Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
Finology Group â Insurtech Innovation Award 2024
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Blogger Outreach and Online PR
1. Edinburgh Social Media Meetup 20 June 2013
Online PR and Blogger Outreach
Hugh Anderson & David Cumings
2. ⢠Established in late
2010
⢠A technology company,
but not run by techies
⢠Scottish Enterprise
backed + one round of
seed investment
⢠Simple, online
marketing analytics
products
⢠Scalability to reach a
global audience easily
and cheaply
⢠Mantra: âDisrupt from
below with simplicityâ
3. ⢠Measuring online PR
(digital outreach),
discovering online
target audiences and
managing the process
⢠NOT social media
monitoring
⢠Focussed on bloggers
and blogger outreach
⢠Solving known pains :
inability to measure/
demonstrate value +
high cost or high
manual intervention
⢠Simple, user-friendly,
compelling and
affordable
⢠Full public beta
launched in February
2013
6. Audience Participation 1
⢠How many people in the room write a blog?
⢠How many people in the room read blogs?
⢠How many marketers are in the room?
⢠Any experiences of digital/blogger outreach in
the room? Examples? Successes? Pains?
7. Why blogs matter: stats
⢠78% of internet users conduct product research online.
⢠Greater than 70% of consumers state that blogs affected their
purchasing decisions.
⢠Trust in online customer opinions of 70%, vastly outstrips
traditional media.
⢠The average budget spent on company blogs & social media
has nearly tripled in three years.
⢠There are more than 180 million blogs globally
Sources: Hubspot, Econsultancy, eMarketer, Nielsen
8. Why blogs matter
⢠Earned media = Trust
⢠Consumer point of research
⢠Engine that drives ideas on the Internet
⢠The realm of experts
⢠Panda/Penguin updates
9. Benefits of blogger
outreach
⢠Precise: rifle-shot target audience
⢠Create loyal communities & brand
advocates
⢠SEO performance
⢠Measurable: campaign & business
10.
11. Important points
⢠It's about developing relationships
⢠You need to be creating compelling content
⢠It's a two way process
⢠You have to have a lead capture strategy
⢠It requires an investment of time & energy
12. Process 1: Objectives
⢠Know your business objectives (how much
money do you want in the bank by what date)
⢠e.g. generate ÂŁ4K of sales for âOur Debut
Albumâ by the end of July 2013.
⢠How many physical conversions does this
translate into (total money needed / unit cost
price = conversions required)
⢠e.g. get 571 people to download âOur
Debut Albumâ by the end of July 2013.
13. Customers
⢠Know your target customers
⢠Who are the people who are going to deliver
the business objectives by actually spending
their cash?
⢠Where do these people âhang outâ on the
Internet?
⢠Have some sort of a clue about why this
audience is going to care about your offer
14. Find the influencers
⢠Find the influential bloggers that your customers
follow
⢠Estimate the visibility they might achieve for you
⢠Big does not equal best; find the âmagic middleâ
⢠Assess engagement and other factors
15.
16. Audience Participation 2
⢠Examples of outreach campaigns? Or business
development opportunities where bloggers
could be marketed to?
⢠Where does the target audience âhang outâ?
⢠What do the target audience read about?
17.
18. Reaching out
⢠Be sane and be normal
⢠Follow on Twitter
⢠Read their blog
⢠Retweet occasionally
⢠Get to understand them
⢠Comment sensibly once in a while
⢠Behave like a friend
⢠Keep a record of your level of interaction with
them
19.
20. The content offer
⢠Devise and create a compelling content
offering that will appeal in the strongest terms
to your audience (customers and influencers)
⢠Teach, donât sell
⢠Educate, entertain, and be relevant
⢠Think about the expertise you have and how it
will help your target audience.
⢠Prepare a content strategy that includes
anticipation
⢠No spammy emails or press releases!
21. Types of content
⢠Videos
⢠Infographics
⢠Ebooks
⢠Interviews
⢠Surveys
⢠Event invitations
⢠Samples
⢠Etc.
But, make it really genuinely useful.
And make it compelling.
22. But, to re-emphasise, success is based on
developing relationships and putting effort
into making really useful content
Neither of these is too hard to achieve
23. Measurement
⢠Weekly meeting (not sit down!)
⢠Visibility achieved?
⢠Engagement achieved with the offer?
⢠Conversions to leads?
⢠Are the numbers going up?
⢠Discuss ideas to increase conversion
⢠Assign actions to improve now before next
week
24. Example
⢠âThe Best Practice
Guide for Effective
Blogger Outreachâ
eBook
⢠Released July 2012
⢠12 main influencers
25.
26.
27.
28.
29. Audience Participation 3
⢠Experiences of measurement?
⢠Anything beyond mentions (google alerts)?
⢠What other metrics?
⢠What other tools?
⢠What client experiences/expectations?
30. In Conclusion
⢠Embrace digital outreach - itâs here to stay;
⢠Think strategic goals, not tactical gains;
⢠Compelling content/story is key;
⢠Be human - itâs about relationships;
⢠Demonstrate value.
31. Hugh Anderson David Cumings
hugh@forthmetrics.com dave@forthmetrics.com
@hughforth @davidcumings
Thank You!
www.inkybee.com
https://www.facebook.com/inkybee.outreach