Archive for the ‘How-To’ Category

How To Hire Your All-Star Outreach Team

Hiring for an outreach position can be fairly difficult, because no matter how impressive an applicant’s hard skillset may look on paper, soft skills are much more critical to success in this role. By learning to recognize the applicant’s key skills and to read between the lines during the vetting process, you can be sure that your new outreach hires will be well on their way to becoming outreach all-stars!

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Because you’re building a team that will impact both your company performance and culture, your vetting process should be very comprehensive (if not rigorous). I would suggest including several steps between the traditional resume → interview process. (more…)

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Easier List Building and Faster Outreach: Introducing Metrics Filters, Unsubscribe, & Email Signatures

Today, we’re excited to announce three new BuzzStream features: email signatures, unsubscribe options, and advanced metrics filtering.

Target the Right Websites for Your Campaign

Being able to quickly segment a set of influencers or publishers based on their authority is one of the keys to successful outreach. For example, in a lot of outreach campaigns you’re going to be most successful if you reach out the mid-tier influencers.

Normally, finding these kinds of sites is a tedious, time-consuming process. Now, BuzzStream has made it a whole lot easier by adding two new filtering capabilities – range filtering and “any/all” filtering. Let’s take a look at how these capabilities work. (more…)

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How to Write Kick-Ass Landing Page Copy

We recently hosted a webinar with the super talented Joel Klettke of Business Casual Copywriting. If you missed out on the webinar, check out the video recording and recap of 8 Easy Steps to Writing Kick-Ass Landing Page Copy!

 

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How to Kick the Habit of Reporting Like a Link Builder

Today’s post comes from Trung Ngo, SEO Strategist at Red Door Interactive. Find him on Twitter @trungvngo or his personal blog, upstreamist.co, where he writes about outreach marketing, SEO, and productivity.

The TL;DR Version

Outreach marketing aligns the client’s brand with people who have the ability to influence consumer preference in the respective industry. Links are just the cherry on top.

Here’s what we need to include in outreach marketing campaign performance reports to better communicate our value:

  • Impressions and engagement on brand-related influencer tweets using TweetReach
  • Social shares and total count of comments on brand-related articles from influencers using URL Profiler
  • Comparison of outreach response rates and campaign goal completion rates for influencers with whom we have a pre-existing relationship to those where we do not have an existing relationship using data from BuzzStream

This data makes for a more compelling report and paves the way for a more strategic conversation about outreach marketing. Below is a sample report:

lb-report Sample link building report

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How to Create a Winning Content Promotion Plan

Many content marketers view “promotion” as a phase that begins once content goes live. The truth is, promotion should begin much earlier than that, running parallel to production, and most of the promotion work should be completed before launch. Here’s a plan framework you can use for your next content campaign.

Planning

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A good promotion plan begins with audience research and the development of targeted messaging.

Audience Research

If you have the time and budget, doing research like survey analysis is really helpful. At BuzzStream, we’re a bit more informal. Our planning stage usually involves a discussion of who we’re creating the content for and what their needs are. We use analytics data from previous pieces, information about what we’ve seen performing well on Twitter, and insight from conversations we’ve had with customers. (more…)

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How to Pitch: Outreach Tips from Lifestyle Bloggers

We’ve talked before about best practices for pitching journalists and bloggers when you have news to share, but what should you do when your goal is partnering with a blogger to promote a product or brand? I reached out to a few lifestyle bloggers to see what they had to say about pitches, priorities, and PR people. Read their advice below.
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First, A Little Bit About the Bloggers

I interviewed bloggers from Hither and Thither, OhDearDrea, PopCosmoand Small Fry Blog. According to Moz, the bloggers had Page and Domain Authority scores ranging from 34-54. Most have at least a few hundred linking root domains. Each of the bloggers had between 6K and 16K followers on Pinterest, 1K and 5K followers on Twitter, and 2K and 40K followers on Instagram.

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Using Google+ Ripples to Find Influencers

Today’s post comes from Amanda DiSilvestro, a writer from SEO company HigherVisibility. Amanda regularly writes on search optimization and influencer marketing.  

Most people know the ten or twenty biggest influencers in their industry, but what many don’t realize is that there are actually quite a few people out there who maybe aren’t quite as publicized and popular, but still have a lot of pull within certain communities. Google+ Ripples is one tool that can help you find these influencers. (more…)

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Case Study: Leveraging Video to Educate Your Market

This week’s blog post comes from Will Fraser, CEO and Co-Founder of Referral SaaSquatch. Follow him on Twitter @getFraser

When we started Referral SaaSquatch, we spent a lot of time educating the SaaS/subscription market about our platform and how we’re different from ‘competitors.’ Honestly, a lot of the questions, while valid, were the same. What is a referral program? Isn’t that an affiliate program? Can’t I build that in-house? (more…)

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Using BuzzStream to Avoid Disavowed or Blacklisted Domains

Today’s post on keeping track of disavowed and blacklisted domains comes from BuzzStream customer and friend, Martin Woods of salt.agency

It’s blindingly obvious that you shouldn’t make the same mistakes twice, especially when it comes to a Google penalty. According to Matt Cutts, the consequences for the second breach of their terms & conditions are even more severe than the first.

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But how do you keep a track of all the websites and contacts which you don’t want to work with? It’s especially hard when you are a large outreach team working on multiple campaigns at the same time, as it’s vital to keep everyone working holistically. (more…)

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Targeting Mid-Level Influencers with FollowerWonk and BuzzStream

As marketers, we often talk about building relationships with influencers. Sometimes, though, it makes more sense to connect with the people in the middle. They’re usually pretty persuasive to their small followings, but they just haven’t hit “major influencer” status yet. Here’s a walkthrough of how you can use FollowerWonk and BuzzStream to find and reach them, using a real-life example, a campaign from our recent ebook launch.

 

Targeting-InfluencersTargeting emerging influencers and niche experts can lead to campaign success.

When we launched the Advanced Guide to Content Promotion last month, I created a tiered outreach strategy to promote it, heavily focusing on “emerging influencers” and “niche experts.” Together with some paid amplification efforts, that strategy helped us earn thousands of views and hundreds of shares. I relied heavily on FollowerWonk and BuzzStream to do it.

Prep Work: Strategy, Personas, and Goals

Just like we recommend in the book, I began by identifying and prioritizing target audiences. Getting in front of (and helping) “Forward-Thinking Link Builders” was my primary goal.

Creating the top tier prospect list was easy. I know our industry pretty well and could easily list twenty heavy-hitting SEO super influencers (and, lucky for me, BuzzStream already had a relationship with most of them).

But the bulk of my list needed to be what I call “emerging influencers” and “niche experts.” These aren’t the superstar CEOs, but the people who are a few years into their career. They’re beginning to develop specialities and personal brands. Some of them might be managers, others not, but they’re all still pretty close to the daily work of content promotion, link building, strategy, and outreach.

I cared most about these guys, because they’d be the ones who would find the most value in our guide. (It was written with them in mind.) They’re also the ones who can be very persuasive inside organizations and on teams. I did hope they’d read and Tweet the guide, but, really, I wanted them to read it, learn from it, and share it with their coworkers and bosses.

 

Using FollowerWonk to Find Influencers

Using tactics similar to what Richard Baxter shared in his 2013 MozCon presentation (this is sort of like what he did, but reverse) and lessons my teammate Matt Gratt learned with targeted Twitter advertising, I decided to use FollowerWonk to build our list of emerging influencers and niche experts.

 

Influencers-Followers

We started with influencers and used FollowerWonk to find their audiences.

 

First, I brainstormed groups of two highly specialized experts for various disciplines (e.g., Paddy Moogan and Jon Cooper for link building; Adria Saracino and Kelsey Libert for content and outreach). I was familiar enough with the industry to do this without the help of any tools, but had it been a new industry, I would have turned to BuzzSumo.

I loaded each duo and the @BuzzStream twitter handle into FollowerWonk to get a list of people following the three accounts.

It was important to me that I only selected people who were already following @BuzzStream, because it meant I could be confident they were at least somewhat aware of us and had, in a sense, opted in to hearing what we have to say.

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We focused on the people who followed all three accounts.

I always chose to pull the triple-overlap group. (If you follow Paddy Moogan AND Jon Cooper AND BuzzStream, you’re probably quite interested in link building.) And, in some cases, I pulled groups that followed only one of the influencers and BuzzStream.

I created a bunch of Excel reports in FollowerWonk and downloaded them all.

 

Cleaning the Data: Filtering the List

I combined all of the documents and then removed duplicates (there were a lot.) Next, I sorted by follower count. A lot of the superstar CEO influencers floated to the top of the list, and I deleted them out, since they’d already been accounted for elsewhere. I also deleted anyone who had less than 150 followers.

Using Excel’s filters, I got rid of inactive accounts by excluding people whose most recent tweet was earlier than Jan 2014 and people who had tweeted less than 100 times. To address spam accounts, I only included people who had a follower number greater than the number of people they were following.

Basically, I whittled down my list until it had about 100 people, which was a reasonable amount of outreach for the time I had allotted.

 

BuzzStream for Outreach and Followups

I saved my doc as a .csv and uploaded it to BuzzStream (Note: I was working in the People section of BuzzStream, not the Website section.) BuzzStream automatically matched FollowerWonk fields to contact records.

I tested a few different outreach templates and personalized them pretty heavily. Since I’m an active member of the community I was reaching out to, it was easy for me to bring up personal connections. I could mention conferences we’d both attended, stuff they’ve written that I liked, friends we had in common, etc.

 

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Sending outreach in BuzzStream.

 

The template that performed the best was personalized, fairly short, and featured a friendly request for a share.

 

Our Results

Response to the guide was very positive. Lots of people shared on Twitter and a bunch let me know that they’d also shared with their teams internally. We got a lot of views, and — with the exception of a small list of things we’d do differently next time — we deemed the project a success.

The outreach has proven successful in other ways, too. So far, it’s led to people pinging us when they have content of their own that our audience might like, a delicious coffee meeting that involved insightful conversation about the industry and our work, and a bunch of shoutouts in presentations and blog posts.

 

Conclusion

Getting linked to or written about on huge sites is great, but sometimes smaller niche blogs make more sense for your business. Going after the mid-level influencers and niche experts can drive the right views from the right people (and great links, too).

How do you create prospect lists? Where do you go to find influencers? Leave a comment below or talk to us on Twitter.

 

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