Learn How to Create a Better Customer Experience with Omni-Channel Marketing


In today’s world, the customer experience extends beyond the walls of a brick and mortar store. Customers engage with your brand through content that’s spread across multiple channels and accessed by multiple devices. And with so many possible touch points, it’s becoming increasingly important for brands to ensure consistency throughout–especially for their millennial audience.

A survey by SLD, a customer experience software and services provider, revealed that 44% of millennials surveyed expect their experience to be consistent across all devices. In addition, 60% said that they expect the same experience across all customer touch points–from phone service to in-store and digital interactions.

So how do you create that consistent customer experience? Through omni-channel marketing.

Defining Omni-Channel Marketing

Omni-channel marketing is a holistic, strategic marketing approach that aims to provide a seamless user experience across all channels and devices.

Every brand has a story to tell. A message that tells their audiences who they are, what they stand for and how they can be of service in a time of need. And an important part of successfully conveying that message is through creating a positive, consistent customer experience with your brand. How can you build a relationship with a customer if your message is inconsistent? How can you build that trust?

In addition, providing a consistent customer experience contributes to building brand recognition and awareness among your target audience. Remember, your marketing efforts aim to build and nurture your customer relationships.

Best Practices for Omni-Channel Marketing

At TopRank Marketing, we often talk about the importance of an integrated content marketing strategy. One that uses multiple tactics–across multiple mediums–to be the best answer, when and where people are searching for information. The key to all this? A focus on the customer and their journey–which is a natural connection to omni-channel marketing.

Content plays a major role in the customer experience. It’s product descriptions. It’s blog posts. It’s advertisements. It’s emails. It’s social media status updates. It’s a promotional sign hanging in a store’s window. Use omni-channel marketing as another layer to bolster your content marketing strategy–and really your overall marketing strategy.

Other best practices include:

  • Use consistent imagery. Humans are very visual beings. We process so much with our eyes. Using consistent imagery contributes to that brand recognition and awareness brands so desperately want.
  • Establish a consistent voice. This is your brand voice and it should be recognizable to your customers. Are you serious? More light-hearted? Silly? Educational?
  • Personalize. Remember that each channel likely has a distinct audience. Strike a balance between your brand standards and optimizing your message for each medium.
  • Put yourself in customers’ shoes. Take the time to regularly review the experience that your customers go through to research, buy and connect with your products and brand. When it comes to your digital interactions, use your analytical tools to identify barriers. Where are people dropping off the site? Which forms convert the best? Where is the most site traffic coming from? Which mediums get the most engagement? Now that you have this information, how can you improve the experience? Is it through new content or better calls-to-action?


Disney Omni-Channel

Disney is an omni-channel rock star. From booking your trip on their mobile responsive website to securing fast passes through the My Disney Experience app to accessing your on-property hotel room with a Magic Band, the magic of Disney is consistent throughout.


Target Omni-Channel 1

Target Omni-Channel 2

Another omni-channel heavy weight is one of my most beloved brands:Target. Whether you’re shopping from your PC, your mobile device or in-store, each medium works together to create a seamless, efficient shopping experience (even if you fall down the perusing rabbit hole). Your digital shopping cart can be saved and accessed from either a PC or mobile device, or you can opt to pick items up at your closest store.


Coca-cola omni-channel

Coca-Cola is one of the world’s most recognizable brands. It’s sold in hundreds of countries and it’s branded itself as a deliciously refreshing beverage that delivers happiness in a bottle. From allowing soda lovers to share the love by personalizing a bottle for a special someone to their rewards program to utilizing traditional media to remind customers just how tasty their drink is, their brand is all about customer experience.

What are some of your best practices for ensuring a seamless customer experience? Share with us in the comments section below.


[SOURCE :-toprankblog]

How the Right Visual Can Transform Any Landing Page

When it comes to landing page design – or any web page, for that matter – the images you select have the ability to make or break your conversion rate. The good news is that you have total control over the images you choose, so you can directly influence those conversion rates.

When to Use Visuals on Landing Pages

Every marketer understands the value of visuals, yet few are aware of when to use them for maximum results. In order to increase conversion rates and reach more customers, you need to focus on when and how to effectively use visuals for the best possible outcome. In particular, use them when you want to:

Replace Text With Images

They say an image is worth a thousand words. This is likely because the human brain processes visuals an incredible 60,000-times faster than text. Whereas text-based content requires an opening to frame the idea, a body to explain the concept, and a conclusion to tie loose ends together, a well-developed visual accomplishes all of these things simultaneously.

“The best thing about images is that you can say multiple things at the same time and they work like magnets on your landing page,” writes content marketer Zerin Tansim. “Unlike when you’re writing a sentence, you’re not tied down with the burden of having to say one thing per sentence.”

Tansim references these images, which appeared both in print form and on a landing page for The Office of Road Safety in Western Australia in 2008. The images convey ideas that would have taken multiple paragraphs to uncover.

Convey an Unclear Idea

Sometimes an image does what words can’t do. In many cases, a customer has to see firsthand visual proof in order to understand the actual value of the offering.Take this landing page as an example. The goal of the page is to encourage customers to sign up for self-storage space. The problem is that most people don’t know how much room they need. In order to overcome this confusion, the landing page features images of different room sizes and how much stuff fits in each one.

Instill Proof of Concept

Visuals can be used to instill proof of concept. You’ll often see these types of visuals on weight loss landing pages or cosmetic surgery sites where the doctor wants to show prospective patients before and after pictures.

Here’s a compelling example. Notice how the page emphasizes the before and after images. As a user, you’re attention is drawn towards these visuals. While you may read the accompanying text, you’ll probably spend most of your time comparing the two images. The page wouldn’t have nearly the same effect if it just included text.

Put Users at Ease

Finally, images can help put landing page visitors at ease. This is especially true when you’re dealing with a sensitive topic. There’s something about seeing a smiling human face that’s compassionate and endearing. When strategically integrated into the landing page, these images can completely transform how people feel about the content.

On a related note, it’s important to remember that there’s a major difference between stock photography and original imagery. While stock images may be easy to find, they almost always lack the “organic” factor that people are looking for. If you want to connect with your audience, invest in original images and photos that speak directly to your target audience.

Visuals: Your Secret Weapon

By definition, landing pages are limited in what they can do. They are simply catalysts for pushing customers through the conversion funnel. However, you shouldn’t underestimate the power of a good landing page. If you aren’t currently leveraging visuals, you’re missing out on some serious conversions.




Don’t miss out! The Student Blogging Challenge is starting soon and is a great way to connect your students with a global audience while helping develop their blogging skills.

sbc2016The Student Blogging Challenge is run twice a year beginning in March and October.  It is made up of a series of 10 weekly tasks which you can customize for your class.

It is organized by Sue Wyatt (@tasteach) with help from me, Sue Waters, and the team at Edublogs.

There are three registration forms:

  • Educators who would like to mentor a group of students
  • Teachers who have a class blog who want to connect with other classes globally
  • Individual students who have their own personal blog and want to connect globally with other students

The Challenge is open to both class blogs and to individual student bloggers from all over the world and of all ages – blogs don’t need to be hosted by Edublogs to participate, but your blog must be public.

The Weekly Activities 

Each week a post is published on the Student Blogging Challenge blog with a list of activities for students to choose from. The students only need to complete one activity each week, but if they want to do more they can.

During the challenge students learn about:

  • Creating pages and posts
  • Creating avatars
  • Digital citizenship
  • Commenting skills
  • Connecting with students globally
  • Using tools and embedding on their blog

Some weeks are the similar every time the challenge is run – that is because they are important skills for both teachers and students to have.

  1. About me – creating their avatar and about me page so visitors get to know them – includes being digital citizenship and cybersafety
  2. Let’s comment – teaching what makes a quality comment, how to connect through commenting and again cybersafety and digital citizenship
  3. Using images – teaches about using creative commons images, giving attribution for images, videos etc, tools for using images in posts

The other weeks of the challenge are based around a topic such as food, games, government, history, maths, nature.

To Register

There are two ways to register:

  • Class blog registration form – teachers with a class blog who want to connect with other classes around the World.
  • Student blog registration form – student with own individual student blog.

To Help

There have been over 1300 students in the last few challenges and it isn’t possible for Sue Wyatt to visit them all regularly.

Can you help?

You might be a teacher, principal, educational coach, parent, retired teacher or a trainee teacher and would like to get involved with student blogging. You can register as a mentor and help mentor small groups of 10-30 students during the challenge.


[SOURCE :-theedublogger]

Promote Your Business with Blog Reviews

If you have a business website, be it an online store, a web app or a magazine, you know that promoting it and doing some advertising is a must if you want your site to grow and become popular.

Most people know the traditional advertising methods: display banners, video ads, Facebook ads and so on. One advertising method you probably don’t know about, but that is very efficient, is blog reviews.

By getting a blog review you’ll be able to get your brand in front of the audience of the specific blogs and sites you choose. If those are relevant to your product or service, the overall return on investment should be nice, because you’ll be exposing your brand to people who interested in it.

The big advantage of blog reviews over other forms of advertising is that your message will go straight to the visitors. People tend to ignore banners and traditional ads, but they will read a blog review just like they would a normal post, making it a very effective advertising option.

When people hear about blog reviews they tend to think that we are talking about fake reviews. That is not the case. Most review networks required the bloggers to write real and unbiased reviews about the products and services. You can also disclaim that the review is sponsored by your company, making the process 100% transparent and ethical.

If you want a recommendation, check out the guys from Get Reviewed. It’s a new blog review advertising network that is growing quite fast, and they already have a nice list of authority blogs where you can get reviews from.

Finally, remember to not put all your eggs on the same basket. Mixing banner ads, social media advertising and blog reviews can be an efficient combination to raise awareness about your brand and drive more visitors and customers to your website!



Create Videos and Diversify Your Content Marketing with These Tools

I’m a huge fan of incorporating videos into my content marketing strategy because it allows me to add some diversity into my content. For example, bloggers understand the power of videos to drive traffic to their blog and using them as a video aid to content that otherwise would be very difficult to understand. If you haven’t been implementing videos into your marketing strategy, then you’re behind the trend. They can provide you leverage in an otherwise very competitive market. From my experience, I’ve found that videos work well in the following ways to diversify your content marketing strategy….

First, certain people and demographics prefer content that has been translated into videos. People find them easy to follow through and understand, especially when there is a language barrier. Next, with the explosion of YouTube.com and other platforms, you have more channels to market your content. These channels provide loads of traffic opportunities. Finally, because videos are easy to grasp and understand, they are engaging and people tend to share them, increasing the chance of them going viral.

Before you can start implementing videos into your content marketing strategy, it’s important that you have the right tools available. You have both downloadable editing programs, which require some more work so let’s take a look at “3” cool online editing tools to streamline your creation process.



Rated as one of the top online video creation tools and it’s very simple to use. The whole interface is drag and drop so you can edit videos in a flash. In a competitive market, you need to be able to create videos quickly so this tool allows you to do just that. You have several pre-designed themes perfect for every niche and you even have some advanced features at your disposal. For those bloggers creating videos that need to tell a story, then make use of the snap to add text, transitions, effects, and audio.

WeVideo.com has an app for mobile phones so you can snap a video together and upload it while you’re on the move. In my previous blog posts, I mentioned how some of your most valuable ideas come when you’re on the move so having the ability to edit videos on the go is very important. WeVideo.com offers 3 different price plans from Free to $15/mo, which is affordable for all people in every niche.



Many bloggers in my network had mentioned this video editing tool a few months ago, however, I never really paid close attention to it. At that time, I wasn’t heavy into creating videos, which I regret because the very few I did afterward generated enormous traffic for my blog. Either way, if you need an online tool to quickly create videos, then PowToon.com is the way to go. Here are the cool features…

PowToon.com is great when creating explanation videos or tutorials, which is perfect for bloggers who spend time creating “How-To” content. The interface provides a drag and drop style that provides numerous text, highlighting, and crafting tools. A major difference between WeVideo.com and PowToon.com is that with PowToon.com, you can add pre-made people into your videos, which is amazing for presentations, etc. There is one catch with PowToon.com, which is that you can only create or edit 45 seconds worth of video at any given time. To extend this time, you’ll have to purchase a full version of the tool, which ranges from $19/mo to $57/mo



I’m not too familiar with Magisto.com, however, I have heard a lot about this online tool and its effectiveness to create albums quickly and efficiently. As bloggers, our main purpose isn’t to create albums, but video tutorials for content marketing. Magisto.com has an interface that is great for creating online Podcasts of you talking or providing your feedback on a topic. Many bloggers have done very well with these types of videos, with a prime example being JohnChow.com and his “Driving With JohnChow Series”. He uses a completely different tool to create his videos, however, you can understand how effective these types of videos are when you are a credible blogger like John Chow.

Wrapping It Up…

Your focus should be to have a tool that allows you to do exactly what you need to. Obviously, by now, you know your audience and the content they love to read. If you are creating videos going forward, then use the tools above to easily create and edit videos to fit the preference of your readers. The more you tap into your readers, the higher the chances of them engaging with what you’ve posted. This increases shares and popularity.

Don’t forget to publish your videos on your blog and video platforms like YouTube.com and Vimeo.com. These platforms make your videos accessible to those who will find them useful, increasing engagement and traffic.


[SOURCE :-johnchow]

How to Embrace Your Quirkiness and Build a Profitable Business

why your unique weirdness is good for business

We are … how shall I say this? Unusual around here.

  • Our Founder and CEO is a reformed lawyer-turned-marketer-turned-serial-entrepreneur-turned-who-knows-what’s-next.
  • Our COO runs our galaxy when he isn’t keeping our company running.
  • Our CCO rocks hot pink hair and an unmistakable style.
  • Our CFO has remade himself as a LinkedIn shock jock.
  • Our CPO promotes a minimalist life with maximum heart.

I could go on.

Company meetings feature an eye-popping variety of hair colors, styles of dress, and tattoos of all shapes and sizes. Our hobbies range from geeky (please don’t get us started on Marvel comics movies) to traditional (askAndrea about quilting or check in with Rebecca about what she’s knitting).

Pets? We have plenty of dogs and cats. Turtles, too. Horses of all sizes. A goat named Frankie.

And we speak multiple languages. There’s English (obviously), but also French, Italian, Polish, Portuguese, Punjabi, Romanian, Russian, Spanish, and Urdu.

That’s all to say … we’re kinda weird, you know? Diverse. We havepersonality.

Wait … you too?

I’m betting you’re a little quirky, too. Why else would you hang out with us?

There are plenty of websites that could teach you about using content marketing to build an online presence. But you’re here reading Copyblogger.

Let’s turn that around and think about your situation:

There are plenty of people who will resonate with your particular brand of quirkiness, too.

But only if you let it show. And that’s what today’s post is going to spell out how to do.

Seriously weird. And weirdly serious.

As Demian Farnworth loudly proclaimed in Conquer Content Shock with Illegitimate Ideas, and I talked about in Defy Convention or Be Forgotten, there are distinct business advantages to embracing your unique, quirky style.

Weirdness stands out. Weirdness is remembered. And weirdness — as long as you’re not insulting, degrading, or a train wreck — can make your brand seriously unforgettable.

But how do you find your unique writing voice? And once found, how do you go about expressing it?

That is the question. And here are my four succinct answers.

1. Say your words out loud, and then write them down

One way to pinpoint your quirky voice is to actually use your voice when you write.

You can do this several ways:

  • You can say what you’re thinking out loud and write it down exactly the way it comes out of your mouth.
  • You can use a voice-to-text system that captures your speech and turns it into words that you edit later.
  • You can record your thoughts into your phone and transcribe the phrases you use when talking about your topic.

As you become more proficient in writing using your own voice, I recommend you read your final draft out loud.

Sometimes hearing your words spoken aloud can help you identify places where they don’t flow or aren’t expressing your voice accurately.

2. Shake free from all those rules and regulations

You’ll be happy to know that you will not be graded on your work. There are no roaming bands of English teachers hovering over your content with their red pens.

Oh sure, it’s wise to follow standard usage, but that’s mostly because it’s the best way to ensure you’re understood.

And yes, your helpful readers may occasionally point out an embarrassing gaffe. You’ll survive. A quick edit plus a click on the update button and your mistake will disappear.

Those rules you dutifully followed so you could get decent grades in your English classes can be loosened up to allow for greater self-expression.

So go ahead and write conversationally: End your sentence with a preposition. Go crazy and italicize words for emphasis. Add an ellipsis if it helps build suspense …

3. Stand on the foundation of your expertise and experience

There’s nothing more delicious than attending a get-together with friends and having someone ask you about the topic you’ve obsessively studied for years.

They seem genuinely interested. They ask probing questions. And you have the opportunity to wax poetic about your most-loved subject for a full 10 minutes.

You don’t stumble over what to say. You don’t put on airs or pretend to be someone you aren’t.

Your words flow effortlessly because when it comes to this particular topic, you’re a natural authority.

When you write from a place of comfortable mastery — whether you’re still a beginner or you’re a certified expert — your voice shines through as confident, unforced, and authoritative.

4. Step out from the shadow of the writers you admire and write it your way

If you find yourself trying to mimic the style of a writer you admire, you’re not alone.

Even the most experienced writers — the ones you may try to emulate as you write — have writing heroes. It’s not a bad thing.

One thing that unites truly great writers is that they have written enough to peel back the layers of imitation that might have grown around them. They write from a place deep inside that doesn’t sound like anyone else.

The only way to find this place is to write.

It’s only through writing — a lot — that you’ll find a voice that you own 100 percent.

To find your own quirky voice, write. Then write some more.

Be loud and proud, and don’t be afraid to share who you are

Sameness is the enemy online. We’re all fighting a battle for eyeballs, attention spans, and brain space.

How can you stand out?

  • Tap into the quirky traits that make you who you are. What are they? Write them down.
  • Emphasize these traits in your work: both in the voice you write with and the way you present yourself on social media.
  • Serve up your unique voice consistently over time.

It may take some work to find what’s unique about you and your business. And it will take some practice to feel comfortable expressing it.

But when you make the effort, you’ll see the payoff.

Want to get attention and keep it? Embrace your quirkiness!


[SOURCE :-copyblogger]

The Art of Finding Ideas

for better or worse, a writer is working all the time

Every writer who has ever lived has lusted after ideas.

Where are they, how do I get them, and how do I keep them coming?

If you’ve been writing long enough, you know that — like Solomon — there is nothing new under the sun.

Try as you might to sweat them out of your head or pull them gently from the stars above, there are no new ideas.

So, relax.

But the page is not going to write itself, is it? Where then do we turn for ideas that work, ideas that move, ideas that persuade?

In short, we “steal” them.

The moment you free yourself from The Cult of Originality, you realize that original ideas do not come from within.

They are given to us, from without.

A writer should not look inside, but outside, at external sources, stories, events, and emotions.

If you’re offended that I’d suggest you “steal” ideas, please get over it. You’re already a thief — you just don’t know it.

Here are two of the most significant idea repositories on Earth …

1. The modern media is a torrent of ideas

In this information age, you have absolutely no reason to “draw a blank.”


What used to take days and weeks to research and learn, can take us mere moments.

In fact, the only problem we have now is one of finding trusted curators. We need to develop self-discipline and discernment in seeking out correct information from reliable sources.

There is no drought of ideas.

Brian Clark once wrote:

“You have more computing power in your pocket than it took to send men to the moon. What are you doing with it?”


Are you wasting it or harnessing it? You don’t need to go to the moon; the crossroads will do just fine.

Research. Read. Compile.

Product manuals, literature, interviews, talk radio, podcasts, magazines, newspapers, television, Twitter, Google Trends, movies, Wikipedia, and on and on and on …

It’s all there, right in your pocket, waiting to be compiled and analysed. And it’s actually more than you’ll ever need.

So use it. Don’t let it use you.

2. People will give you exactly what you’re looking for

Ideas are walking around everywhere out there.

Eugene Schwartz once told a story about a copywriting job he was working on.

He met with the client and asked him to start talking about the product. They ended up sitting together for four hours — the client talking, and Schwartz simply listening and taking notes.

Later that night, while he was waiting for his wife to get ready for a night out in Manhattan, Schwartz sat down and wrote the ad.

The entire ad.

He said about 70 percent of the finished copy was composed of his client’s own words.

The headline itself was a phrase the client had hit on, word for word.

He waited two weeks, mailed the ad to the client, and they both made a lot of money.

You might think this was some kind of dirty trick on Schwartz’s part, but you’d be wrong.

Schwartz knew how to write a powerful direct response ad. The client didn’t.

Schwartz was smart enough to know that the client knew (in this case) his own product better than he ever could, and simply translated that knowledge and passion onto paper.

The ideas were sitting in the client’s head and Schwartz knew exactly what to do with them.

It goes further …

For better or worse, a writer is working all the time.

Phone calls with friends, the plumber, your spouse, your child, your boss, your client, your neighbor — they are all constantly giving you ideas.

They are all constantly telling you what they — and the entire world — truly want.

It’s all grist for the mill.

All you need to do is … listen.

Steal this post

Eugene Schwartz summed this up for me perfectly:

“You don’t have to have great ideas if you can hear great ideas.”

I stole this post from him, and he stole it from many others.

Listen more. Talk less.

Read less. Read better.

The Art of Finding Ideas is then … the act of going out and finding ideas.

Originality? That’ll come from using your own voice, and your voice develops from writing more. And more. And more.

Where have you been getting your ideas?

Editor’s note: This post was originally published on October 18, 2011.


[SOURCE :-copyblogger]

Multimedia Added to Your PR Content

Engaging content is more essential than ever in today’s busy media landscape, and one smart way to heighten the engagement factor of yours is with multimedia. Adding multimedia is both an art and a science. If done right, it can help your content gain a competitive edge. If your photos are boring, your videos aren’t helpful, and your infographics aren’t outstanding, you’ll miss out on valuable traffic that can lead to sales. The good news is, there are some standards and best practices you can rely on to make sure your multimedia content checks out.

Here are the answers to 6 questions you might have about adding multimedia to PR content – from blog posts to press releases.

What is multimedia?

Multimedia refers to the electronically delivered combination of media – or methods of communication, including text, graphics, video, animation, and sound that can be accessed in an interactive way. Much of the content online today falls within this scope.

How has the use of multimedia in content changed over the last 5 years?

In the past 5 years, internet use worldwide has drastically increased. The digital revolution has had a major impact on the way we communicate – advances in technology have influenced the development of multimedia systems such that virtually all computers in use today have some capacity to create and display multimedia.

Here are some stats that point to the increasing importance of multimedia:

  • It’s anticipated that video will account for as much as 69% of consumer internet traffic by 2017
  • YouTube is the second largest search engine worldwide
  • Articles with images receive 94% more views than those without images
  • Publishers that use infographics grow their website traffic an average of 12% over those that don’t
  • 80% of journalists reportedly felt that including photos, infographics, or video with a story is very important to the story

What are Google Panda and Google Hummingbird, and how do they affect multimedia?

Of course, if your content isn’t being found online, multimedia won’t work for you. You want to make sure your content is recognized by Google and served up for the right queries.

Google Panda (which rolled out in July 2015), and aimed to downrank pages that it deemed low quality. According to a Google spokesperson, “When our algorithms look out for unique, compelling, and high-quality content, that can have many forms, including images, videos, or other kinds of embedded rich-media … it helps us a lot to have context of any content like that, and we generally pick up that context in the form of text on pages that embed that kind of content.” So, provide text around your images and video (captions and surrounding text) as well as alt text to give Google cues.

Google’s Hummingbird update took place in 2013, and aimed to facilitate ranking of pages based on semantic search. Content must be created to match the more-conversational queries of searchers. Not only does that include conversational writing but according to Hubspot, “the more you can diversify your brand with different digital media assets, the more likely you are to curry favor with the search engines and the searchers” – Google now delivers a blend of multimedia results including images, product listings, reviews, and photos.

Importance of Content Quality and Optimization

Google’s algorithm can change on a dime, but with every update Google has made, it has prized higher-quality content. Content creators who are genuinely interested in providing valuable, engaging and clear information – in the forms readers want – will not be at a loss. Help Google understand the context of your multimedia content by adhering to these optimization best practices:

  • When adding images: Include an image file name (ideally this will include a focus keyword you want to rank for), image size (for faster loading time) alt text, description and caption
  • When uploading a video: Titles and tags are a major factor in making your videos more discoverable. Include brand keywords in your tagging, and try your best to avoid irrelevant tags
  • When uploading audio files: Optimize audio file names with relevant keywords just as you would for image files. Make sure each podcast episode has its own unique title and description

Optimizing press releases with multimedia and links

Today’s high-performance press releases, like content, include multimedia assets as well as well-placed links, compelling headlines and engaging CTAs. They’re created with shareability and search engine-friendly language in mind. In content as in news releases, Google will penalize an overuse of keywords or links, so write press releases and content with links that lead naturally to other content as you see fit, and incorporate keywords in a way that is natural.



[SOURCE :-dailyblogtips]

[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.


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 massepitches, 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 MarketingClick 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 GuideClick 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 NetworkClick 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.


SOURCE :-toprankblog]

Vote for Our Session at Affiliate Summit East 2016


Affiliate Summit East 2016 is taking place July 31 – August 2, 2016 in New York, and the amazing team of John Rampton, Syed Balkhi, John Chow, and Zac Johnson wants to take you Inside The Minds of Six Figure Bloggers. We’ll be showing you our expertise, insight and knowledge on how to build a success business through blogging.

This super panel of six figure bloggers and online marketers will discuss exactly what it takes to grow your blog and brand to six figure business using affiliate marketing and more.

All panels and keynote sessions at Affiliate Summit have to go through a voting process. The sessions with the highest number of votes are in. The ones that don’t make it are given the boot. Therefore, we need your vote!

If you’re going to Affiliate Summit, then please head over to our Affiliate Summit session page and vote us up! All you have to do is click the VOTE button. To prevent people from voting over and over again, you will have to register to vote.

Thank you for your support and we’ll see you at Affiliate Summit East in New York! And if you haven’t already done so, go enter my contest to win a free Networking Plus Pass to the show!



[SOURCE :-.johnchow]