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If the internet has taught us anything, it’s that when you
fail, everyone from your grandmother to your boss will
know by the end of the day. Maybe you didn’t think twice
about the email that you sent to Janice in Accounting
asking for her to complete a large task with an impossible
deadline. Unfortunately, the joke is on you. She is going
to tell everyone she knows.
Sure, that type of personal experience is painful, but
imagine how much worse it would be if you made
the same type of mistake with an influencer outreach
email. That type of mistake can seriously damage your
credibility with that influencer, their friends and their
online community.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can
often have a big impact.
Marketers, we feel your pain and we want to help!
While we can’t keep Janice from shooting daggers at you
from across the office, we can help you fail less and win
more with influencer engagement.
To help make your influencer marketing a winner, we
tapped 15 top marketing influencers and asked them
to share their biggest reasons for not saying yes to an
influencer request.
TopRank Marketing’s experience creating influencer and
content marketing programs for some of today’s most
successful brands can also help you win with influencer
marketing. We’ve condensed these into snackable tips
to help you create better relationships and provide more
value to the influencers that you’re currently working with,
and those that you want to begin working with.
What do you say? Are you ready to find out how to fail
less and win more with influencer marketing?
WILL YOUR INFLUENCER MARKETING
FAIL HARD OR WIN BIG?
INFLUENCER
ENGAGEMENT
OUT-OF-
THE-BLUE
ASKS.
ANDREW DAVIS
Founder, Monumental Shift
@TPLDrew
“I get requests from people I know really well every
week. What makes you think I’ll make time to work with
you if I’ve never interacted with you before? Take some
time to comment on my posts, rate my podcast, review
my book. I’ll return the favor in a heartbeat.”
INAPPROPRIATE
ASKS.
CARLOS GIL
Head of Global Social Media, BMC Software
@CarlosGil83
“As in asks for promoting your product (books,
webinars, conferences, etc.) in exchange for affiliate
revenue; please DON’T.”
TOO SOON.
KIM GARST
Best Selling Author & Keynote Speaker
@kimgarst
“My pet peeve is when someone follows me on
Twitter or Instagram and/or fans me on Facebook and
immediately reaches out to me with a request to check
out their business.”
USING THE
WRONG
CHANNELS TO
COMMUNICATE.
JASON MILLER
Group Manager, Content Marketing & Social Media, LinkedIn
@JasonMillerCA
“Sending me a message about LinkedIn
using Facebook.”
IMPERSONAL
PITCHES.
CHAD POLLITT
Co-Founder & VP of Audience, Relevance
@ChadPollitt
“When companies send out generic en masse pitches,
like a robo-call, but via email. The personal touch can
make or break an influencer’s decision to engage.”
LACK OF
CREDIBILITY.
LEE ODDEN
CEO, TopRank Marketing
@leeodden
“Competition for effective influencers’ time is high,
so reaching out using a Gmail address and pointing
to a little known brand hosted on a hyphenated
domain with poor design isn’t going to motivate
anyone to engage.”
LAZY
DUPLICATION.
JOHN JANTSCH
Founder, Duct Tape Marketing
@ducttape
“When you get that really interesting Tweet inviting
you to take a look at something and then when
you click through to it you also see that they have
composed basically the same message to 579 other
people on Twitter.”
HEIDI COHEN
Chief Content Officer, Actionable Marketing Guide
@heidicohen
“Reach out to me directly yourself. Do NOT delegate
this critical step to your marketing agency, PR
professional, team member, assistant or intern. Do it
yourself and make your note personal. If you want me
to respond, I expect you to do the asking yourself.”
DELEGATED &
IMPERSONAL.
EXPECTING
TO GET
WITHOUT
GIVING.
JOE PULIZZI
Founder, Content Marketing Institute
@JoePulizzi
“Not greasing the skids. Influencer’s are most likely
to add commentary if there is some kind of existing
relationship. This means at least some kind of history
where the person reaching out has already been
sharing the influencer content.”
CLOAKED
SALES PITCH.
ARDATH ALBEE
CEO & B2B Marketing Strategist, Marketing Interactions
@ardath421
“Asking for 30 minutes of my time to discuss a
“partnership”– which actually means you want me to
sell your stuff to my clients.”
ASK THEM
TO SELL.
GERRY MORAN
Global Head of Social Media, Cognizant Technology Solutions
@GerryMoran
“Your influencer is there to help you increase the
awareness, association and consideration of your
brand in a certain space – not to shill for you.”
TOO MUCH
FOCUS ON
THEIR BRAND.
TED RUBIN
Social Marketing Strategist, Evangelist & Acting CMO, The Rubin Organization
@TedRubin
“Don’t tell me your story, let me tell my story. ‘LESS
fabrication, MORE facilitation’ = a boost to your Return
on Relationship, #RonR.”
ABUSING THE
KINDNESS
OF AN
INFLUENCER.
BRYAN KRAMER
President & CEO, PureMatter Brand Marketing & Interactive
@bryankramer
“Set the tone and rules upfront. Influencers can’t be
expected to take part in everything you do, so say that.
Set the ground rules and expectations.”
SPAMMING
INFLUENCERS.
GLEN GILMORE
Principal, Gilmore Business Network
@GlenGilmore
“Signing up for an app that spams your “top
influencer” with automated messages is a sure path to
a rocky relationship.”
FAILURE TO
FOLLOW UP.
REBECCA LIEB
Principal, Conglomotron LLC
@lieblink
“Not following up with that blog post, ebook, or
copy of the interview the influencer contributed to.
Influencers are indeed interested in seeing the fruits of
their labors.”
INFLUENCER
ENGAGEMENT
“To build
confidence
with influencers,
show the
credibility of
your brand,
yourself and
the project.”
- @TopRank
“To make it
easy for
influencers
to respond
to your ask,
get to the
point of your
request quickly.”
- @TopRank
“Making sure
your request is
directly related
to the influencer’s
expertise will
inspire more
‘yes’ answers.”
- @TopRank
“Want to motivate
influencers to
act? Make the
value exchange
for participation
crystal clear.”
- @TopRank
“To build real
relationships,
show respect
and develop
legitimate rapport
with influencers
before getting too
‘chummy’.”
- @TopRank
“Make influencer
participation
easy by asking
questions that are
clear and don’t
require extra
explanation.”
- @TopRank
“Manage influencer
expectations
by providing
a reasonable
deadline according
to the complexity
of the ask.”
- @TopRank
“To build
influencer trust
and advocacy, help
them experience
the positive results
of your product or
service.”
- @TopRank
“Patience is
a virtue. Give
influencers
adequate time
to respond and
always follow up
respectfully.”
- @TopRank
“Create genuine
connections with
influencers by
interacting at both
offline events and
online.”
- @TopRank
“Build a solid
foundation
with influencers
by showing
appreciation
for their
contributions.”
- @TopRank
“Sometimes,
you get what
you pay for. Big
commitments with
popular influencers
often require
compensation.”
- @TopRank
“To instill
confidence in
the influencer
relationship,
always follow
up once they
respond.”
- @TopRank
“Make your
influencers
look good by
providing copy
edits that help
provide clarity of
message.”
- @TopRank
“Always give
influencers
appropriate
credit for their
contributions.
The appreciation
will inspire more
shares.”
- @TopRank
“Make
collaboration
natural for
influencers by
allowing them
to cover topics
that resonate
with their
community.”
- @TopRank
“Being thankful
for an influencer’s
contribution
goes a long way
towards a lasting
and productive
relationship.”
- @TopRank
“Create a good
experience
for influencers
by managing
communications
in an organized
way with clear
direction.”
- @TopRank
“People work for a
living, but they will
die for recognition.
Influencers are
no different,
so always
give positive
reinforcement.”
- @TopRank
“If an influencer is
not responding to
standard outreach,
get creative
with a 3D mailer,
customized web
page or video.”
- @TopRank
“Manage influencer
expectations by
properly preparing
them for handoff
communications
when needed.”
- @TopRank
“In between
campaigns, share
and comment
on influencer
content to open
doors for future
engagement.”
- @TopRank
“If you want
to optimize
influencer content,
it is better to
optimize for
people than for
search engines.”
- @TopRank
“Build a positive
relationship
with influencers
by following
through on the
commitments that
you’ve made.”
- @TopRank
“Make it
easy for
influencers
to amplify
the content
by providing
them with
pre-written social
messages.”
- @TopRank
Learn to Win at Influencer Marketing:
Social Media Marketing World
Learn why companies like Dell, LinkedIn and Traackr
trust Lee Odden and TopRank Marketing for influencer
marketing consulting.
Lee will provide insight into best practices for influencer
content marketing in his presentation “The Influencer
Marketing Playbook”.
In this presentation you’ll learn about:
•	 An influencer marketing framework
•	 Influencer marketing tools
•	 Best and worst influencer recruiting practices
This presentation is sure to make your next influencer
marketing program a game winner.
GET EVENT INFO
Presentation Details
Title: Influencer Marketing Playbook: How
to Identify, Qualify & Recruit
Effective Influencers
Date: Tuesday, April 19, 2016
Time: 1:30pm - 2:15pm
Track: Social Strategy
Room: 28ABCD
Your Influencer & Content Marketing Experts
TopRank Marketing has created successful influencer content marketing
programs for some of today’s most successful B2B and B2C brands. If you’d
like to learn more about how adding influencers to your content mix can
improve marketing performance, we’d love to chat.
results@toprankmarketing.com
www.toprankmarketing.com
877-872-6628
CONTACT US

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Influencer Engagement: 15 Ways to Fail & 25 Ways to Win

  • 1.
  • 2. If the internet has taught us anything, it’s that when you fail, everyone from your grandmother to your boss will know by the end of the day. Maybe you didn’t think twice about the email that you sent to Janice in Accounting asking for her to complete a large task with an impossible deadline. Unfortunately, the joke is on you. She is going to tell everyone she knows. Sure, that type of personal experience is painful, but imagine how much worse it would be if you made the same type of mistake with an influencer outreach email. That type of mistake can seriously damage your credibility with that influencer, their friends and their online community. Many marketers are banging their heads against the wall wondering why influencers won’t return their emails or promote their programs. The reason? Small mistakes can often have a big impact. Marketers, we feel your pain and we want to help! While we can’t keep Janice from shooting daggers at you from across the office, we can help you fail less and win more with influencer engagement. To help make your influencer marketing a winner, we tapped 15 top marketing influencers and asked them to share their biggest reasons for not saying yes to an influencer request. TopRank Marketing’s experience creating influencer and content marketing programs for some of today’s most successful brands can also help you win with influencer marketing. We’ve condensed these into snackable tips to help you create better relationships and provide more value to the influencers that you’re currently working with, and those that you want to begin working with. What do you say? Are you ready to find out how to fail less and win more with influencer marketing? WILL YOUR INFLUENCER MARKETING FAIL HARD OR WIN BIG?
  • 4. OUT-OF- THE-BLUE ASKS. ANDREW DAVIS Founder, Monumental Shift @TPLDrew “I get requests from people I know really well every week. What makes you think I’ll make time to work with you if I’ve never interacted with you before? Take some time to comment on my posts, rate my podcast, review my book. I’ll return the favor in a heartbeat.”
  • 5. INAPPROPRIATE ASKS. CARLOS GIL Head of Global Social Media, BMC Software @CarlosGil83 “As in asks for promoting your product (books, webinars, conferences, etc.) in exchange for affiliate revenue; please DON’T.”
  • 6. TOO SOON. KIM GARST Best Selling Author & Keynote Speaker @kimgarst “My pet peeve is when someone follows me on Twitter or Instagram and/or fans me on Facebook and immediately reaches out to me with a request to check out their business.”
  • 7. USING THE WRONG CHANNELS TO COMMUNICATE. JASON MILLER Group Manager, Content Marketing & Social Media, LinkedIn @JasonMillerCA “Sending me a message about LinkedIn using Facebook.”
  • 8. IMPERSONAL PITCHES. CHAD POLLITT Co-Founder & VP of Audience, Relevance @ChadPollitt “When companies send out generic en masse pitches, like a robo-call, but via email. The personal touch can make or break an influencer’s decision to engage.”
  • 9. LACK OF CREDIBILITY. LEE ODDEN CEO, TopRank Marketing @leeodden “Competition for effective influencers’ time is high, so reaching out using a Gmail address and pointing to a little known brand hosted on a hyphenated domain with poor design isn’t going to motivate anyone to engage.”
  • 10. LAZY DUPLICATION. JOHN JANTSCH Founder, Duct Tape Marketing @ducttape “When you get that really interesting Tweet inviting you to take a look at something and then when you click through to it you also see that they have composed basically the same message to 579 other people on Twitter.”
  • 11. HEIDI COHEN Chief Content Officer, Actionable Marketing Guide @heidicohen “Reach out to me directly yourself. Do NOT delegate this critical step to your marketing agency, PR professional, team member, assistant or intern. Do it yourself and make your note personal. If you want me to respond, I expect you to do the asking yourself.” DELEGATED & IMPERSONAL.
  • 12. EXPECTING TO GET WITHOUT GIVING. JOE PULIZZI Founder, Content Marketing Institute @JoePulizzi “Not greasing the skids. Influencer’s are most likely to add commentary if there is some kind of existing relationship. This means at least some kind of history where the person reaching out has already been sharing the influencer content.”
  • 13. CLOAKED SALES PITCH. ARDATH ALBEE CEO & B2B Marketing Strategist, Marketing Interactions @ardath421 “Asking for 30 minutes of my time to discuss a “partnership”– which actually means you want me to sell your stuff to my clients.”
  • 14. ASK THEM TO SELL. GERRY MORAN Global Head of Social Media, Cognizant Technology Solutions @GerryMoran “Your influencer is there to help you increase the awareness, association and consideration of your brand in a certain space – not to shill for you.”
  • 15. TOO MUCH FOCUS ON THEIR BRAND. TED RUBIN Social Marketing Strategist, Evangelist & Acting CMO, The Rubin Organization @TedRubin “Don’t tell me your story, let me tell my story. ‘LESS fabrication, MORE facilitation’ = a boost to your Return on Relationship, #RonR.”
  • 16. ABUSING THE KINDNESS OF AN INFLUENCER. BRYAN KRAMER President & CEO, PureMatter Brand Marketing & Interactive @bryankramer “Set the tone and rules upfront. Influencers can’t be expected to take part in everything you do, so say that. Set the ground rules and expectations.”
  • 17. SPAMMING INFLUENCERS. GLEN GILMORE Principal, Gilmore Business Network @GlenGilmore “Signing up for an app that spams your “top influencer” with automated messages is a sure path to a rocky relationship.”
  • 18. FAILURE TO FOLLOW UP. REBECCA LIEB Principal, Conglomotron LLC @lieblink “Not following up with that blog post, ebook, or copy of the interview the influencer contributed to. Influencers are indeed interested in seeing the fruits of their labors.”
  • 20. “To build confidence with influencers, show the credibility of your brand, yourself and the project.” - @TopRank
  • 21. “To make it easy for influencers to respond to your ask, get to the point of your request quickly.” - @TopRank
  • 22. “Making sure your request is directly related to the influencer’s expertise will inspire more ‘yes’ answers.” - @TopRank
  • 23. “Want to motivate influencers to act? Make the value exchange for participation crystal clear.” - @TopRank
  • 24. “To build real relationships, show respect and develop legitimate rapport with influencers before getting too ‘chummy’.” - @TopRank
  • 25. “Make influencer participation easy by asking questions that are clear and don’t require extra explanation.” - @TopRank
  • 26. “Manage influencer expectations by providing a reasonable deadline according to the complexity of the ask.” - @TopRank
  • 27. “To build influencer trust and advocacy, help them experience the positive results of your product or service.” - @TopRank
  • 28. “Patience is a virtue. Give influencers adequate time to respond and always follow up respectfully.” - @TopRank
  • 29. “Create genuine connections with influencers by interacting at both offline events and online.” - @TopRank
  • 30. “Build a solid foundation with influencers by showing appreciation for their contributions.” - @TopRank
  • 31. “Sometimes, you get what you pay for. Big commitments with popular influencers often require compensation.” - @TopRank
  • 32. “To instill confidence in the influencer relationship, always follow up once they respond.” - @TopRank
  • 33. “Make your influencers look good by providing copy edits that help provide clarity of message.” - @TopRank
  • 34. “Always give influencers appropriate credit for their contributions. The appreciation will inspire more shares.” - @TopRank
  • 35. “Make collaboration natural for influencers by allowing them to cover topics that resonate with their community.” - @TopRank
  • 36. “Being thankful for an influencer’s contribution goes a long way towards a lasting and productive relationship.” - @TopRank
  • 37. “Create a good experience for influencers by managing communications in an organized way with clear direction.” - @TopRank
  • 38. “People work for a living, but they will die for recognition. Influencers are no different, so always give positive reinforcement.” - @TopRank
  • 39. “If an influencer is not responding to standard outreach, get creative with a 3D mailer, customized web page or video.” - @TopRank
  • 40. “Manage influencer expectations by properly preparing them for handoff communications when needed.” - @TopRank
  • 41. “In between campaigns, share and comment on influencer content to open doors for future engagement.” - @TopRank
  • 42. “If you want to optimize influencer content, it is better to optimize for people than for search engines.” - @TopRank
  • 43. “Build a positive relationship with influencers by following through on the commitments that you’ve made.” - @TopRank
  • 44. “Make it easy for influencers to amplify the content by providing them with pre-written social messages.” - @TopRank
  • 45. Learn to Win at Influencer Marketing: Social Media Marketing World Learn why companies like Dell, LinkedIn and Traackr trust Lee Odden and TopRank Marketing for influencer marketing consulting. Lee will provide insight into best practices for influencer content marketing in his presentation “The Influencer Marketing Playbook”. In this presentation you’ll learn about: • An influencer marketing framework • Influencer marketing tools • Best and worst influencer recruiting practices This presentation is sure to make your next influencer marketing program a game winner. GET EVENT INFO Presentation Details Title: Influencer Marketing Playbook: How to Identify, Qualify & Recruit Effective Influencers Date: Tuesday, April 19, 2016 Time: 1:30pm - 2:15pm Track: Social Strategy Room: 28ABCD
  • 46. Your Influencer & Content Marketing Experts TopRank Marketing has created successful influencer content marketing programs for some of today’s most successful B2B and B2C brands. If you’d like to learn more about how adding influencers to your content mix can improve marketing performance, we’d love to chat. results@toprankmarketing.com www.toprankmarketing.com 877-872-6628 CONTACT US