Archive for the ‘Influencer Marketing’ Category

11 Influencer Marketing Personas You’re Likely to Meet

Should you pitch an editor for a tech publication the same way you’d pitch a publisher in the food vertical? Absolutely not. Pitches for education columns ought to look different than those for automotive features, too. You see where we’re going with this: your outreach strategy and pitching approach should vary based on your vertical.

 But how should you begin to understand the nuances between the verticals? BuzzStream and Fractl have helped you get started with the new Guide to Publisher Personas. Using recent articles, LinkedIn and Google+ profiles, and bios from personal and publication pages, we outlined the personas you’re likely to meet in 11 different verticals: automotive, business, education, entertainment, finance, food, health, lifestyle, news, tech, and travel.

 Five Traits to Learn

 Based on our research, we found that five traits factor heavily in determining the type of editor you’ll most often find yourself working with.

publisher personas

64% of publishers agree that you should learn about them via their social media or published posts and reach out to establish a personal connection before you pitch. Your background research should yield more than a shared love of cats or support of a sports team, however. You can use social media (especially LinkedIn, Twitter, and Google+) and publication bio pages to discover how much they may already know about your topic, the audience they want to connect with, the assets they typically prefer, and – most importantly – the tone and scope of their beat.

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5 Tactics and Tools for Successful List Building

Contrary to popular belief, crafting the perfect pitch doesn’t begin with writing a pitch at all. Before you ever type a word to describe your content, you should begin by learning about the people you’re describing your content to – your list of prospective publishing contacts.

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The most effective, efficient list building process begins with knowing which publishers will be most receptive to your content. It’s not enough to blast a mass email to everyone in a specific vertical; to earn the largest reach for your content, you’ll need to laser-target your pitches and know exactly what your contacts are looking for.

Employ these five tips and tools in your content promotion strategy and your lists will be pitch-perfect, every time.

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What 4 TED Talks Taught Me About Pitching Publishers

In order to be the best at your craft you must learn from the best. But “the best” doesn’t have to be limited to fellow marketers; recently I’ve picked up some valuable, if seemingly unlikely, insights from TED, an organization that hosts seminars around the world to discuss “ideas worth spreading.”

In this post, I’ll share what I’ve learned about using storytelling, seduction, ideas, and perception to make your content stand out.

The Importance of Storytelling

Maybe some of you have tried to convey your idea, and it wasn’t adopted and some other mediocre idea was adopted. The only difference between the two was the way it was communicated.” So says Nancy Durante, speaking on storytelling structure. But how do you tell a story through your pitches? Durante says that communicators (like Steve Jobs) use a specific shape to tell a story, and it looks like this: (more…)

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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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Embracing an Earned Media Mindset

This is a guest post from Adrienne Erin. Find her on Twitter.

If you don’t change with the times, you get left behind.

That’s true in any industry, but it’s especially true in SEO, where a tiny tweak to Google’s algorithm can turn last week’s surefire search strategy into this week’s surefire way to get penalized. Things change quickly in SEO, and one thing that underscores the constant churning is the recent evolution of link building.

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Once upon a time, you stuck links wherever you could squeeze them. You blasted the pages you wanted to promote with inbound links, and you could put those links on low-quality sites where it was easy to get mentions. You begged and pleaded people to accept links elsewhere, too, and back in those days not as many people saw the danger of giving in.

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Why Relationships Matter: What Cold Pitching Can’t Do

Sending cold pitches is easy and can work well if you have really big news or a really big brand. For the rest of us, cold pitches mean a lot of time spent researching and writing only to achieve limited results.

That’s why before allocating outreach campaign resources to cold pitches, you should send a round of outreach to people you already know. You’ll get immediate results, a better ROI for your campaign overall, and more success when you do send those cold pitches later on.

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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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Webinar Recap: 500 Writers and Editors on How to Pitch

Perfect Pitches

Kelsey Libert, VP of Marketing, and Ryan McConagill, Promotions Supervisor, oversee the Media Relations team at Frac.tl. Libert and McConagill partnered with BuzzStream for a webinar to share exclusive research on what publishers want for content creation and media outreach. They interviewed over 500 writers, editors, and publishers to present a story about a noise:value ratio that has gotten out of whack.

Libert created a survey that helps us master the art of the perfect pitch. Here are her findings:

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How to Find and Analyze Your Competitors’ Campaigns

When you understand what your competitors are saying and doing, you become more confident in what makes your brand different and special. You get better at targeting and create more compelling messaging. An audit of your competitors’ marketing campaigns is a great place to start.

5 Steps to a Competitor Campaign Analysis

The following process will help you conduct an audit of your competitors’ marketing campaigns.

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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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