Home / Internet Marketing News / [eBook] Influencer Engagement: 15 Ways to Fail & 25 Ways to WIN

[eBook] Influencer Engagement: 15 Ways to Fail & 25 Ways to WIN

Influencer Engagement - 15 fails and 25 wins

Schadenfreude (n.): Pleasure derived by someone from another person’s misfortune.

Who doesn’t like watching a good fail? As long as the subject isn’t seriously injured, we can all enjoy a hearty laugh at the guy who slips on the banana peel, the woman who gets her shoe caught in a grate, or the kid getting bopped by the family cat. Even if you’re the one who fails, you know eventually it will be a funny story you can tell at parties.

While these minor pratfalls are all in good fun, failing at influencer engagement isn’t as entertaining. Instead of a few bruises and an amusing anecdote, an influencer outreach fail can end your campaign before it starts. And there are far more ways to fail than you might imagine.

But you don’t have to be a cautionary tale. There are more ways to win at influencer engagement than there are banana peels in your way. At TopRank Marketing, we create and manage influencer marketing programs for  some of today’s top B2B and B2C brands. We made the mistakes so you don’t have to. Over time, we have built a solid strategy for building lasting, mutually beneficial relationships with influencers.

To help you avoid being the object of other marketers’ schadenfreude, we created a new eBook, 15 Ways to Fail & 25 Ways to Win with Influencer Engagement. We asked some of our favorite marketing influencers how people have failed to build relationships with them in the past, then added advice based on our years of experience.

The result is a first-hand account of how to succeed in influencer marketing, with insight from both influencers and the marketers who excel at creating relationships with them.

influencer-fail-win-experts

Here are a few ways marketers failed to engage our influencers:

Reaching out cold: “I get requests from people I know really well every week. What makes you think I’ll make time to work with you if I’ve never interacted with you before? Take some time to comment on my posts, rate my podcast, review my book. I’ll return the favor in a heartbeat.” Andrew Davis, Founder, Monumental Shift Click to Tweet

Inappropriate asks: “As in asks for promoting your product (books, webinars, conferences, etc.) in exchange for affiliate revenue: Please DON’T.” Carlos Gil, Head of Global Social Media, BMC Software Click to Tweet

Asking too soon: “My pet peeve is when someone follows me on Twitter or Instagram and/or fans me on Facebook and immediately reaches out to me with a request to check out their business.” Kim Garst, Bestselling Author and Keynote Speaker Click to Tweet

Using the wrong communication channels: “Sending me a message about LinkedIn using Facebook.” Jason Miller, Group manager, Content Marketing & Social Media, LinkedIn Click to Tweet

Impersonal pitches: “When companies send out generic en masse pitches, like a robo-call, but via email. The personal touch can make or break an influencer’s decision to engage.” Chad Pollitt, Co-Founder & VP of Audience, Relevance Click to Tweet

Lack of credibility: “Competition for effective influencers’ time is high, so reaching out using a Gmail address and pointing to a little known brand hosted on a hyphenated domain with poor design isn’t going to motivate anyone to engage.” Lee Odden, CEO, TopRank Marketing Click to Tweet

Lazy duplicated messages: “When you get that really interesting Tweet inviting you to take a look at something and then when you click through to it you also see that they have composed basically the same message to 579 other people on Twitter.” Jon Jantsch, Founder, Duct Tape Marketing Click to Tweet

Delegated, impersonal outreach: “Reach out to me directly yourself. Do NOT delegate this critical step to your marketing agency, PR professional, team member, assistant or intern. Do it yourself and make your note personal. If you want me to respond, I expect you to do the asking yourself.” Heidi Cohen, Chief Content Officer, Actionable Marketing Guide Click to Tweet

Asking without giving first: “Not greasing the skids. Influencers are most likely to add commentary if there is some kind of existing relationship. This means at least some kind of history where the person reaching out has already been sharing the influencer content.” Joe Pulizzi, Founder, Content Marketing Institute Click to Tweet

Being too salesy: “Asking for 30 minutes of my time to discuss a “partnership” – which actually means you want me to sell your stuff to my clients.” Ardath Albee, CEO & B2B Marketing Strategist, Marketing Interactions Click to Tweet

Asking them to sell for you: “Your influencer is there to help you increase the awareness, association and consideration of your brand in a certain space – not to shill for you.” Gerry Moran, Global Head of Social Media, Cognizant  Click to Tweet

Too much focus on the brand: “Don’t tell me your story, let me tell my story. ‘LESS fabrication, MORE facilitation’ = a boost to your Return on Relationship, #RonR” Ted Rubin, Social Marketing Strategist, Evangelist & Acting CMO, The Rubin Organization Click to Tweet

Placing too many demands on the influencer: “Set the tone and rules upfront. Influencers can’t be expected to take part in everything you do, so say that. Set the ground rules and expectations.” Bryan Kramer, President & CEO, PureMatter Brand Marketing & Interactive Click to Tweet

Spamming with automated messages: “Signing up for an app that spams your “top influencer” with automated messages is a sure path to a rocky relationship.” Glen Gilmore, Principal, Gilmore Business Network Click to Tweet

Failure to follow up: “Not following up with that blog post, eBook, or copy of the interview the influencer contributed to. Influencers are indeed interested in seeing the fruits of their labors.” Rebecca Lieb, Principal, Conglomotron LLC Click to Tweet

If you have a few scrapes and bruises from your past influencer marketing attempts, it’s time to be an example instead of a cautionary tale. Check out the SlideShare below for the tips you need to start winning:

Take these tips with you wherever you go: Download your copy of 15 Ways to fail & 25 Ways to Win with Influencer Engagement.

Learn Even More Influencer Marketing Wins at Social Media Marketing World

On April 19th, TopRank Marketing CEO Lee Odden will be presenting the “Influencer Marketing Playbook: How to Identify, Qualify & Recruit Effective Influencers” at Social Media Marketing World in San Diego. If you like what you saw here and want to learn even more from one of the top authorities on influencer marketing, be sure to check out Lee’s session details.

Disclosure: LinkedIn Marketing is a TopRank Marketing client. 


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[eBook] Influencer Engagement: 15 Ways to Fail & 25 Ways to WIN | http://www.toprankblog.com

The post [eBook] Influencer Engagement: 15 Ways to Fail & 25 Ways to WIN appeared first on Online Marketing Blog – TopRank®.

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A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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