your social media content too. But most businesses still
don't get much traction with their blogs. And the main reason for that is that they don't approach
the topic selection in the right way. So now we're gonna do
a very simple exercise for a hypothetical business, which Luna chose, all
about computer keyboards. And we're gonna go through the process of choosing our blog topics. So the first thing that we want to do when we're choosing blog topics is we want to think about
our target audience. What's most interesting to them and what are the problems
that they are having. If we can write content that
is a solution to their problem, we can get them onto our website and we can convince them
that we have the solution to whatever issue that they're facing. So let's say that we
have an E-commerce store that sells computer keyboards, and we wanna find a way
of driving traffic to it. Ranking for computer keyboards
is really competitive. Ad costs are fairly high. So we wanna find some effective, but low cost ways of getting
visitors onto our site. Well, we can go to onto the public.com and type in computer keyboard. It's then gonna give
us a list of questions that people are asking on
Google about this topic, and we can see them here. So we've got 75 different questions. Now, not all of these are relevant to our target customer and not all of them have any
sorts of commercial intent. So if we look at a question here, like what are computer keyboard shortcuts? That's not a question being asked by someone who is about to
purchase a computer keyboard. They're just looking to improve their efficiency
or their productivity. So that might be a blog that we want to write
further down the line, but it's not something that we're going to prioritise because it's not likely
to lead to money for us. If we search for something like how to clean a computer keyboard, that's kind of further along the line because that's someone
that has a dirty keyboard. Now, if we can persuade them that their keyboard is really dirty, or we can say that here's how to clean it. But if it looks like this, then there's probably this bacteria, blah, blah, blah, and you might wanna consider a new one. Then this is someone who we might be able to nudge into a purchase, but there are some other questions here, which are much more commercial intent. So which computer keyboard is best? Which computer keyboard should I buy? This is definitely somebody who is looking to make a purchase. So these are the sorts of blog posts that we want to write and
that we want to answer. Now, these are gonna be
fairly competitive as well. So what we might want to
do is niche this further into things like which computer
keyboard is best for gaming, which cheap computer
keyboard is best for gaming. What is the most expensive
computer gaming keyboard, phrases like this are like subtopics of this main topic here, which are gonna be less competitive and have a much higher commercial intent than some of these other really broad, really informational and
fairly non-relevant terms. So you can do exactly this
process for your business and your target customers. Think about the three
phases of the buyer journey. Curiosity. This is people that are just curious. They're fairly unlikely
to purchase at this stage, but they indicate that
they might have a problem, which your thing can solve. Research, this is people that are getting further
along the buying journey. They're starting to
compare different options and search for things like
which computer keyboard is best. And then intent, this is when they are
looking to make a purchase. So searching for a
particular keyboard model might be people who
are in the intent phase because they are actually
looking to make a purchase. You can then write blog
posts on your site, targeting people at each
of these three phases with the right call to action for the person at that
stage of the buyer journey. Next traffic strategy we're
going to talk about is video with 82% of all internet
traffic being video, it's becoming harder and
harder for businesses and brands to ignore
having a video strategy. Now, video doesn't have
to be as complicated as it might feel. For example, this video is just me talking about a particular blog that we've written and just slightly amending the blog to turn it into a video script, and then essentially reading it, adding some examples, showing
you some stuff on the screen, you can use exactly the same
process in your business. Now, of course you might
need to think about lighting. You might need to think
about some sort of set, so it looks half decent. But here's the thing,
the sooner you start, the sooner you get that stuff right. Your first 20 videos
are probably gonna suck. For me, my first 200 videos sucked. In fact, some people would
even say they still suck, but we just keep going. But video gets more engagement on social. You can chop it up, you can
use it in different formats. You can use it in different places. And it has the great benefit
of being search-based as well. So if you have a video on YouTube and someone searches for
what it is that you're doing, then you've got a good
chance of showing up. And when they watch the video, that engagement, that
relationship building piece is that much stronger because they're kind of
seeing you face to face. People email me saying, "I feel like I know you, Tim." And I'll be honest, it's a bit weird. But it's also good for business. Now, before we continue, I want to talk about something
which is really important and will be even more important
over the next 12 months. That is landing pages. Now, back in the day, a landing page was a special type of page that you were built for pay-per-click ads or a page that you wanted to target particular type of traffic to. Today, every single page
on your website can, and in many ways should be a landing page. For example, when your
website is properly optimised for search, you are gonna
be having all sorts of pages bringing in traffic, all
sorts of pages are gonna rank, and they're gonna be landing pages for new whole traffic
coming to your website. If you're an E-commerce
store, for example, you're gonna have people coming to your product category pages, your product pages, your home page, the content pages in your blog, or your resources or your knowledge base. If you're a service business, you're gonna have visitors coming to the individual
service pages on your website, as well as your homepage. Now, this poses a challenge
for many businesses because their website has
not been designed like this. Most people's websites are designed for visitors to follow an orderly queue in a very linear pattern. So people come to the homepage, they read the homepage in its entirety. They then go to a sub page on the site and they move
through the site like that. This just doesn't represent
modern user behaviour. The danger with this approach
is that the information on that second page of your
site assumes prior knowledge. It assumes that someone has
been through your homepage. They understand your business. They've got some context, but that's not how we use the internet. We might land on that sub page first, we have no context about the business. We have no prior information. So that sub page needs to do a great job of setting the scene, giving us all the information that we need to move forward with a
purchase or becoming a lead. Another area where this really shows up is in the content on your site. Let's say that you spend all this time making these amazing blogs and
they're ranking really well. You're sharing them on social. They're getting loads of engagement. Awesome. But then people go to those pages on your site from search or from social and assume that
you are just a content site because they can't see any
info about the business. So we need to make sure we're
including calls to action, introductions to the business
and what you actually do. And we're linking people through to the commercial
pages on your site so that they can go through and make a purchase or
become a lead or whatever. Let's go back to our
computer keyboard business as an example. So let's say that you've
ranked a blog post on how to clean a computer keyboard. And you've got some tips on how to do it. And you say something like
if your computer keyboard looks like this, it's probably got more bacteria than the inside of a public toilet. Now, if you make that
post really compelling, you might be able to persuade someone to purchase a new keyboard. But if you just give them
how to clean it tips, they're gonna look at those tips, say, great I know how
to clean my keyboard. Go and clean it. And then that's it. All you're doing is you're
paying the server costs to give Google information to
give to people free of charge. There is no benefit to you at all. You are just sending your
staff out into the world to just help people with no
expectation of anything back. And by the way, if you're
enjoying this video, please consider
subscribing to our channel. We normally post three, yes,
three new videos a week. Also drop us a note in the comments. Luna really wants to know what is your top digital
marketing priority over the next 12 months? Next traffic channel is social media. Now, if you'd have told me back in 2014, that most businesses
would still be struggling to get to grips with social media, honestly, I would have been devastated. This has been a problem
for so many businesses in so many markers for so long and yet, so few are any closer to solving the social media problem than they were 5, 6, 7, 10 years ago. But social media is here to stay. And the time people are
spending on social media is only going in one direction. That's a clue. That's a clue by the way. Now, one reason that
businesses fail on social media is that their audience just
isn't in the right frame of mind for the content that they're posting. Now, I wanted to think
of an example business that we could use to
illustrate this problem. And I wanted to come up
with a difficult one. So we're gonna set up a hypothetical Exposure Ninja
colonoscopy consultancy. Yes, colonoscopy. Now, nobody goes onto Facebook to see posts about colonoscopy. People don't scroll their Instagram feed hoping to see a colonoscopy influencer. That is not a thing. And yet most colonoscopy practises would post information about their service and offer might be a free consultation. And they might talk about
this on their socials. Now using this extreme example helps us to understand why
this approach doesn't work. If you are struggling to get traction with your social posts, then one technique you can use is to take a step back from
the solution that you offer, and instead focus on the
problem that you are solving. So let's say that ninja
colonoscopy, for example, stop talking about colonoscopy and instead looked at what's the problem we're trying to solve. The problem we're trying to solve is people with gut health issues. So let's make ourselves an authority, an influencer if you will, on gut health. Let's share tips about
different nutrition types. Let's share tips about common conditions and symptoms of those conditions. Let's share inspiring
and educational stories from people that have
overcome those conditions, because that is the stuff that people go on social media for. They go on social media
for it to be entertained, informed, and educated. Another reason that brands
fail on social media is that they choose their channels based on their own preference, rather than the preference
of their customers. This is particularly acute when a younger marketing
manager will assume that the brand needs to
be visible on Instagram or TikTok because that's
where they themselves spends their time, rather than looking at
where their audience is. Now, if their audience is
much older than they are, they might be spending
much more time on Facebook and LinkedIn where the largest user group is actually 46 to 55. So it's really important that we choose our social channels based on where our audience
is rather than where we are. The third reason that
businesses fail on social is because their content
just sucks, right? It's purely, self-promotional,
it's all about the business. There's nothing to entertain. They're not really speaking the language. This is like the person that the business networking event that just pushes their card into everyone's hands and
just talks about themselves. What you really wanna do on social is provide the sorts of stuff that people are looking
to go onto social for. Let's look at a couple of examples here. Here, we can see a post from Gymshark who have done a fantastic
job of their social. It is the sorts of content that people go onto social for. It's a well-taken picture,
it's fitness related content, and this person is
wearing Gymshark clothes. So there is a relevance to the brand. Now, of course not every business is as social first as Gymshark. We also have businesses like Teamwork who sell a boring product
project management software to an audience, which doesn't necessarily go to social for that type of content. But what Teamwork do is
rather than just talking about boring stuff, they share tips, easily digestible tips,
not in massive detail, but digestible enough that you might follow them, if you're interested in productivity, time management, project
management, that type of thing. So really those are two of
the main types of content that you're probably gonna be posting. Either pictures of videos
of your product in action or tips, informative,
educational type stuff, if you don't see pictures
of your product in action, because pictures of Teamwork in action that's not gonna be fun. Now it wouldn't be an
Exposure Ninja video, if we didn't talk about SEO. The reason we ninjas love SEO so much is if we could choose anywhere to be seen by potential customers, it would be right where they are searching for what we sell. That old question, if you could put burger van anywhere, where would you put it? The right answer of course is
in front of a hungry crowd. That is exactly what search is. There is no better place in the history of marketing to be found than at the top of Google when somebody is searching
for what you sell. So SEO is a really important channel. It is today as important as it has been for the last five or 10 years. Now, logic tells us that at some point, text search is going to
be replaced by something. People thought it was voice
search that hasn't panned out. And in fact, with an estimated
trillion searches per year, Google is more dominant than ever. It also has more data on what people want and when than any other entity in history, which means that whatever
comes after text-based search, Google has a fair crack at being the one to beat in that new world. Now, when it comes to SEO, there's no two ways about it. It is more competitive
today than it was two, even one year ago. It's a zero sum game. There are 10 spots on that front page. If you wanna be found there, you're gonna be knocking someone else off. They're gonna be trying to knock you off. This is a competition. That means that the threshold, the standard you're gonna have to work to and to play against if
you want top ranking is higher than ever. So what are the basics that you
need in place for SEO today? Whether you need to be
nailing your matters. These are the page titles
or meta descriptions. Those things that are visible on the search results page on Google. They are key to getting
people to clicking on your ad. Your page titles are key
to getting visibility for your target keywords. If you don't put your meta's in, Google's gonna replace them with something automatically generated that may or may not be good, but the downside is that
you don't get control over what those searchers see
on that first page of Google. You need excellent content on every page, if you're an E-commerce business, you are sick of me banging on about content on your
product category pages, but you need it. You need great content on
your product pages as well. Your home page, every single page on your site
that you want to get ranked. If you're a service business, those service pages, they need to be longer, more in depth, and more useful than ever before. There is no two ways about it. You need an excellent user
experience on your site. Go on, I dare you try
ranking a crappy site today. It is more difficult than ever. And of course, a big component
of that is website speed. You can test my site to work out what your website's speed is and to get tips on how to improve it. It's no exaggeration to say
there are very few businesses, potentially no businesses
that cannot benefit from being found at the top of Google for their main target searches. So commit to making this year, the year that you get to grips with SEO. If I could choose any traffic source to drive high quality, high commercial intent,
profitable traffic, it will be getting ranked on Google, being seen, where people are searching for exactly what you do is the holy grail of digital marketing and will be for the foreseeable future. We have a book called "How To Get To The Top of Google" which shows you exactly how
to get to the top of Google. It's really well reviewed on Amazon. It's one of the best selling
SEO titles out there, and we're giving it away free of charge. All you need to do to get your copy completely free of charge is to click the link in the description, follow the instructions. It's that simple. So go and get your free copy of "How To Get To The
Top of Google" today. Next up, Google Ads. Now Google Ads are still
commonly misunderstood and treated almost as a second priority against organic search. Almost as if, if you can
rank organically, great. If you can't, then you've got to start
shovelling cash into Google, but actually SEO plus PPC
is typically higher yielding than just SEO alone. Firstly, because PPC provides data that SEO just cannot give us. For example, the conversions by keyword, this is really useful, but secondly, because having a strong
and productive PPC account gives you insulation against
any overdependence on SEO. Today, PPC is more expensive than ever. Now loads of us inside Exposure Ninja were asked to make our
predictions at the start of 2021 about what was gonna
happen in the coming year. My prediction, I'm proud to say was that cost per click from Google Ads would go higher than ever as a result of increased
competition due to lock down. And that is exactly what's happened. In some spaces in 2021, cost per click has increased 35 to 40%. This means that if you're
gonna play with Google Ads, you absolutely need to bring your A-game. Your landing page needs
to be better than ever. The offer that you're making to visitors needs to be more compelling. It needs to stand up against what else you're competing against in those search results. The targeting needs to be
more on point than ever, spray and pray. You don't wanna be
doing that for too long. Interestingly, though, these days is very rare to see a really poorly optimised
Google Ad campaign at scale because businesses just can't justify spending a lot of money on something that isn't well optimised. This also means that in
more markets than ever, professional Google Ad
management is the cost of entry. We used to see lots and lots
of self managed campaigns, but today, far fewer
self-managed campaigns are getting to profitability just because the competition is so high. And if you're competing against professionally managed campaigns, and you're trying to do it
yourself in your spare time, that is getting harder
and harder than ever. Now, it is still possible. And we every so often we
come across a business where the owner or the marketing manager has been running their
PPC ad campaign for years, they know in intimate detail. And in some cases they are the best person to run that campaign with
some outside perspective to just identify areas that
they might want to test. But this is becoming a
smaller and smaller pool. It's most likely that if you're
gonna be scaling PPC ads, you're going to need some source
of professional management. That is great for companies
like Exposure Ninja who offer Google Ad management. But of course this makes
it more competitive and more expensive for the brands that are running those ads. The final traffic channel that we're gonna be talking
about today is Digital PR. Now we've been using Digital PR for clients for years at Exposure Ninja and we've had clients featured in all the top tier publications and on live TV and radio as well. But here's the mistake that
brands make with Digital PR. They view it as a way of
getting fame and celebrity. Now, today more than ever, Digital PR is rarely a way to get fame and celebrity simply because the news cycle is so fast. You might be able to piggyback on a trending topic and get some coverage all over the place. But within a few hours, the latest thing has come out or there's been another
Downing Street party, or there's some political
or health scandal, which has covered and buried everything that's gone before it. So Digital PR is as much
as it has ever been, mainly at a search activity. Digital PR is used to get
links to influence rankings as much as anything else. Now, just like everything, Digital PR is more competitive than ever. There are more businesses
and brands using Digital PR and trying to use it, but there are also more
publications needing content, more journalists and writers looking for sources for stories. So whilst it's more competitive, there's also a bigger pie
for everyone to choose from. Now, there are two ways
of getting coverage through Digital PR, outbound and inbound. Outbound mainly involves pitching. So finding the right publications
for you and pitching them. Let's look at an example of how we might find the right publication for our fictional
keyboard E-commerce store. So the first thing that we would do is you'd head over to Google and we might search for
something like keyboard reviews. And what we're really
looking for is we're looking for the sorts of publications that publish content that our audience is most
likely to be reading. Now, what we can see here
is we've got a mixture of computer and musical keyboards. So we wanna make sure that we're getting the right
publications, obviously. So let's see this one here. This is rtings.com and we're gonna just quickly open this tab and have a look at the sort
of content that's ranking. What we're really looking
for is like the news and the journalists kind of led sites. Now Music Radar is a musical sites. We're not gonna go for that. Wired.com would also be
another one to go for. Techadvisor.com will be a
good one to look at as well. Now, what we're looking for here is we're looking for
the sort of publications that's gonna publish
content about our business. So if your niche, if you're B2B, then the sites that you're gonna be
looking for coverage on are mostly trade journal type sites here. Now we can see here, this looks like the sort of site that we want to get our content publisher. It also looks like it's
gonna be an affiliate site because we can see links to Amazon. And usually when people do that, that's because that is the
business model of this site. Now, if we wanted to
contact this publication and try to get our keyboards
featured in their next list, we would go and find the
writer of this article, Nicholas Di Giovanni, we'd have a look to see if there's any contact
details for Nicholas here. Now there aren't. So what we might do is we might
search for him on Twitter. Now, I can't see him in the
search results for Twitter, but I can see him on LinkedIn. So I know that I could message
him via LinkedIn to say, "Hey, we've got this
thing or there might be, or he might have some
contact details on LinkedIn." So actually it doesn't look like he's a particularly
active user on LinkedIn. So not the best example,
but we can search him, we can find him and let's have
a look on at Tom's Hardware. So we can see here, we've got the best
gaming keyboards at 2021. This looks like a good article. We would love to be in
the 2022 version of this. So what we can do is we
can contact these people. We can see if we can find
contact details for them, if we can't. So if they've got kind of
unusual names like this, this is actually great because we have more
chance of finding them. Here we go. Here is his Twitter bio. Great. So we can contact him. We can direct message him on Twitter. Doesn't have a huge number of followers. One thing that you might
want to do is start engaging with their posts, sharing them as well, to build up a bit of a relationship to get on his radar so that
when you do make the pitch, there's a bit of
recognition there already. So another thing you're gonna want to do before you make your pitch is you're going to want to make sure that the content topic you're pitching matches the publication. So for example, we wouldn't want to pitch an idea about the best gaming keyboards to a site that just talks about gaming. If they don't talk about gaming hardware, then pitching them on gaming keyboards just makes us feel a bit tone deaf. So we want to make sure that they are publishing
the sorts of content that we get featured in. So one little trick that you can use to make sure you're pitching people on the right sorts of content is you can use this type of search. So site, tomshardware, and then we're gonna type our
keyword in their keyboards. And we can now see all the articles that are about keyboards
on Tom's Hardware. So this helps us to understand the sorts of
content they're publishing. We know that they're gonna
be writing updated versions of these articles for 2022, 2023. So this can be something that
we keep going back to them and pitching them. So that is outbound Digital PR. The other option for Digital PR is inbound and they're using inbound
journalists requests. Now, you can use a service
like Help a Reporter Out or ResponseSource, or
you can just use Twitter. And there are two hashtags that we often use for this type of thing. #journorequest and #PRrequest. Now, as you can see, it's 11:00 AM and we've
already had 140 tweets using #journorequest. Let's have a look at some of them to see how relevant they might be to a hypothetical business. Anyone in the UK spending
Christmas alone in isolation due to positive COVID test. Please get in touch, if you'd be happy to share your thoughts published on the mail. Great. That'd be a good link. We could find someone in the office who is gonna be spending Christmas alone, really sad for them, but great for us, if we get a link. Health experts needed. How to help our partner get ready for first-time fatherhood. Thought leadership articles. So you can see that there's some really good top tier publication journalists here looking for sources for their articles. The approach to take, if you find something
that's relevant for you, you know, here's one for the
Daily Mail, 21 minutes ago, loads of people have
variable rate mortgages. This doesn't have to be
about the business at all. But if you say, you know,
you contact Amelia and say, "I'm on a variable rate mortgage. And I work for exposureninja.com." And she writes up the article. She might put your job description or the company that you work for in, and then you've got a
chance of getting a link. So there's loads of stuff here, which can work really
well for your business. You just have to be smart
about how you use the angles, and you're not gonna get the sort of topical relevance that you might do with outbound PR because you're just making
do with what's already there. The benefit of this
sort of approach though, is you can get some links and you can get some features on really high authority publications. So there are two hashtags that we use, #journorequest and #PRrequest. And when we look on Twitter to see what sorts of
tweets are being posted, we can see so far as
you know, it's 11:00 AM. There's already been 140 tweets here. So there's a lot of posts from journalists that are looking for
sources for their stories. And if we have a look
at some of the tweets and who they're by, we can see that there are some really
top tier publications here. Anyone in the UK spending
Christmas alone in isolation due to a positive COVID test. Please get in touch, if you'd be happy to have
your thoughts published on the mail. Great. So if there's anyone in our office or at home who has had
a positive COVID test, we might be able to get our
business featured in the mail, sad for them, but great for us because we
might potentially get a link or a mention in a high tier publication. So you can see that whilst
you can't be as selective with the topics that you get coverage about using inbound requests, what it does give you access to is those real top tier publications, which can be much more difficult to get coverage in through outbound. So there you have it, six fairly Bulletproof traffic strategies to test over the next 12
months for your business, which do you think are
most relevant to you and which of the ones that you're most excited about testing? Let us know in the comments. See you next time. (dramatic music) Thanks for your help, Luna.
