- \n
- 550 tweets<\/li>\n\n\n\n
- 13,000 views on slideshare<\/li>\n\n\n\n
- 3,500 website visits<\/li>\n<\/ul>\n\n\n\n
(and counting.)<\/p>\n\n\n\n
Joan Stewart,<\/strong> The Publicity Hound, was one of these influencers who was so kind to share a bit of advice with us. When Joan saw the success<\/strong> of the content, she invited us to share our process here. We\u2019ll give you a step-by-step guide<\/strong> beneath this SlideShare presentation:<\/p>\n\n\n\n
<\/p>\n\n\n\n
\nHow to influence influencers: 10 tips by top #PR thinkers<\/a> <\/strong> from Prezly<\/a><\/strong><\/div>\nHow We Reached Out<\/h3>\n
There was nothing ground-breaking or sexy about our process, just solid research<\/strong> and a great pitch email.<\/strong> First, we researched PR influencers online using Buzzsumo<\/a>, made a shortlist of people we wanted to reach, and sent each one a simple email asking if they\u2019d like to share a quote.<\/p>\n
For example, here\u2019s the email we sent to Joan:<\/p>\n
Hi Joan,<\/em><\/p>\n
I\u2019m Robin, and I’m a freelance writer for Prezly.<\/em><\/p>\n
Here’s why I’m reaching out: As part of a new article teaching PR beginners about influencer relations, we’re asking PR’s biggest thought leaders to weigh in on the following question: What is the #1 thing PR pros can do to build solid relationships with influencers on social media?<\/em><\/p>\n
Hopefully this sounds up your alley. If you’d like to participate, just email me your 2-3 sentence reply to the question above.<\/em><\/p>\n
That’s it! We’ll share the article with our 6,000+ newsletter subscribers, so in addition to good karma, you\u2019ll get a real traffic boost, too.<\/em><\/p>\n
\u00a0Looking forward to your reply!<\/em>\u00a0<\/p>\n
Best,<\/em><\/p>\n
Robin<\/em><\/p>\n
Using this template, we achieved a response rate of over 50 percent.<\/strong> As any email marketer will tell you, for a cold email from someone you\u2019ve never met, that\u2019s huge.<\/strong><\/p>\n
Telling the Story in Many Ways<\/h3>\n
Writing an excellent story isn\u2019t worth the effort without a solid distribution strategy.<\/strong> After all, what\u2019s the use of your efforts if no one will be readying it? To reach a big audience, we shared the same story in many ways. Once we had received 10 quotes from influencers, we shaped them into four different forms<\/strong> to get the most mileage out of it:<\/p>\n
- \n
- Blog post:<\/strong> How to influence the influencers<\/a><\/li>\n
- Blog post:<\/strong> Are you listening? Experts say PR pros still have work to do.<\/a><\/li>\n
- Slideshare:<\/strong> How to influence influencers<\/a><\/li>\n
- Pinterest infographic<\/a><\/li>\n<\/ol>\n
Get visual<\/h3>\n
The visuals<\/strong> were a big part of the success.<\/p>\n
If we had written a plain looking blog post with the quotes of the influencers, we wouldn\u2019t have had that much attention. The higher production value gives more gravitas<\/strong> to the quotes, and they make it more worthwhile<\/strong> to share. We produced the illustrations using Illustrator Draw application<\/a>\u00a0for iPad.<\/p>\n
Amplify on social media<\/h3>\n
Publishing a presentation on SlideShare gave us our first traffic boost<\/strong> because Slideshare awarded the deck “Presentation of the Day” and featured it on their homepage. This way we reached thousands of people<\/strong> on SlideShare, and Slideshare promoted us on Twitter.<\/p>\n
Hundreds of presentations get uploaded to SlideShare every day. To be featured, your presentation needs to be interesting<\/strong> and of high production value.<\/strong> This guide is a good starting point:\u00a0How I got 2.5 million views on SlideShare.<\/a><\/p>\n
SlideShare is an excellent traffic driver.<\/strong> Browse through the presentation above to find out how we managed to guide people to our website from the presentation.\u00a0 You\u2019ll see that we included clear calls to action<\/strong> in the (Tweet to download it, Discover our service Prezly, Read a similar presentation on a landing page, etc.0.<\/p>\n
We also promoted the presentation via our Twitter, LinkedIn, Facebook and G+. We made individual images<\/strong> for each quote and shared them multiple times<\/strong> with different angles, following Buffer’s reposting guide on\u00a0Why You Should Share Your Blog Post More Than \u00a0Once on Social Media: The Case for Reporting Content.\u00a0<\/a><\/p>\n
![\"Joan](\"https:\/\/purelysupp.com\/publicity\/wp-content\/uploads\/sites\/15\/2015\/02\/Joan-Quote-for-Prezly-Slidedeck.jpg\")
<\/figure>\n\u00a0<\/p>\n
\u00a0Our Best Tactic\u00a0<\/h3>\n
\u00a0The strongest promotion tactic might be this last one: the quotes are of many influencers<\/strong> with thousands of followers<\/strong>. We @ mentioned them in our tweets so they could easily retweet<\/strong> and share<\/strong> with their vast number of followers.<\/p>\n
The results:<\/p>\n
- \n
- 13,500 SlideShare views<\/li>\n
- 550 tweets<\/li>\n
- 4.000 website visits<\/li>\n
- 17 newsletter subscribers<\/li>\n
- 9 signups for our PR software<\/li>\n
- \u00a0<\/li>\n<\/ul>\n
While the story received a lot of attention, we didn\u2019t see enormous amounts of signups. In evaluating its success, content marketing is a long-term play<\/strong> though, which is why it\u2019s important to look at metrics<\/strong> besides revenue, such as social shares and PR opportunities generated.<\/p>\n
\u00a0At the end, it\u2019s worth reaching out to influencers to help them tell your story.<\/strong> It gives a traffic boost because of their big social following, and it might open opportunities like this guest post.<\/strong><\/p>\n
![\"frederik-vincx\"](\"https:\/\/purelysupp.com\/publicity\/wp-content\/uploads\/sites\/15\/2015\/02\/frederik-vincx.jpg\")
<\/figure>\nFrederik Vincx heads growth at Prezly, an online PR toolkit that helps brands like HP and Toyota get their story told. Try the 15-day trial of Prezly<\/a>\u00a0to see how you can get better at media relations and influencer relations.\u00a0 Prezly also offers a free, 5-day email crash course on How to Pitch the Press.<\/a>\u00a0<\/p>\n[Tweet “How to ask 10 influencers in your niche a question and turn their answers into shareable content”]\u00a0<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
By Frederik Vincx In December, our company, Prezly, successfully pitched 10 big-name PR influencers to help us create one of our most popular content pieces of all time. In just a few weeks, we received: (and counting.) Joan Stewart, The Publicity Hound, was one of these influencers who was so kind to share a bit of\u2026 Read More<\/a><\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","iawp_total_views":15,"wds_primary_category":603,"footnotes":""},"categories":[603],"tags":[751,339,619,36,398],"class_list":{"0":"post-28690","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-content-creation","7":"tag-influencer-relations","8":"tag-influencers","9":"tag-photos-graphics","10":"tag-pitching-the-media","11":"tag-slideshare","12":"entry"},"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"contributor","author_link":"https:\/\/purelysupp.com\/publicity\/author\/contributor\/"},"_links":{"self":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/28690","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/comments?post=28690"}],"version-history":[{"count":2,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/28690\/revisions"}],"predecessor-version":[{"id":42917,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/28690\/revisions\/42917"}],"wp:attachment":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/media?parent=28690"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/categories?post=28690"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/tags?post=28690"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Blog post:<\/strong> Are you listening? Experts say PR pros still have work to do.<\/a><\/li>\n
- Blog post:<\/strong> How to influence the influencers<\/a><\/li>\n