Blogger Outreach - Refreshing the parts other social media cannot reach

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eDavid Cummings, Director of Forth Metrics looks at the emergence of blogger outreach where the relationship with the right bloggers can lead to thousands of instant customer relationships.

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Blogger Outreach - Refreshing the parts other social media cannot reach

  1. 1. Blogger outreachDavid CumingsForth Metrics
  2. 2. Outline• How to be visible• Blogger outreach as a solution• The process• Benefits• Measurement
  3. 3. Issues• Route to market• General visibility• International markets• Great stuff not seeing the light of day
  4. 4. How do you achieve the requiredlevels of visibility without Hollywood dollars?
  5. 5. Spray and pray?
  6. 6. Lord Leverhulme Founder of Unilever“I know that half of my advertising budgetis wasted, but I’m not sure which half”
  7. 7. blog.forthmetrics.com
  8. 8. inkybee.com
  9. 9. Why blogs matter• Engine that drives ideas on the Internet• The realm of experts• Panda/Penguin updates
  10. 10. Proposed solution• Blogger outreach as part of organised inbound content marketing campaign
  11. 11. Marketing has changed• Outbound marketing• Inbound marketing• Content marketing
  12. 12. Outbound marketing
  13. 13. Outbound marketingTrying to find your audience using;• Cold calling• Direct mail (press releases)• Email ‘blasts’• Print ads• Radio and TV Interruption
  14. 14. Inbound marketing
  15. 15. Inbound marketingBeing found by your audience• Through search• Through social media• Through blogging PermissionBe visible to your audience using content
  16. 16. Content marketing
  17. 17. Content marketingTeach, don’t sell • Be visible to your audience and attract them with content • Think like a publisher • Don’t be dull • Educate, entertain - and be relevant
  18. 18. Marketing is Dead
  19. 19. Marketing is DeadKevin Roberts (CEO, Saatchi & Saatchi) 2012
  20. 20. Marketing is DeadKevin Roberts (CEO, Saatchi & Saatchi) 2012Content marketing isthe only marketingleft
  21. 21. Marketing is DeadKevin Roberts (CEO, Saatchi & Saatchi) 2012Content marketing isthe only marketingleft Seth Godin 2012
  22. 22. Benefits of bloggeroutreach• Cuts straight to the chase• Precise and targeted• Reliable• Measurable• SEO performance• Gets better the more you do it
  23. 23. Important points• Its about developing friendships• You need to be creating compelling content• Its a two way process• You have to have a lead capture strategy• It requires an investment of energy
  24. 24. Preparation
  25. 25. 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)
  26. 26. 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.
  27. 27. 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
  28. 28. 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
  29. 29. Process
  30. 30. 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
  31. 31. 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
  32. 32. 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 friendNo spammy emails or press releases!
  33. 33. The content offer
  34. 34. The content offer• Devise and create a compelling content offering that will appeal in the strongest terms to your audience (customers and influencers)
  35. 35. 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
  36. 36. 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
  37. 37. 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.
  38. 38. 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
  39. 39. Tip, monitor Google Analytics for theHow, Why, What, Where questions.
  40. 40. Create content that answers these questions
  41. 41. Types of content• Video• Infographics• Ebooks• etc. etc. But, make it really genuinely useful. And make it compelling.
  42. 42. Lead capture
  43. 43. Lead capture• Remember, you need a lead capture strategy
  44. 44. 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
  45. 45. But, to re-emphasise, success is based ondeveloping friendships and putting effort into making really useful content Neither of these is too hard to achieve
  46. 46. Example• ‘The Best Practise Guide for Blogger Outreach’ eBook• Released July 2012• 11 main influencers
  47. 47. 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
  48. 48. inkybee.comDavid Cumingsdave@forthmetrics.com@davidcumings07725057500blog.forthmetrics.com

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