Characteristics of a Successful Outreach Campaign

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You can buy/stream the whole video of this session at: http://www.distilled.net/store/sl-2012-rousbey/ The video is free for Distilled U members.

Transcript of Characteristics of a Successful Outreach Campaign

  • 1. Characteristics of a SuccessfulOutreach CampaignROB OUSBEYCOO, Distilledwww.distilled.net@RobOusbey

2. Outreach?Distilled has a specific meaning for outreach. 3. Prospecting Contacting Communicating ConversionThis is the part of Online Marketing that Distilled calls outreach. 4. These are my priorities for an outreach team. 5. Outreach!This presentation shares the characteristics that Ive seen correlate well to a successful outreachcampaign. 6. Buy InBy nailing this getting buy in from your client / boss everything will be twice aseasy and 10 times as successful. You recognize how important it is when its absent. 7. I had asked a client for photos of their data center to use for outreach which they werent able to provide. I was focused on asking why they couldnt take the photos, but should have asked why they didnt. I hadnt yet built up any personal credibility or trust with the client.http://www.google.com/about/datacenters/ 8. Flywheel ofConsultant Credibility 9. Hack into this process to getthe flywheel turning.GoodResultsFor example: spend timedgetting them to like you!Or: do something quick & You getThey likeeasy that gets good results more access youand then the client/boss willstart to trust you with moreof the resources you need.More buy inRob Ousbey | @RobOusbey 10. BudgetYoull need commitment to budget, to make sure youre all planning to work on this for the long term.Theres an inherent riskiness to all these activities. You cant be too risk averse if you want to speculateto accumulate. 11. "This message is sent in bulk so if you are receiving itagain please ignore. If you are not looking for guests posts in your blog, we would appreciate if you couldrefer our services to someone who are looking forguest posts on their blogs." real outreach email footerThis can be the result of trying to do outreach too cheaply, or turn human tasks into automatedprocesses.Rob Ousbey | @RobOusbey 12. Flywheel ofBrand Credibility 13. Influential People 14. Avoid PageRank MagpiesBe wary of people who only judge outreach successes on the quantitative metrics of a site. Influence,relevancy and genuineness can trump raw link data. 15. PA: 63 | DA: 58 PA: 47 | DA: 46 16. PA: 63 | DA: 58 PA: 47 | DA: 46 17. PA: 39 | DA: 31 PA: 45 | DA: 34 18. PA: 39 | DA: 31 PA: 45 | DA: 34 19. Good Brand 20. Good BrandHelp your outreach team learn more about the brand and consumers.When youre doing this work properly, youre not just using the brand, youre building it. 21. Online PR 22. That PR person kept pestering meabout their story.I guess I should write about it! no one, everThere are lots that Outreach teams can learn from PRs activities but dont copy their bad habits ofshoving a story down someones throat.Rob Ousbey | @RobOusbey 23. Outreach teams are talking to bloggers, website owners and journalists these people are how youll get your content in front of a big audience.Your Real Audience 24. GatekeepersWhy are the site owners doing what they do? For increased audience, because they love the niche, tomake money or for other reasons? 25. Good NicheA good niche will have people that like your brand, that like what youre offering them(content, product, etc) and is well connected so you can take advantage of network effects. 26. ProductGiving away product can be hugely effective. The value isnt just in the one piece of coverage, but itmakes getting the next piece easier as well. So, even if this is a slightly more costly exercise for eachpiece of coverage, its a great way of getting the Brand Credibility Flywheel turning. 27. Product 28. Rob Ousbey | @RobOusbey 29. I highly recommend reading The Secrets of Consulting by Gerald M. Weinberg. (AL)Discover why your cake tastes better when you add your own egg.Add their own egg 30. Great Content 31. AdvertorialContentUsually Fails Rob Ousbey | @RobOusbey 32. AdvertorialContentUsually Fails Rob Ousbey | @RobOusbey 33. Competitive Aspect Via: MyAssetTag.com 34. Added InteractivityVia: MyAssetTag.com 35. Competitive Aspect Via: Razoo.com 36. Competitive Aspect Via: AdamEve.com 37. WHY NOW?Being able to answer this question makes your outreach loads more effective.It adds honesty and credibility to your communication, and the time constraints also encourages peopleto take action soon. 38. new range news worthyWHY NOW?special event seasonal 39. Alignment of Outreach with Content Planners & CreatorsThe people who are on the front-line of Outreach are in a great position to tell you what might andmight not appeal to the site owners in a particular niche. 40. Be preparedto reformatthe creative.It only took a few minutes toupdate this IG with othercurrencies this allowed us to getcoverage from foreign sites. 41. Be preparedto reformatthe creative.MSN.com insisted on onlyembedding an interactive piece.It cost $150 to get this IG turnedinto an interactive Flashembed, which then allowed us toget links from MSN. Via: ClearDebt.co.uk 42. Be prepared to reformat the creative. http://www.distilled.net/blog/distilled/a-new-species-video-infographics/ 43. Strategy 44. Expert content that positions them as the most knowledgeable in the business insurance niche Evergreen content for the small business owner thats getting online Timely content for the business owner who needs up-to-date informationRob Ousbey | @RobOusbey 45. http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/http://www.simplybusiness.co.uk/microsites/productivity/workload-guide/http://www.simplybusiness.co.uk/microsites/hiring-your-first-employee/Rob Ousbey | @RobOusbey 46. Data via: http://www.google.com/trendsRob Ousbey | @RobOusbey 47. Guide to Social Media Success The Productivity Series Google AdWords for Small BusinessesData via: http://www.alexa.comRob Ousbey | @RobOusbey 48. Plan & CalendarThey only work when people believe that everyone will stick to the schedule. 49. Campaign PlanIdea StrategyGenPre-Prospecting Outreachoutreach Creative Planning Design & Build LaunchJan Feb MarAprRob Ousbey | @RobOusbey 50. Existence of this chart is wellCampaign Plancorrelated to campaign success & extremely well correlated to team happiness.Idea StrategyGenPre-Prospecting Outreachoutreach Creative Planning Design & Build LaunchJan Feb Mar AprRob Ousbey | @RobOusbey 51. Campaign PlanIdeaCampaign 1 StrategyGenPre-Prospecting Outreachoutreach Creative Planning Design & Build LaunchJan Feb MarAprRob Ousbey | @RobOusbey 52. Campaign PlanIdeaCampaign 1 Idea Strategy Campaign 2GenGenPre- Pre-Prospecting Outreach Prospecting Outreachoutreach outreach Creative Creative Planning Design & BuildPlanning Design & Build LaunchLaunchJan Feb MarAprRob Ousbey | @RobOusbey 53. Pre-Outreach 54. Process (Take 1) Research ContentCreate ContentPush on social networksPublish ContentPromote to appropriate sitesRob Ousbey | @RobOusbey 55. Process (Take 2) Research Talk to relevant sites & individuals ContentPublish ContentCreate ContentTalk to those sites again Promote on socialRob Ousbey | @RobOusbey 56. Process (Take 2)Talk to relevant sites & individuals Ask these people to: give their feedback on content / draftwhat do you think of this? give their feedback on the idea / concept would you be interested in this?suggest resources or data what should we include?Rob Ousbey | @RobOusbey 57. Process (Take 2)Talk to relevant sites & individuals Ask these people to: give their feedback on content / draftwhat do you think of this? give their feedback on the idea / concept would you be interested in this?suggest resources or data what should we include?Rob Ousbey | @RobOusbey 58. Micro Conversions 59. Little Black BookWith that series of curated guides for small business content, the same sites were a great first set ofpeople to reach back out to on every occasion.Employees are much happier spending time talking to their existing contacts & online friends, ratherthan trying to get through to new people 100% of the time. 60. Inbound Outreach (?!) 61. Conversion to Contact 62. Rob Ousbey | @RobOusbey 63. Rob Ousbey | @RobOusbey 64. Hastily-written ad copy Crappy landing pageLow CPC bid Low CTR on the AdsPoor CR on the contact formCampaign movedslowlyRob Ousbey | @RobOusbey 65. Outcome Womens events, jewelry, fashion, productreviews!DA 52 $70 spend on Facebook adsSharing recipes, savings andreviews.DA 609,000 Twitter followersRob Ousbey | @RobOusbey 66. Outcome Womens events, jewelry, fashion, productreviews! (DA 52) $70 spend on Facebook adsSharing recipes, savings andreviews.DA 609,000 Twitter followersRob Ousbey | @RobOusbey 67. Rob Ousbey | @RobOusbey 68. Conversion to Links 69. Rob Ousbey | @RobOusbey 70. Look at this awesome thing I found! everyoneRob Ousbey | @RobOusbey 71. Look at this awesome thingsomeone else told me to share! no one, everRob Ousbey | @RobOusbey 72. that I found I was told aboutData via Topsy.com 73. CarsonsPhilosophy BlogRob Ousbey | @RobOusbey 74. Rob Ousbey | @RobOusbey 75. Outcome $180 spend on ads15,776 visits154 followed linking domains 192 linking domainsRob Ousbey | @RobOusbey 76. Outcome154 new relationshipsRob Ousbey | @RobOusbey 77. MetricsYoure asking your ORT to do something you think is important; judge them based on what youve askedthem to do. Its likely that this will be fairly activity driven, and to some degree output driven.Its hard to judge an ORT on results, because youre making an assumption about how outputs will relateto results. 78. Personal OptimizationWork on optimizing the effectiveness of your personal activities.For example: trainee chefs try to make better food, but the way they actually get ahead is by makinggreat food faster. So they directly measure themselves, timing themselves doing different tasks.(A trainee chef I met recently was proud of getting her finely