Sweeping them off their feet: enhancing your personal charisma to engage the toughest of audiences.
Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences
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Transcript of Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences
WEBINAR
Follow PR Newswire:
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Follow CNW:
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Speakers:
Rebecca BrownExecutive Directorof StrategyEngagement Labs@BunchFamily
Moderator:
Amanda EldridgeDirector, Strategic ChannelsPR Newswire@PRNSmallBiz
Amanda HickenManager, Audience RelationsPR NewswireBloggerBeyond Bylines@ADHicken
#BLOGTIPS
Showcase your expertise
Build your influence
Engage with your audience
Understand their needs
Marketers who blog are 13x more likely to drive positive ROI than those who don't.- HubSpot’s State of Inbound 2014
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Identify your goals
Understand the value you bring
Establish a blogging routine
Create craveable content
Step 1:
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Step 2: Promote it.
Sounds easy. Right?
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Today, we’ll discuss how to:
1. Uncover where your blog’s audience is
2. Make the best use of your time on social media
3. Use other tools to grow your readership
4. Position your content to promote your expertise
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• Blogs are no longer destinations on their own
• Content marketplace is saturated
• Social channels becoming pay-to-play
Multi-Channel: The New Normal
80% of Consumers Research Online Prior to Purchase
Your audience is choosing content based on recommendations & shares
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• Who your audience is
• What topics they’re interested in
• Where they hang out
• Their digital and social habits
Unlock Your Promotion Strategy By Researching
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Assign categories to:
• Content published across channels
• Your audience
Research, Categorize & Record
Gather data from Google Analytics, Facebook, Twitter, Pinterest’s free native tools
Capture data in spreadsheet and observe over time
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Tailor Strategy by Social Network
Start with a few networks aligned with your business
Adapt according to how users interact with each
Identify and differentiate your voice if needed
Stay organized and stick to a schedule
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Don’t Just Broadcast – Build!
Build relationships and influence by:
• Answering questions
• Offering (non-promotional) advice
• Sharing and engaging with other bloggers
Follow ‘Real Life’ Rules: Be nice and be helpful
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Use Multimedia
The state of video on :The effect on retweets of:
• > 1 billion video views daily
• 50% of people in US who regularly visit Facebook watch 1+ video daily
• Number of video posts per person increased 75% globally, 94% in US
Source: Twitter Media Blog Source: Facebook Media Blog
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Leverage Smaller, Niche Networks
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Get Involved in Groups
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Beyond Social: Email Marketing
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Beyond Social: Email Marketing
Use site and social analytics to select content
Make it easy to subscribe
Personalize by audience type
Not tech-savvy? No problem!
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Beyond Social: Press Releases
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Beyond Social: Press Releases
• Frequency: Once per week
• Select posts that feature original research and focus on consumers
• Coupled with personalized media outreach, syndicated partnerships, social media
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Beyond Social: Press Releases
Earned media on:
• Yahoo! Finance
• CNN Money
• MarketWatch
• New York Times
• Associated Press
• LA Times
• Boston.com
• TODAY.com/TODAY Show
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Beyond Social: Press Releases
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Beyond Social: Partnerships
Use search engines, social and your professional network to identify relevant partners.
Be flexible and find mutual benefit:
• Conferences and webinars• Cross promotion• Guest Posting
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Beyond Social: Strategic Guest Posting
Do it for the right reasons:
• To help others and demonstrate expertise • NOT for SEO
Research site’s requirements and published content
Provide original content with new perspective
No link spamming
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Monitor
Analyze
Define
Execute / Adjust
Full Circle Promotion
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Full Circle Promotion
Look at channels AND content
Identify patterns, but don’t ignore outliers
Get rid of your assumptions
Refine and pivot
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Questions?
Rebecca BrownEngagement Labs
@BunchFamily
Amanda EldridgePR Newswire
@PRNSmallBiz
Amanda HickenPR Newswire
Beyond Bylines@ADHicken
Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP
FOR MORE INFORMATION:
US: (888) 776-0942CANADA: (877) 269-7890