Winning at brand-blogger partnerships is a weekly series from Marketing Profs on how brands are teaming up with bloggers to create winning influencer marketing strategies. Okay, so maybe you aren’t a foodie. Maybe you don’t care where you buy your morning coffee, or how your lunch looks in natural light. But you need the attention of food bloggers all the same. Connecting with the online foodie culture through their blogosphere can expand your audience. Yet finding a way to forge this connection can seem contrived for a nonfoodie professional. Stop avoiding the fans of avocado toasts and rehashed takeout recipes, and …

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GroupHigh’s Outreach Marketing Virtual Summit was another great success, with several leading experts in influencer marketing sharing their practical advice and guidance to marketers across the globe. There were plenty of fantastic highlights from the all day summit, so I am sharing my key takeaways from some of the featured speakers as well as the accompanying resources, which you can implement in your own influencer marketing campaigns. Facebook group for influencers: Remember in school when you were invited to the secret after school club by the cool kids? Recreate that feeling of exclusivity with a special Facebook group for your …

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While consumers have a louder voice than ever before, marketers scramble to maintain some sort of control over their brand’s voice and image. Consumers insist that the brands they support have a strong social presence and be held accountable for every little decision they make. This giant shift to ease of brand accessibility has lit a fire that sends marketers scrambling to throw their brand on social media and insert them into blog posts wherever possible. The result is that many brands are implementing a mindless approach to social and influencer marketing which sometimes causes them to come across as …

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When it comes to blogger outreach, there are a lot of good strategies and fewer great strategies. I don’t know about you, but, if I am going to spend the time and money on blogger outreach I want the media that I earn from it to be great not just good… And that’s where my role at GroupHigh comes in! I’ve had the pleasure of helping marketers execute blogger outreach strategies of all shapes and sizes. One thing that is often overlooked, but very important, is the sprinkles of creativity in what the brand asks from bloggers. Instead of asking …

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Winning at brand-blogger partnerships is a weekly series from Marketing Profs on how brands are teaming up with bloggers to create winning influencer marketing strategies. Targeting the most enterprising, successful, and on-point bloggers is a must for those in the fashion, skincare, and beauty industries. Influential beauty bloggers have clout in the industry, firsthand experience, and a wealth of industry connections. Narrow Your Search Rather than choosing just any blogger to write about your beauty products, begin your search among the sites where beauty bloggers congregate. Places to look include:   High fashion and glamour magazines, such as InStyle, Allure, ELLE, …

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With a plethora of content about influencer marketing invading our inboxes and Twitter feeds, it’s no secret that a marketer can self-educate themselves on the topic of influencer marketing. The problem is in sifting through the mediocre resources to find the ones that will change the way you think about marketing. Luckily I have sifted through a ton of content and put together these 5 resources that, when combined, can educate you on EVERYTHING you need to know about influencer marketing. What the Heck is Influencer Marketing and Should You Be Doing it? This podcast is an hour long but …

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Winning at brand-blogger partnerships is a weekly series from Marketing Profs on how brands are teaming up with bloggers to create winning influencer marketing strategies. Brand consistency was much simpler back in the day when one team managed all the marketing materials. Even when the internet first gave birth to blogs, most were written by just one person. All that has changed. Now your blog is probably written by a variety of in-house people as well as guest bloggers, and you might even be reaching out to influencers to talk about your brand on their blogs as well. With all these …

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Winning at brand-blogger partnerships is a weekly series from Marketing Profs on how brands are teaming up with bloggers to create winning influencer marketing strategies. Every blogosphere works differently. A mom blogosphere is centered around teething toys and baby blankets. B2B bloggers are all business all the time. Now we have a new niche of bloggers: millennials. While initial findings represented millennials as lacking in brand loyalty, individualistic, and social media sticklers, there’s more than meets the eye when it comes to this group. “Our findings confirmed that millennials are highly educated, career-driven, politically progressive and–despite popular belief–do indeed develop strong brand loyalty when …

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Influencer marketing trends all industries are dictated by the fact that consumers crave transparency and want to feel included in a brand’s story. Since we all eat food and consider it a necessity for survival, a vital component of socialization and a luxury, it is the most fun industry for marketers. Here are 5 ways I’ve recently seen food brands capitalize on influencer marketing trends and stand out in cluttered digital environments. Where food comes from is not a secret When it comes to fast food especially, there is no shortage of rumors claiming disgusting originations of food products. To …

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Winning at brand-blogger partnerships is a weekly series from Marketing Profs on how brands are teaming up with bloggers to create winning influencer marketing strategies.  In the era of P2P marketing, some brands and bloggers go together like chocolate and peanut butter. And while the challenge may lie in finding and identifying the right influencers, the results can be “two great tastes that taste great together.” Let’s take a closer look at three examples of brand-blog partnerships which are seriously synergistic:   Mom Advice and Kenmore Mommy blogs are big business, and Mom Advice has reached superstar status for its community-based approach to …

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In managing a community of 250 bloggers, I’ve noticed recurring patterns, pain points, and desires many bloggers possess when working with brands and considering campaigns to join. Being a blogger myself, I can also empathize with some of these frustrations and have received my fair share of horrible pitches, campaign proposals, and outreach emails from brands. Being on both sides, I’ve noticed that there are brands and agencies that have nailed the art of blogger outreach and have run some pretty killer blogger campaigns, and there are many that haven’t. Below are five tips to help create mutually beneficial campaigns …

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Organization and planning is the backbone of a good influencer marketing strategy and for some reason it is often overlooked. To solve this pain point for many marketers, I put my personal process that I use when planning an influencer marketing strategy into this workbook. It’s easy to customize and makes a great asset when presenting on influencer marketing to your team or client. Here are the crucial steps to my process and you can download the free workbook to plan these out for yourself. 1. Identify top level influencer marketing goals From brand awareness, to product launches to network building, …

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We’ve all heard and felt the frustrations concerning how everything is becoming digitized. People are attached to their phones, social media dictates who a brand is and the feeling of always being plugged into the digital matrix can be stressful. On the other hand, brands are held accountable for their actions, people can spread news quicker than ever and the ability to keep in touch with anyone anywhere is kind of cool. I look at it as the yin and yang of social media. Are Millennials as Consumers Going to Save the World? There have been some very interesting behavior …

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Influencer marketing has evolved into a strategy that is used in some capacity by more brands than not. Which is why I still get so surprised at how many brands struggle with their influencer marketing strategies. Particularly, influencer identification. One study that sheds light on the influencer marketing struggle is a recent report from Fashion & Beauty Monitor report in partnership with Econsultancy. While it focuses on fashion and beauty brand and influencers, the key takeaways are universal. With 73% of marketers saying that identifying the right influencer is the greatest challenge, clearly it’s time we revisit influencer identification and …

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Influencer marketing seems to be the term that engulfs the majority of a brand’s marketing, PR and client services strategies. It’s been a little grey and murky when it comes to where marketing and PR work together and I like to look at influencer marketing as they happy medium that incorporates the best of all strategies. At the end of the day, more and more pieces of our brand are working together and blending more than they ever have. It can be a great thing when a strategy is implemented that embraces this fact! I created the  chart below to use as …

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This guest post is from Cosette Jarett who rocks outreach marketing strategies. We’re all searching for the next content piece to “break the internet.” The challenge is identifying potential content that is interesting enough to engage the masses while maintaining at least some semblance of relevance to your brand.  Although a nude shoot with Kim K might not be in the cards for your brand’s attempt at a wildly successful online content strategy, your team still has the opportunity to create content pieces that stay on-brand and attract the attention of credible sites.  All it takes is a little extra …

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Over the years, marketing strategies have grown and expanded with my career. Moving on from the basic how-to’s and new strategies to try, marketing and I have had the pleasure of watching firsthand which digital strategies actually work, crate brand lift and show satisfying if not exhilarating results. Data shows us that “influencer marketing” is by far one of the most effective marketing strategy. So how do you make sure that your brand’s influencer relationships are as effective as they can be? Once a Month Communication and Nurturing I can’t stress enough the value of continual conversations. Making sure your …

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While consumers and clients are the heartbeat of a brand, many marketers spend too much time on finding new consumers and not fostering the relationships they already have. Consumers enjoy feeling part of a brand and when they feel included, they are more inclined to vouch for brands they love albeit online or offline. This simple fact empowers marketers to make a strong plan to focus and foster more brand referrals via their current consumers. When influencer marketing meets brand advocacy, wonderful things happen! Step 1: Audit Customer Experience This should go without saying, but just to be safe and …

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Brands use a variety of influencer marketing tactics to gain awareness and sales by partnering with content creators that consumers love and trust. Of course, I’ve written oodles of content on this topic. Recently I had the privilege of chatting with the guys at Grow the Dream about influencer marketing and the podcast that resulted from our talk is amazing. Check it out and let me know if you have questions or want to weigh in on any of these influencer marketing topics. What The Heck is Influencer Marketing & Should You be Doing it?

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As if marketers don’t have enough funnels, buzzwords, metrics and influencers to track, reporting on our hard work is well, more hard work. To embrace the hard work marketers do in influencer marketing of course there need to be some metrics to track and segmentation of content types. I find it most efficient to segment metrics and media into paid, owned and earned. It is uber important to understand that these content types overlap and feed off of each other and that integration of these media types equals epic success.     This guide is simply a tool to aid …

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OVERVIEW Ahead of the highly anticipated release of the latest James Bond film ‘Spectre’, we implemented a content marketing campaign for a luxury pawnbroker client who was looking to raise brand awareness in light of some recent PR coverage. Through some persistent blogger outreach targeting key influencers, we were able to seed our content effectively by targeting influencers who saw real value in our content offering.   OBJECTIVE We were tasked with raising the awareness of New Bond Street Pawnbrokers by leveraging the success of ‘Spectre’ during its release. We created a fun infographic series entitled ‘Bond on Bond Street,’ …

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So we all know that infographics are a fantastic way to build brand awareness so most of us have dabbled with this technique in our digital marketing strategy. I’ve seen some meh, good and great infographics. But this one is by far the coolest, most thorough, memorable infographic of infographics put out recently by The Shelf. Yes it highlights buying trends and tactics for digital marketing during the holiday season. But the facts on here are key for your entire year of marketing so keep that in mind! Because I want to make sure you read it I’m just going …

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As you probably already know, I have an unhealthy obsession with digital marketing case studies and research reports. Last week eMarketer posted a survey that Crowdtap did with influencers on what would make an influencer want to work with a brand more than once.  They found that while they want to get compensated for their posts, influencers value creative freedom even more than money. Don’t get me wrong, being compensated was a close second, but I was really excited to get a piece of data that reinforces my advocacy of a creative influencer marketing strategy that focuses on the individual …

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The approach to marketing that I advocate for is wholeheartedly a relationship building and nurturing centric philosophy. If you’ve been following my content and/or GroupHigh for a bit, you should already know how to rock this approach and therefore you should already have a ton of influential relationships in place to activate to score some cool media for your brand during this busy season. Time is of the essence, so take a look at these easy to implement strategies and examples of how brands can capitalize on marketing relationships they already have and activate influencers who are ready to score …

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Today’s guest post comes from Fateh Mann, Inbound Marketer at Dignitas Digital. The Brand A fashion institute based in Delhi that began operations in 2014. The Objective Brand Building and Conversions. The Challenge  The brand was a newcomer into an area dominated by well-established institutes with years of operations, including some who had very good digital presence. Opportunity  The peak admission season was over 6 months away, and there was ample time and scope to get the basics right, before focusing on conversions and numbers. Execution  1) Identifying the Brand Tone The first thing to do for every digital marketing …

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Consumers are skeptical and disengaged when traditional advertisement gets placed in front of them yet everyone is thirsty for sincere product reviews and opinions. At the same time, brands are trying to determine if paying influencers for posts is an ethical and effective way to score brand lift. On one hand, influencers are replacing traditional marketing efforts in terms of how brands reach consumers so they be paid for the leads and sales that they are ultimately creating. On the other hand, paying someone to say good things about a product or service takes away from the authenticity of the …

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In today’s marketing world, new tools and tactics are forcing forward-thinking marketers to change their approach. Gone are the days when writing about your brand’s name or products ends in your desired result. The modern marketer needs to understand how to be a compelling storyteller, which includes writing content in a variety of different ways. Here are today’s three most relevant marketing writing styles and when to use them. News/brand journalism style The news/brand journalism style is perfect when you want to tell a story from your brand in a credible way that appeals to your target audience. To write …

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Do you ever stop to think about where creative marketing intersects with data driven strategies? Have you ever seen a marketing strategy that focuses too much on data and takes away from the human element of the brand? Flipside, have you ever seen a marketing tactic that is creative but you wonder if it is actually reaching consumers? I like to hang out on the corner of creativity and data because it’s where successful marketing lives. Influencer marketing that has a backbone of both creativity and proven tactics is what the best brands are made of. While I consider myself …

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Take off your marketing thinking cap for just a second and put on your consumer shoes. We are approaching the holiday season which means many of us will be cooking and baking foods to share with our friends and families. This year you need to find a new gluten-free flour to bake with. Because, well, a lot of your friends aren’t eating gluten. Not knowing much about baking with gluten free flour, the first place you’ll look is likely going to be online. Perhaps you’ll post on Facebook and ask for recommendations and tips for making gluten free crust for …

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I love coming across a good case study or interview with brands helping to innovate the world of influencer marketing. I was pleased when I got my edition of iblog magazine in the mail the other day and flipped to an interview with Kristin Hylek who manages influencer relations for McDonald’s. The reason why this interview impressed me so much is because McDonald’s is doing what I advocate for the hardest when it comes to influencer marketing—embracing the network approach. They do this through a portal site, Family Arches. This site allows influencers and brand fans to opt-in to their …

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The upcoming virtual conference at GroupHigh features some of the most inspirational marketers I’ve ever come across. Because I can be slightly analytical (ahem), I was really curious about who inspires the people who inspire me and my marketing strategies. So I asked them. These are my five favorite answers. I would love it if you weighed in and shared with us who inspires your marketing by tweeting using #outreachmarketing and link to your inspirational inspirer!   Lee Odden Ann Handley inspires me to make my marketing better because she cracks the whip on mediocrity. I like Ann and I …

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Earning media is half the battle. Knowing where your cool brand mentions come from and analyzing which pieces of content lift your brand is a crucial yet a tedious part of a marketer’s role. That’s why, every couple months, I have our clients do an earned media analysis to make sure they’re not overlooking any cool strategies or influential relationships. Find past mentions Finding earned media for your brand for the past few months or even years can be a great way to build relationships with influencers who already like you and to report to your boss on some cool …

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I don’t know about you, but my most successful marketing strategies have been creative, slightly outside the norm and inspired by some really cool marketers. So, since marketing can drain the energy levels with a neediness for constant creativity, I have found a few ways to make sure my marketing always has that “spark,” even when I’m not feeling especially sparkly or creative. One of the most helpful things I do is keep a running list of post ideas, new strategies, fun email topics and innovative social discussion starters. When I have a case of the Mondays or I’m just …

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One of the most frustrating things about consulting with different brands on the subject of influencer marketing is that I feel like a lot of the best stuff is left on the table, with brands moving on too quickly and bloggers wondering why they never hear anything more. It’s a sad symptom of the fact that most social media and PR people are simply overworked, ROI cycles are too quick, and campaigns are measured in days and weeks instead of months and years. That doesn’t have to be the case though, so here are 19 ways you can maximize your …

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There are a TON of posts and guides out there telling marketers how to choose influencers to advocate for their brand. From long winded guides to download, to intricate case studies to series of blog posts and videos—the digital content at a marketers finger tips can be overwhelming. A bunch of words boil down to three influencer qualifiers that marketers are using. Content fit Reach Engagement Of course within these qualifiers there are sub-criteria and niche fitting clues that marketers define for their brand. Every marketer gets to write their own playbook and explore their buyer personas to thoroughly create …

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Have you ever fallen in love? In love with a brand, that is. It may seem silly, but think about it: is there a particular brand that makes you feel giddy with excitement over the next product launch? A brand that never fails to leave a smile on your face when you comes across their latest social media post? My guess is that there’s at least one brand that comes to mind. And, for good reason — they’ve worked hard to earn it. A brand with strong supporters benefits it in many ways. Not only do they have built-in brand …

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GroupHigh recently surveyed 4,000 bloggers to learn about their preferences when working in a marketing partnership. The survey showed a large gap between who is pitching bloggers and who bloggers prefer to work with.   Let’s dig in. According to the survey, everyone is pitching bloggers. It’s no surprise (at least it’s no surprise to me, a person who spent years at an agency) that agencies pitch slightly more often (almost 80% of the time) than brands (slightly less than 70% of the time).       That’s not the data that made me pause. The data that made me …

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One of our partners here at GroupHigh is the much loved clothing brand, prAna. Though one fashion and the other software, our brands both have values of nurturing authentic communities and fostering cool stories. Naturally, we had to participate and write about prAna’s last campaign because it’s the coolest project I’ve ever heard of! Full disclosure: prAna has been my favorite clothing brand since before I worked with them so I could be a little biased to their marketing because I love their clothes so much. The Campaign The campaign is still going on and you can see really cool …

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By: Katie Malone Wouldn’t it be great if every time you published a new content piece or launched a campaign, you already had an established network of influencers ready to share it? Success in promoting your content would be a breeze! Unfortunately if you are just now tapping into the method of influencer marketing you’ve likely found yourself in a position where you need to start building relationships, and quickly. While there is no shortcut, at Internet Marketing Inc. we’ve discovered that developing real, genuine relationships is key, and hosting a TweetUp is one effective way to get started. We …

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I love a good ebook. Especially when I need to be inspired or reminded of why influencer marketing is so powerful. So I put together this list of my 5 recent favorite ebooks that aid in influencer marketing strategies. Whether you feel new to influencer marketing or seasoned, there is something on this list for all marketers. Meet Generaction C, Your New Connected Costumers This ebook is from one of our favorites, Brian Solis, and tackles the value and strategy when it comes to engaging with consumers instead of marketing at them. Focusing on “Gen C,” this ebook acts as …

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Creating content is a key element to any social media marketing strategy. However, many brands are finding it challenging to break through the “content clutter”. Every minute nearly 3,400 images are pinned on Pinterest, 72 hours of new video are are uploaded to YouTube, 2.4 million shares occur on Facebook, and 216K new photos are uploaded to Instagram. Image via DOMO   Quality content must RESONATE, INSPIRE, and ENGAGE a brand’s audience so much so that its’ fans want to share it with their friends. For many brands, creating a variety of content is challenging. Today, brands want to be …

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This just in: If you rely on endorsements in your marketing, you might be up for a few unexpected run-ins with the Federal Trade Commission (FTC). New guidelines published on the FTC’s Q&A on Endorsement Guides clarify the right ways to use endorsements in social media, advertising, and marketing. Fortunately, with the updated guidelines, there should now be less confusion when navigating FTC rules. Unfortunately, specific new policies can easily turn into a coming crackdown if you aren’t careful with your marketing activities. To keep you from toeing the line, let’s run through a quick checklist of 3 tips to …

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At GroupHigh, we advocate for the network approach to influencer marketing and encourage the nurturing of marketing relationships. Check out these “spark notes” case studies on brands who are rocking this strategy. And to learn how you can implement this type of approach in your influencer marketing just download my free ebook on the topic!

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Today’s guest post comes from an expert in marketing relationships! Andy Donaldson is a fashion and retail digital marketing specialist and the director of Hit Search, an agency specialising in SEO, PPC, CRO, social media and content marketing. If you’re a marketer, you’ll understand that blogger outreach is a tough nut to crack. Out of the 100 emails you send (and depending on what it is you’re selling or promoting) chances are you’re going to get less than a quarter responding to you positively – that is of course if you do it the wrong way. There is a huge amount of resource …

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It still amazes me how quickly social media marketing and influencer outreach has evolved and swallowed up the world of “what works” in marketing. Not only do we need to be caught up with influencer marketing, but we need to stay on top of how quickly influencer marketing is constantly changing for all industries and brands. Research and case studies show that when consumers are making a purchasing decision, they look to what other consumers are saying about the brand to get a feel for it. Essentially, marketers don’t directly control a brand’s image, the consumers do. So, if your …

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Today’s post is from a guest author who has experience in digital marketing and being a sought after blogger. James Hills combines the talents of being a professional travel and lifestyle blogger at ManTripping.com, with a history of leading influencer relations programs at some of the top ecommerce brands in the world including: Sears, Kmart, Staples, and ProFlowers. Today, in addition to writing about men’s lifestyle topics he also is building #MenWhoBlog, a consultancy focused on helping marketers engage with male bloggers.  In his free time, he enjoys traveling, tasting spirits, smoking a cigar, and trying new things – just …

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When brands have a new product to talk about, which for many is all the time, influential blogger relationships are taking the cake when it comes to what works. The Network Effect At GroupHigh, we advocate for a network building approach to influencer marketing as opposed to the traditional campaign approach. Having a network of marketing relationships that get nurtured and fostered throughout the year are the perfect springboard on which to announce and launch new products from your brand. The bloggers who are part of the brand feel communicated with and are showing an authentic brand connection. Key takeaway, …

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Today’s guest post comes from Mark Fidelman, Managing Partner of Evolve! Inc. Why is it that with 1.9 billion mobile phones versus 316 million laptops being sold last year that only $13 billion out of a total digital ad spend of $155 billion was spent on mobile advertising? Why are marketers seemingly ignoring the fact that 79% of people have their smartphones on them or near them all day? It’s not just the sales numbers and time spent around mobile phones, but also the fact that we use our phones for an average of 3 hours each day and check …

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Scarlet Paolicchi recently published a guest post on the The Outreach Marketer stating “Blogs love to work with brands that their readers will love so that it is a win win win for the readers, the blog, and the marketer.” I loved this statement. I lead a team of outreach marketers and one of our core values is win-win for the work we do and who we do it with, whether client or blogger. It’s certainly in the marketer’s interest to win the heart of the blogger they’re asking to work with and it’s certainly in the interest of bloggers …

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As outreach marketers, we know that our goal is to bring marketing back to a simple level that’s about connections with your consumers instead of the process to marketing to them. Adopting the marketing trend of brand journalism is a top tactic to focus on consumers. Brand journalism, which is defined as discovering and creating news content on behalf of a brand, focuses on the audience and their needs. For successful brand journalism, you need very little branding. But with the rise of brand journalism, departments are becoming infiltrated with a new type of offender – people who commit media …

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After noticing a disconnect in the way marketers pitch bloggers, GroupHigh surveyed 4,000 of the top bloggers and asked them basic questions about their marketing relationships to reveal monumental insights for marketers. The results of the survey are available in this free white paper. So make sure you download that immediately. But, in addition to our data that we published, we want to offer key takeaways and actionable insights that marketers can apply to their way of doing influencer marketing right now. Based on the questions we asked and the results we uncovered there are 3 very simple takeaways that …

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This fantastic post comes from Bob Hutchins of Buzz Plant! Forget the New York Minute. The future is all about “micro-moments,” Google’s (relatively) new term for those flash-in-the-pan moments where we decide what we want and how we’re going to get it. According to Google, these “want-to-know, want-to-go, want-to-do, and want-to-buy moments […] are the new battleground for brands.” In our always-on digital world, where our iPhone picks up where our MacBook left off, consumers want immediate, relevant content. Sridhar Ramaswamy, a Google SVP, writes, “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need …

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This awesome case study comes from a guest marketer author. Chris Swift is the Digital Content Specialist for Rogers Family Company. His daily focus is on creating engaging content that drives real action from fans, followers and subscribers all across all channels. Follow him on Twitter! By now we all know that trial and error is how we become better at anything. It’s no different here at Rogers Coffee Company, aka San Francisco Bay coffee, and let’s just say errors are constant and encouraged. For the past 2 years, my role has been split between content creation, analytics, email and …

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So you have implemented blogger outreach and you work with YouTube influencers to say cool things about your brand and you collect cool Instagram photos from your consumers. Now what? Having those earned mentions floating around the blogosphere and across social are fantastic. But let’s face it marketers–we could all do a better job of making the most out of our earned media and consumer generated content. Start by thinking of the different branches of your brands image and marketing that you or your team creates content to power. Your website. Your email newsletters. Your own social posts. Instead of writing …

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This post is part of our series of posts written by guest bloggers to capture the point of view of the blogger in blogger outreach. Scarlet Paolicchi of Family Focus Blog.  Family Focus Blog reports on parenting tips, family fun activities, eco tips, family food, family travel, decor, discounts, and giveaways. Family Focus Blog has been named #3 in Cision PR’s top 50 U.S. mom bloggers list. As a mommy blogger who writes about all things family related,  I can tell you that there are some key elements to reach bloggers more effectively.  We are real people trying to balance writing …

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Bio: Joshua Loomis is an Inbound Marketing Specialist at Cirrus Insight. Find more content from Josh by following the Cirrus Insight Twitter   Have you ever thought up a brilliant, fantastic idea for a blog post? Just came to you out of the blue? You sat down, worked all afternoon making it perfect, and grinned a little as you got all the phrasing and formatting fine-tuned. You put it online and feel exhausted, yet content. Then you remembered. “Shoot. I’ve got 4 more of these to write this week.” The amount of weekly posts for every blogs differs, but chances …

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  Just like an outreach email should be easy to look at and digest so is this blog post! 1. Type with a purpose Before you send that outreach email, peruse the blog, hone in on what you are asking for of the bloggers you’re pitching and what you are willing to give to them for their time and awesomeness. Emails that are super short and to the point have the best response rates because, let’s face it, we are all slammed and time is too precious to read a lengthy email! The first sentence of your email should state who …

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Have you ever wondered if your brand should be doing more outreach with influential YouTubers or “vloggers?” According to recent case studies and research revolving around vloggers as influential marketing assets, the answer to your question may be fairly simple. If you are targeting consumers between that ages of 15 and 34 than the answer is probably. If the majority of your buyers are under 25, than definitely… Recent research on how consumers are influenced by vloggers shows a few key things that marketers should be aware of and keep an eye on, even if your brand isn’t a good …

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Last month the third Outreach Marketing Virtual Summit hosted by GroupHigh streamed which featured 46 presentations, 2,000 attendees and an awesome Twitter chat. Presentations ran live all day and are now available on demand. Thought leadership presentations on topics such as SEO, blogger outreach, social media marketing and influencer partnerships were tackled through some pretty cool webinar style presentations. Attendees encompassed a variety of marketing levels from universities, brands and agencies so as you can imagine these virtual conferences are a great way for me to network with others in my field. And Because I’ve organized three of these events …

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Having a plan in place that tracks and measures blogger outreach results is what separates the good marketers from the “meh” marketers. And you don’t want to be a meh marketer…. Bloggers are niche focused unlike traditional publications which has given brands a lot of room to refine and experiment in terms of forming creative partnerships to showcase their products and services. One may argue, too much wiggle room. Too many niches to try and  a variety of post tactics to score. At the end of the day many marketers are left wondering, am I spending my time with the …

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Genuine word of mouth marketing is all about identifying a like-minded community of people and providing that community with ongoing opportunities to share your brand’s story. If you’ve been following my Instagram outreach marketing posts, you know that I often use TOMS as a brand example. Why? Because they hit the Instagram outreach marketing nail on the head each and everytime. What They’re Up To Now. TOMS has built a reputation for being a socially responsible company donating shoes, eyeglasses, water, and safe childbirth education when folks purchase TOMS footwear, glasses, coffee, and handbags. Now, not only is the apparel …

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When starting a social media marketing, influencer relations or content promotion strategy, one of the first places to start is to identify the granular verticals of influential bloggers that will create engagement for your brand. The “low-hanging-fruits” are people who already like your brand and who have already mentioned you on social and on blogs in the past. They’ve already proven an authentic and genuine brand connection. One step above that, we’ll call them the “mid-hanging-fruits,” there exists a whole bunch of influencers who love your brand. They just don’t know it yet. Active Outreach A good outreach marketing strategy starts …

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One of the most underused but overly effective marketing strategies I’ve seen lately is the concept of brands powering an opt-in network of influencers. I look at building a network of influencers as having these branches: Organic influencers Happy consumers Paid media Fans who don’t know their fans Opt-in influencers (advocates, super fans, brand ambassadors, and other buzzwords) My recent ebook, The Dangers of Not Owning Marketing Relationships, is a complete guide for marketers to solidify and build out all branches of their influencer relationships. For the sake of this post, I’m just going to tackle opt-in networks and how …

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Picture your outreach marketing strategy as one giant structure that has three foundational elements that work together to support the brand and image as a whole. If you need more imagery than that, think tripod stand! Or a three legged cow! Now, think about how these three legs or building blocks are strong in their own element but work together to support the overall structure. When picturing outreach marketing as a three legged structure it stands on these things: social media image, content creation and influencer relationships. In order to make sure you keep each structure strong, trends, tactics, case …

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So I’m less than three weeks away from executing my third virtual conference! I’m known for my mass amounts of content on how marketers and PR pros are doing blogger outreach. Lately I’ve also been writing and advising on the topic of hosting virtual conferences. A virtual conference is pretty much any online event that gets taken a step above a webinar. Usually it includes three or more presenters. I use virtual conferences as a lead generating tactic and networking tactic for GroupHigh. The leads and marketing connections pre-qualify themselves because attendees are showing an interest in learning about outreach …

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The client base of GroupHigh users was recently surveyed to find out two crucial things about the world of blogger outreach. Do marketers think blogger outreach is a powerful marketing tactic?  In what areas does having a blogger outreach tool lift an outreach strategy?  Who Weighed in? 41 marketing professionals who are director or management level in their company or agency and use GroupHigh as their blogger outreach tool. Metrics Used to Identify the Right Bloggers One of the struggles of blogger outreach is knowing which bloggers to partner with. Contextual and numerical criteria is different for every brand. Through …

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Last week, Instagram announced the launch of a new photo-editing app Layout From Instagram.  The app must be downloaded separately from Instagram, and is currently available on iOS, with the Android version on its way. What’s all the fuss about?  Posting photo collages is not an entirely new idea when it comes to Instagram, but with Layout, users now have the option to merge multiple photos into one and upload them to their profiles in a more convenient and streamlined way than before.     By providing access to your camera roll, Layout organizes the photos on your phone into …

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In the past few weeks, two studies on influencer marketing were published revealing some insightful and key components to successful outreach. Taking the commonalities and working them in to a formula can yield to epic influencer outreach for all verticals of brands. The following publications are the ones I reference: 2014 Influencer Marketing Benchmarks Report from Burst Media This Influencer Marketing Study from Tomoson I’m not a fan of fluff so let’s dive right in and take a look at the components to this formula I love! Target When building a list of influencers to work with, the more targeted …

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One of the biggest point I hear when it comes to reaching out to influencers to build a brand is that it’s hard to make a pitch stand out. Marketers know the value of partnering with real people to reach new consumers and are fighting tooth and nail to establish partnerships that their competitors don’t have. Thus, the initial outreach email has become the strongest backbone of a good outreach marketing campaign. The following ways are 10 simple ways to personalize your outreach emails to the influencers you want to work with and stand out against the thousands of other …

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By Jamie Notter and Maddie Grant   A lot has been written about the Millennial generation in the last ten years or so, and to be frank, a lot of it is really not helpful, especially in a business context. So, why is the focus of our new book squarely on the Millennials and the way they might be changing just about every aspect of how we learn, lead and grow in organizations? They just happen to be at the right place at the right time. The Millennials are entering young adulthood at a unique point in our history, where …

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We all know by now that partnering with bloggers is a necessary component to outreach marketing. So now that we’ve got that covered, let’s take it a step further and make sure your earned media from bloggers is actually engaging people. Let’s make sure your earned posts are actually lifting your brand. Let’s make sure your blogger outreach is actually worth your effort. What Great Earned Media from Bloggers Looks Like An ideal post when a brand partners with a blogger features an authentic experience instead of a simple mention. The blogger talks about how the brand solved a pain …

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First of all, it’s important to know that I love, love, love prAna. Not only does the clothing brand offer sustainable, fair trade active wear, they also implement a creative variety of ambassador, influencer, and social media brand engagement strategies. This month, prAna launched their #BringingYogaBack Instagram contest and it’s so good on so many levels.     Tapping into an Influencer Network prAna has done a great job curating and fostering a database of influencers who authentically love their brand. Influencers are updated a few times a week about all things prAna and receive exclusive deals. The result is …

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One of the commonalities I’ve seen lately in marketing strategy is that brands are shifting in to a network building mentality instead of running “campaigns” in the traditional sense of the word. Call it brand ambassador building, brand advocacy strategy, marketing relationships or brand network—the gist is the same. Ongoing relationships with influencers that surround a brand is by far the most component to a good marketing strategy that I’ve ever seen. One of the many pieces of maintaining a network of influencers that feels like “common sense” but falls through the cracks and weakens a strategy is the concept …

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Lisa Arledge Powell is President of MediaSource, named 2013 and 2014’s Best Health Care PR and Marketing Agency by Ragan Communications. Marketing pros are trained communicators, but most have been in a situation in which an important conversation with a blogger has left us flustered. Needless to say, those who blog for a living do not necessarily follow our schedule. Bloggers can call or email when you’re least expecting it and may need their information ASAP. It always seems like the most important calls come when you’re already drowning in other work. Drowning or not, when you pick up that …

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As marketers, we spend a ton of time investigating the personality types of our target and current consumers. I’ve noticed a lack of focus on one’s own brand personality type. A brand personality type can be anything from eco-conscious to a source for education to trendy. This vibe and human part of a brand is the first thing that consumers connect to. Therefore, in order to promote your initiatives as effectively as possible, a clear message needs to be defined and then emphasized with the influencers you choose to work with. The following five components will not only help you …

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By: Heather Whaling (@prTini) Gone are the days when trading a product for a post was considered an effective influencer outreach strategy. Yet, very few brands are getting creative with their tactics and many still rely on simply paying bloggers and influencers in exchange for their support. If we know influencer marketing is an effective way to shape consumers’ perceptions and buying decisions, we should develop programs that foster ongoing relationships, right? With that in mind, here are a few opportunities to boost your influencer marketing efforts beyond a basic blog post: Wine and dine. Host an intimate dinner, cocktail …

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Lisa Arledge Powell is President of MediaSource, named 2013 and 2014’s Best Health Care PR and Marketing Agency by Ragan Communications. Our business is about relationships. In order to foster the strongest relationships possible, you want to be sure to always communicate with efficiency and strategy and never utter the following statements: “Did you get my email?” As a current marketing pro and former news anchor, I think I can speak for almost every person in the media and say that there are few things more annoying than the dreaded “Did you get my email or press materials?” phone call. …

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  Everyone knows the backbone of a good outreach marketing strategy is working with the right influencers. Our latest resource aims to help not only marketers but all client facing staff narrow down the right information about consumers to reach out to the right people. Not only should marketers fill out this worksheet before running another influencer outreach campaign but they should also distribute it across their company.

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I’ve seen the following scenario play out over and over again. Marketers make contact with a blogger who is seemingly enthusiastic about posting and working together. They send the blogger a free item but the blogger never posts. Where do you draw the line between being needy or pushy and following up tactfully to score an earned post? Set Expectations from Beginning When communicating with bloggers on your give and your ask—you can set realistic expectations about time frame from the beginning. It’s also okay to ask them to notify you when their post is live. Bloggers are busy so …

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It seems like everyday I read about a new brand creating an influencer network. Whether they’re taking an opt-in approach or inviting advocates to participate based on their own identification and vetting process this trend is everywhere. This rising marketing trend follows a one-to-one-to-many communication model and like we always say…it’s not necessarily about counting the people you reach, but rather reaching the people that count! A year after its launch, Instagram Direct can still be a great way for brands to build and engage with their social community in a more personalized and intentional way.   For Those Who …

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Struggling to find ways to more effectively or authentically market to your consumers? These 12 tactics are frequent threads of successful outreach marketing strategies. This may be a good one to print out, tack on the wall and implement one of these strategies a month for an incredible year of outreach marketing! 1. Experiment with Verticals Team up with a few social influencers or bloggers in a vertical you’ve never marketed in and see if you can place your brand or your client’s brand in front of new consumers. Track engagement and brand lift to see if this vertical is one …

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‘Influencer marketing’ can have negative connotations since it has been a popular buzzword. It often assumes influencers are people you just need to reach and push your message to. It assumes a one way communication, which is often the primary reason one fails at influencer marketing. I’m not going to discuss the importance of influencers today. We all understand the power of influencers. What I want to focus on is how we should think about influencers and collaborate with them (hopefully, you noticed the word ‘collaborate’). Often the difference between success and failure stems from how you think and approach …

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One of my favorite things about outreach marketing is the creative and collaborative measures that are being taken to gain visibility and foster genuine brand advocacy.  We all know that it’s common for social media influencers to receive monetary or product compensation in return for Instagram photos and twitter mentions, but what about incentivizing influencers with an experience worth posting about instead? I love this idea, and it’s one that’s being used strategically in the hospitality industry. A Free Week In Sweden  The Nordic Light Hotel, a Swedish luxury hotel in Stockholm has introduced a “Social Network as Currency” campaign …

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When I started my marketing career—we’ll call it my naive days—I was sure that I would have the daily ability to be creative and produce inspired marketing strategies at all times. Let’s be honest—sometimes creativity can be hard to muster. For me, the creative process sort of happens on it’s own instead of me making it happen. The biggest lesson I’ve learned to keep inspired marketing flowing is to look to other brands I admire. I save posts, marketing examples, scribbled notes on yellow paper for when the creativity well runs dry. The following four examples of outreach marketing are …

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Content placement on blogs or “guest posting” has a bit of a stigma attached to it. Though link building is a thing of the past, writing posts to gain authority and brand recognition is still thriving. Because bloggers have been so bombarded with SEO requests, selfish pitches and other inbox smothering emails, they are extra hesitant to accept guest posts from marketers. To avoid looking like you just want links or free marketing, consider the following outreach marketing tips! Outreach Marketing Tips for Writers Seeking to Guest Post When you are looking to write for bloggers, it is important to try …

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Many of the rules of digital marketing depend on the constant availability of the web and technological mediums. Word spreads more quickly on the internet than it does in real time — conversations happen fast and content makes the rounds. Though the constant nature of web and digital tech definitely can be taken advantage of, you might be missing out if you’re only focusing on the long-term. Real-time marketing is a way to make the most of the continuous flow of information via the internet right now. Real-time marketing, or RTM for short, injects your brand directly into current news …

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2014 was a huge year for content marketing, and video marketing in particular. If you search for video marketing online then you’ll find some mind-boggling statistics! One of our favourites has to be this: “Over 6 billion hours of video are watched each month on YouTube, so almost one hour for every person on Earth!” Now that you’ve got your head around that, take a read-through our video marketing predictions for next year. Hopefully this will give you the head-start you need to get your videos seen in 2015! 1. More marketers will be getting visual! As the above statistic …

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When I tell clients to build their influencer network yesterday I’m actually not being sarcastic. I say this because so many brands have advocates and fans already in place—they’ve just not created a beneficial marketing relationships with them. Think of influencer identification as having two branches. One branch is the identification of new partners. It involves checking in with buyer personas and outlining which verticals of social influencers will be able to be your marketing middle man and say cool things about your brand. The other branch holds all of your authentic influencers. The people who already like you. This …

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One of the questions I’m most often asked by bloggers and brands alike is “how important are a blogger’s readership numbers when choosing them for a campaign.” I won’t lie, numbers matter.  If a blogger has only a handful of readers a month (say under 100), we probably won’t choose them; however, there’s so much more that goes into building a successful influencer campaign than blog readership alone. When the Everywhere Agency is building an influencer campaign for one of our clients, we begin by culling lists (with the help of GroupHigh, of course); but beyond the lists, we’re looking …

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  Have you ever felt that getting the ball rolling on a brand or business Instagram identity can be tough? For many marketers, it’s an intimidating platform to add to their already full plates…   Sure, using a handful of hashtags can amplify visibility and get a photo to show up in search results, but that’s only half the battle. Getting Instagrammers to click on an image among thousands of similar others from the Instagram “Explore” screen requires some strategy. The science behind marketing and appealing to human senses has been studied in college lecture halls and discussed tirelessly in …

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It is safe to assume that given the importance of content marketing, your business has most likely developed a plan to communicate with its followers, but what about targeting individual segments such as men in your content marketing strategy? Some social networks have a reputation for attracting certain demographics or behaviors that can narrow the reach of content marketing if not properly understood and focused. As seen below, Pinterest recently released demographic information that shows men as a growing and underestimated portion of its user base. To help your brand stay engaging to men, we have compiled some tips to …

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Blogger outreach has a plethora of benefits from brand awareness to SEO lift to product promotion to boosts in brand image to influencer network power and more. While marketers and PR pros are seeing the need for blogger outreach as a skill, many are diving in without taking a moment to execute some very crucial components to a solid blogger outreach strategy. No worries, we’ve all been there—I’ve been doing blogger outreach for years so I’d like to share these 5 things that I want everyone to know about it. 1. It’s a niche world Blogger outreach isn’t as effective …

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As you know, at GroupHigh, we are all about defining influence by contextual affinities over numerical qualifiers like followers and traffic data. We always recommend that our clients use contextually relevant or genre-based keywords when searching for new blogs to ensure they’re accessing the appropriate vertices. For example, one could search for blogs based on keywords like “travel,” or “fashion.” From there, keywords within the genre should be applied such as “backpacking” or “vegan fashion” to target the right influencers. We apply this same philosophy to Instagram hashtagging and recommend an Instagram strategy that implements brand specific hashtags, campaign specific …

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It’s no secret that we’re huge fans of authentic brand advocacy here at GroupHigh. Everyday we teach our clients about the value of fostering ongoing relationships with bloggers and outlets that align with their brand’s values and style.  I mean, who better to promote your brand than someone who genuinely believes in it right? Weave Blogger Outreach with Instagram Outreach A great way to foster authentic brand connections for word of mouth mentions is to weave together a variety of channels that lift your brand the most. Something I’ve seen marketers do a lot lately is work with bloggers on …

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Brand perceptions are driven by the things your customers are saying about their experience with your organization. As a marketer, you have complete control over creating brand awareness. However, that whole part of the funnel in which your costumers are actually contemplating and researching a purchase decisions—they are looking for someone other than your brand to weigh in. I’ve been hearing a lot of marketing worry about this. The concern seems to exist in the fact that a consumer’s brand perception is now the brand’s reality. A brand doesn’t get to shape an image directly for themselves anymore. Rather, image …

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As you know, at GroupHigh we’re fans of the “one-to-one-to-many” approach to influencer marketing. To maximize the strategy of working with one person to reach many potential consumers for your brand across many digital channels, you need to have access to an influencer’s entire digital footprint. Blogs work as the best spring boards for your one-to-one-to-many campaigns because they are the best medium to search for influencers contextually and contain all of what you need to know to work with someone for an effective strategy. If you’re a GroupHigh user you can streamline this entire process. If you’re searching for …

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Because of the fact that many influential marketers share the inner workings of their brains through blogging, I have been able to carve a happy career for myself as an outreach marketer. Following bloggers who write about marketing and digital PR has been more beneficial to me than any course I took in college and I do believe that with the time, dedication and proper library of blogs—we are fortunate enough to learn any skill we want and weave our own creative paths. So, I’m excited to share the blogs that have shaped my own outreach marketing strategy for GroupHigh …

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Marketing with your consumers instead of at them. Easier said and written down than done. I know, I’ve been there. Some days I am so tempted to create a banner ad, sponsor a self-serving tweet or drop a link to a recent ebook without taking the time to explain how it helps a potential consumer. Some days I used to give in to the temptation and many marketing dollars later I would remember why those disruptive marketing tactics don’t work… Other days, hopefully most days, I’ve got my best marketing hat on and I collaborate with my consumers instead of …

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As an entrepreneur, you know all too well that, even if you’re going at it solo, it truly does take a village to get things off the ground and keep that momentum going. And an important component of this effort is increasing your online presence so you can interact and establish a reputation with people all over the world, thus extending your brand’s reach. There are quite a few different ways you can go about nurturing the growth of this particular part of your business, but one of the best ways is to take advantage of online communities.  These groups …

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On September 23rd, we hosted our second Outreach Marketing Virtual Summit here at GroupHigh. We had over 30 presentations and over 2,000 people tuned in to soak up new trends, strategies and tactics in the world of outreach marketing. @grouphigh @KristenWords Thank you so much for a great day! Super useful and learnt lots #outreachmarketing #youguysareawesome — Jennie Stamp (@JennieStamp) September 23, 2014 If you missed and that bums you out, all presentations are available on demand here. #outreachmarketing The best summit I ever attended. Enjoying every bit. Thank you @grouphigh @KristenWords — Aya Jibreal (@AJibreal) September 23, 2014 I’ve developed …

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Whether it’s food, relationships or outreach marketing—things are just better with a little spiciness or a touch of that “something something.” Blogger outreach provides awesome brand lift and I see so many brands and organizations doing it well and also a handful of them doing it “meh.” This post is for anyone who worries their blogger outreach strategy is mediocre or could use some pizazz. Whenever I talk to a client who does an awesome blogger outreach project or a read a case study on a fabulous campaign—those marketers are always adding an extra element to their strategy. Call it …

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I was at the gas station the other day and came across some guy who had stopped his car in a manner that blocked everyone from leaving the gas station. “do better” someone yelled out the window at him. After I was done laughing hysterically in my car, I thought what if we told ourselves (and others too) to “do better” in all that we do? Well, if we all do better blogger outreach, here is what that would look like. Enjoy these 10 ways I came up with to do better blogger outreach and by all means add in …

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