Building the Relationship

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Из курса от партнера University of California, Davis

Advanced Content and Social Tactics to Optimize SEO

387 оценки

University of California, Davis

Advanced Content and Social Tactics to Optimize SEO

387 оценки

Курс 4 из 6 — Specialization Search Engine Optimization (SEO)

Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.

Из урока

Influence Marketing

Influencer marketing is the focus of this week’s topic. At the end of this module, you will be able to define what influencer marketing is and the role it plays in driving reputation and visibility. You will examine what influencers can do for you and the best approaches in building a relationship with an influencer, hint it’s not about manipulation, but building a strong positive relationship!

Influence Marketing0:46

What Can Influencers Do For You?7:09

Building the Relationship4:30

First Steps in Collaboration12:34

Advanced: Targeted Advertising6:57

Познакомьтесь с преподавателями

Eric Enge
Co-Author of "The Art of SEO"
CEO, Stone Temple Consulting

In this lesson, and the next one, I'm going to focus on the process of building

a relationship with an influencer.

This lesson is specifically going to focus on

establishing the right mindset to build a relationship.

Without getting this right, your efforts will surely fail.

With it, you have a much better chance of success.

The first thing you need to realize is that building a relationship involves

many steps.

It's not like you send one email to someone or mentioned them once in Twitter.

And presto, you've got this wonderful relationship.

It takes time, it takes effort, and you have to go about it the right way.

I'd like to start by studying what they share and

write about and seeing what their professional lives are about and

the kinds of things they like to share, kinds of content they produce themselves.

Is the beginning of the process of learning of what they're about, but

ultimately you're really taking time to learn about them.

So, that's beyond just learning the professional stuff.

It's useful to know other things they like to talk about and share about.

Maybe they're into wine, a sports team, something like that.

Not that your conversation is necessarily going to center around that, but

elements of that might creep in to a dialogue along the way and

this is something that I've used quite successfully.

In my own case, I remember once I shared Google+ Post

about owning a Tesla, which I do, and that actually

attracted the attention of some people who started interacting with me about the car.

It turned out those relationships had some usefulness beyond the discussion

about the car.

So this knowledge of what these people are about and how they think and

what they like is really important.

Once you have that you've got to understand that this is the next step.

And I know I've said that many different times in this course.

But you've got to get it to the point where you understand that.

You actually have to be trying to add more value to the people you're interacting

with than you expect in return.

And here is the funny thing, the better you get at adding value to others,

the harder it will become for you to give more than you got.

But you should always be trying to do that.

And then, if we start thinking about sort of the next level of basics,

how do I create trust in one on one relationship?

Well, I mean, personal interaction is certainly a part of it.

Giving back, in fact I would say giving forward.

Giving to them and helping them out before you ever ask them for

anything is something that you need to do.

But you need to look beyond that too.

Because, if the only thing that the influencer,

any person sees you doing online is interacting just with them,

it just doesn't work, it's going to creep them out in the long run.

So, it's really important to see, for

them to see that you're adding to value to others in the community.

And that you're really about being a part of the larger community.

This I find is essential in establishing a successful relationship.

And then lastly, if we think about,

sort of the mechanics of how I might reach out to them, there's many different ways

you can make connections with people online, well, online and offline.

So at the bottom here, Facebook, Twitter,

these are sort of the largest volume ways, blogging.

But then there's sort of the in-person ways, going to meet-ups, or

some meeting like a business meeting at a company.

Or even a one-on-one, and

you'll see that I'm a fan of actually going to conferences.

I build relationships by going to a conference when influencer has been

presenting sitting in the front row, waiting until the presentation is over and

just as the moderator is saying so thank our speakers,

I'm out of my chair and I'm up there and I'm talking to them and

now I have a chance to get a face to face meeting with someone.

The point is, the higher value the relationship,

the higher effort you should be willing to put in to go ahead and build it.

In this lesson we learn the building relationship with an influencer, or

anyone for that matter, is going to require effort.

You have to establish the right mindset before you start.

Once you have that right, you're ready to start thinking about the next steps and

that's what we'll cover in the next lesson.

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