[Intellifluence] Getting impossible links and sales with influencer marketing

Discussion in 'SEO - Link building' started by Intellifluence, Jul 13, 2017.

  1. JamaicanMoose

    JamaicanMoose Jr. VIP Jr. VIP

    Joined:
    Dec 10, 2015
    Messages:
    1,170
    Likes Received:
    699
    This service really is fantastic. In the 26 days since my last review, I've acquired another 20 TF20+/RD100+ white hat, super-niche relevant links for dirt cheap. The acquisition rate is much higher than doing regular guest post outreach. Although I received a free review subscription, I did the math and compared to what I pay for typical VA guest post outreach, I've already saved enough money to cover the yearly subscription. Had I paid for the service, I'd be playing with house money at this point.
     
  2. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    I'm really glad to hear that!

    Per your PM on when the updates will be ready, my product team is asking for another 2 weeks. Apologies to those of you waiting and were hoping it'd be late Sept -- looks like October is going to be the relaunch time frame. In the meantime we continue to aggressively add influencers and brands. One of the late additions which I think will be positive is we're adding different plan types and sizes, which will better accommodate those just looking to throw an offer out to the community w/o testing as well as those looking for a very complete managed service.
     
  3. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    **72 hour bump**

    I'm getting support tickets and PMs about not knowing what value to offer influencers during negotiation phases, so how about another educational primer...


    Influencer Negotiation: What is Fair?


    Is it Worth it?

    The first question as you see the reply in front of you is whether or not negotiation is worth your time. Should you simply move on to different influencers or continue the conversation?

    1. If you applied the rough mathematics associated with picking the right product influencers, then your target is of the best possible fit for you. In such a case, I would advise at lease continuing with the process.
    2. If you applied more of a scattershot approach and have contacted a large number of influencers on your campaign, then you may be alright politely declining to pay more / give more. Just don’t ignore the message; that isn’t professional.
    Pick a Negotiating Strategy

    The next consideration is how you anticipate using influencers and influencer networks like Intellifluence in the future. There are two primary schools of thought: relational negotiating and transactional negotiating. Let’s explore the differences.

    Relational — long term focused, viewing the current transaction as one of a series of many future transactions. The focus is less on haggling and more on choice selection, where trust is more important than time expended in making that choice. If the transaction is successful, a repeat transaction is likely, and is important in businesses where word-of-mouth is crucial.

    Transactional — short term focused, where the future transactions are less of a consideration. The focus on today’s deal and haggling for the best one. Trust and loyalty aren’t nearly as strong of factors; this style of negotiating is more about winning. If the other party perceives a win, then it is a strong word-of-mouth marketing takes places to other similar negotiators.

    Which is right for influencer marketing though? On one hand, if you have a successful campaign, you’ll want to be able to use the same influencer again for follow-ups, future product launches, etc. On the other hand, let’s make a stronger assumption: if you’re reading this, you may have discovered some influencers and pitched, not fully knowing what to expect as a ROI, and thus in order to even consider employing the strategy back, you need a win.

    To make this work as well as possible, we’re going to approach this negotiation as a polite transactional, which leaves the door open in the future for a greater relationship to flourish. In order to do this, let’s employ the Harvard Business Review’s 9 steps to getting the deal done.

    Step 1: Determine satisfactory outcome for the influencer review

    On your end, the satisfactory outcome would be a review on the right social channels that deliver traffic that converts into sales. How many sales? For your reviewer? An appropriate compensation for the time expended. At this stage, you don’t yet know what the appropriate compensation is — hence the negotiation.

    Step 2: Identify the opportunities to create value

    This is the common ground phase; you more or less have already covered that. Both parties believe the product is worth reviewing and the influencer is worth receiving some form of compensation for his or her time.

    Step 3: Identify your BATNA and reservation price

    A BATNA is the Best Alternative To Negotiated Agreement. Given the type of transaction we’re discussing, your BATNA could be to give the same amount of product and compensation to the next influencer on your list; or it could be to spend the money on PPC, or any number of activities. Knowing the highest price you’ll pay and your alternative if a deal can’t be reached that fits within those parameters is key, but so is trying to determine the other party’s BATNA. If the influencer declines the review at your current offer levels, is there another review waiting to be handled? Is the influencer highly sought after and thus is always busy? Or, is the alternative more free time? These are important considerations.

    Step 4: Improve your BATNA

    It goes without saying that the better your alternative is, the stricter you can be in your current negotiations. As an example, continue researching other influencers that might actually be a better fit and at better pricing, and continue testing other forms of traffic (always test, forever test).

    Step 5: Get the decision maker

    For all intents and purposes, the influencer responding to your pitch is the decision maker. However, that isn’t always the case. It is possible that the pitch/negotiation is being handled by an assistant — a caveat before you attempt to circumvent, the process may exist for a reason and attempts to bypass might result in burning a bridge. If you feel very strongly about the deal offered, believe it is also perfect for the influencer, and have determined that you aren’t getting anywhere with the support staff, then you may have nothing to lose by approaching directly via the social channels to indicate how excited you are to be working with said influencer in the future, if terms can be met.

    Step 6: Study like the test is tomorrow

    The more you know about your counter party the better. Granted, you may not have time to invest in this, but assuming this were an aspirational influencer pitch it would be vital to understand the influencer’s personality, negotiating style, cultural background, goals…essentially anything that might impact a decision maker’s thought process. The more you understand, the easier it’ll be to understand your counterparty’s BATNA and help to frame your offer in a way that exceeds that while remaining within your own scope of success.

    Step 7: Prepare for process flexibility

    Essentially, this is where you are. You pitched and received a counter, perhaps unexpectedly. Negotiations don’t always follow the same volley of counters back and forth; sometimes strange and unpleasant situations arise out of emotional misunderstandings that can derail the overall process. Maybe someone else takes over negotiation for the influencer; maybe the counter keeps increasing instead of narrowing to something you’d be willing to pay. Patience is key; be calm, collected, firm with regards to your reservation price and BATNA, yet creative enough to find a solution that wins for everyone.

    Step 8: Establish fairness

    If the deal is to work, both parties need to be happy that the deal on the table (er…inbox) is both fair and reasonable. If you were to research current and comparable rates for similar review types and audience sizes, which might go a long ways to helping the influencer understand you aren’t trying to take advantage, but instead are wanting to pay a fair price. Your criteria for fairness may not be the same as the influencer though, so be prepared to explain why your formula is the preferred method — conversely, if the influencer is able to counter with even better criteria and data than you currently have, you may feel hard-pressed to reject the proposal and thus feel more satisfied with the proposed deal.

    Step 9: Alter the process

    The inverse of step 7, if you feel that your ideas and criteria are being ignored, you can always alter the process in your favor by bringing in one of your own support staff to complete the transaction with limited knowledge only on price you’re willing to pay and number/type of reviews you’re willing to accept. Sometimes, changing who sits at the table can more readily result in a deal.

    Negotiate with an Eye to the Future

    Just remember throughout the process to remain positive and focused on the goal of working with the influencer, including possibly again in the future. As such, be helpful in providing information, explaining your position, and if you are stuck, consider sharing why you are pitching with the product quantity and compensation levels that you are based on the criteria you used to determine what success might look like. Feel free to go subscribe now. :)
     
  4. seo999s

    seo999s Registered Member

    Joined:
    Oct 25, 2014
    Messages:
    75
    Likes Received:
    6
    Home Page:
    Looks great....count me in for a review copy
     
  5. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    Review copies went to VIP members and above a long while ago. You can use BHW50 to get 50% off your first month.
     
  6. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    Doing another educational post -- we're in QA for the next major update; it is really major. Remember when Google switched to the Caffeine infrastructure? It's like that...insofar as it's more complex than my initial estimate for timeline. Getting there, but taking longer than my impatient personality would like.

    In the meantime, let's talk about something.

    How to Maximize Exposure on Your Product Reviews

    Basically, this is a back door way to explain compulsion marketing concepts which are designed to work synergistically, so the sum of their parts ends up having a greater total impact that measuring those individual pieces separately — that’s the thesis behind our attempts to take that existing review and making it more special.

    Compulsion Marketing

    First presented at Unggaged, the concept is always undergoing evolution as more data becomes available, but sufficed to say the entire point is to look into the psychological triggers used by marketers and attempt to order in such a way that mirrors a buying funnel, to guide a new user from awareness to sales.

    Without getting into the specific psychological drivers associated with different influencer types, we’ll focus instead on some of the marketing concepts that are utilized. As a refresher these include: aspirational influencers, authoritative influencer, peer influencers, retargeting + social CPM/PPC, mega content campaigns, and email.

    The best way I learn is through example, so rather than lecture, let’s try to build out two real world case studies — note, Intellifluence does not have relations with either company (yet?) so we aren’t aware how much of what we propose might already be planed.

    Case Study 1 — Bose

    Presumably this would be for Timothy Johnson of Bose, whose headphones campaign caught my eye when I found this review:
    https://twitter.com/Panthers/status/805888139063623681/photo/1

    Bose headphones is in the middle of a campaign with many if not all NFL Twitter channels. It’s pretty neat, just based on reach alone, since each NFL channel is hosting a mini review of the product. Clearly there’s a lot going on, so how would I go about trying to turn this into something more?

    1. Twitter’s specialty ad formats are the first thing that comes to mind. Ads that appear to be organically sourced vs forced have much higher engagement rates, so one of the first moves would be for Bose to schedule regular promoted tweets on the various NFL accounts, to continually appeal to those audiences.
    2. The other ad option worth discussing with regards to Twitter is the lookalike audiences; promoting to lookalike followers of specific NFL teams, fenced geographically to prevent fan base overlap, Bose can expand its awareness footprint further and collect the cookies for a future part of the campaign.
    3. Contact Dennis Goedegebuure of Fanatics about creating a co-branded NFL ultimate super fan apparel and audiophile experience. UGC videos and blog posts with giveaways and contents galore, with requests to reference the original NFL review tweets for amplification.
    4. Contact Kelly Dunne at CBS Sports to creatively retarget both the initial NFL promotion, lookalike promotion, and Fanatics co-branded super fan experience across their sports site portfolio, specifically amplifying the personal stories (which will in turn end up amplifying the original reviews).
    5. Create audience network ads in Facebook and Instagram for the various campaigns; since Instagram now supports it, integrate the buy button and adopt a direct sales approach on these ads.
    6. Worth further with CBS to syndicate the ads out to the broader network.
    7. Drip email to anyone that entered the flow moving from celebrity player reviews -> NFL team reviews -> super fan reviews; near the end of the drip campaign, offer a sizeable coupon if the buyer engages on social about why they want Bose headphones to complete their NFL experience.
    Case Study 2 — Ulta Beauty

    Presumably this would be for Eric Messerschmidt of Ulta Beauty, who is already doing some of the Twitter amplification strategies I’d recommend. The tweet below is actually an example of Ulta promoting an existing review; kudos.
    https://twitter.com/victoriouslogan/status/798992514808184832

    1. The next step I would recommend is to aggressively backfill with peer reviews. Rather than having the peer reviewers post their own reviews, instead provide product and existing review URLs and ask to retweet that URL, including their own 140 character review of the product with it. This would allow Ulta to skip directly to the wealth drivers phase and unity psychological triggers; the impression becomes that of a pack mentality, where everyone seems to be using the product.
    2. Given this is beauty, which is obviously visual, let’s include the right social networks, Instagram and Pinterest. Using the same techniques used on Twitter, use a handful of authoritative influencers and then backfill with peer reviewers to amplify those initial reviews with repinning and sharing.
    3. For all the distinct campaigns, create Facebook audience network campaigns designed to target the desired buyer persona. Use dark posts first to determine which variations are the most successful and expanding on the winning ads once that is determined.
    4. Similar to Bose, a moderated UGC promotion campaign tied to the influencer campaign would create a deep series of review content can be used to deep link into product pages, flowing social traffic and some link equity.
    5. Contact Dave Snyder at CopyPress to build out interactives on the best ways to use different cosmetics for skin type/hair type, sourcing sales data and UGC reviews for guidance, shuttling link equity once again from the entry point of the interactives into the most important product pages.
    6. Kick off an outreach campaign to mommybloggers with the intend of earning embeds on the interactive pieces created. At the end of the interactive flow, include a displayed coupon code that can be tied back to each mommyblogger for future affiliate relationships. Using a coupon code at the end of the interactive allows Ulta to treat these embeds like engaged display advertising.
    These are just two sample campaigns that could be conceptualized using compulsion marketing concepts and carried out to maximize the exposure of the initial product reviews; any brand is capable of receiving this type of attention with the right amount of budget.
     
  7. mukkulala

    mukkulala Newbie

    Joined:
    Dec 20, 2016
    Messages:
    12
    Likes Received:
    3
    Gender:
    Male
    I am up for a review copy to my new eCom site.
     
  8. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    Review copies have been gone for a long while now. You can use BHW50 to save 50% on your first payment though.
     
  9. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    For those of you looking for a bit of hands on training on influencer marketing (from scratch), I'm working with Ungagged on a 4 hour session on November 12th in Las Vegas.
    https://www.ungagged.com/event/las-vegas-2017/session/masterclass/

    If you're new to it or you just want some individualized training, that's the time to do it.
     
  10. nihalsad

    nihalsad Jr. VIP Jr. VIP

    Joined:
    Jan 29, 2011
    Messages:
    1,513
    Likes Received:
    2,780
    Been using this for a while now. Love the interface and functionality. Was able to secure connections/links/shout outs with quite a lot of awesome influencers. This is a must have service. Highly recommended!
     
    • Thanks Thanks x 1
  11. ryuken

    ryuken Regular Member

    Joined:
    Jun 16, 2009
    Messages:
    362
    Likes Received:
    44
    Seems interesting. Have to ask - is this Intellifluence whitehat?
     
  12. nuf-ced

    nuf-ced Administrator Staff Member Moderator Jr. VIP

    Joined:
    Sep 27, 2012
    Messages:
    572
    Likes Received:
    443
    Looks all hat to me. Like a laptop - depends on how you use it. Could get some awesome links built if done right.
     
    • Thanks Thanks x 1
  13. ryuken

    ryuken Regular Member

    Joined:
    Jun 16, 2009
    Messages:
    362
    Likes Received:
    44
    Gotta say this sounds cool. Is one able to filter by metrics (e.g. TF) of the infuencers' sites? Thanks.
     
  14. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    This is absolutely the right answer. Intellifluence is a tool much like Buzzsumo or Ahrefs or Mailshake -- how you use it determines what hat color you might ascribe to it. It's a heck of a lot cleaner than buying link packages though, that's for sure.

    Currently we have an internal metric that is similar to DA, but we're actually moving over to using LRT data because we find it more reliable.
     
  15. yda4huk

    yda4huk Junior Member

    Joined:
    Jul 15, 2014
    Messages:
    102
    Likes Received:
    28
    Do you have influencers from European, Asian, LATAM countries (languages)? Or only English-speaking: USA, UK, Australia, etc.
     
  16. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    We are worldwide. While we definitely have more in US, UK, and Australia as you suggest there are a decent number from Spain, Italy, Germany, and then a smattering throughout. My DB query shows 150+ countries represented -- hope that helps.
     
    • Thanks Thanks x 1
  17. ryuken

    ryuken Regular Member

    Joined:
    Jun 16, 2009
    Messages:
    362
    Likes Received:
    44
    What is this "Enhanced Messaging System" that's not available in the Intro package? Does this mean I won't be able to message potential influencers if I go for the intro? Thanks.
     
  18. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    No not quite; it has more to do with how templating is used across campaigns. You can message influencers on the intro plan without issue.

    The plans are going to change quite a bit on the relaunch -- we'll have a base level plan for those that just want to list an offer and have the marketplace bid on fulfilling and then more of the usual plans, up to enterprise and white glove plans.
     
  19. diequelle

    diequelle Newbie

    Joined:
    Sep 8, 2015
    Messages:
    11
    Likes Received:
    6
    Gender:
    Male
    Location:
    Munich
    I am interested in a review copy
    THANK YOU.
     
  20. Intellifluence

    Intellifluence Regular Member Enterprise Member

    Joined:
    Jul 11, 2017
    Messages:
    222
    Likes Received:
    49
    Gender:
    Male
    Occupation:
    CEO
    Home Page:
    The reviews have been claimed for several months now. You can use BHW50 to get 50% off your first month's rate.