Webinar: How to Research Influencers for Your Next Marketing Campaign

How to Research Influencers for Your

Next Marketing Campaign

Paul MayCo-founder, BuzzStream

Get in touch anytime: @PaulMay

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Building a list of influencers is easy...


...but building an influencer campaign that gets results takes work.


The challenge you face...

1/9/90 Model of Influence


Content Creators

(1%)

Engagers(9%)

The Market(90%)

Content creators shape the market and drive the conversation

Source: Aaron Strout, W2O Group and Dr. Bill Ward, Syracuse University


Source: d

“Although most writers publish one story per day, 44% of them get pitched a minimum of TWENTY TIMES

per day”


In the middle of difficulty, LIES OPPORTUNITY.- Albert Einstein


There are three keys to a successful influencer marketing campaign.

Planning, research and relationships.


Gated eBook targeted at SEOs and content marketers

Case Study:‘Linking Outside

the Box”


Step 1DOCUMENT

GOALS AND KPIs - ALL ROADS

SHOULD LEAD HERE

Goals and KPIs for the eBook


●Principal Goal: Generate interest and drive “marketing qualified leads” for our SEO product (BuzzStream for Link Building).

●KPIs:○1,000 downloads of the eBook within one month of launch○100+ people sharing the eBook○500+ new non-customer names in our email list○10% increase in BuzzStream trial signups over last month


Step 2MAP THE

INFLUENCER LANDSCAPE

Who influences this eBook’s target market?


PeersThought leaders Journalists

SEO TwitterSEO Community

sites (e.g., inbound.org)

Link building bloggers

High authority SEO and content

marketing bloggersDigital PR bloggers

Search marketing pubs

Marketing pubsContent marketing

pubs


PeersThought leaders Journalists

ExposureSharing cultureRelationships

Build a reputation as an expert

Exposure for their agency/company

“Give to get”

Strength of storyFit with their beatPitch quality, easy

to work with, respects their

time, etc.

“What’s in it for me?”What motivates these influencers to promote content?

●Journalists and high influence bloggers will rarely write about gated content.

●Community members often don’t like to share a link to a landing page

Challenge


●Where do conversations about your topic take place? Where does sharing take place? How social is the market?

●What motivates people to promote content about your topic?●Is activity concentrated among a few publishers, or is the

market fragmented? ●What’s the author model for the key publications? Journalists?

Regular contributors? Guest contributors? Hybrid?●What’s the background of the authors in the space? Are there

natural segments?

Questions to ask when mapping the landscape



Tools to help map the influencer landscape


Step 3CONNECT THE

CONTENT PROMOTION PLAN

TO GOALS/KPIs

Our Approach - Owned, Earned, Paid Promotion

Ideation LaunchEditing/StagingContent Creation

Content Collaboration - big influencers

Early access:- influencers -friends

Early access:Customers

Targeted Social Ads

Owned Media

Promotion

Early access:Advocates

Relationship Nurturing - influencers, sharers


Content Collaboration

Included influencers in multiple key segments.

Multiple benefits:○Improved the book○Broadened reach○Added credibility


Customer and Community Relationships

Send early copies:○Influencers/friends:

one week before launch (soliciting feedback)

○Customers: 1 day before launch (early access)

Include shout-outs in the blog post.

Benefits:○Improved the eBook○Drove sharing ○Built loyalty


Targeted Social Ads

Twitter, LinkedIn, Facebook, retargeting

Twitter targeting:○Followers of link

building influencers○Don’t follow

BuzzStream


Step 4FIND AND RESEARCH

INFLUENCERS TO BUILD YOUR LISTS


BuzzStream Discovery

Use to find influencers for collaboration

Benefits:○Research content

creators via keyword

○See all influencer content & shares

○Determine influencer engagement & activity

1.Set threshold metric filters (DA 60+, posted in past year, 1,000+ Twitter followers)

2.Enter relevant keyword (link building)3.Review influencers by content to determine collaboration

candidates

BuzzStream Discovery Workflow



Google

Use to determine top ranking domains in a niche

Benefits:○Ubiquitous ○Advanced search &

filter options○Review organic and

paid results

1.Structure search term to return optimal results (“link building intitle:guide” within past year)

2.Review domains and content to determine relevance (several plugins, including our Buzzmarker, can help speed this up)

3.Determine author information and add to list

Google Workflow



BuzzSumo

Use to find sharers of similar content

Benefits:○Search top content

by keyword or domain

○See who shares and links to content

○View information for specific URLs

1.Search URL for specific piece of similar content (in our case we use “The Beginners Guide to Link Building” from Moz)

2.Click “Sharers” button next to the content3.Research list of Twitter users in your niche willing to share

content similar to what you’re promoting

BuzzSumo Workflow



Step 5NURTURE

RELATIONSHIPS “BEFORE THE ASK”

Questions?


Thank you!Further questions? Contact us:

Paul May - email addressBrittany Berger -

[email protected]


Webinar: How to Research Influencers for Your Next Marketing Campaign

Marketing

Transcript of Webinar: How to Research Influencers for Your Next Marketing Campaign