Influencer Marketing - Michelle Stinson Rossdigitalsummit.com/docs/workbooks/masterclass... · Linkbuilding is a set of Search Engine Optimization (SEO) activities aimed at increasing

MASTERCLASS WORKBOOK

Michelle Stinson Ross | Director of Marketing Operations, Apogee Results

INFLUENCER MARKETING: CULTIVATING A

POWERFUL NETWORK FOR LINK BUILDING,

SOCIAL MEDIA EVANGELISM, AND PR

© Conversion Sciences LLC. Used with permission.

TABLE OF CONTENTS

Introduction

Exercise 1 – Influencer Audit

Backlinks

Press Mentions

Social Mentions

Web Mentions

Referral Traffic

Exercise 2 - Linkbuilding

Identify Potential Linkbuilding Opportunites

Qualify Potential Linkbuilding Opportunities

Prioritize Linkbuilding Resources

Linkbuilding Outreach

Exercise 3 – Social Media Ambassadors

Identify Potential Social Media Ambassadors

Qualify Social Media Ambassadors

Prioritize Social Media Resources

Organic Social Media Influencer Outreach

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TABLE OF CONTENTS

Exercise 4 – Press and Media Relations

Identify Relevant Press and Media Outlets

Press Resources

Paid PR Outreach

Tools

Linkbuilding

Social Media

PR

About Michelle Stinson Ross

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INTRODUCTION

uilding and maintaining an influencer network for your brand or organization can seem like a 24/7 job for an Bentire army of people. Digital influence can cross disciplines like Social Media, SEO, Content Marketing and

traditional Press Relations. Comprehensive Influencer Marketing can also include tasks like link building,

organic social media outreach, traditional journalist relationships and paid placement of various assets.

Whether your team is big or small, B2B or B2C, join this day long workshop to learn advanced strategies and

tactics that focus effort to fit your team, budget, and goals.

This workbook will help you::

Ÿ Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions,

social mentions, and referral traffic for business value and growth opportunity.

Ÿ Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media

and how to sort, qualify, and prioritize each for outreach.

Ÿ Influencer Resources: Learn how and when to either pivot existing content and resources or create brand

new resources for influencers across various disciplines. This section will include evaluating when to get

involved in paid influencer engagements.

Ÿ Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term

influencer/press relationships.


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INTRODUCTION

You will need to access a few online tools in order to complete the workbook exercises, particularly the audit

section.

Ÿ Training examples are demonstrated with ahrefs.com, semrush.com, and brand24.com.

Ÿ For backlinks you can use ahrefs.com, semrush.com, or majestic.com if you/your company already have an

account.

Ÿ For Social Media, Web, and Press mentions you can use brand24.com, mention.com, cision or meltwater if

you/your company already have an account.

Ÿ Free versions of semrush.com and brand24.com are available with sign up. We recommend that you take a

moment to set up your access before arriving for the workshop.


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EXERCISE 1 | INFLUENCER AUDIT

BACKLINKS

Total Reported Backlinks: ____________________________________________________________________

Backlinks Added:

Last 30 Days ______________________________________________________________________________

Last Quarter ______________________________________________________________________________

Last Year _________________________________________________________________________________

How many backlinks can you easily identify as high quality relevant content?


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BACKLINKS

Top 5 Backlinks

Backlink URL Traffic Last 30 Days Traffic Last Quarter Traffic Last Year


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PRESS MENTIONS

Press Mentions Added:

Last 30 Days ______________________________________________________________________________

Last Quarter ______________________________________________________________________________

Last Year _________________________________________________________________________________

What is the ratio of positive press mentions to negative press mentions?


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PRESS MENTIONS

Top 5 Press Mentions

Media Source Traffic Last 30 Days Traffic Last Quarter Traffic Last Year


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SOCIAL MENTIONS

Social Mentions Added:

Last 30 Days ______________________________________________________________________________

Last Quarter ______________________________________________________________________________

Last Year _________________________________________________________________________________

What is the ratio of linked social mentions to unlinked social mentions?


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Top 5 Social Mentions

SOCIAL MENTIONS

Influencer Social Channel Likes Comments Shares New SocialConnections

Website Traffic


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WEB MENTIONS

Web Mentions Added:

Last 30 Days ______________________________________________________________________________

Last Quarter ______________________________________________________________________________

Last Year _________________________________________________________________________________

What is the ratio of positive web mentions to negative web mentions?


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Top 5 Web Mentions

WEB MENTIONS

Media Source Traffic Last 30 Days Traffic Last Quarter Traffic Last Year


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REFERRAL TRAFFIC

Last 30 Days ______________________________________________________________________________

Last Quarter ______________________________________________________________________________

Last Year _________________________________________________________________________________

Top 5 Referring Links

Referring Domain Traffic Last 30 Days Traffic Last Quarter Traffic Last Year


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EXERCISE 2 | LINKBUILDING

Linkbuilding is a set of Search Engine Optimization (SEO) activities aimed at increasing the number and quality of

inbound links to a webpage with the goal of improving the organic search engine rankings of that page or website.

Although backlinks are a factor in the way pages appear in the search engines, they also play a role as 3rd party

validation of your content and expertise and are also a means of raising brand awareness and discovery. Links from

external websites back to your brand are part of influencer marketing because they tap into the relevant audience of

another website.


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Instructions: List potential websites and writers that are either already linking to your business or influential in your

industry.

Domain Existing Link Name Email Address Facebook LinkedIn Twitter

IDENTIFY POTENTIAL LINKBUILDING OPPORTUNITES


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QUALIFY POTENTIAL LINKBUILDING OPPORTUNITIES

Name Topic Published ReachStyle Domain Authority



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Instructions: Locate articles, pages, videos, images, podcasts, etc. on your website or around the web. Make notes

on original purpose of the content and how it relates to your linkbuilding audience. You are looking for opportunities

to repurpose and reuse content you have already created or get ideas on creating link-worthy content.


PRIORITIZE LINKBUILDING RESOURCES

Content Type Title Description URL Publication Title Topic Notes


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Linking Domain Content Resource Contact Email Notes on Pitch


LINKBUILDING OUTREACH

Instructions: Match a content resource to one of your qualified linkbuilding opportunities. Make notes on how you

want to make your pitch.


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Name Email Address YouTube Instagram Facebook LinkedIn Twitter

EXERCISE 3 | SOCIAL MEDIA AMBASSADORS

Brand Ambassadorship encompasses the organic social media activities aimed at increasing the number and quality

of community members engaging and sharing a brand with the goal of improving the organic visibility of that brand.

Brand ambassadors are important for their ability to generate authentic social conversation and improve organic

visibility.

IDENTIFY POTENTIAL SOCIAL MEDIA AMBASSADORS

Instructions: List potential social media influencers that are influential in your industry or with your customer base.


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QUALIFY SOCIAL MEDIA AMBASSADORS

Name Topic FollowersStyle Engagement



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Instructions: List articles, pages, videos, images, podcasts, etc. Make notes on original purpose of the content and

how it relates to your social media influencer audience. You are looking for opportunities to repurpose and reuse

content you have already created or get ideas on creating share-worthy content.

Content Type Description Topic Title URL Notes


PRIORITIZE SOCIAL MEDIA RESOURCES


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Content Resource Influencer NameAccounts Followed

and/or EngagedContact Email Notes on Pitch


ORGANIC SOCIAL MEDIA INFLUENCER OUTREACH

Instructions: Match a content resource to one of your qualified social media influencers. Make notes on how you

want to engage their social media accounts before you make your pitch.


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EXERCISE 4 | PRESS AND MEDIA INFLUENCERS

Press Relations (PR) is a blend of traditional PR activities with paid social media aimed at increasing the frequency of

brand mentions in broadcast news media with the goal of improving the reputation and visibility of that brand. PR

continues to be important for its seemingly unbiased coverage of businesses and communities and the audiences

that trust them.

IDENTIFY RELEVANT PRESS AND MEDIA OUTLETS

Publication/Media Outlet

Name FacebookMass/Local/Trade Email Address Twitter


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Content Type Title Description URL Publication Title Topic Notes


PRESS RESOURCES

Instructions: Locate articles, pages, videos, images, podcasts, etc. on your website or around the web. Make notes

on original purpose of the content and how it relates to your press audience. You are looking for opportunities to

repurpose and reuse content you have already created or get ideas on creating news-worthy content.


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PAID PR OUTREACH

Goal Content Location Demographic Interests

2 mentions in local news media

School nutrition report 50 mile radius of business

News and media job titles

Parenting, healthy lifestyle, autism, childhood obesity

Instructions: Match and existing content piece or pieces to a PR goal. Make notes on what targeting elements you

will use to develop a paid outreach audience for each content piece. The first line is done as an example.


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TOOLS

LINKBUILDING

URL NotesTool Name

Gryffin https://www.gryffin.com/

SEM Rush https://www.semrush.com/

Majestic https://majestic.com/

Google Analytics https://analytics.google.com/


https://www.gryffin.com/

https://www.semrush.com/

https://majestic.com/

https://analytics.google.com/

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TOOLS

SOCIAL MEDIA

URL NotesTool Name

Ninja Outreach https://ninjaoutreach.com/

Buzz Sumo https://buzzsumo.com/

Follower Wonk https://followerwonk.com/

Nuvi https://brickfish.com/nuvi/

Like-Wise https://www.like-wise.co/

SparkToro https://sparktoro.com/

HypeAuditor https://hypeauditor.com/



https://ninjaoutreach.com/

https://buzzsumo.com/

https://followerwonk.com/

https://brickfish.com/nuvi/

https://www.like-wise.co/

https://sparktoro.com/

https://hypeauditor.com/


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TOOLS

PR

URL NotesTool Name

Cision https://www.cision.com/us/

Trendkite https://www.trendkite.com/

Meltwater https://www.meltwater.com/



https://www.cision.com/us/

https://www.trendkite.com/

https://www.meltwater.com/


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ABOUT MICHELLE STINSON ROSS

Michelle Stinson Ross is an industry recognized authority on digital marketing,

particularly the convergence of content, search, and social media. As the

Managing Director of Marketing Ops, Michelle is the agency’s internal marketing

strategist. She guides the strategy behind Apogee’s website, blog, social marketing,

industry thought leadership and advertising footprints. She is also a key consultant

to the internal team and agency clients.


Documents

Influencer Marketing - Michelle Stinson Rossdigitalsummit.com/docs/workbooks/masterclass... · Linkbuilding is a set of Search Engine Optimization (SEO) activities aimed at increasing