EIA2019Portugal - Social Media & Influencer Marketing 101 - P. J. Leimgruber
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This document provides tips on marketing for startups using content and social media. It discusses setting attainable goals and KPIs, understanding competitors to learn from them, creating and sharing interesting content to give value to customers, using different social media platforms cohesively, and using various amplification methods like influencer marketing and paid social media advertising in a targeted way. The key messages are to help customers with useful content to earn their trust over time, know your target audience deeply, and focus marketing efforts on those most receptive while growing awareness in wider groups.
![PART 2: CONTENT MARKETING
Write attention
grabbing headline
guides or write posts
that fill these templates.
Free Tool:
https://
www.portent.com/
tools/title-maker
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES](https://image.slidesharecdn.com/eia-socialmediamarkettraction-min1-190724092542/85/EIA2019Portugal-Social-Media-Influencer-Marketing-101-P-J-Leimgruber-39-320.jpg)
EIA2019Portugal - Social Media & Influencer Marketing 101 - P. J. Leimgruber
- 1. HOW TO NOT SUCK AT MARKETING REAL TRACTION USING CONTENT AND SOCIAL MEDIA PJ LEIMGRUBER | @MISTERPEEJ
- 2. What Is NeoReach 11 2 2 3 3 4 4 Managed Services We build creative campaigns then staff, contract & pay creators. White glove service. Enterprise Level API Real-time social intelligence insights White Label Solutions Completely custom-build software for your brand Full-Stack Software Real-time social intelligence insights Search, Manage & Track Influencer Marketing
- 3. WHAT I AM WORKING ON
- 4. WHAT I AM WORKING ON
- 5. TODAY WE WILL BE LEARNING ▸ The Reality of Marketing For Startups ▸ What Success Looks Like ▸ Content Marketing & Amplification ▸ Social Media ▸ Paid Social (Facebook Ads) HOW TO GET REAL TRACTION USING MARKETING…
- 6. I’m going to assume your startup has*: A) product people want & will pay for B) serviceable market C) team that can execute, learn, & improve * don’t have these? Get ‘em first, then come back to the marketing process
- 7. HOW WE ENVISION OUR MARKETING PLAN…
- 8. WHAT OUR MARKETING ENDS UP LOOKING LIKE…
- 10. hmm. . I wonder what great content from brands is on social media today?
- 11. hmm. . I wonder what this blog post is about?
- 12. How about I fill in all of my information for this free eBook.
- 13. and I better not forget to follow ALL their social profiles while I am here too!!
- 15. STARTUP MARKETING IN 3 EASY STEPS… STEP 1 STEP 2 STEP 3 POST ON SOCIAL MEDIA CUSTOMERS CLICK & GIVE ME MONEY I RAISE SERIES A FROM VC
- 17. Bored at work… go on Facebook and find pictures of babies.
- 18. … (thats my baby)
- 19. SO HOW DOES IT REALLY WORK?
- 20. See Brand Name…
- 22. NO! …NO! YAASS!!
- 23. CREATE AND SHARE INTERESTING CONTENT CUSTOMERS CLICKS AND READS IF THEY LIKE YOU, THEY MAY REMEMBER YOU THEY ENCOUNTER YOUR BRAND AGAIN ONLINE YOU SLOWLY BEGIN TO EARN THEIR TRUST WHEN THEY NEED THE PRODUCT, THEY COME BACK
- 24. BE HELPFUL! EARN TRUST! BUILD FAMILIARITY!
- 25. THINKING LIKE A MARKETER SETTING & DEFINING ATTAINABLE GOALS AND KPI’S
- 26. BUT FIRST What you are marketing? Is it a brand, product, service, or idea? Who you are marketing it to? Your target audience or preferred consumer? Are we selling software, sign-ups, or actual products? Why they should choose your offerings over identical or similar items offered by your competition? Where will your marketing material will be most effective? Social media network, email, direct solicitation, or sponsored online advertising? When will your marketing efforts be deemed successful?
- 27. BUT FIRST Before we begin marketing, lets first understand what other companies exist in our space, and what we can learn from them.
- 28. WHAT IF YOU KNEW HOW YOUR COMPETITORS GOT THEIR WEB TRAFFIC?
- 29. ▸ HOW MANY PEOPLE ARE SEARCHING FOR THINGS ON GOOGLE? ▸ HOW MANY CLICKS FROM THE SEARCH ENGINE YOUR COMPETITORS ARE GETTING. ▸ WHO THE TOP COMPETITORS ARE IN YOUR INDUSTRY. ▸ HOW TO IMPROVE THE SEO OF YOUR SITE (LONG TERM STRATEGY) ▸ WHO IS LINKING TO YOUR COMPETITORS. ▸ WHAT BLOGGERS HAVE WRITTEN ABOUT/MENTIONED YOUR COMPETITORS. ▸ HOW TO FIND OPPORTUNITIES TO GET YOUR WEBSITE FEATURED/ MENTIONED BASED ON WHO HAS TALKED ABOUT A COMPETITOR. ▸ CUSTOMER ENGAGEMENT OF COMPETITORS. ▸ TRAFFIC SOURCES (OTHER THAN SEARCH/SEO, LIKE EMAIL, SOCIAL, REFERRAL, ETC). ▸ AUDIENCE INTERESTS ▸ SIMILAR SITES ▸ MARKETING STRATEGIES.
- 30. GOOGLE ALERTS SEE WHEN KEYWORD/BRAND IS MENTIONED ONLINE ADSPRESSO / MOAT SEE COMPETITORS DISPLAY ADS SPYFU SEE MORE SEARCH TERMS, COMPETITORS ADWORDS PERFORMANCE
- 31. SIGN UP GOOGLE ALERTS Google Alerts is a content change detection and notification service, offered for free by Google. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's search term. Great way to find authors, bloggers, and websites in your niche.
- 32. GOAL 1. UNDERSTAND WHAT PEOPLE ARE LOOKING FOR ONLINE. 2. WHAT STRATEGIES COMPETITORS ARE USING 3. WHAT STRATEGY MY BRAND CAN EMPLOY TO GET/REACH NEW USERS & STEAL TRAFFIC FROM COMPETITION.
- 33. CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING
- 34. PART 2: CONTENT MARKETING Q1) WHO IS MY TARGET AUDIENCE AND WHERE CAN I REACH THEM ONLINE? Q2) WHAT CONTENT CAN I CREATE THAT WILL MAKE PEOPLE AWARE OF MY PROBLEM? Q3) HOW CAN I BROADCAST MY MESSAGE EFFECTIVELY?
- 35. PART 2: CONTENT MARKETING REMEMBER… ▸ You are considered an expert in the field of which your company/startup is in. ▸ So put that knowledge to good use - and help make the internet better by contributing to it. ▸ Guess who searches for information related to your expert area of genius?? (YOUR CUSTOMERS)
- 36. PART 2: CONTENT MARKETING THE GOLDEN RULE In order to GET value You must GIVE value!
- 37. PART 2: CONTENT MARKETING EXAMPLES OF COOL CONTENT ▸ Infographics ▸ Blog Posts ▸ Viral Memes ▸ Slideshares ▸ Whitepapers ▸ How To Guides ▸ Viral Videos ▸ Giveaways ▸ Webinars ▸ Free Tools ▸ Industry Reports ▸ News/Press Releases
- 38. PART 2: CONTENT MARKETING RESOURCES ON THE WEB ▸ Share Infographics: ▸ http://visual.ly/ ▸ Create & Share Viral Memes: ▸ https://imgflip.com/memegenerator ▸ Publish Slideshares: ▸ http://www.slideshare.net ▸ Blogging Communities: ▸ https://myblogu.com ▸ https://topbloggers.com/
- 39. PART 2: CONTENT MARKETING Write attention grabbing headline guides or write posts that fill these templates. Free Tool: https:// www.portent.com/ tools/title-maker • The Secret of [blank] • Little Known Ways to [blank] • Get Rid of [problem] Once and For All • What Everybody Ought to Know about [blank] • The Lazy [blank’s] Way to [blank] • 4 Ways to [Blank] That You Never Knew Existed HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES
- 40. SOCIAL MEDIA
- 41. ▸ Social media is all about connecting with your audience on an authentic level. To do that, you have to intimately understand your current and potential customers. ▸ Start by defining your audience. Distinguish individual character profiles by age, gender, interests, profession, etc. Don’t just say it out loud. Write down the details and find images/content that represent your target audience. GOLDEN RULE = KNOW YOUR AUDIENCE
- 42. ▸ If you treat each social media platform as a stand-alone effort, your success will be limited. Your networks should work together to help you achieve your goals. ▸ Your website is your brand’s home base. Coordinate your social media efforts to push people to your website where they learn more about the product/service ▸ Use your blog to establish your brand’s voice and share information. It’s also a valuable opportunity to engage with your customers COORDINATE YOUR SOCIAL CHANNELS
- 43. Invest in 2 - 3 tactics before you launch a product. So that when you do, there’s a pre - existing community that wants to support & amplify you.
- 45. MOST AMPLIFICATION METHODS FALL INTO THESE 3 CATEGORIES! BROADCAST 1:1 PAID PROMOTION
- 46. 1) Broadcast (often via Social Media, Email, or through Events)
- 47. 2) 1:1 Outreach (via Social, Email, or In - Person)
- 48. 3) Paid Amplification (many varieties)
- 49. GETTING SOMEONE WITH 100,000 FOLLOWERS ON SOCIAL MEDIA TO SHARE SOMETHING FOR FREE ISN’T GOING TO HAPPEN …SORRY
- 50. HOWEVER… GETTING 10 PEOPLE EACH WITH 10,000 FOLLOWERS IS VERY POSSIBLE HERE IS HOW
- 51. TOOLS FOR INFLUENCER MARKETING RESEARCH
- 55. BUILD AN INFLUENCER LIST IN GOOGLE DRIVE
- 56. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT
- 57. A BASIC PROCESS FOR GETTING CONTENT AMPLICATION RIGHT!
- 58. STEP 1: Find Successful Content in Your Niche http://buzzsumo.com
- 59. STEP 2(a): Find Where It’s Being Shared http://buzzsumo.com
- 60. STEP 2(b): Go Beyond Social Networks Google Search and https://freshwebexplorer.moz.com/
- 61. STEP 2(c): Find Who’s Doing the Sharing http://buzzsumo.com
- 62. STEP 2(c): Find Who’s Doing the Sharing http://www.blindfiveyearold.com/ripples - bookmarklet
- 63. Don’t Treat Amplification as “Fire & Forget.” Experiment, Learn, & Apply. Via http://bit.ly
- 64. Think of Each Channel Like a Muscle to Be Flexed & Strengthened Regularly
- 65. How to Win at Digital Advertising Step 1: Earn brand exposure w/ your target audience Step 2: Get >1 organic visit (or social engagement) Step 3: Advertise to those who already know+like you
- 66. Everything Should (Subtly) Reinforce the Message PPC Ads Tweets Emails Comments SEO Snippets Visual Branding Videos Onboarding Facebook Posts The Brand Promise Press & PR Product Names Big Content Landing Pages Photos Outreach Brand Name UI & UX
- 67. Facebook, Twitter, Instagram, & display ads all work the same way Via Resolution Media
- 68. TARGETED AUDIENCE = BETTER PERFORMANCE = LOWER SPEND =EFFECTIVE MARKETING
- 69. easier to reach Know you personally (& would happily meet for coffee) Know of you, like you, & follow your work closely Are already connected to you via email Already follow you on social media channels Have visited your website at least once Have heard of your company (and can recall it) Are in your target audience and reachable via FB/GG ads harder to reach
- 70. INSANITY is…
- 71. easier to reach Know you personally (& would happily meet for coffee) Know of you, like you, & follow your work closely Are already connected to you via email Already follow you on social media channels Have visited your website at least once 1 ) Lacking any strategy to increase the size Have heard of your of these groups Are in your target audience and reachable via FB/GG ads harder to reach
- 72. easier to reach Know you personally (& would happily meet for coffee) Know of you, like you, & follow your work closely Are already connected to you via email Already follow you on social media channels Have visited your website at least once Have heard of your company (and can recall it) 2 ) Not targeting these people first Are in your target audience and reachable via FB/GG ads harder to reach
- 73. easier to reach Know you personally (& would happily meet for coffee) Know of you, like you, & follow your work closely 3) Aiming 100% of your tactics at only Are already these groups Already follow you on social media channels Have visited your website at least once Have heard of your company (and can recall it) Are in your target audience and reachable via FB harder to reach
- 74. easier to reach Know you personally (& would happily meet for coffee) Know of you, like you, & follow your work closely Are already connected to you via email Already follow you on social media channels Pro Tip: Having a lot of target customers in your personal network makes EVERYTHING about starting harder to reach
- 75. OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET
- 76. PART 3: OUTREACH TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP) ▸ This can be a is a word document or powerpoint. ▸ MUST INCLUDE: company overview, images/screenshots, logos, ▸ What problem does your “thing” solve? Who are the users of your “thing”? ▸ How can people learn more or get started using your “thing” ▸ This will make it easy for someone to learn about you, write about you, recommend you, etc.
- 77. FREE GIFT! IN THE GOOGLE DRIVE I SHARED ON MY TWITTER @MISTERPEEJ IS A TEMPLATE YOU CAN USE FOR THIS!!!!
- 78. PART 3: OUTREACH TACTIC #2 - OUTREACH TO BLOGGERS Outreach to bloggers and invite them to share your content. Best way is to Google for blogs in your industry or Find them using any of these services:
- 79. PART 3: OUTREACH TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES ▸ Guest authorship means YOU author your own blog post on a topic (related to your company/ product/startup) ▸ Make it interesting; and not too sales focused. ▸ Be sure to include your name and a link to your site in your author bio.
- 80. PART 3: OUTREACH PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES • Here’s how: Search “Write for us” + Your Industry/Niche + Blog or “Guest Post” + Your Industry/Niche + Blog! • Use “quotes” around a term, this tells Google to look exactly for this term, in this particular order. Parse your queries by adding a + • This will help Google better narrow down your search and return laser focused results!
- 81. PART 3: OUTREACH TACTIC #4 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY Outreach to influential people on Twitter, Instagram, Pinterest, Facebook, etc. and invite them to share your content. There is an entire industry devoted to this called “Influencer Marketing.” Hard to get for free, but hell - we don’t have any money so its worth a shot!
- 82. PART 3: OUTREACH TACTIC #5 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST Pinpoint a new journalist at a big publication, offer them an exclusive on your content. Provide them with data that only you have access to. Help the new journalist look good. Tweet @ them or Message on LinkedIN
- 83. PART 3: OUTREACH TACTIC #5 CONT - EXAMPLE PUBLICATIONS TO TARGET ▸ Huffington Post ▸ Business 2 Community ▸ E Learning Industry ▸ Examiner ▸ Markets Morning ▸ YFS Magazine ▸ Tech Cocktail ▸ Start-Up Beat ▸ Tech Wyse ▸ All Business ▸ Natural News ▸ Elite Daily ▸ The Self Employed ▸ Small Biz Trends ▸ Life Hacker ▸ Socialnomics ▸ Social Media Today ▸ Young Upstarts
- 84. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT
- 85. OUTREACH TO CUSTOMERSTHIS IS CALLED CUSTOMER VALIDATION…
- 86. PART 3: OUTREACH TACTIC #6 - OUTREACH TO THEM USING LINKED IN Have a compelling subject line No more than 3 paragraphs and 3 sentences per paragraph. Also known as the 3x3 rule. Make it about them, not selling your product. ASK to set up a quick call to interview them. ASK for 5 minutes of their time…
- 87. PART 3: OUTREACH TACTIC #7 - OUTREACH TO YOUR SCHOOL’S ALUMNI DATABASE Contact school alumni on LinkedIn, leverage their advice and assistance. See if your school has an alumni database. Great way to get an intro into a big lead or prospect. Better B2B customer acquisition strategy.
- 88. PART 3: OUTREACH TACTIC #8 - CUSTOMER DEVELOPMENT INTERVIEW SCRIPT Thank you for your time, my name is < > and I work at < >. We are working on a new solution that helps companies like yours do < >. I do not want to sell you anything, but it would be great to get your feedback to when our product/service is ready, it will best meet the needs of your company. Is it okay if I ask you some questions about you so that I can get a better understanding of how our solution may help you?
- 89. THE ENDQUESTIONS? ▸ Tweet (and follow) @misterpeej and ask me any questions.