Social Media & Influencer Marketing 101 - P. J. Leimgruber

1. HOW TO NOT SUCK AT MARKETING
REAL TRACTION USING CONTENT AND SOCIAL MEDIA
PJ LEIMGRUBER | @MISTERPEEJ

2. What Is NeoReach
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Managed Services
We build creative campaigns then staff, contract & pay
creators. White glove service.
Enterprise Level API
Real-time social intelligence insights
White Label Solutions
Completely custom-build software for your brand
Full-Stack Software
Real-time social intelligence insights
Search, Manage & Track Influencer Marketing

3. WHAT I AM WORKING ON

4. WHAT I AM WORKING ON

5. TODAY WE WILL BE LEARNING
▸ The Reality of Marketing For Startups
▸ What Success Looks Like
▸ Content Marketing & Amplification
▸ Social Media
▸ Paid Social (Facebook Ads)
HOW TO GET REAL TRACTION USING MARKETING…

6. I’m going to assume your startup has*:
A) product people want & will pay for
B) serviceable market
C) team that can execute, learn, & improve
* don’t have these? Get ‘em first, then come back to the marketing process

7. HOW WE ENVISION OUR
MARKETING PLAN…

8. WHAT OUR MARKETING
ENDS UP LOOKING LIKE…

9. WHAT WE ALL
ENVISION…

10. hmm. . I wonder
what great
content from
brands is on
social media
today?

11. hmm. . I wonder
what this blog
post is about?

12. How about I fill in all
of my information
for this free eBook.

13. and I better not forget to follow
ALL their social profiles
while I am here too!!

14. EXPECTATION
VS.
REALITY

15. STARTUP MARKETING IN 3 EASY STEPS…
STEP 1 STEP 2 STEP 3
POST ON
SOCIAL MEDIA
CUSTOMERS
CLICK & GIVE
ME MONEY
I RAISE
SERIES A
FROM VC

16. WHAT REALLY
HAPPENS

17. Bored at work…
go on
Facebook and
find pictures
of babies.

18. … (thats my baby)

19. SO HOW DOES
IT REALLY WORK?

20. See Brand
Name…

21. Encounter the
brand again
somewhere
else…

22. NO!
…NO!
YAASS!!

23. CREATE AND SHARE
INTERESTING
CONTENT
CUSTOMERS
CLICKS AND
READS
IF THEY LIKE
YOU, THEY
MAY
REMEMBER
YOU
THEY ENCOUNTER
YOUR BRAND
AGAIN ONLINE
YOU SLOWLY
BEGIN TO EARN
THEIR TRUST
WHEN THEY NEED
THE PRODUCT,
THEY COME BACK

24. BE HELPFUL!
EARN TRUST!
BUILD FAMILIARITY!

25. THINKING LIKE A MARKETER
SETTING & DEFINING ATTAINABLE GOALS AND KPI’S

26. BUT FIRST
What you are marketing? Is it a brand, product, service, or idea?
Who you are marketing it to? Your target audience or preferred
consumer?
Are we selling software, sign-ups, or actual products?
Why they should choose your offerings over identical or similar items
offered by your competition?
Where will your marketing material will be most effective? Social media
network, email, direct solicitation, or sponsored online advertising?
When will your marketing efforts be deemed successful?

27. BUT FIRST
Before we begin marketing, lets first
understand what other companies exist in
our space, and what we can learn from
them.

28. WHAT IF YOU KNEW
HOW YOUR COMPETITORS
GOT THEIR WEB TRAFFIC?

29. ▸ HOW MANY PEOPLE ARE
SEARCHING FOR THINGS ON
GOOGLE?
▸ HOW MANY CLICKS FROM THE
SEARCH ENGINE YOUR
COMPETITORS ARE GETTING.
▸ WHO THE TOP COMPETITORS ARE IN
YOUR INDUSTRY.
▸ HOW TO IMPROVE THE SEO OF
YOUR SITE (LONG TERM STRATEGY)
▸ WHO IS LINKING TO YOUR
COMPETITORS.
▸ WHAT BLOGGERS HAVE WRITTEN
ABOUT/MENTIONED YOUR
COMPETITORS.
▸ HOW TO FIND OPPORTUNITIES TO
GET YOUR WEBSITE FEATURED/
MENTIONED BASED ON WHO HAS
TALKED ABOUT A COMPETITOR.
▸ CUSTOMER ENGAGEMENT OF
COMPETITORS.
▸ TRAFFIC SOURCES (OTHER THAN
SEARCH/SEO, LIKE EMAIL, SOCIAL,
REFERRAL, ETC).
▸ AUDIENCE INTERESTS
▸ SIMILAR SITES
▸ MARKETING STRATEGIES.

30. GOOGLE ALERTS
SEE WHEN KEYWORD/BRAND IS
MENTIONED ONLINE
ADSPRESSO / MOAT
SEE COMPETITORS DISPLAY ADS
SPYFU
SEE MORE SEARCH TERMS,
COMPETITORS ADWORDS
PERFORMANCE

31. SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.

32. GOAL
1. UNDERSTAND WHAT PEOPLE ARE LOOKING FOR ONLINE.
2. WHAT STRATEGIES COMPETITORS ARE USING
3. WHAT STRATEGY MY BRAND CAN EMPLOY TO GET/REACH
NEW USERS & STEAL TRAFFIC FROM COMPETITION.

33. CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING

34. PART 2: CONTENT MARKETING
Q1) WHO IS MY TARGET AUDIENCE AND WHERE CAN I REACH THEM ONLINE?
Q2) WHAT CONTENT CAN I CREATE THAT WILL MAKE PEOPLE AWARE OF MY PROBLEM?
Q3) HOW CAN I BROADCAST MY MESSAGE EFFECTIVELY?

35. PART 2: CONTENT MARKETING
REMEMBER…
▸ You are considered an expert in the field of
which your company/startup is in.
▸ So put that knowledge to good use - and help
make the internet better by contributing to it.
▸ Guess who searches for information related to
your expert area of genius?? (YOUR
CUSTOMERS)

36. PART 2: CONTENT MARKETING
THE GOLDEN RULE
In order to GET value
You must GIVE value!

37. PART 2: CONTENT MARKETING
EXAMPLES OF COOL CONTENT
▸ Infographics
▸ Blog Posts
▸ Viral Memes
▸ Slideshares
▸ Whitepapers
▸ How To Guides
▸ Viral Videos
▸ Giveaways
▸ Webinars
▸ Free Tools
▸ Industry Reports
▸ News/Press Releases

38. PART 2: CONTENT MARKETING
RESOURCES ON THE WEB ▸ Share Infographics:
▸ http://visual.ly/
▸ Create & Share Viral Memes:
▸ https://imgflip.com/memegenerator
▸ Publish Slideshares:
▸ http://www.slideshare.net
▸ Blogging Communities:
▸ https://myblogu.com
▸ https://topbloggers.com/

39. PART 2: CONTENT MARKETING
Write attention
grabbing headline
guides or write posts
that fill these templates.
Free Tool:
https://
www.portent.com/
tools/title-maker
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES

40. SOCIAL MEDIA

41. ▸ Social media is all about connecting with your audience on
an authentic level. To do that, you have to intimately
understand your current and potential customers.
▸ Start by defining your audience. Distinguish individual
character profiles by age, gender, interests, profession,
etc. Don’t just say it out loud. Write down the details
and find images/content that represent your target
audience.
GOLDEN RULE = KNOW YOUR AUDIENCE

42. ▸ If you treat each social media platform as a stand-alone effort, your
success will be limited. Your networks should work together to
help you achieve your goals.
▸ Your website is your brand’s home base. Coordinate your social
media efforts to push people to your website where they learn
more about the product/service
▸ Use your blog to establish your brand’s voice and share
information. It’s also a valuable opportunity to engage with your
customers
COORDINATE YOUR SOCIAL CHANNELS

43. Invest in 2 - 3 tactics before you launch a
product.
So that when you do, there’s a pre - existing
community that wants to support & amplify
you.

45. MOST AMPLIFICATION METHODS FALL
INTO THESE 3 CATEGORIES!
BROADCAST 1:1
PAID
PROMOTION

46. 1) Broadcast (often via Social Media, Email,
or through Events)

47. 2) 1:1 Outreach (via Social, Email, or In -
Person)

48. 3) Paid Amplification (many varieties)

49. GETTING SOMEONE WITH 100,000
FOLLOWERS ON SOCIAL MEDIA TO
SHARE SOMETHING FOR FREE
ISN’T GOING TO HAPPEN
…SORRY

50. HOWEVER…
GETTING 10 PEOPLE EACH WITH
10,000 FOLLOWERS IS
VERY POSSIBLE
HERE IS HOW

51. TOOLS FOR INFLUENCER
MARKETING RESEARCH

55. BUILD AN
INFLUENCER LIST IN
GOOGLE DRIVE

56. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

57. A BASIC PROCESS
FOR GETTING CONTENT
AMPLICATION RIGHT!

58. STEP 1: Find Successful Content in Your Niche
http://buzzsumo.com

59. STEP 2(a): Find Where It’s Being Shared
http://buzzsumo.com

60. STEP 2(b): Go Beyond Social Networks
Google Search and https://freshwebexplorer.moz.com/

61. STEP 2(c): Find Who’s Doing the Sharing
http://buzzsumo.com

62. STEP 2(c): Find Who’s Doing the Sharing
http://www.blindfiveyearold.com/ripples - bookmarklet

63. Don’t Treat Amplification as “Fire &
Forget.” Experiment, Learn, & Apply.
Via http://bit.ly

64. Think of Each Channel Like a Muscle to Be
Flexed & Strengthened Regularly

65. How to Win at Digital Advertising
Step 1: Earn brand exposure w/ your target audience
Step 2: Get >1 organic visit (or social engagement)
Step 3: Advertise to those who already know+like you

66. Everything Should (Subtly) Reinforce the Message
PPC Ads Tweets Emails Comments
SEO Snippets
Visual
Branding
Videos
Onboarding
Facebook
Posts
The Brand
Promise
Press & PR
Product
Names
Big
Content
Landing
Pages
Photos Outreach Brand Name UI & UX

67. Facebook, Twitter, Instagram, & display ads all
work the same way
Via Resolution Media

68. TARGETED AUDIENCE = BETTER
PERFORMANCE = LOWER SPEND
=EFFECTIVE MARKETING

69. easier to reach
Know you personally (& would happily meet for coffee)
Know of you, like you, & follow your work closely
Are already connected to you via email
Already follow you on social media channels
Have visited your website at least once
Have heard of your company (and can recall it)
Are in your target audience and reachable via FB/GG ads
harder to reach

70. INSANITY is…

71. easier to reach
Know you personally (& would happily meet for coffee)
Know of you, like you, & follow your work closely
Are already connected to you via email
Already follow you on social media channels
Have visited your website at least once
1 ) Lacking any strategy to increase the size
Have heard of your
of these groups
Are in your target audience and reachable via FB/GG ads
harder to reach

72. easier to reach
Know you personally (& would happily meet for coffee)
Know of you, like you, & follow your work closely
Are already connected to you via email
Already follow you on social media channels
Have visited your website at least once
Have heard of your company (and can recall it)
2 ) Not targeting these
people first
Are in your target audience and reachable via FB/GG ads
harder to reach

73. easier to reach
Know you personally (& would happily meet for coffee)
Know of you, like you, & follow your work closely
3) Aiming 100% of your tactics at only
Are already these groups
Already follow you on social media channels
Have visited your website at least once
Have heard of your company (and can recall it)
Are in your target audience and reachable via FB
harder to reach

74. easier to reach
Know you personally (& would happily meet for coffee)
Know of you, like you, & follow your work closely
Are already connected to you via email
Already follow you on social media channels
Pro Tip: Having a lot of target customers in your
personal network makes EVERYTHING about starting
harder to reach

75. OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET

76. PART 3: OUTREACH
TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP)
▸ This can be a is a word document or powerpoint.
▸ MUST INCLUDE: company overview, images/screenshots, logos,
▸ What problem does your “thing” solve? Who are the users of your “thing”?
▸ How can people learn more or get started using your “thing”
▸ This will make it easy for someone to learn about you, write about you,
recommend you, etc.

77. FREE GIFT!
IN THE GOOGLE DRIVE I
SHARED ON MY TWITTER
@MISTERPEEJ IS A TEMPLATE
YOU CAN USE FOR THIS!!!!

78. PART 3: OUTREACH
TACTIC #2 - OUTREACH TO BLOGGERS
Outreach to bloggers
and invite them to share
your content.
Best way is to Google for
blogs in your industry or
Find them using any of
these services:

79. PART 3: OUTREACH
TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES
▸ Guest authorship means YOU
author your own blog post on a
topic (related to your company/
product/startup)
▸ Make it interesting; and not too
sales focused.
▸ Be sure to include your name and a
link to your site in your author bio.

80. PART 3: OUTREACH
PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES
• Here’s how: Search “Write for us” + Your Industry/Niche +
Blog or “Guest Post” + Your Industry/Niche + Blog!
• Use “quotes” around a term, this tells Google to look
exactly for this term, in this particular order. Parse your
queries by adding a +
• This will help Google better narrow down your search
and return laser focused results!

81. PART 3: OUTREACH
TACTIC #4 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY
Outreach to influential people on
Twitter, Instagram, Pinterest,
Facebook, etc. and invite them to
share your content.
There is an entire industry
devoted to this called “Influencer
Marketing.”
Hard to get for free, but hell - we
don’t have any money so its
worth a shot!

82. PART 3: OUTREACH
TACTIC #5 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST
Pinpoint a new journalist at a big
publication, offer them an exclusive on
your content.
Provide them with data that only you
have access to.
Help the new journalist look good.
Tweet @ them or Message on LinkedIN

83. PART 3: OUTREACH
TACTIC #5 CONT - EXAMPLE PUBLICATIONS TO TARGET
▸ Huffington Post
▸ Business 2 Community
▸ E Learning Industry
▸ Examiner
▸ Markets Morning
▸ YFS Magazine
▸ Tech Cocktail
▸ Start-Up Beat
▸ Tech Wyse
▸ All Business
▸ Natural News
▸ Elite Daily
▸ The Self Employed
▸ Small Biz Trends
▸ Life Hacker
▸ Socialnomics
▸ Social Media Today
▸ Young Upstarts

84. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

85. OUTREACH TO CUSTOMERSTHIS IS CALLED CUSTOMER VALIDATION…

86. PART 3: OUTREACH
TACTIC #6 - OUTREACH TO THEM USING LINKED IN
Have a compelling subject line
No more than 3 paragraphs and
3 sentences per paragraph. Also
known as the 3x3 rule.
Make it about them, not selling
your product.
ASK to set up a quick call to
interview them. ASK for 5 minutes
of their time…

87. PART 3: OUTREACH
TACTIC #7 - OUTREACH TO YOUR SCHOOL’S ALUMNI DATABASE
Contact school alumni on LinkedIn,
leverage their advice and
assistance.
See if your school has an alumni
database.
Great way to get an intro into a big
lead or prospect. Better B2B
customer acquisition strategy.

88. PART 3: OUTREACH
TACTIC #8 - CUSTOMER DEVELOPMENT INTERVIEW SCRIPT
Thank you for your time, my name is < > and I work at < >. We are
working on a new solution that helps companies like yours do < >.
I do not want to sell you anything, but it would be great to get your
feedback to when our product/service is ready, it will best meet the
needs of your company.
Is it okay if I ask you some questions about you so that I can get a
better understanding of how our solution may help you?

89. THE ENDQUESTIONS?
▸ Tweet (and follow) @misterpeej and ask me
any questions.