Presentation by Lee Odden of TopRank Marketing on how to engage with industry influencers - 5 fails and 5 ways to win with influencer marketing.

1. How to Win
& Influence the Influencers
@LeeOdden CEO
TopRankMarketing.com
Illustration: Shutterstock

2. @leeodden #outreachmarketing
About Lee Odden & TopRank Marketing
Digital Marketing
Agency

3. @leeodden #outreachmarketing
The Brand Bull ≠ Influencer Marketing
'Cracked Matador' (Source: Chris Dunn (chris-dunn.co.uk))

4. @leeodden #outreachmarketing
Why Influencer Marketing?
59% of marketers are planning to increase
their influencer marketing budgets in the next
year. Tomoson
90% of consumers trust peer recommendations.
Only 33% trust ads. Nielsen
$6.85 for every $1 spent – Average media value
earned by brands who implemented influencer
marketing. Burst Media aka RhythmOne
75% of professionals consider their influencer
engagement effective for lead generation. Augure
Illustration: Shutterstock

5. @leeodden #outreachmarketing
About Those Statistics… Trust, But Verify!

6. @leeodden #outreachmarketing
Winning Combo: Influencers & Content
http://tprk.us/cmw14ebooks Campaign by CMI & TopRank Marketing
Event Promotion & Lead Gen:
Co-created content with 40
influencers from major brands: Series
of themed eBooks, infographics, blog
posts & social content.
Results: Over 200k eBook views.
4k+ downloads, 1k+ leads for the
sponsor & hundreds of event
referrals.
Winner: DGR Killer Content Award
Finalist: MarketingProfs Bright Bulb

7. @leeodden #outreachmarketing
If You Want Your Content to
be Great,
Ask Influencers to Participate!
@leeodden
Illustration: Shutterstock

8. @leeodden #outreachmarketing
Theme
Repurpose Repurpose
Curate
Tips/Quote
s
Interviews
Infographic
Social
Shares
Social GraphicseBook(s)
Audio/Vid
eo
Collect Create
INFLUENCERSIdentify Qualify
Monitor, Measure, Optimize
RecruitRecruit

9. @leeodden #outreachmarketing
5 Influencer Engagement Fails

10. @leeodden #outreachmarketing
Asking influencers to participate
with no previous contact. “You
don’t know me, but…”
Tweeting invites publicly – 10, 20
or 50 at a time.
Inviting an influencer to
collaborate and in the same email
to invest in your company.
Fail 1: Too Much, Too Soon
Illustration: Shutterstock

11. @leeodden #outreachmarketing
Using influencer content without
asking, then asking for help to
promote.
Coordinating influencer content and
image for public content, then
reusing for gated content followed
by an ask for help to promote.
Fail 2: Shoot First, Ask Later
Illustration: Shutterstock

12. @leeodden #outreachmarketing
Offering access to a tool for review,
then requiring an guided demo
where the influencer is “sold to”.
Inviting an influencer to moderate a
panel then change duties to be the
emcee of an entire track.
Telling the influencer the article will
publish in an industry publication,
then only post it to a local blog.
Fail 3: Bait & Switch
Illustration: Shutterstock

13. @leeodden #outreachmarketing
Inviting the influencer to
participate in something not
related to their area of expertise.
(apples/oranges)
Asking a writer who doesn’t do
videos to do a video. Or a Vlogger
to write a 1,500 word article.
Fail 4: Irrelevance
Illustration: Shutterstock

14. @leeodden #outreachmarketing
Taking an influencer’s content
contribution and gratuitously
adding brand keywords and
links.
Fail 5: Just Say No to Slimy SEO
Illustration: Shutterstock
“There are four essential reasons why the
keyword approach works so well:
1. Keyword provide financial benefits
2. Keyword are lower cost
3. Keyword can be reused with minor
adjustments
When incorporating these benefits into the
planning of a keyword solution, be sure…”

15. @leeodden #outreachmarketing
There Must Be A Better Way!

16. @leeodden #outreachmarketing
5 Ways to Win at Influencer Engagement
Image

17. @leeodden #outreachmarketing
Research influencers:
• Influencer Discovery Tools
• Social Media Monitoring
• Read their content (spreed)
What do they care about?
What are they not getting?
What can you offer that’s unique?
Make a recruitment plan!
Win 1: Do Your Homework
Illustration: Shutterstock

18. @leeodden #outreachmarketing
Phases of Engagement:
1. Good Afternoon
2. Hello
3. Hi
4. Hey there
5. Dude!
6. Dude!
Win 2: Romance!
Illustration: Shutterstock
Brandividuals say “yes” faster
than Niche influencers

19. @leeodden #outreachmarketing
Communicate Relevant Goals:
Greater Good – For all & industry
For influencer – Exposure, KPIs
For brand – Exposure, KPIs
Communicate Impact:
Attract – Traffic/Visits, Sources
Engage – Views, Shares
Convert – Subs, Downloads, Leads, Sales
Win 3: Share Goals AND Results
Illustration: Shutterstock

20. @leeodden #outreachmarketing
Contributions:
• Start simple & follow up for more
• Provide examples, limits, due dates
Sharing & Promotion:
• Provide a timeline
• Offer assets for sharing, blogging, &
PR
• Show progress (everyone likes a
winner)
Win 4: Make it Easy
Illustration: Shutterstock

21. @leeodden #outreachmarketing
Maintain & Grow the Relationship:
1. Say thank you!
2. Provide feedback
3. Stay connected on social & engage
4. Include in future collaborations
5. Refer them business
6. Cite in future media, owned
content
Win 5: Care & Feeding = Growth
Illustration: Shutterstock

22. @leeodden #outreachmarketing
4 Years Influencer Collaboration:
• Over 1 million views
• Grew marketing influencer
cohort to 140+
• Connected with 50 Brand Dir/VP
Marketing potential clients
• Just under $1m in new revenue
• Virtually zero cost
Case Study: CMI & TopRank Marketing

23. @leeodden #outreachmarketing
1. Find & Be Relevant
2. Make it Easy
3. Create Mutual Goals and
Share Results
Takeaways
Illustration: Shutterstock

24. @leeodden #outreachmarketing
Lee Odden - @leeodden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
Thank You!
http://tprk.us/50winfluence