Using Influencer Marketing to Drive Measurable Off-Site Content Engagement
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Influencer Marketing is quickly becoming one of the most popular strategies in the marketing mix of many organizations. Digital marketers are realizing the potential off-site reach of using influencers, but often lack full insight into the performance, engagement and impact on their own web presence. Learn how to drive engagement with off-site content through influencer marketing, while maintaining the same level of reporting on metrics you have for all other areas of your marketing strategy.
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Using Influencer Marketing to Drive Measurable Off-Site Content Engagement
- 1. WEBINAR: Using Influencer Marketing to Drive Measurable Off-Site Content Engagement April 21, 2016 Presented By: Jeff Riddall Director of Product Strategy, gShift @JRiddall
- 2. The New Travel Customer Journey The Power of Ranking Off-site Content Off-site Content Distribution User Generated Content & Influencer Marketing Tracking Off-site Engagement and Analytics Q & A #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs AGENDA
- 3. IS DIGITAL MARKETING GETTING EASIER…OR HARDER? #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 5. THE CUSTOMER JOURNEY #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 6. THE NEW CUSTOMER JOURNEY #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 7. WHERE DO TRAVEL CUSTOMERS GO FOR ADVICE Source: Adweek - Social Times, August 2015 http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230 #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 8. THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL Today, customers educate themselves before coming to your site. This change has completely altered the traditional sales funnel, adding twists and bends along the way. We call this the #DarkFunnel. The #DarkFunnel is the new sales funnel. #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 9. IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs “A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.” Scott Cook, Founder and CEO of Intuit
- 10. So, how do you measure success? MARKETERS LOST IN DARK FUNNEL #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 11. GOOGLE FILES A PATENT “On-site and off-site search ranking results” US 13/285, 995 “Putting an emphasis on building trust for all of your content should become one of the biggest undertakings you have in 2016.” #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 12. Kerry Jones OFF-SITE PATH TO ON-SITE #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 13. OFF-SITE PATH TO ON-SITE Improve discoverability Authentic referral traffic Expanded content distribution Increased reach to target audience Builds authority within industry Increased overall brand awareness #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 14. OFF-SITE CONTENT DISTRIBUTION Creating content for your site is not enough. You need additional distribution and amplification using off-site channels. Influencers #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 15. INFLUENCER MARKETING Influencer marketing is a tactic of digital marketing where brands partner with key industry thought leaders to amplify (distribute) the brand content/message to their audience, mainly using social channels. Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built. What is influencer marketing? Who are influencers? #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 16. “Audience-centric” versus “Influencer-centric” “Audience Size” versus “Engagement” “Influencer scoring” - Authority, authenticity, engagement, credibility. IDENTIFY AND ENGAGE INFLUENCERS #SEJThinkTank @KristaLaRiviere @gShiftLabs
- 17. TRAVEL INFLUENCERS #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs Potential travel influencers and UGC abound. Travellers love to tell travel stories.
- 18. INFLUENCER MARKETING IN YOUR MARKETING MIX #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs Source: Adweek - PRNewser, March 2015
- 19. This is where influencers and their audience live! THE DARK FUNNEL #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 20. ● Provide influencers recommended keyword rich Titles, Headings and Content to “optimize” their posts ● Provide trackable Smart URLs to your content and for them to share via each social channel ● Remember the #DarkFunnel ARMING YOUR INFLUENCERS #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 21. TRACKING OFFSITE ANALYTICS & ENGAGEMENT You’ve created great content, launched an influencer campaign, developed strong social messaging and have nailed off- site distribution… Now what? #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 22. TRACKING OFF-SITE ANALYTICS & ENGAGEMENT kontextURLsTM (SmartURL System) Off-Site Analytics Influencer Analytics Near Real-Time Engagement Metrics Branded, Vanity Short URL Long-Term Data Storage #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 23. • Track and report on engagement by Influencer, by Channel, by Content Type, by Keyword Group ● Create Conversion Paths to map off-site content engagement all the way through to ROI ● Report on improvements in Organic Search Visibility ● Create feedback loop back to influencers so they know how they did MEASUREMENT & REPORTING #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 24. THE FULL PROCESS #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 25. WHAT IS THIS REALLY ALL ABOUT? #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
- 26. Set up content campaigns to accurately track off-site content engagement KEY TAKEAWAYS Off-site content will strengthen your brand’s web presence Focus on audience development for improved discoverability Add influencer marketing to your mix Understand your customer’s journey and behavior #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs Rate influencers on the strength and relevance of their audience
- 27. Q & A #InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs Audience Development & Discoverability gshift.it/elu-audienceguide Mastering Smart URLs gshift.it/elu-smarturls
Hinweis der Redaktion
- The New Travel Customer Journey – How off-site content plays a major role in the sales funnel today. The Power of Ranking Off-site Content – The benefits to your website and brand awareness. Off-site Content Distribution – Current trends in getting your content out there. User Generated Content and Influencer Marketing – How to leverage each. Tracking Off-site Analytics and Engagement – Once it’s all out there, how do you measure it and get a sense of what’s working and what isn’t.
- I want to start by asking a simple but scary question. Not only is gShift a vendor in the marketing technology space, but we also live in your shoes in terms of executing digital marketing campaigns. So, it’s 2016. I’ve been in this industry since the mid ‘90s. I ‘think’ we’re all getting smarter about digital marketing, but it doesn’t seem to be getting any easier. Different tactics, techniques and tools come along and some make it to full maturity while others fade away. But let’s face this digital marketing world is confusing. Scott Brinkers 2016 Martech super infographic now has 3874 vendors in it up from 1897 in 20 15. I’m scared to think of what it will look like next year. To compound the problem you can use different terms to describe acts of digital marketing (or random acts of digital marketing),
- such as SEO, Search Engine Marketing, Influencer Marketing, Digital Marketing, Social Media, Web Analytics…you get the picture. But the reality is, is that all we’re trying to do here as Digital Marketers is “Audience Development”. Digitally, we’re attempting to build our brand, cut through the noise and find our target market, generate marketing quality leads and so our sales team can close a sale. So why, 17 or so years after the beginning of digital marketing time with all the technologies we have available, are our jobs so complex and chaotic?
- Well it’s at least partially because consumer behavior is changing. You’ve probably seen this image or variations of it hundreds of times – the traditional sales funnel – linear, organized. An interested prospect goes in the top (or side) and progresses along in an organized manner from one predictable stage to the next, all on your web site, with your sales and marketing team knowing exactly what is going on, and they come out the final stage as a Closed Sale. We all wish it was that easy.
- Here’s the reality – the traditional sales funnel has been blown to bits! A big chunk the digital marketing you are doing to develop your audience is being engaged with by your prospects, off of your website and their purchasing journey is unpredictable and untrackable. It’s not even about the New Customer Journey anymore, it’s about the New Customer Behavior. The good thing is we know what’s causing this behavioral change – mobile devices and social media. But digging into it a bit more, it’s the people – your prospects who don’t want to inform themselves on a website anymore with onsite content (like they did in the good old days). They want to inform themselves off of your website – with off-site content and people they follow and trust.
- This change in customer behavior is no different in the travel industry. In fact, it may be no more true than in your market. Here are just a few recent stats to bolster this assertion.
- Off-site content engagement is something we call The Dark Funnel. In fact, 67% to 90% of prospect engagement with your brand content is happening off of your website. Put another way, if you are measuring only on-site engagement with tools like Google Analytics, you are capturing only about 10% to 33% of your prospect’s activity. For marketers this should be more than a little disturbing! And we see and hear this everyday from businesses we work with. They say, I see someone engage on our website, then we don’t hear from them for a month, then they come back and buy. Where did they go?
- They go off-site to inform themselves, check reviews, check social, check industry websites. Everywhere, but your site. Here’s another way I like to think about the sales funnel – It’s the Customer’s Sales Funnel, Not Yours. Every customer has their own sales funnel and you’d better hope your business or your brand is in theirs.
- Prospects are not lost, but marketers are. Marketers are lost in their own Dark Funnels. This leads to our agenda topic off the Power of Ranking Off-Site Content or having Off-Site content discoverable by your audience, your target market, when they are ready to inform themselves and ready to buy.
- You know a trend is real when Google files a patent. This patent proposes to not only change what they built with PageRank as a factor, but to grow and expand on it — for example, looking at onsite pages as more than that page versus the pages on the other sites, and using a Global Ranking to compare a representative page on a site against: the site framework. the authority of the domain. query-independent information. This makes trust, both coming in and flowing out from links on your site, an important staple.
- So how do you make it all work? It’s about deliberately creating the pathway from your off-site content to your on-site conversion point. So here’s a simplistic example (which still entails a lot of work). Sounds easy, but you’d be surprised at how many people create stranded external content that has no path back to their main web presence and no way to measure the engagement of their off-site content.
- A more complex, complete and coordinated content marketing campaign… where multiple pieces of off-site content drive the user back to the brand’s web presence for final conversion. But with all this, we’re creating our own Dark Funnel. If a prospect engages with one of these off-site pieces of content we need to know. And you can know with Off-site Analytics. Let’s come back to that. Let’s first talk about Content Distribution
- Which leads us to the topic of Content Distribution. Creating content and distributing it Off-Site is a must to extend your overall reach. Get your customers sites, posts, stories about your brand to rank right along side your own brand messages.
- Put another way, they are distribution channels for your brand content. They have access to your target audience! And remember this is ultimately about Audience Development.
- Finding the right influencers is all about defining a solid balance between the number of followers (or Reach) and the amount of potential engagement (Authority). Many marketers have come to learn celebrity influencers have lots of reach (which they charge for accordingly), but tend to have limited actual engagement. Lots of people Follow them and Like their content, but few Share and Click on it. Consumers are much more likely to Share and Click on content from someone they have a closer personal relationship with. Sharing and clicking is harder to do because you’re telling the world this content is something you believe in and endorse. It becomes a piece of your content.
- I can’t tell you specifically how many potential travel influencers there are, but suffice it to say there are a lot. Travellers love to tell stories. You need to make it easy for them to tell yours.
- Cost-effective (7.04 return for every $1 spent on influencer marketing efforts in Travel industry Influencer marketing allows for a very narrowly targeted niche audience with a small # of lost $ However, it also creates even more Dark Funnel.
- As more of your influencers create user generated content or amplify your content you have less visibility. Again, another reason for off-site analytics.
- Once you’ve chosen your influencers you want to arm them with optimized, trackable content.
- So now how do you measure all of this to understand whether or not your content and the influencers you’ve chosen to work with are actually working? We’ve told you influencer marketing generates an ROI, but prove it.
- SmartURLs enable you to track a piece of content leveraging content tags and conversion paths for all of your off-site and on-site content. Think of it as Google Analytics for off-site content. Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool. Don’t just track Likes and Shares, track Clicks.
- So beyond traffic, what sort
- So here’s what the full process looks like from my perspective, starting with Audience Development.
- The brand’s web presence asset, as I’ve discussed, spans way beyond the content the brand owns and solely controls.