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LogMyCalls webinar May 2014
!
How to get Bloggers to Write
About Your Business
Hugh Anderson
Co-founder, Inkybee
www.inkyb...
What We’ll Cover Today
• Why blogs are so important for marketers
• The benefits of blogger outreach
• How you can get you...
CONTEXT:
!
The changing
world of
consumer
consumption
Why blogs matter: stats
• 78% of internet users conduct product research online.
• Greater than 70% of consumers state tha...
Why blogs matter
• Earned media = Trust
• Consumer point of research
• Engine that drives ideas on the Internet
• The real...
Benefits of blogger outreach
• Precise: rifle-shot target audience
• Create loyal communities & brand
advocates
• SEO perf...
Working with Bloggers: Key Points
• It's about developing relationships
• You need to be creating compelling content
• It'...
Step 1: Set Objectives
• Know your business objectives (how much
money do you want in the bank by what date)
• e.g. genera...
Target Audience
• Know your target customers
• Who are the people who are going to deliver
the business objectives by actu...
Reaching out
• Be sane and be normal
• Follow on Twitter
• Read their blog
• Retweet occasionally
• Get to understand them...
The content offer
• Devise and create a compelling content
offering that will appeal to your audience
(customers and influ...
Types of content
• Videos
• Infographics
• Ebooks
• Interviews
• Surveys
• Event invitations
• Samples
• Etc.
But, make it...
Measurement
• Weekly meeting
• Visibility achieved?
• Engagement achieved with the offer?
• Conversions to leads?
• Are th...
Finding the bloggers: What
criteria?
• Big does not equal best
• A small highly engaged audience is likely to be
better th...
Finding the bloggers: How?
Google
blog
search
Finding the bloggers: How?
• Blog Directories
• Up-to-date? Ability to filter or drill-down?
Finding the bloggers: How?
• Other tools
• Not just blogs. Depth of insight?
Finding the bloggers: How?
• The Inkybee blog search engine
• Fast. Powerful. Insightful.
Finding the bloggers: Filtering
• Also drill-down by language and location;
• Then filter by activity and SEO factors.
Finding the bloggers: Review
Case Study
• ‘The Best Practice 

Guide for Effective 

Blogger Outreach’ 

eBook
• Released July 2012
• 12 main influence...
Landing Page
5 Ideas for Reaching out
1. Offer a “Giveaway” to their audience;
2. Product reviews
3. Shared content, e.g. an ebook
4. C...
In Conclusion
• Embrace influencer outreach - it’s here to stay
• Blogs are central to it
• Think strategic goals, not tac...
Hugh Anderson
hugh@forthmetrics.com
@hughforth
@TheInkybee
Thank You!
www.inkybee.com
How to get Bloggers to Write about Your Business
How to get Bloggers to Write about Your Business
How to get Bloggers to Write about Your Business
How to get Bloggers to Write about Your Business
How to get Bloggers to Write about Your Business
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How to get Bloggers to Write about Your Business

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A presentation on the importance of blogs, how to find the best ones and outreach tips. Also in webinar format here: http://www.logmycalls.com/webinar-series/how-to-get-bloggers-write-about-your-business

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Transcript of "How to get Bloggers to Write about Your Business"

  1. 1. LogMyCalls webinar May 2014 ! How to get Bloggers to Write About Your Business Hugh Anderson Co-founder, Inkybee www.inkybee.com
  2. 2. What We’ll Cover Today • Why blogs are so important for marketers • The benefits of blogger outreach • How you can get your business talked about by bloggers and reporters • How to find the best and most relevant blogs • 5 ways to reach out to bloggers/reporters
  3. 3. CONTEXT: ! The changing world of consumer consumption
  4. 4. Why blogs matter: stats • 78% of internet users conduct product research online. • Greater than 70% of consumers state that blogs affected their purchasing decisions. • Trust in online customer opinions of 70%, vastly outstrips traditional media. • The average budget spent on company blogs & social media has nearly tripled in three years. • There are more than 180 million blogs globally Sources: Hubspot, Econsultancy, eMarketer, Nielsen
  5. 5. Why blogs matter • Earned media = Trust • Consumer point of research • Engine that drives ideas on the Internet • The realm of experts • Panda/Penguin updates
  6. 6. Benefits of blogger outreach • Precise: rifle-shot target audience • Create loyal communities & brand advocates • SEO performance • Measurable: campaign & business
  7. 7. Working with Bloggers: Key Points • It's about developing relationships • 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 time & energy
  8. 8. Step 1: Set Objectives • Know your business objectives (how much money do you want in the bank by what date) • e.g. generate £4K of sales for ‘Our Debut Album’ by the end of July 2013. • How many physical conversions does this translate into (total money needed / unit cost price = conversions required) • e.g. get 571 people to download ‘Our Debut Album’ by the end of July 2013.
  9. 9. Target Audience • 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? • Why is this audience going to care about your offer?
  10. 10. Reaching out • Be sane and be normal • Follow on Twitter • Read their blog • Retweet occasionally • Get to understand them • Comment sensibly once in a while • Behave like a friend
  11. 11. The content offer • Devise and create a compelling content offering that will appeal 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 strategy • No spammy emails or press releases!
  12. 12. Types of content • Videos • Infographics • Ebooks • Interviews • Surveys • Event invitations • Samples • Etc. But, make it really genuinely useful. And make it compelling.
  13. 13. Measurement • Weekly meeting • 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
  14. 14. Finding the bloggers: What criteria? • Big does not equal best • A small highly engaged audience is likely to be better than a large disengaged audience • Find the sweet spot: the “magic middle” • 3 Principles: relevance, visibility and engagement • And then look deeper: activity, social media presence, SEO indicators
  15. 15. Finding the bloggers: How? Google blog search
  16. 16. Finding the bloggers: How? • Blog Directories • Up-to-date? Ability to filter or drill-down?
  17. 17. Finding the bloggers: How? • Other tools • Not just blogs. Depth of insight?
  18. 18. Finding the bloggers: How? • The Inkybee blog search engine • Fast. Powerful. Insightful.
  19. 19. Finding the bloggers: Filtering • Also drill-down by language and location; • Then filter by activity and SEO factors.
  20. 20. Finding the bloggers: Review
  21. 21. Case Study • ‘The Best Practice 
 Guide for Effective 
 Blogger Outreach’ 
 eBook • Released July 2012 • 12 main influencers
  22. 22. Landing Page
  23. 23. 5 Ideas for Reaching out 1. Offer a “Giveaway” to their audience; 2. Product reviews 3. Shared content, e.g. an ebook 4. Competitions or event invites 5. Sponsored posts
  24. 24. In Conclusion • Embrace influencer outreach - it’s here to stay • Blogs are central to it • Think strategic goals, not tactical gains • Compelling content/story is key • Be human - it’s about relationships • Demonstrate value
  25. 25. Hugh Anderson hugh@forthmetrics.com @hughforth @TheInkybee Thank You! www.inkybee.com
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