Adria Saracino - Beyond Manual Outreach

BEYOND MANUAL OUTREACH: How to Leverage All Distribution Channels !
Adria Saracino

@adriasaracino #SEARCHLOVE source

total visits: 322K social shares: 3,300 @adriasaracino #SEARCHLOVE

@adriasaracino #SEARCHLOVE social shares: 110K total visits: 1.8M

@adriasaracino #SEARCHLOVE total visits: 116K social shares: 26K

@adriasaracino #SEARCHLOVE site mentions: 8 social shares: 34

@adriasaracino #SEARCHLOVE site mentions: 11 social shares: 90

@adriasaracino #SEARCHLOVE # emails sent: 50 distribution methods: 1

@adriasaracino #SEARCHLOVE # emails sent: 91 distribution methods: 1

@adriasaracino #SEARCHLOVE Content is king… “

@adriasaracino #SEARCHLOVE Content is king…but distribution is queen and she
wears the pants. – Jonathan Perelman, Buzzfeed “

@adriasaracino #SEARCHLOVE search engines review sites publishers company websites emails
social media word of mouth billboards TV books theaters blogs

43 WAYS TO GET YOUR CONTENT SEEN

@adriasaracino #SEARCHLOVE PPC review sites publishers company websites emails social
media word of mouth billboards TV books theaters blogs

@adriasaracino #SEARCHLOVE PPC review sites publishers company websites emails social
media word of mouth billboards TV books OWNED MEDIA EARNED MEDIA PAID MEDIA theaters blogs

OWNED MEDIA EARNED MEDIA PAID MEDIA @adriasaracino #SEARCHLOVE GROUP ONE:
OWNED MEDIA

@adriasaracino #SEARCHLOVE 1 resource image credit Use tools to split
test headlines

@adriasaracino #SEARCHLOVE 1 resource resource Use tools to split test
headlines

@adriasaracino #SEARCHLOVE 1 resource Use tools to split test headlines

@adriasaracino #SEARCHLOVE 2 source Make it easy for readers to
share

@adriasaracino #SEARCHLOVE 3 resource Test social CTAs within content

@adriasaracino #SEARCHLOVE 4 source Optimize which CTAs to include

@adriasaracino #SEARCHLOVE 5 resource image credit Install Open Graph Meta
Protocol

@adriasaracino #SEARCHLOVE 6 resource image credit Use Facebook Connect

@adriasaracino #SEARCHLOVE 7 resource image credit Setup retargeting cookies

@adriasaracino #SEARCHLOVE 8 resource resource Apply dynamic retargeting to email

@adriasaracino #SEARCHLOVE 9 source resource Image credit See who embedded
your videos

@adriasaracino #SEARCHLOVE OWNED MEDIA EARNED MEDIA PAID MEDIA GROUP TWO:
PAID MEDIA

" PPC " Social media " Influencer partnerships " Native
advertising PAID MEDIA OUTLETS @adriasaracino #SEARCHLOVE

@adriasaracino #SEARCHLOVE Pay-Per-Click image source

@adriasaracino #SEARCHLOVE 10 image source Prepare for ongoing management

@adriasaracino #SEARCHLOVE 11 resource Remember to setup exclusions

@adriasaracino #SEARCHLOVE 12 resource image credit Remember to set time
limits

@adriasaracino #SEARCHLOVE 13 source Leverage engagement ads

@adriasaracino #SEARCHLOVE 14 source Promote your G+ page

@adriasaracino #SEARCHLOVE 15 image credit Don’t miss out on retargeting

@adriasaracino #SEARCHLOVE 16 resource image credit Use custom lists to
target users who completed a certain action

@adriasaracino #SEARCHLOVE 17 resource image credit Use custom combo lists
to target users who visited specific pages

@adriasaracino #SEARCHLOVE 18 source Try tools like Resonance

@adriasaracino #SEARCHLOVE 19 source Try using Unruly

@adriasaracino #SEARCHLOVE Paid Social Media image credit

@adriasaracino #SEARCHLOVE 20 image credit Embrace the creepiness of Facebook

@adriasaracino #SEARCHLOVE 21 * All logos link to company site
Use tools to understand your audience

@adriasaracino #SEARCHLOVE 21 Use tools to understand your audience *
All logos link to company site

@adriasaracino #SEARCHLOVE 22 source Target users by job title

@adriasaracino #SEARCHLOVE 23 resource resource Create custom audiences on Facebook

@adriasaracino #SEARCHLOVE 24 Target purchasers with related content

@adriasaracino #SEARCHLOVE 25 resource Create lookalike audiences on Facebook

@adriasaracino #SEARCHLOVE 26 source image credit Create lookalike audiences based
off users who visited content

@adriasaracino #SEARCHLOVE 27 Create high affinity target groups source image
credit

@adriasaracino #SEARCHLOVE 28 source image credit Keep an eye on
FBNewswire

@adriasaracino #SEARCHLOVE 29 resource image credit citation Use Twitter cards

@adriasaracino #SEARCHLOVE 30 source source Hell, skip the content promo
& go straight to the buy

@adriasaracino #SEARCHLOVE 31 source Try Tubular Dashboard

@adriasaracino #SEARCHLOVE 32 source Run ads on competing YouTube channels

@adriasaracino #SEARCHLOVE Influencer Partnerships image credit

@adriasaracino #SEARCHLOVE 33 Use tools that connect you with bloggers
* All logos link to company site additional tools

@adriasaracino #SEARCHLOVE 34 image credit Think beyond website coverage

@adriasaracino #SEARCHLOVE 35 Setup retargeting pixel on blogger’s site image
credit

@adriasaracino #SEARCHLOVE Native Advertising image credit

A form of paid media in which the ad integrates
seamlessly with the content and UX of the site in which it’s placed. – Sharethrough “ @adriasaracino #SEARCHLOVE

source @adriasaracino #SEARCHLOVE

@adriasaracino #SEARCHLOVE source $50,000

@adriasaracino #SEARCHLOVE source $30,000

source @adriasaracino #SEARCHLOVE $50,000

source @adriasaracino #SEARCHLOVE

@adriasaracino #SEARCHLOVE 36 Leverage content distribution platforms * All logos
link to company site

@adriasaracino #SEARCHLOVE 37 source Keep an eye on Google

IS OUTREACH DEAD?

@adriasaracino #SEARCHLOVE image source

social shares: 110K total visits: 1.8M @adriasaracino #SEARCHLOVE

@adriasaracino #SEARCHLOVE source THE #KLONTZINATOR @Britt_Klontz

@adriasaracino #SEARCHLOVE OWNED MEDIA EARNED MEDIA PAID MEDIA GROUP THREE:
EARNED MEDIA

@adriasaracino #SEARCHLOVE 38 source Identify writers with amplification potential 1
2 3

@adriasaracino #SEARCHLOVE 39 source Target bloggers that already follow you

@adriasaracino #SEARCHLOVE 40 resource Use MailChimp to find similar email
lists

@adriasaracino #SEARCHLOVE BY ALL MEANS ! ! ! ! !
TELL ME MORE ABOUT THE CONTENT YOUR COMPANY CREATED source

@adriasaracino #SEARCHLOVE source ?

@adriasaracino #SEARCHLOVE image credit

@adriasaracino #SEARCHLOVE SPENDS WEEKS TRACKING YOU DOWN ! ! !
! ! ! ! THEN CALLS IT SERENDIPITY. image credit

@adriasaracino #SEARCHLOVE image credit

total visits: 322K social shares: 3,300 @adriasaracino #SEARCHLOVE

total cost: $800 @adriasaracino #SEARCHLOVE source

@adriasaracino #SEARCHLOVE total cost: $800 source

@adriasaracino #SEARCHLOVE made us a credible source source @jsedmond

@adriasaracino #SEARCHLOVE OWNED MEDIA EARNED MEDIA PAID MEDIA OUTREACH ON
STEROIDS

@adriasaracino #SEARCHLOVE 41 Use tools to find publishers * All
logos link to company site

@adriasaracino #SEARCHLOVE 41 Use tools to find publishers resource

@adriasaracino #SEARCHLOVE 42 Target editors via LinkedIn source

@adriasaracino #SEARCHLOVE 43 Target editors via Facebook resource

@adriasaracino #SEARCHLOVE OWNED MEDIA EARNED MEDIA PAID MEDIA

source

THANK YOU.

Adria Saracino - Beyond Manual Outreach

Adria Saracino - Beyond Manual Outreach

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