Characteristics of a Successful Outreach Campaign

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  • Onlinepresentation version
  • You recognize how important this is when it’s absent.
  • Good content around the web  increased credibility1/ Be committed & stick with it2/ Do use what you already have3/ Don’t write off a tactic; come back to it when you have more authority  Hack the flywheel with content on your own site
  • Budget isn’t just money, but a commitment to giving you access to the right people.Using guest posting as an example:
  • Also:Trulia’s Chief Economist
  • We’ve ready mentioned that there’s a flywheel, and a good brand begets a better brand
  • This really helped to turn the ‘brand credibility flywheel’

Transcript

  • 1. Characteristics of a SuccessfulOutreach CampaignROB OUSBEY COO, Distilled www.distilled.net @RobOusbey
  • 2. Outreach?Distilled has a specific meaning for „outreach‟.
  • 3. Prospecting  Contacting  Communicating  ConversionThis is the part of Online Marketing that Distilled calls „outreach‟.
  • 4. These are my priorities for an outreach team.
  • 5. Outreach!This presentation shares the characteristics that I‟ve seen correlate well to a successful outreachcampaign.
  • 6. Buy InBy nailing this – getting buy in from your client / boss – everything will be twice aseasy and 10 times as successful. You recognize how important it is when it‟s absent.
  • 7. I had asked a client for photos of their data center to use for outreach – which they weren‟t able to provide. I was focused on asking why they couldn‟t take the photos, but should have asked why they didn‟t. I hadn‟t yet built up any personal credibility or trust with the client.http://www.google.com/about/datacenters/
  • 8. Flywheel ofConsultant Credibility
  • 9. Hack into this process to getthe flywheel turning. Good ResultsFor example: spend timedgetting them to like you!Or: do something quick & You get They likeeasy that gets good results – more access youand then the client/boss willstart to trust you with moreof the resources you need. More buy in Rob Ousbey | @RobOusbey
  • 10. BudgetYou‟ll need commitment to budget, to make sure you‟re all planning to work on this for the long term.There‟s an inherent riskiness to all these activities. You can‟t be too risk averse if you want to „speculateto accumulate‟.
  • 11. "This message is sent in bulk so if you are receiving it again please ignore. If you are not looking for guests posts in your blog, we would appreciate if you could refer our services to someone who are looking for guest posts on their blogs." – real ‘outreach’ email footerThis can be the result of trying to do outreach too cheaply, or turn human tasks into automatedprocesses.Rob Ousbey | @RobOusbey
  • 12. Flywheel ofBrand Credibility
  • 13. Influential People
  • 14. Avoid „PageRank Magpies‟Be wary of people who only judge outreach successes on the quantitative metrics of a site. Influence,relevancy and genuineness can trump raw link data.
  • 15. PA: 63 | DA: 58 PA: 47 | DA: 46
  • 16. PA: 63 | DA: 58 PA: 47 | DA: 46
  • 17. PA: 39 | DA: 31 PA: 45 | DA: 34
  • 18. PA: 39 | DA: 31 PA: 45 | DA: 34
  • 19. Good Brand
  • 20. Good BrandHelp your outreach team learn more about the brand and consumers.When you‟re doing this work properly, you‟re not just using the brand, you‟re building it.
  • 21. Online PR
  • 22. “That PR person kept pestering me about their story. I guess I should write about it!” – no one, everThere are lots that Outreach teams can learn from PR‟s activities – but don‟t copy their bad habits ofshoving a story down someone‟s throat.Rob Ousbey | @RobOusbey
  • 23. Outreach teams are talking to bloggers, website owners and journalists – these people are how you‟ll get your content in front of a big audience.Your Real Audience
  • 24. GatekeepersWhy are the site owners doing what they do? For increased audience, because they love the niche, tomake money or for other reasons?
  • 25. Good NicheA good niche will have people that like your brand, that like what you‟re offering them(content, product, etc) and is well connected – so you can take advantage of network effects.
  • 26. ProductGiving away product can be hugely effective. The value isn‟t just in the one piece of coverage, but itmakes getting the next piece easier as well. So, even if this is a slightly more costly exercise for eachpiece of coverage, it‟s a great way of getting the Brand Credibility Flywheel turning.
  • 27. Product
  • 28. Rob Ousbey | @RobOusbey
  • 29. I highly recommend reading „The Secrets of Consulting‟ by Gerald M. Weinberg. (AL)Discover why your cake tastes better when you add your own egg.Add their own egg
  • 30. Great Content
  • 31. AdvertorialContentUsually Fails Rob Ousbey | @RobOusbey
  • 32. AdvertorialContentUsually Fails Rob Ousbey | @RobOusbey
  • 33. Competitive Aspect Via: MyAssetTag.com
  • 34. Added Interactivity Via: MyAssetTag.com
  • 35. Competitive Aspect Via: Razoo.com
  • 36. Competitive Aspect Via: AdamEve.com
  • 37. WHY NOW?Being able to answer this question makes your outreach loads more effective.It adds honesty and credibility to your communication, and the time constraints also encourages peopleto take action soon.
  • 38. new range news worthy WHY NOW?special event seasonal
  • 39. Alignment of Outreach with Content Planners & CreatorsThe people who are on the front-line of Outreach are in a great position to tell you what might andmight not appeal to the site owners in a particular niche.
  • 40. Be preparedto reformatthe creative.It only took a few minutes toupdate this IG with othercurrencies – this allowed us to getcoverage from foreign sites.
  • 41. Be preparedto reformatthe creative.MSN.com insisted on onlyembedding an interactive piece.It cost $150 to get this IG turnedinto an interactive Flashembed, which then allowed us toget links from MSN. Via: ClearDebt.co.uk
  • 42. Be prepared to reformat the creative. http://www.distilled.net/blog/distilled/a-new-species-video-infographics/
  • 43. Strategy
  • 44. Expert content that positions them as the most knowledgeable in the business insurance niche Evergreen content for the small business owner that‟s getting online Timely content for the business owner who needs up-to-date informationRob Ousbey | @RobOusbey
  • 45. http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/http://www.simplybusiness.co.uk/microsites/productivity/workload-guide/http://www.simplybusiness.co.uk/microsites/hiring-your-first-employee/Rob Ousbey | @RobOusbey
  • 46. Data via: http://www.google.com/trendsRob Ousbey | @RobOusbey
  • 47. Guide to Social Media Success The Productivity Series Google AdWords for Small BusinessesData via: http://www.alexa.comRob Ousbey | @RobOusbey
  • 48. Plan & CalendarThey only work when people believe that everyone will stick to the schedule.
  • 49. Campaign Plan Idea Strategy Gen Pre- Prospecting Outreach outreach Creative Planning Design & Build LaunchJan Feb Mar AprRob Ousbey | @RobOusbey
  • 50. Existence of this chart is wellCampaign Plan correlated to campaign success & extremely well correlated to team happiness. Idea Strategy Gen Pre- Prospecting Outreach outreach Creative Planning Design & Build LaunchJan Feb Mar AprRob Ousbey | @RobOusbey
  • 51. Campaign Plan Idea Campaign 1 Strategy Gen Pre- Prospecting Outreach outreach Creative Planning Design & Build LaunchJan Feb Mar AprRob Ousbey | @RobOusbey
  • 52. Campaign Plan Idea Campaign 1 Idea Strategy Campaign 2 Gen Gen Pre- Pre- Prospecting Outreach Prospecting Outreach outreach outreach Creative Creative Planning Design & Build Planning Design & Build Launch LaunchJan Feb Mar AprRob Ousbey | @RobOusbey
  • 53. Pre-Outreach
  • 54. Process (Take 1) Research Content Create Content Push on social networks Publish Content Promote to appropriate sitesRob Ousbey | @RobOusbey
  • 55. Process (Take 2) Research Talk to relevant sites & individuals Content Publish Content Create Content Talk to those sites again Promote on socialRob Ousbey | @RobOusbey
  • 56. Process (Take 2) Talk to relevant sites & individuals Ask these people to: give their feedback on content / draft “what do you think of this?” give their feedback on the idea / concept “would you be interested in this?” suggest resources or data “what should we include?”Rob Ousbey | @RobOusbey
  • 57. Process (Take 2) Talk to relevant sites & individuals Ask these people to: give their feedback on content / draft “what do you think of this?” give their feedback on the idea / concept “would you be interested in this?” suggest resources or data “what should we include?”Rob Ousbey | @RobOusbey
  • 58. Micro Conversions
  • 59. Little Black BookWith that series of curated guides for small business content, the same sites were a great first set ofpeople to reach back out to on every occasion.Employees are much happier spending time talking to their existing contacts & online friends, ratherthan trying to get through to new people 100% of the time.
  • 60. Inbound Outreach (?!)
  • 61. Conversion to Contact
  • 62. Rob Ousbey | @RobOusbey
  • 63. Rob Ousbey | @RobOusbey
  • 64. Hastily-written ad copy Crappy landing page Low CPC bid Low CTR on the Ads Poor CR on the contact form Campaign moved slowlyRob Ousbey | @RobOusbey
  • 65. Outcome “Women’s events, jewelry, fashion, product reviews!” DA 52 $70 spend on Facebook ads “Sharing recipes, savings and reviews.” DA 60 9,000 Twitter followersRob Ousbey | @RobOusbey
  • 66. Outcome “Women’s events, jewelry, fashion, product reviews!” (DA 52) $70 spend on Facebook ads “Sharing recipes, savings and reviews.” DA 60 9,000 Twitter followersRob Ousbey | @RobOusbey
  • 67. Rob Ousbey | @RobOusbey
  • 68. Conversion to Links
  • 69. Rob Ousbey | @RobOusbey
  • 70. “Look at this awesome thing I found!” – everyoneRob Ousbey | @RobOusbey
  • 71. “Look at this awesome thing someone else told me to share!” – no one, everRob Ousbey | @RobOusbey
  • 72. “that I found” “I was told about”Data via Topsy.com
  • 73. Carson’s Philosophy BlogRob Ousbey | @RobOusbey
  • 74. Rob Ousbey | @RobOusbey
  • 75. Outcome $180 spend on ads 15,776 visits154 followed linking domains 192 linking domainsRob Ousbey | @RobOusbey
  • 76. Outcome 154 new relationshipsRob Ousbey | @RobOusbey
  • 77. MetricsYou‟re asking your ORT to do something you think is important; judge them based on what you‟ve askedthem to do. It‟s likely that this will be fairly activity driven, and to some degree output driven.It‟s hard to judge an ORT on results, because you‟re making an assumption about how outputs will relateto results.
  • 78. Personal OptimizationWork on optimizing the effectiveness of your personal activities.For example: trainee chefs try to make better food, but the way they actually get ahead is by makinggreat food faster. So – they directly measure themselves, timing themselves doing different tasks.(A trainee chef I met recently was proud of getting her finely chopped onion down to under two minutes.)
  • 79. Sunk Cost FallaciesUse the metrics & the expectations for output as a way of making sure you LET GO; learn to getunattached from something that‟s not working.You can come back to the tactic when it‟s appropriate and you‟re more prepared.
  • 80. Image Creditshttp://www.flickr.com/photos/91218927@N00/4116655514/http://www.flickr.com/photos/35919615@N08/7333232030/http://www.flickr.com/photos/51633081@N04/6340835985/http://www.flickr.com/photos/joffley/4299987091/http://www.flickr.com/photos/94507863@N00/144630706/http://www.flickr.com/photos/83519847@N00/3454110496/http://www.flickr.com/photos/11384441@N06/4129779298/http://www.infomarketingblog.com/how-to-write-an-advertorial-2-examples/http://www.flickr.com/photos/37996585435@N01/479766913/Rob Ousbey | @RobOusbey
  • 81. Characteristics of a SuccessfulOutreach CampaignROB OUSBEY COO, Distilled www.distilled.net @RobOusbey