Archive for the ‘Blogger Relations’ Category

Best Practice Guide for Influencer Marketing Pitches

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Influencers spend most of their time in their inboxes sifting through lots and lots of emails. This takes time, and no matter who the influencer is, there is one guarantee: They’re always short of it.

When you email influencers prodding them to take a look at your latest campaign, you’re asking for their most precious commodity – time. And it isn’t something most are willing to give away easily, so your pitch approach means the difference between no response, a response, and the ultimate goal: a placement.

Here, we’ll walk you through a comprehensive guide – featuring 30 surefire tips – on the best practices for influencer marketing pitches.

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5 Examples of Blogger Outreach Gone Wrong

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Editor’s Note: Today we welcome new guest contributor Kristi Hines to the BuzzStream blog. Kristi has spent thousands of hours on both sides of the blogger outreach table.  She’ll be sharing her insights and experience into influencer marketing as both a popular blogger and an experienced online marketer. 

As a blogger, I have been approached by many companies to do publicity or link building for their products or services. While I have seen many great campaigns, I have also seen a few that left me scratching my head. In this post, I’d like to share with you some examples of outreach tactics that seemed good, but nonetheless went wrong.

Note that in an attempt to protect the (somewhat) innocent, specific names will be left out. Also note that no payment was offered by any of these opportunities.

Subject Line: Images Partnership

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How To Earn More Links for Your Campaign with Link Reclamation

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Establishing a diverse, high-quality link portfolio is crucial to increasing your organic rankings. Between July 2013 and July 2014, more than 80 percent of companies increased their spending on tactics that earn links.

When launching a campaign, you must be acutely aware of where your campaign spreads after the first exclusive goes live. Most campaigns that earn a top-tier pickup will spread through social networks, messaging systems, news sites, and blogs, allowing you to secure a cascade of links from your original placement.

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If you’re not monitoring this spread and optimizing it for your clients’ benefit, you’ll end up missing out on establishing a more diverse, high-quality link portfolio that would require little additional work from your team. Here’s where you should start:

Link Reclamation – The process of finding natural syndications of your campaign and working with the editor to optimize the story for the biggest client impact.

Link reclamation should occur shortly after your first exclusive goes live, allowing you to leverage the recency effect.

Recency Effect – When people are asked to recall a list of items that are presented to them, they tend to be able to best recall those at the end of the list (the recency effect) and those at the beginning of the list (the primacy effect) better than those in the middle of the list.

Using this theory, you’ll want to reach out to writers shortly after they’ve published your campaign, so it’s fresh in their minds and ripe for updates; if you reach out several weeks after they’ve published, sometimes the story can be too stale for an update.

Below, I’ve outlined the important steps of link reclamation and the strategies that will have the biggest impact for your client.

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101 Questions Your Team Needs to Answer Before Pitching a Publisher

101 Questions

A successful content marketing campaign can be broken down into three main stages: ideation, production, and promotion. To maximize your efforts, all three should build off each other by focusing on one common goal—creating content that will inspire your audience and compel them to share.

Here we’ll walk you through the questions you need to ask yourself during the three phases in order to produce a campaign that will reach high levels of social traction.

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The Advanced Guide to Improving Your Social Media Presence for Outreach

Yesterday, I came across Gideon Lichfield’s post Dear PR person who just sent me a robo-pitch. The senior editor at Quartz gets bombarded with pitches so frequently that he set up a series of email filters automatically deleting the worst offenders. Lichfield realizes he might miss the occasional gem with this slash-and-burn approach, but he doesn’t have time to sort through the spam of press releases to discover it.

So what should you do instead? Lichfield highlighted his idea of a winning outreach strategy:

  • Really getting to know the journalists
    • What they’ve written before
    • What they’re experts in
    • Where they’ve lived
    • Things they believe in
    • Things they love
    • Things that make them mad
  • Understanding the nuances of their news outlet
    • Who it writes for
    • How it frames its stories (people or issues, gossipy or wonky?)
    • How its readers find those stories

He admits “this high-touch strategy is extremely time-consuming.” But the mass-emailing approach that most traditional firms pursue? “I call it failure.

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The Unfollow Algorithm

Today, it’s not enough for a brand to simply have a social network strategy. To be competitive, they have to use the platform in new and innovative ways. But they also need to remain focused on retaining followers.

For brands, retention is especially crucial because followers are often direct consumers. For example, on Twitter, 72% of followers of a brand are more likely to purchase a product from them.

So why do people start and stop following brands? BuzzStream and Fractl conducted a survey with more than 900 respondents to better understand why people unfollow brands in social networks.

How can you grow your following on social media?

If someone likes a brand, there’s a good chance they’ll consider following it via social media. According to our survey, strategists can have a big impact with special promotions and offers that can only be seen by followers. Just don’t expect your new followers to jump into a conversation ― only 4% of our respondents said that they follow brands on social media to give brand feedback.

  • 16% of the respondents said they will follow a brand because they like the brand
  • 15% said they follow brands to be notified of special offers / promotions
  • 12% said they follow brands to learn about new products and services

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State of the Industry: Influencer Marketing on Twitter

Ever wish you could be a fly on the wall and overhear dozens – maybe even thousands – of conversations at once? We decided to eavesdrop on the discussions surrounding some of the most popular terms in the digital PR industry to find out what top influencers have to say about hot topics. This glimpse of influencer marketing on Twitter gives us an idea of the current state of the industry and where it may be headed.

BuzzStream and Fractl joined forces and utilized Peer Index, Twitonomy, and the Alchemy API to analyze nearly 5,000 tweets and learn more about these hashtags and keywords:

  • Media Relations
  • Influencer Marketing
  • Digital PR
  • Outbound Marketing
  • Brand Recognition
  • Earned Media
  • PR
  • Public Relations
  • Publicity
  • Press Release

From this study we found the tweet types, sentiments, and key influencers in the marketing discussion on Twitter. You can download our raw data to dive deep into the findings or read on for our key takeaways.

Takeaways: Influencer Marketing on Twitter

What are people tweeting about the most?

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10 Publisher Pet Peeves To Avoid

If you know that all caps is like online shouting, excessive exclamation points are unprofessional, and emojis are content marketing mistakes, then you have passed Content Promotion 101. With your grammar basics mastered, the next step in good publisher relations is understanding the more nuanced pet peeves that hurt both your placement rates and your reputation.

If you’re not sure what causes publishers to delete (or worse, autodelete) pitches, then the Media Relations Guide to Etiquette is the eBook for you. BuzzStream and Fractl reviewed media guides and surveyed top-tier publications to learn the worst practices plaguing our industry. Their responses revealed 25 tactics that turn publishers off no matter how good your content is.

Check out eight of the most lamented content promotion fouls here, then download the free eBook to learn what else to nix from your pitches.

#10: Self-promotional pitch

“Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts.” The Gigaom guest post policy speaks for the majority of publishers in reminding us that publishers want to be pitched high-quality news and content, not advertisements for your brand.

#9: Generic angle to a common study

Publishers aren’t in the business of regurgitating information everyone already knows, and you shouldn’t be either. Instead, 66% of publishers want you to bring something new to the table with exclusive research or breaking news. This doesn’t mean you have to embark on a PhD-level investigation. Instead, follow trends relevant to your industry and capitalize on your insider knowledge.

#8: Copy of a press release

While a press release can contain valuable information, 95% of publishers told us that this isn’t a content format they’re interested in. Instead:

  • 85% of publishers want the raw data from your study or campaign.
  • 65% want data visualizations such as infographics, mixed-media pieces, images, or videos.
  • 70% would be excited to collaborate with you on a story, rather than receiving a finished asset.

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Targeting Outreach and Influencers for Social Traction

Social shares are what amplify your message beyond a publisher’s landing page. The more shares you earn, the more eyes see your brand and the wider your pool of prospective customers becomes. But which influencers earn traction on which social networks – and in which verticals?

Understanding how verticals, publishers, and platforms work together will help you pitch the right content to the right publishers and amplifiers to earn the most shares possible. Targeting your promotion efforts to maximize your potential for social traction is an important step in creating an effective and efficient viral strategy.

To get you started, BuzzStream and Fractl analyzed 220 websites from 11 major verticals that actively produce content:

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How to Use Twitter for Guest Blogging Outreach

Guest blogging opportunities are everywhere. Some of them are easily searchable on Google, while others require you to be a bit more resourceful. You can fish out the latter using one of the world’s most popular social networking sites: Twitter.

Why Twitter? Well, for one thing, connecting with anyone on that site is as simple as clicking the “Follow” button. Also, you have the real-time updates, the trending hashtags, the mentions and other metrics that quantify a person’s/company’s/brand’s influence on Twitter. It’s an outreach machine, basically.

In order to make the most of Twitter, try some of the following outreach strategies on for size.

Conduct a (Strategic) Social Search

The first thing to try is just searching for people looking for guest bloggers. Don’t underestimate the power of a simple search for any of the following terms:

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