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

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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