Influencer Marketing is quickly becoming one of the most popular strategies in the marketing mix of many organizations. Digital marketers are realizing the potential off-site reach of using influencers, but often lack full insight into the performance, engagement and impact on their own web presence. Learn how to drive engagement with off-site content through influencer marketing, while maintaining the same level of reporting on metrics you have for all other areas of your marketing strategy.
Leading with Intent: Leveraging the Long Tail and Measuring Content ROIgShift
Exploring intent-based lead generation from organic search and sponsored social ad perspectives. Learn how brands leveraging long tail keywords and mining social conversations for intent-based keywords and questions to more effectively drive their content marketing and social advertising strategies through to their target audiences. Further, find out how to leverage content engagement tracking via smart URLs to provide a feedback loop with insights for ongoing content, distribution and conversion optimization.
Using SmartURLs for Tracking Influence Marketing & Off-Site ContentgShift
Presented by leading digital marketing influencer, Warren Whitlock and gShift's Co-founder & CEO, Krista LaRiviere.
As content marketing continues to play a very large role for many organizations, distribution and tracking of content performance has become a main concern. While organizations understand the need for distribution and influence, they lack visibility into the metrics required to properly evaluate their off-site content progress.
In this webinar, we reviewed:
• The rise in importance of off-site content.
• What is influencer marketing and how can you make it work for you?
• Challenges and solutions in tracking off-site content.
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
How to Get Ready for Google's Mobile SEO Algorithm UpdategShift
In this webinar, we review some of the trends, tips and data points you should keep in mind when preparing for Mobile SEO from Google.
1. Industry Trends
2. Mobile SEO Survey Results
3. Mobile Content Marketing
4. Software & Mobile Data:
-On-Site Ranking Factors
-Benchmarking your SEO Keywords for Mobile
-Mobile SEO Reporting
SEO and Influencer Marketing - Better TogethergShift
Brands and agencies worldwide strive to simplify and execute on integrated digital marketing strategies from planning through to execution and reporting. gShift’s web presence analytics platform for SEO, Content and Social combined with InNetwork’s Influencer Marketing technology provide an unprecedented competitive advantage.
Krista LaRiviere, Cofounder & CEO, gShift with Chris Keevill, Cofounder & CEO, InNetwork discussed the opportunities and benefits that exist by having SEO, Content Marketing and Influencer marketing data and reporting under one roof.
In this 45-minute webinar, we reviewed:
~what the gShift & InNetwork acquisition means for digital marketers
~the importance of including Influencer Marketing in the digital marketing mix
~the link between SEO data and Influencers discoverability and audience development
~influencer analytics, kontextURLs and reporting
Drive More Business with Data Driven Client and Competitive InsightsgShift
A proven digital marketing sales method is to head into a client meeting with a clear game plan in mind based on a detailed SWOT analysis of the prospect's Web presence. SEO software platform data and insights can uncover opportunities from an SEO, keyword, content and competitive perspective.
In this presentation, we cover:
- How to gather data to have a smarter sales conversation
- Which metrics are most important to highlight in your sales pitch
- How to generate a sales SEO report and Site Audit
Digital marketing professionals face more selection in tools than ever before. When you find yourself deep within the process of selecting a platform, it can be difficult to know which questions to ask and how to compare your options. Narrowing down a list of platform vendors is only the first step.
As an SEO vendor in this space, gShift finds itself on the other side of this process every day. We have seen the pain points facing most organizational decision makers and understand the challenges facing industry professionals today. For instance, which aspect of your digital marketing strategy are most important for your brand; influencer marketing, content performance, discoverability, etc.? How do you select a platform that best aligns with your goals?
In this webinar, we reviewed the following points:
-SEO Technology Landscape & Market Trends
-What to Look For
-What to Ask
-What is Important in an SEO platform, as ranked by more than 100 SEO professionals
-Coming Up Next with Our SEO Buying Series
Client Success Manager, Jeff Riddall, discusses how to identify, monitor and adjust to your competitors' web presence with an informed, optimized content marketing strategy.
Leading with Intent: Leveraging the Long Tail and Measuring Content ROIgShift
Exploring intent-based lead generation from organic search and sponsored social ad perspectives. Learn how brands leveraging long tail keywords and mining social conversations for intent-based keywords and questions to more effectively drive their content marketing and social advertising strategies through to their target audiences. Further, find out how to leverage content engagement tracking via smart URLs to provide a feedback loop with insights for ongoing content, distribution and conversion optimization.
Using SmartURLs for Tracking Influence Marketing & Off-Site ContentgShift
Presented by leading digital marketing influencer, Warren Whitlock and gShift's Co-founder & CEO, Krista LaRiviere.
As content marketing continues to play a very large role for many organizations, distribution and tracking of content performance has become a main concern. While organizations understand the need for distribution and influence, they lack visibility into the metrics required to properly evaluate their off-site content progress.
In this webinar, we reviewed:
• The rise in importance of off-site content.
• What is influencer marketing and how can you make it work for you?
• Challenges and solutions in tracking off-site content.
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
How to Get Ready for Google's Mobile SEO Algorithm UpdategShift
In this webinar, we review some of the trends, tips and data points you should keep in mind when preparing for Mobile SEO from Google.
1. Industry Trends
2. Mobile SEO Survey Results
3. Mobile Content Marketing
4. Software & Mobile Data:
-On-Site Ranking Factors
-Benchmarking your SEO Keywords for Mobile
-Mobile SEO Reporting
SEO and Influencer Marketing - Better TogethergShift
Brands and agencies worldwide strive to simplify and execute on integrated digital marketing strategies from planning through to execution and reporting. gShift’s web presence analytics platform for SEO, Content and Social combined with InNetwork’s Influencer Marketing technology provide an unprecedented competitive advantage.
Krista LaRiviere, Cofounder & CEO, gShift with Chris Keevill, Cofounder & CEO, InNetwork discussed the opportunities and benefits that exist by having SEO, Content Marketing and Influencer marketing data and reporting under one roof.
In this 45-minute webinar, we reviewed:
~what the gShift & InNetwork acquisition means for digital marketers
~the importance of including Influencer Marketing in the digital marketing mix
~the link between SEO data and Influencers discoverability and audience development
~influencer analytics, kontextURLs and reporting
Drive More Business with Data Driven Client and Competitive InsightsgShift
A proven digital marketing sales method is to head into a client meeting with a clear game plan in mind based on a detailed SWOT analysis of the prospect's Web presence. SEO software platform data and insights can uncover opportunities from an SEO, keyword, content and competitive perspective.
In this presentation, we cover:
- How to gather data to have a smarter sales conversation
- Which metrics are most important to highlight in your sales pitch
- How to generate a sales SEO report and Site Audit
Digital marketing professionals face more selection in tools than ever before. When you find yourself deep within the process of selecting a platform, it can be difficult to know which questions to ask and how to compare your options. Narrowing down a list of platform vendors is only the first step.
As an SEO vendor in this space, gShift finds itself on the other side of this process every day. We have seen the pain points facing most organizational decision makers and understand the challenges facing industry professionals today. For instance, which aspect of your digital marketing strategy are most important for your brand; influencer marketing, content performance, discoverability, etc.? How do you select a platform that best aligns with your goals?
In this webinar, we reviewed the following points:
-SEO Technology Landscape & Market Trends
-What to Look For
-What to Ask
-What is Important in an SEO platform, as ranked by more than 100 SEO professionals
-Coming Up Next with Our SEO Buying Series
Client Success Manager, Jeff Riddall, discusses how to identify, monitor and adjust to your competitors' web presence with an informed, optimized content marketing strategy.
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
Over the past two years, influencer marketing has become one of the fastest growing digital marketing tactics. Brands are seeing the impact influencers have on their content strategy and audience development. However, many marketers are still gaining a full understanding of how to run an influencer campaign and which insights they should be paying attention to.
This presentation covers:
- Influencer marketing overview – the who, what, where and why
- Starting an influencer campaign – setting goals, identifying audience, keywords and content
- Building a content campaign – building strategy, setting timelines, finding and engaging with influencers
- Monitoring and Reporting – tracking off-site content, measuring true influence beyond likes and shares
DreamForce: How HP Uses Chatter for Competitive AdvantageAlex Flagg
HP on a transformation journey. Part of journey is using social collaboration platforms like Salesforce.com's Chatter for competitive. If you missed my presentation at DreamForce, you can review the slides here.
Customer and Competitive Conversation and AnalysisgShift
In this webinar we will cover:
The definitions of online conversations and how to analyze your customer conversations.
How to uncover where your customers are engaging and what key questions or concerns your content should address.
How to examine conversations taking place around your competition and obtain strategic content insights.
How to track and monitor your competitors online presence to identify potential content opportunities.
In this webinar, we reviewed how to properly set up your own weekly, monthly or quarterly SEO reports and look at which metrics truly matter most.
Specifically, we examined:
~ Core SEO Reporting and Dashboards
~ Competitive Web Presence Reporting
~ Content Marketing Performance Reporting
The Impact of SEO on Social (and Vice Versa)gShift
Search engine optimization doesn't just stop at your website. In order to extend the reach of your content distribution, you want to make sure you are factoring SEO into your social media marketing strategy as well. In this presentation, we review the key ways SEO and social work together and tips for how to ensure you are setting up your content for success.
Mobile usability is no longer a debatable frill, it’s a requirement for success on the web. In this webinar presentation with Anne Ahola Ward, CEO of CircleClick, learn about the latest SEO trends and developments. She covers local search behavior, optimizing for AMP, and rich snippets.
Universal Search dominates the majority of search queries – in fact, 80% of search queries now include at least one Universal Search integration. What does this mean for your site’s SEO?
Watch our SEJThinkTank sponsored webinar with Holly Miller, Professional Services Manager at Searchmetrics, who will provide an exclusive first look at the Searchmetrics Universal Search Study and its new findings for 2016.
Check out Searchmetrics' 2016 Universal and Extended Search Study here -- http://pages.searchmetrics.com/UniversalSearch_EN.html
If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must.
Join ScribbleLive’s Christopher Hart and Christoph Trappe as they talk about how you can break down organizational silos and align SEO and content teams to ensure maximum impact.
Read our recap here for more info: http://bit.ly/2jihuar
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
For too long, there’s been a colossal misalignment of incentives in business and in marketing. Performance Partnerships can scale up your business in a way that ensures you’re only paying for outcomes, not inputs.
#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015Search Engine Journal
Looking for ways to rock your social marketing? The data is in, and savvy marketers are using it to turn readily available social data into attributable conversions. Join Daniel Morrison of aimClear as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit.
5 Hacks to Turn Negativity Online Into Rave ReviewsLikeable Local
Negativity online, the bane of any small business’ online presence, is a terrifying prospect to overcome. However, once disaster strikes all is not lost. Luckily there are a number of tricks to remember when dealing with negativity. Keep calm and tune into this free webinar with Dave Kerpen, CEO of Likeable Local, and Patrick Ambron, CEO of BrandYourself, as they take you through integral survival tips to staying positive.
Making SEO Lemonade: Moving the Needle on Missed Opportunities by Bill Hunt -...Search Engine Journal
Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Long-Term SEO Success: How to Win for Years, Not DaysRhea Drysdale
SMX East 2014 session description:
Links. Structured data. Authorship. Social sharing. Quality content. There are thousands of “signals” that the search engines take in, then weigh up. What is most important and demands your attention? Attend this session and learn what you should be focusing on to drive long-term results, rather than chasing down blind alleys or seeking short-term gains.
Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)
Speakers:
Rhea Drysdale, CEO, Outspoken Media (@Rhea)
Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel)
Mark Munroe, Director SEO, Trulia
Ken Shults, Managing Director Global Consulting, Global Strategies, An Ogilvy Company
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
Over the past two years, influencer marketing has become one of the fastest growing digital marketing tactics. Brands are seeing the impact influencers have on their content strategy and audience development. However, many marketers are still gaining a full understanding of how to run an influencer campaign and which insights they should be paying attention to.
This presentation covers:
- Influencer marketing overview – the who, what, where and why
- Starting an influencer campaign – setting goals, identifying audience, keywords and content
- Building a content campaign – building strategy, setting timelines, finding and engaging with influencers
- Monitoring and Reporting – tracking off-site content, measuring true influence beyond likes and shares
DreamForce: How HP Uses Chatter for Competitive AdvantageAlex Flagg
HP on a transformation journey. Part of journey is using social collaboration platforms like Salesforce.com's Chatter for competitive. If you missed my presentation at DreamForce, you can review the slides here.
Customer and Competitive Conversation and AnalysisgShift
In this webinar we will cover:
The definitions of online conversations and how to analyze your customer conversations.
How to uncover where your customers are engaging and what key questions or concerns your content should address.
How to examine conversations taking place around your competition and obtain strategic content insights.
How to track and monitor your competitors online presence to identify potential content opportunities.
In this webinar, we reviewed how to properly set up your own weekly, monthly or quarterly SEO reports and look at which metrics truly matter most.
Specifically, we examined:
~ Core SEO Reporting and Dashboards
~ Competitive Web Presence Reporting
~ Content Marketing Performance Reporting
The Impact of SEO on Social (and Vice Versa)gShift
Search engine optimization doesn't just stop at your website. In order to extend the reach of your content distribution, you want to make sure you are factoring SEO into your social media marketing strategy as well. In this presentation, we review the key ways SEO and social work together and tips for how to ensure you are setting up your content for success.
Mobile usability is no longer a debatable frill, it’s a requirement for success on the web. In this webinar presentation with Anne Ahola Ward, CEO of CircleClick, learn about the latest SEO trends and developments. She covers local search behavior, optimizing for AMP, and rich snippets.
Universal Search dominates the majority of search queries – in fact, 80% of search queries now include at least one Universal Search integration. What does this mean for your site’s SEO?
Watch our SEJThinkTank sponsored webinar with Holly Miller, Professional Services Manager at Searchmetrics, who will provide an exclusive first look at the Searchmetrics Universal Search Study and its new findings for 2016.
Check out Searchmetrics' 2016 Universal and Extended Search Study here -- http://pages.searchmetrics.com/UniversalSearch_EN.html
If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must.
Join ScribbleLive’s Christopher Hart and Christoph Trappe as they talk about how you can break down organizational silos and align SEO and content teams to ensure maximum impact.
Read our recap here for more info: http://bit.ly/2jihuar
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
For too long, there’s been a colossal misalignment of incentives in business and in marketing. Performance Partnerships can scale up your business in a way that ensures you’re only paying for outcomes, not inputs.
#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015Search Engine Journal
Looking for ways to rock your social marketing? The data is in, and savvy marketers are using it to turn readily available social data into attributable conversions. Join Daniel Morrison of aimClear as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit.
5 Hacks to Turn Negativity Online Into Rave ReviewsLikeable Local
Negativity online, the bane of any small business’ online presence, is a terrifying prospect to overcome. However, once disaster strikes all is not lost. Luckily there are a number of tricks to remember when dealing with negativity. Keep calm and tune into this free webinar with Dave Kerpen, CEO of Likeable Local, and Patrick Ambron, CEO of BrandYourself, as they take you through integral survival tips to staying positive.
Making SEO Lemonade: Moving the Needle on Missed Opportunities by Bill Hunt -...Search Engine Journal
Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Long-Term SEO Success: How to Win for Years, Not DaysRhea Drysdale
SMX East 2014 session description:
Links. Structured data. Authorship. Social sharing. Quality content. There are thousands of “signals” that the search engines take in, then weigh up. What is most important and demands your attention? Attend this session and learn what you should be focusing on to drive long-term results, rather than chasing down blind alleys or seeking short-term gains.
Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)
Speakers:
Rhea Drysdale, CEO, Outspoken Media (@Rhea)
Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel)
Mark Munroe, Director SEO, Trulia
Ken Shults, Managing Director Global Consulting, Global Strategies, An Ogilvy Company
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
Influencers vs Advocates: What's the difference?Rustin Banks
Research shows that both Advocacy and Influencer Marketing strategies are important to growing a business. With convincing arguments for both, how do you figure out which approach is right for your brand?
During the webcast, you'll hear about:
-Important differences between influencer and advocacy marketing
-Motivations for each strategy and the potential impact on your target audience
-Business implications between the strategies and the pros and cons for each
-Best practices on how to create, manage, and measure your strategy
Learn which approach will have the most impact on increasing word-of-mouth and growing your business.
Digital Business Lab is a digital marketing agency in Hong Kong that provides digital marketing solutions for Western and Chinese markets. Their key services, including social media strategy, data analytics, and content production, to influencer marketing, customer relationship management, and O2O marketing, aim to revolutionize your strategy to grow your business and develop lead generation.
What separates DBL from other agencies is their abundant passion and curiosity. Their ability to stay relevant, current, and innovative, has lead their clients to never doubt the high quality of DBL’s deliverables. Being proactive and agile is also a fundamental principle that drives DBL, as they continually adjust their actions and strategies in real time. and their humility and respect, which requires they constantly challenge themselves to improve and refine methodologies and services.
From entertainment, food and beverage, to retail, luxury, and cosmetics, Digital Business Lab has digital marketing experience in a range of industries, giving them key insights and perspectives to engage your target audience online.
DBL’s digital marketing strategy focuses on social media campaigns and influencer marketing in China and Hong Kong, but they also work with other specialized digital experts to ensure you receive a comprehensive solution to boost sales, build brand awareness, and other key business objectives.
Publishing attractive content with engaging storytelling is the foundation of DBL’s social media strategy. They base all their actions and initiatives on careful data analytics to ensure they catch your target audience’s attention and drive engagement. Their in-house content production team of expert copywriters, photographers, and videographers are equipped to bring content in Cantonese, Mandarin, and English that is fresh and current to generate online buzz.
To further build a strong community that is relevant and targeted, DBL integrates influencer marketing in their social media campaigns. Collaborating with influencers, brand ambassadors, and key opinion leaders has proven to be successful in reaching organic audiences – potential customers that are genuinely interested in their message – with strong engagement.
Digital Business Lab also utilizes the latest Facebook and WeChat Apps to bolster your customer relationship management strategy. By effectively synchronizing social media with CRM, you can generate leads and collect data about your target audience.
By collaborating with technology innovators, the agency also capitalizes on the newest trends in O2O marketing to boost social media campaigns, bringing a new generation of customers offline to online. DBL also helps businesses to undergo digital transformation with digital practices, such as store digitalization, SEO, CRM, and traffic management, to ensure companies are well prepared for the digital age.
Instagram không chỉ là nơi để chia sẻ những khoảnh khắc đẹp thông qua hình ảnh và video thú vị. Nó còn là môi trƣờng để kinh doanh cực kỳ hiệu quả.
Được Chia Sẻ Bởi: http://biquyethoctap.com/
Cộng Đồng Chia Sẻ Bí Quyết Học Tập.
40 Top PR Pros Share Their Secrets For Effective Influencer MarketingThe Shelf
Influencer marketing has proven to be one of the effective and sustainable marketing channels for both large and small brands. When executed well, it increases exposure, credibility, sales, customer loyalty, user-generated content, social followings, virality, search rankings, and so much more.
Unlike more traditional forms of marketing, influencer marketing is a little messier. Brands are dealing with millions of individual influencers as opposed to one platform (like Google Adwords where you pay a certain amount and guaranteed clicks come out the other side). So, if you're one of those brands who feels like a fish out of water, not to worry, we got your back!
We did the legwork for you by going straight to the experts (40 PR professional ninjas, to be exact) on how to role out campaigns that knock socks off! You're welcome.
Growth Marketing on Instagram: Finding & Scaling Success with Direct Response...Nanigans
For its 500 million users and for advertisers alike, the experience of using Instagram is entirely visual. So how can you make sure that the images in your Instagram ads will help you meet your advertising goals? View this slide deck to learn strategies and creative best practices that will increase the impact of your Instagram ad campaigns.
Influencer Marketing for the Travel Industry in 2017gShift
Influencer marketing has changed so much in recent years, especially when it comes to the travel industry. In this session, we will look at current trends for travel bloggers and organizations within the space. We will look at how social media continues to play a big role and also how to identify the right influencers for your brand.
How To Integrate Influencer Marketing Into Your Marketing MixOnalytica
How To Integrate Influencer Marketing into your Marketing Mix including the business case for influencer marketing, engagement models and how to measure success
Presentation by Tim Williams, CEO of Onalytica first shown at Marketing Week Live, 28th April 2016 at the Kensington Olympia in London, UK
Influencer Marketing Overview by BDMI (Aug 2014)Sim Blaustein
Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
This is a living document, so check back for updates. Any and all feedback is welcome!
Please feel free to contact us at info@bdmifund.com!
How to Scale Lead Generation with Facebook, Instagram and Twitter AdsNanigans
Are you maximizing the power of Facebook, Instagram, and Twitter ads for lead generation?
Attracting more of the right customers is clearly a challenge for all marketers. However, for those managing large-scale lead generation campaigns, advertising on Facebook, Instagram, and Twitter can be a highly effective solution.
This SlideShare explains how to use each of the three platforms as a powerful tool set for not only generating more leads, but for finding the best leads.
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.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
현재 전 세계 사용자 수 2억명을 돌파한 인기 소셜미디어 채널 '인스타그램'과 더욱 친해지고 싶은 분들을 위해 준비했습니다.
1. Instagram을 운영하고 싶은 비즈니스를 위한 다양한 팁
- 비하인드 스토리텔링:
평소 유저들이 궁금해 하던 내부 문화 및 행사를 보여줌으로써 '특별한 경험'을 엿보는
즐거움 제공
- 공감형 스토리텔링:
일상 속 시즈널 이슈부터 오늘의 날씨까지, 어느 누구나 공감할 수 있는 소재로 접근
- 비디오 스토리텔링:
제품의 사용법 또는 장점들을 강조한 영상을 통해 효과적인 제품 Showcase 가능
- 해시태그 스토리텔링:
유저들이 기억하기 쉽고, 사용하기 편한 Brand만의 해시태그를 생성하여 시그니쳐
슬로건으로 활용
- Call to Action 스토리텔링:
기존 팬들로 하여금 친구를 태깅하도록 유도하여 신규 팬 유입 및 Brand Exposure
증대화
2. Instagram을 활용한 캠페인 활용 사례
3. Instagram 퍼포먼스 분석을 위한 유용한 툴 소개
4. Instagram에서 인기 있는 해외 및 국내 브랜드 소개
5. 더 많은 정보를 얻을 수 있는 블로그 및 웹사이트 소개
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
Influencer Marketing: The Better Practice GuideOnalytica
Marketing has changed and so has influencer marketing. We took everything we learned from creating highly successful campaigns for companies such as Microsoft, Coca Cola, Sony and many more and put it in this comprehensive guide. Learn how to build a sustainable influencer marketing campaign in 6 easy steps.
Influencer marketing platforms Insightpool and TapInfluence sit down to discuss the differences between paid and earned influence and how marketers can use both to boost their brands.
Influencer Marketing Tips and Best Practices for the Retail IndustryCleverGirlsColl
At National Retail Federation's Big Show this year, our panel of experts from all sides of the retail industry (blogger, retailer and agency) share their tips for successful influencer marketing.
Influencer marketing has grown its popularity significantly. Every business wants to take advantage of influence marketing in 2021. Learn how.
So what can you, as an entrepreneur or a small business owner, do to get your consumers’ attention?
Two words. Influencer. Marketing.
https://semupdates.com/
Today's tech savvy consumers engage with travel and tourism brands across multiple on and offline channels. Jeff Riddall, gShift's VP Product, discusses how many brands are effectively managing and optimizing their content campaigns for maximum ROI.
How to Identify, Cultivate and Partner with Digital InfluencersAgility PR Solutions
A Bulldog Reporter webinar for PR and communications professionals
What you’ll learn:
- How to identify, and engage with, influencers
- Social listening and the digital landscape
- The do’s and don’ts of building relationships
- What tools and services are available to help you
Featured speaker, Andrea Wytish, Senior VP, Digital + Influencer Relations, EvolveMKD
The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...IAB Canada
Join Krista LaRiviere - CEO of gShift as she dives into the changing Media Landscape at The Business of Digital: Chapter 2 - The Age of Content:
In a digital world where your prospects and customers are always-on, advertisers and agencies must flip their orientation and shift their thinking from “where should I place my ad” to “how do I deliver extraordinary branded moments”. With contextually correct content at the core of multichannel digital marketing strategies, the effective mix of paid, owned and earned tactics is essential to the success of any digital campaign. Social media, PR, influencer marketing, SEO, content marketing, email – these are tactics longing to be brought together with paid strategies in a truly integrated approach to talk to the audience when they are ready to interact with a brand.
As the modern prospects progresses through the sales funnel to a final purchasing decision, having the technical agility to measure insight and engagement of owned and earned content in-the-moment, on a one-on-one basis is your competitive advantage.
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...Laura Hampton
Laura Hampton, Head of Digital PR at Impression, shares her tips on how to get more value from your digital PR campaigns. Laura specialises in user-centric marketing and her background in PR, journalism and SEO all feed into this talk, which was delivered at Pint Sized Marketing in Dublin in July 2019.
Much like consumer brands compete for customers, today employers are competing for qualified candidates who may or may not be looking to make a career change. But how do you get a pool of future talent interested in your brand before you’re ready to hire? Here we explore the notion of building employer brand loyalty through an integrated communications strategy that includes media selection and content development.
Olga's talk at The Inbounder conference
Triggers that drive conversions on social media.
- Basic principles and latests trends marketers should keep in mind
- Image A/B testing: colours, fonts and text
- Human-to-human interaction and ways to build a community with social media
- Templates, conversation funnel examples and tools to help marketers customise their messages
Popular Chips Insights is the world's first Social Media Analytics tool able to monitor Influencers and Competitors on Instagram and present unique Demographic reports like followers country, age and gender distribution.
On September 19th, Magnet 360's Director of Marketing, Jennifer Zick spoke about how to create a Rockin social business strategy for B2B businesses. In this presentation learn about techniques, platforms, and content you need to build a successful social marketing strategy.
Influencer marketing is one of the hottest trends today. Whether you are utilizing influencer marketing for your company or client or even if you are building your own personal brand, the power of influence is rapidly growing in value. Consumers often rely on the value proposition that influencers bring as one of the most trusted forms of advertising in a noisy digital world. Join us as we examine the power of influence with a virtual panel of real-world influencers who are reaching today’s consumers in ways that brands cannot.
The State of Influencer Marketing for TravelAlicia Whalen
Influencer marketing opens up a new channel for brands to connect with consumers more directly, more organically, and at scale. By creating branded content with social media influencers, brands can amplify their message while seducing their target audience. Influencer Marketing is becoming main stream - Tips on how to fully leverage influencers and identify Next Generation Influencers who are the Micro Influencers who are talking snapping and posting about your brand now.
How to Get More from Digital PR - Laura Hampton - Drink DigitalLaura Hampton
Laura Hampton from Impression presents How to Get More from Digital PR as part of Drink Digital, a Nottinghamshire based digital meetup. Learn more about digital PR and how to measure the value here.
Similar to Using Influencer Marketing to Drive Measurable Off-Site Content Engagement (20)
How to Become a Data Driven Content MarketergShift
Content is still very much King and the foundation of any successful digital marketing strategy. But which content should you create and where should you publish it to maximum exposure to your target audience. Then how do you measure what's working and not working so you can optimize your campaigns to drive more traffic and more bookings. Digital Marketing veteran Jeff Riddall will discuss data driven content marketing best practices, look at relevant industry examples and provide tips on how to get the most from your content campaigns.
Many local travel and tourism organizations continue to grapple against OTAs and larger national brands for organic visibility in search and social. In this webinar, we'll get back to the basics and talk about how to focus attention on keyword, content and social optimization tactics which will deliver measurable results as modern SEO continues to evolve into optimized content marketing.
kontextURLs (kurls) enable marketers to monitor, optimize and report on multi-channel content marketing performance and attribution from first click through to conversion. Find out what is working and what is not working in your campaigns, right now!
gShift University Information Session - January 2018gShift
What can you expect from gShift University?
gShift University can help you and your team excel at digital marketing in 2018. In one hour per week sessions for 15 weeks, we will provide your team with a foundation in key digital concepts and online marketing best practices while exploring industry trends and emerging technologies.
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Hotel SEO - Optimizing Your Global, National and Local Web PresencegShift
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Digital marketers have accepted the fact that Content Marketing is a fundamental aspect of a successful SEO strategy. Keyword research is often overlooked in the content creation process. Learn about the seven sources of keyword research sources to drive a smart content marketing strategy for ultimate discoverability in search and social.
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Backlinks do still matter and have a bearing on an organization's authority in the eyes of Google. Client Success Manager, Jeff Riddall, reviews some best practices for identifying and obtaining backlinks from relevant, reputable sources.
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
DMF Portfolio Piece Smart Goals - Artist Management.docx
Using Influencer Marketing to Drive Measurable Off-Site Content Engagement
1. WEBINAR:
Using Influencer Marketing
to Drive Measurable Off-Site Content Engagement
April 21, 2016
Presented By:
Jeff Riddall
Director of Product Strategy, gShift
@JRiddall
2. The New Travel Customer Journey
The Power of Ranking Off-site Content
Off-site Content Distribution
User Generated Content & Influencer Marketing
Tracking Off-site Engagement and Analytics
Q & A
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
AGENDA
3. IS DIGITAL MARKETING GETTING EASIER…OR
HARDER?
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
6. THE NEW CUSTOMER JOURNEY
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
7. WHERE DO TRAVEL CUSTOMERS GO FOR ADVICE
Source: Adweek - Social Times, August 2015
http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
8. THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL
Today, customers educate themselves before coming to your site. This change has completely altered the
traditional sales funnel, adding twists and bends along the way.
We call this the #DarkFunnel.
The #DarkFunnel is the new sales funnel.
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
9. IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
“A brand is no longer what we tell the
consumer it is–it is what consumers
tell each other it is.”
Scott Cook, Founder and CEO of Intuit
10. So, how do you measure success?
MARKETERS LOST
IN DARK FUNNEL
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
11. GOOGLE FILES A PATENT
“On-site and off-site search ranking results”
US 13/285, 995
“Putting an emphasis on building trust for all of your content should
become one of the biggest undertakings you have in 2016.”
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
13. OFF-SITE PATH TO ON-SITE
Improve discoverability
Authentic referral traffic
Expanded content distribution
Increased reach to target audience
Builds authority within industry
Increased overall brand awareness
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
14. OFF-SITE CONTENT DISTRIBUTION
Creating content for
your site is not enough.
You need additional
distribution and
amplification using
off-site channels.
Influencers
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
15. INFLUENCER MARKETING
Influencer marketing is a tactic of digital marketing
where brands partner with key industry thought leaders
to amplify (distribute) the brand content/message to
their audience, mainly using social channels.
Influencers are credible, authentic and highly engaged
presences who hold a power of influence over their
audience based on the trust they’ve built.
What is influencer marketing?
Who are influencers?
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
16. “Audience-centric” versus “Influencer-centric”
“Audience Size” versus “Engagement”
“Influencer scoring” - Authority, authenticity,
engagement, credibility.
IDENTIFY AND ENGAGE
INFLUENCERS
#SEJThinkTank
@KristaLaRiviere @gShiftLabs
18. INFLUENCER MARKETING
IN YOUR MARKETING MIX
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
Source: Adweek - PRNewser, March 2015
19. This is where influencers and their audience live!
THE DARK FUNNEL
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
20. ● Provide influencers recommended
keyword rich Titles, Headings and Content
to “optimize” their posts
● Provide trackable Smart URLs to your
content and for them to share via each
social channel
● Remember the #DarkFunnel
ARMING YOUR INFLUENCERS
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
21. TRACKING OFFSITE
ANALYTICS & ENGAGEMENT
You’ve created great content,
launched an influencer campaign,
developed strong social
messaging and have nailed off-
site distribution…
Now what?
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
22. TRACKING OFF-SITE
ANALYTICS & ENGAGEMENT
kontextURLsTM (SmartURL System)
Off-Site Analytics
Influencer Analytics
Near Real-Time Engagement Metrics
Branded, Vanity Short URL
Long-Term Data Storage
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
23. • Track and report on engagement by Influencer,
by Channel, by Content Type, by Keyword
Group
● Create Conversion Paths to map off-site
content engagement all the way through to
ROI
● Report on improvements in Organic Search
Visibility
● Create feedback loop back to influencers so
they know how they did
MEASUREMENT & REPORTING
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
25. WHAT IS THIS REALLY ALL ABOUT?
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
26. Set up content campaigns to accurately track off-site content engagement
KEY TAKEAWAYS
Off-site content will strengthen your brand’s web presence
Focus on audience development for improved discoverability
Add influencer marketing to your mix
Understand your customer’s journey and behavior
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
Rate influencers on the strength and relevance of their audience
27. Q & A
#InfluencerMarketing101 #DarkFunnel
@Jriddall @gShiftLabs
Audience Development & Discoverability
gshift.it/elu-audienceguide
Mastering Smart URLs
gshift.it/elu-smarturls
Editor's Notes
The New Travel Customer Journey – How off-site content plays a major role in the sales funnel today.
The Power of Ranking Off-site Content – The benefits to your website and brand awareness.
Off-site Content Distribution – Current trends in getting your content out there.
User Generated Content and Influencer Marketing – How to leverage each.
Tracking Off-site Analytics and Engagement – Once it’s all out there, how do you measure it and get a sense of what’s working and what isn’t.
I want to start by asking a simple but scary question. Not only is gShift a vendor in the marketing technology space, but we also live in your shoes in terms of executing digital marketing campaigns.
So, it’s 2016. I’ve been in this industry since the mid ‘90s. I ‘think’ we’re all getting smarter about digital marketing, but it doesn’t seem to be getting any easier. Different tactics, techniques and tools come along and some make it to full maturity while others fade away. But let’s face this digital marketing world is confusing.
Scott Brinkers 2016 Martech super infographic now has 3874 vendors in it up from 1897 in 20 15. I’m scared to think of what it will look like next year.
To compound the problem you can use different terms to describe acts of digital marketing (or random acts of digital marketing),
such as SEO, Search Engine Marketing, Influencer Marketing, Digital Marketing, Social Media, Web Analytics…you get the picture. But the reality is, is that all we’re trying to do here as Digital Marketers is “Audience Development”. Digitally, we’re attempting to build our brand, cut through the noise and find our target market, generate marketing quality leads and so our sales team can close a sale.
So why, 17 or so years after the beginning of digital marketing time with all the technologies we have available, are our jobs so complex and chaotic?
Well it’s at least partially because consumer behavior is changing.
You’ve probably seen this image or variations of it hundreds of times – the traditional sales funnel – linear, organized. An interested prospect goes in the top (or side) and progresses along in an organized manner from one predictable stage to the next, all on your web site, with your sales and marketing team knowing exactly what is going on, and they come out the final stage as a Closed Sale.
We all wish it was that easy.
Here’s the reality – the traditional sales funnel has been blown to bits! A big chunk the digital marketing you are doing to develop your audience is being engaged with by your prospects, off of your website and their purchasing journey is unpredictable and untrackable.
It’s not even about the New Customer Journey anymore, it’s about the New Customer Behavior.
The good thing is we know what’s causing this behavioral change – mobile devices and social media. But digging into it a bit more, it’s the people – your prospects who don’t want to inform themselves on a website anymore with onsite content (like they did in the good old days). They want to inform themselves off of your website – with off-site content and people they follow and trust.
This change in customer behavior is no different in the travel industry. In fact, it may be no more true than in your market. Here are just a few recent stats to bolster this assertion.
Off-site content engagement is something we call The Dark Funnel. In fact, 67% to 90% of prospect engagement with your brand content is happening off of your website.
Put another way, if you are measuring only on-site engagement with tools like Google Analytics, you are capturing only about 10% to 33% of your prospect’s activity.
For marketers this should be more than a little disturbing!
And we see and hear this everyday from businesses we work with. They say, I see someone engage on our website, then we don’t hear from them for a month, then they come back and buy. Where did they go?
They go off-site to inform themselves, check reviews, check social, check industry websites. Everywhere, but your site.
Here’s another way I like to think about the sales funnel – It’s the Customer’s Sales Funnel, Not Yours.
Every customer has their own sales funnel and you’d better hope your business or your brand is in theirs.
Prospects are not lost, but marketers are. Marketers are lost in their own Dark Funnels.
This leads to our agenda topic off the Power of Ranking Off-Site Content or having Off-Site content discoverable by your audience, your target market, when they are ready to inform themselves and ready to buy.
You know a trend is real when Google files a patent.
This patent proposes to not only change what they built with PageRank as a factor, but to grow and expand on it — for example, looking at onsite pages as more than that page versus the pages on the other sites, and using a Global Ranking to compare a representative page on a site against:
the site framework.
the authority of the domain.
query-independent information.
This makes trust, both coming in and flowing out from links on your site, an important staple.
So how do you make it all work? It’s about deliberately creating the pathway from your off-site content to your on-site conversion point.
So here’s a simplistic example (which still entails a lot of work).
Sounds easy, but you’d be surprised at how many people create stranded external content that has no path back to their main web presence and no way to measure the engagement of their off-site content.
A more complex, complete and coordinated content marketing campaign… where multiple pieces of off-site content drive the user back to the brand’s web presence for final conversion.
But with all this, we’re creating our own Dark Funnel. If a prospect engages with one of these off-site pieces of content we need to know. And you can know with Off-site Analytics.
Let’s come back to that.
Let’s first talk about Content Distribution
Which leads us to the topic of Content Distribution.
Creating content and distributing it Off-Site is a must to extend your overall reach.
Get your customers sites, posts, stories about your brand to rank right along side your own brand messages.
Put another way, they are distribution channels for your brand content.
They have access to your target audience! And remember this is ultimately about Audience Development.
Finding the right influencers is all about defining a solid balance between the number of followers (or Reach) and the amount of potential engagement (Authority).
Many marketers have come to learn celebrity influencers have lots of reach (which they charge for accordingly), but tend to have limited actual engagement. Lots of people Follow them and Like their content, but few Share and Click on it.
Consumers are much more likely to Share and Click on content from someone they have a closer personal relationship with. Sharing and clicking is harder to do because you’re telling the world this content is something you believe in and endorse. It becomes a piece of your content.
I can’t tell you specifically how many potential travel influencers there are, but suffice it to say there are a lot. Travellers love to tell stories. You need to make it easy for them to tell yours.
Cost-effective (7.04 return for every $1 spent on influencer marketing efforts in Travel industry
Influencer marketing allows for a very narrowly targeted niche audience with a small # of lost $
However, it also creates even more Dark Funnel.
As more of your influencers create user generated content or amplify your content you have less visibility.
Again, another reason for off-site analytics.
Once you’ve chosen your influencers you want to arm them with optimized, trackable content.
So now how do you measure all of this to understand whether or not your content and the influencers you’ve chosen to work with are actually working?
We’ve told you influencer marketing generates an ROI, but prove it.
SmartURLs enable you to track a piece of content leveraging content tags and conversion paths for all of your off-site and on-site content. Think of it as Google Analytics for off-site content.
Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool.
Don’t just track Likes and Shares, track Clicks.
So beyond traffic, what sort
So here’s what the full process looks like from my perspective, starting with Audience Development.
The brand’s web presence asset, as I’ve discussed, spans way beyond the content the brand owns and solely controls.