Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12
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This document discusses influencer marketing strategies. It recommends reaching influencers through multiple channels like creating great content, having a strong social media presence, guest posting, and attending in-person events. Building relationships with influencers over time through high-quality, relevant content is important for gaining their trust and endorsements. Case studies demonstrate how one SEO expert built relationships with influential people in the field through opportunistic interactions at events and publishing guest posts on their sites.
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Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12
- 2. Who Am I? Co-author of The Art of SEO President of Stone Temple Consulting 25+ person SEO and PPC firm Trainer for Instant E-Training Founder of Web Site Publishing Companies @stonetemple +Eric Enge @stonetemple / +Eric Enge
- 3. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / +Eric Enge
- 4. Or, Like This? Domain Brand Name @stonetemple / +Eric Enge
- 5. Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers @stonetemple / +Eric Enge
- 6. The Synergy We Are Looking For (Influencers) (Sharing) (Your Stuff) @stonetemple / +Eric Enge
- 7. Links You Won’t Get • Bad Anchor Text Mix • Article directories • Low value directories • Blog and forum comments • Link networks • Wordpress themes • Reciprocal links • Sites that do not care about content quality @stonetemple / +Eric Enge
- 8. The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach @stonetemple / +Eric Enge
- 9. The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections @stonetemple / +Eric Enge
- 10. Creating Trust in One Relationship Personal Interaction Give Back Value To Others @stonetemple / +Eric Enge
- 11. Likelihood to Share Formula + + Quality Content = Visibility Relevance Share Rate Trust in + Author/ + Referrer Unique Content + @stonetemple / +Eric Enge
- 12. Creating Impressions Direct Outreach Potential Linker @stonetemple / +Eric Enge
- 13. Relationship Building Pyramid Higher Higher Effort Value @stonetemple / +Eric Enge
- 14. Summary • Reach linkers by multiple channels – Create great content – Strong social media presences – Guest posting – Don’t be afraid to hit the road • Channels / Tactics change over time – Need to reach influencers does not @stonetemple / +Eric Enge
- 15. Case Study - The Importance of Opportunism @stonetemple / +Eric Enge
- 16. How it started • Feb/Mar 2005: Went to SES NY • Sat in on this panel: @stonetemple / +Eric Enge
- 17. Methodology • Sat in the Front row • First up to speak to Matt Cutts • Had something interesting to say each time • Rinse and Repeat for every search conference Matt went to in 2005 • Met many other major influencers at those conferences too! @stonetemple / +Eric Enge
- 18. November 2006 @stonetemple / +Eric Enge
- 19. First One In @stonetemple / +Eric Enge
- 20. Still Ranks (Web Analytics Report) #9 @stonetemple / +Eric Enge
- 21. Another Event … @stonetemple / +Eric Enge
- 22. Guess Who Offered to Write for SEW? @stonetemple / +Eric Enge
- 23. Think an Endorsement by Matt Cutts Helped? @stonetemple / +Eric Enge
- 24. Started in February 2007 @stonetemple / +Eric Enge
- 25. SES Chicago December 2008 • Got asked to help write a book • Asked by Stephan Spencer and Rand Fishkin • Published November 2009 @stonetemple / +Eric Enge
- 26. July 2011 Interview with Tiffany Oberoi @stonetemple / +Eric Enge
- 27. An Influencer Said Something Nice About it @stonetemple / +Eric Enge
- 28. Search on Reconsideration Requests #4! @stonetemple / +Eric Enge
- 29. Interview with Peter Norvig @stonetemple / +Eric Enge
- 30. Influencer Tweet 3.8 Million Followers! @stonetemple / +Eric Enge
- 31. An “Event” (Peter Norvig Interview) @stonetemple / +Eric Enge
- 32. @stonetemple / +Eric Enge
- 33. Influencer Marketing @stonetemple / +Eric Enge
- 34. Blog with Quality Content @stonetemple / +Eric Enge
- 35. Lots of Guest Posts @stonetemple / +Eric Enge
- 36. Strong Twitter Presence @stonetemple / +Eric Enge
- 37. Solid Facebook Presence @stonetemple / +Eric Enge
- 38. Basic Strategy • Post great content: 3 to 4 times per week – 2/3 of the posts are from guest authors • Guest Post on other sites: 3 to 5 times per week • Always building relationships with influencers • Great content on Twitter and Facebook • Promote posts on Twitter and Facebook @stonetemple / +Eric Enge
- 39. Top Anchor Text @stonetemple / +Eric Enge
- 40. Sample Results • http://blog.kissmetrics.com/color-psychology/ • 681 links from unique domains • 7,983 tweets • 4k Likes • http://blog.kissmetrics.com/science-of-social-timing-1/ • 504 links from unique domains • 10,600 tweets • 1k Likes • The site gets 200,000+ visitors per month @stonetemple / +Eric Enge
- 41. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com