Case Study: From Zero Traffic to 1.2K Organic Visitors in Under 30 Days
Case Study Highlights
- New site with zero traffic
- Built 11 high-authority links
- Traffic didn’t move right away, then took off
- Average Organic Traffic: 14.36M
- Average DR: 86.5
The Client Brief
This campaign was for our client, Pro Se Pro, a team of experts in immigrant visa applications.
The team at Pro Se Pro is on a mission to create a more equitable and accessible legal system, and they need to expand their reach to help as many people as possible.
When they came to us, they had a new site with zero traffic. Because they occupy a narrow niche, they struggled to find the right marketing strategy to reach the right audience.
That’s where our digital PR pros at Linkifi came in.
How We Used Journal Request Platforms to Find Digital PR Opportunities
Journalist requests were the perfect choice for Pro Se Pro because their team is made up of technical experts in the fields of litigation, immigration, and advocacy.
Here’s a breakdown of how we used journal request platforms for this campaign.
- Identified a Team Spokesperson
We started by identifying the most qualified person on the Pro Se Pro team to act as the spokesperson to pitch journalists.
For this campaign, that was Brad Banias, a former Department of Justice attorney.
- Created a Pitch Profile
Next, we created a value-focused pitch profile for Brad that highlighted his credentials and past experience as an attorney, educator, and managing partner of a law firm.
Creating a solid pitch profile is key for outreach. Journalists are looking for experts and will use these profiles to select the best sources of information.
- Monitored Journalist Queries
Journal request platforms like Connectively get hundreds of queries every day, so we monitored new alerts closely to find the best fit for Pro Se Pro.
Journalists get dozens of pitches from experts for each query, so it’s important to pitch early to be in with a chance of getting featured.
- Pitched the Right Journalists
As soon as we found a relevant query, we sent a pitch. Each pitch was tailored to the journalist and highlighted our client’s expertise.
Although we start with a conversion-optimized pitch template, we edit it to position our client as the most experienced expert for the individual article.
- Follow-Up
If we didn’t hear back from the journalist, we sent a follow-up email to show our deep interest in the article. Again, each follow-up was tailored to the journalist and emphasized our client’s expertise.
Most people use cut-and-paste pitch templates for outreach, and journalists can tell. However, by tailoring our outreach pitches, we achieve a much higher success rate.
The Campaign Results
We got 11 positive replies from journalists, which led to features and links on massive tier-one publications:
- A political piece in Go Banking Rates
- That piece was picked up by Nasdaq
- An article on employee rewards in American Express
- A technical article on setting up an LLC in USA Today
- A personal finance piece in The Express
- A high-profile finance article in Forbes
- And more
The publications had an average DR of 86.5, which means every link built is rated as excellent and on a tier-one publication.
With an average organic traffic of 14.36M, we expected significant traffic spikes from these active links.
Organic Keywords Secured
This campaign generated 861 new organic keywords for Pro Se Pro, 135 of which hit the top ten rankings.
We were specifically targeting 10 keywords, all of which ranked in the top ten spots, including:
- pro se pro u visa
- c08 ead category
- a19 ead category
- visa u 2023
Website traffic didn’t move straight away, but then it took off:
In less than 30 days, Pro Se Pro’s website traffic jumped from zero to 1.2K organic daily visitors. For a brand-new website with no traffic, this was an incredible result.
What You Can Learn From This Case Study
Journalist requests for experts are a highly effective digital PR strategy for niche experts.
If you’re struggling to find ways to connect with the right audience for your services, they open up opportunities to get featured in massive publications.
Here’s what you need to do to be successful:
- Craft a winning profile – it needs to showcase your expertise and experience in a specific niche to appeal to journalists.
- Create a pitch template – this makes it easier to tailor to specific journalists and pitch quickly.
- Monitor queries and pitch FAST – journalists get dozens of offers on each query, so you need to get your pitch in quickly to be in with a chance.
- Follow up – show your genuine interest by following up with journalists you don’t hear back from. Even if you’re not right for the article, it’s good to build relationships.
- Track progress — monitor live links, website traffic, and domain rating to ensure your efforts are paying off.
Done-For-You Digital PR Campaigns
If you’re struggling to build consistent traffic or target a niche audience, journalist outreach is a great digital PR strategy.
If you want your own campaign, our team at Linkifi can help. We take care of everything from creating an authoritative pitch profile to pitching journalists and monitoring progress.
Give us a quick free call today, and we’ll show you exactly what kind of digital PR campaign would work best for your brand.
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