Blogger Outreach - Refreshing the parts other social media cannot reach
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Transcript of Blogger Outreach - Refreshing the parts other social media cannot reach
Blogger outreachDavid CumingsForth Metrics
Outline
• How to be visible
• Blogger outreach as a solution
• The process
• Benefits
• Measurement
Issues
• Route to market
• General visibility
• International markets
• Great stuff not seeing the light of day
How do you achieve the required levels of visibility without Hollywood
dollars?
Spray and pray?
Lord LeverhulmeFounder of Unilever
“I know that half of my advertising budget is wasted, but I’m not sure which half”
blog.forthmetrics.com
inkybee.com
Why blogs matter
• Engine that drives ideas on the Internet
• The realm of experts
• Panda/Penguin updates
Proposed solution
• Blogger outreach as part of organised inbound content marketing campaign
Marketing has changed
• Outbound marketing
• Inbound marketing
• Content marketing
Outbound marketing
• Cold calling
• Direct mail (press releases)
• Email ‘blasts’
• Print ads
• Radio and TV
Outbound marketingTrying to find your audience using;
Interruption
Inbound marketing
• Through search
• Through social media
• Through blogging
Inbound marketingBeing found by your audience
Permission
Be visible to your audience using content
Content marketing
• Be visible to your audience and attract them with content
• Think like a publisher
• Don’t be dull
• Educate, entertain - and be relevant
Content marketingTeach, don’t sell
Marketing is Dead
Marketing is Dead Kevin Roberts (CEO, Saatchi & Saatchi) 2012
Content marketing is the only marketing left
Marketing is Dead Kevin Roberts (CEO, Saatchi & Saatchi) 2012
Content marketing is the only marketing left
Marketing is Dead Kevin Roberts (CEO, Saatchi & Saatchi) 2012
Seth Godin 2012
Benefits of blogger outreach • Cuts straight to the chase
• Precise and targeted
• Reliable
• Measurable
• SEO performance
• Gets better the more you do it
Important points
• It's about developing friendships
• You need to be creating compelling content
• It's a two way process
• You have to have a lead capture strategy
• It requires an investment of energy
Preparation
Objectives
• Know your business objectives (how much money do you want in the bank by what date)
• How many physical conversions does this translate into (total money needed / unit cost price = conversions required)
Example:
• Business Objective is to generate 4K of sales for ‘Our Well Received Debut Album’ by the end of September 2012
• Campaign Objective is to get 571 people to download ‘Our Well Received Debut Album’ by the end of September 2012.
Customers
• Know your target customers
• Who are the people who are going to deliver the business objectives by actually spending their cash?
• Where do these people ‘hang out’ on the Internet?
• Have some sort of a clue about why this audience is going to care about your offer
Lead capture
• Every campaign requires a lead capture strategy.
• People don’t buy when you want them to buy. They buy when they’re ready to buy.
• Capture the leads and follow up with them
• Use a landing page
Process
Find the influencers
• Find the influential bloggers that your customers follow
• Estimate the visibility they might achieve for you
• Use this to estimate conversion rates based on reach. Are the numbers high enough to achieve the objectives?
• Keep a Google doc recording your level of interaction with them
Reaching out• No spammy emails
• No press releases
• No cold calling
• Follow on twitter and retweet occasionally
• Subscribe to their blog and read it
• Comment sensibly once in a while
• Behave like a friend
Reaching out• Be sane and be normal
• Follow on Twitter
• Read their blog (really)
• Retweet occasionally
• Get to understand them
• Comment sensibly once in a while
• Behave like a friend
No spammy emails or press releases!
The content offer
The content offer• Devise and create a compelling content
offering that will appeal in the strongest terms to your audience (customers and influencers)
The content offer• Devise and create a compelling content
offering that will appeal in the strongest terms to your audience (customers and influencers)
• Teach, don’t sell
The content offer• Devise and create a compelling content
offering that will appeal in the strongest terms to your audience (customers and influencers)
• Teach, don’t sell
• Educate, entertain, and be relevant
The content offer• Devise and create a compelling content
offering that will appeal in the strongest terms to your audience (customers and influencers)
• Teach, don’t sell
• Educate, entertain, and be relevant
• Think about the expertise you have and how it will help your target audience.
The content offer• Devise and create a compelling content
offering that will appeal in the strongest terms to your audience (customers and influencers)
• Teach, don’t sell
• Educate, entertain, and be relevant
• Think about the expertise you have and how it will help your target audience.
• Prepare a content launch strategy that includes anticipation
Tip, monitor Google Analytics for the 'How, Why, What, Where' questions.
Create content that answers these questions
Types of content
• Video
• Infographics
• Ebooks
• etc. etc.
But, make it really genuinely useful. And make it compelling.
Lead capture
Lead capture
• Remember, you need a lead capture strategy
Putting it all together• Get your influencer friends to review content
• Even get them to contribute to it
• Then, plan a content release strategy
• Build up some anticipation
• Set a launch date
• Get you influencers lined up to talk about it
• Release, and watch the sales or leads come in
But, to re-emphasise, success is based on developing friendships and putting effort into
making really useful content
Neither of these is too hard to achieve
Example
• ‘The Best Practise Guide for Blogger Outreach’ eBook
• Released July 2012
• 11 main influencers
Measurement• Weekly meeting (not sit down!)
• Visibility achieved?
• Engagement achieved with the offer?
• Conversions to leads?
• Are the numbers going up?
• Discuss ideas to increase conversion
• Assign actions to improve now before next week